LG Electronic Devices Inc. on Monday stated it has actually signed a partnership with the global esports company Gen.G to much better target young consumers in the middle of the pandemic.

Under the deal, the 2 sides accepted seek different organization opportunities in the international esports market and comply in promoting LG UltraGear video gaming display and notebook products.

LG believes the collaboration can improve its marketing for the MZ generation, which refers to those born between 1980 and the early 2000s as a combination of millennials and Generation Z.

Founded in 2017, Gen.G runs top-class teams in the competitive gaming sector in online games like “Overwatch,” “League of Legends” and “PlayerUnknown’s Battlegrounds.” It was ranked 6th in Forbes’ list of the world’s most important esports firms in 2020 at $185 million.

LG first hopes the most current offer can increase its monitor sales. In 2015, the South Korean tech powerhouse released a brand-new 27-inch UltraGear video gaming screen, the market’s first 4K IPS 1 millisecond Gray-to-Gray item, which boasts quick action time to provide immersive gaming experience.

According to market researcher TrendForce, LG was ranked 6th location in terms of worldwide display deliveries in 2020, down one spot from the previous year.

Demand for video gaming screens and notebooks has actually been growing following brand-new console launches and expanded video game streaming from cloud services amid the stay-at-home trend, according to market tracker International Data Corporation (IDC).

It forecasted worldwide gaming display deliveries will reach 16 million systems in 2024, up from 12.4 million systems in 2020, while that of video gaming notebook will increase from 22.3 million units in 2020 to 30.2 million units in 2024. (Yonhap).