Andbox Finalizes Rebranding, Unveils Plans For The New York City Esports Scene

The New York-based gaming organization Andbox was recently rebranded as NYXL. This comes as part of a series of moves that the company plans on making in order to make New York City, “the world capital of esports and gaming culture.”

In the same announcement, NYXL revealed that it will invest a “high-seven-figure” amount of money into the New York City gaming scene over the next 12 months. Additionally, the business plans on launching a company headquarters in Manhattan that will be dubbed XLHQ. This venue will feature a practice facility as well as an event venue for esports athletes and other types of content creators.

NYXL also debuted the YXL Young Creator Project. This annual, year-long incubator program aims to discover, support, and promote a new generation of digital content creators in the New York City area. Applications will open for the program on May 2nd, 2022. Only 50 finalists will be selected to come to NYC for an in-person showcase. From there, ten winners will be chosen to join NYXL and receive $50,000 stipends.

“Our team is dedicated to building New York’s esports programs, discovering new creators, and creating new content and entertainment that will showcase our home city,” said NYXL’s CCO, Mitchell Smith. “We see NYXL and esports as an important step in growing New York’s economy and we are excited to build this sector and create large-scale events that bring people from around the world into the City.”

NYXL (formerly Andbox) is a New York-based gaming organization that was founded in 2017. The company supports rosters in several hit games like Call of Duty, Overwatch, VALORANT, and more. NYXL is also the parent company of the New York Subliners CDL team and the New York Excelsior Overwatch League team.

The Profit‘s Take:

I shook my head when I read this. When they rebranded to Andbox, I said that it was the dumbest name and brand in all of gaming and esports, which goes well with their horrible business model and clueless management. This was such a great opportunity. That’s what’s so frustrating about the whole situation. Andbox could’ve come out and said, “we got it totally wrong. Activision-Blizzard forced us to be in New York. We want to make esports big. We’re going to have a headquarters in New York, but we want to also build this incredible global brand. Here’s the new global brand!” There was a chance to pivot here. Instead, they are basically saying, “we failed, we pivoted, so let’s now try that first thing we failed at again.” It’s odd, and I don’t get it. Also, there was nothing new or innovative announced here. You have content creators and an esports facility? Whoopty-doo, welcome to 2016. I’m frustrated because I see opportunities being squandered with major investors on board. They probably spent $1 million on this rebranding. At least (maybe) they’ll finally be able to sell a couple of hoodies now.

(All information was provided by Esports Insider and LinkedIn)