Torstar in Joint Venture with Enthusiast Gaming to Bring News to Gen Z Audiences
TORONTO – Torstar Corp. and Enthusiast Gaming announced a joint venture to create an online information platform for Gen Z communities in English-speaking countries around the world.
Both companies say the new AFK platform will adopt a tone and format familiar to fans of online video games like Fortnite and Call of Duty.
Torstar Chief Customer Officer Mike Beckerman says advertisers have a strong interest in reaching Gen Z and Millennial age groups, which include teens and young adults born since the early 1980s.
Beckerman says Torstar also sees a chance to give this audience a view of current events and entertainment outside of gaming.
He says the AFK online platform is expected to go live in September.
Financial terms of the deal were not disclosed.
Enthusiast Gaming chief executive Adrian Montgomery said the company is currently reaching around 300 million people per month through its various platforms.
“Which makes us the biggest gaming platform in the English-speaking world,” Montgomery said in an interview on Wednesday.
The new platform is called AFK because it’s a gamer term for “away from the keyboard” and represents Enthusiast’s strategy of engaging the crowd of gamers with a variety of content while they’re not playing. , did he declare.
“When a kid plays Fortnite or Call of Duty, they’re actually on the game publisher’s servers. . And when they’re done, they’re going to go to websites, they’re going to join forums, they’re going to follow, for example, their favorite teams, ”Montgomery said.
Enthusiast Gaming provides this audience with content tailored to their interests through a variety of online platforms, including their own website and YouTube channel.
The company generates revenue from a combination of advertising and subscriptions, the prices of which vary depending on features and platforms.
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Torstar holds an investment in La Presse Canadienne under a joint agreement with subsidiaries of The Globe and Mail and La Presse in Montreal.
This report by The Canadian Press was first published on July 7, 2021.