Complexity Gaming and Panini America Partner For Panini’s First-Ever Esports Trading Cards and Social Content

BY Andrew Miesner / January 14, 2019

Partnership Merges Traditional Sports and Esports to Bring Original Content, Onsite Activations, and Collectible Memorabilia to Fans

Frisco, Texas and Irving, Texas — January 14, 2019 — Complexity Gaming, one of North America’s most elite and longest standing esports organizations, and Panini America, the leader in sports and entertainment and collectables, today announced that they have partnered for Panini’s first-ever foray into the esports landscape. The companies will work to engage fans from both esports and traditional sports through original content collaborations, onsite activations, and collectible memorabilia.

“By teaming up with one of the most reputable traditional sports brands, Complexity Gaming and Panini are furthering the intersection of esports and traditional sports through new product innovation and content,” said Daniel Herz, Chief Revenue Officer and Vice President, Complexity Gaming. “With the traditional sports world’s growing interest in video games and Panini’s roster of talented professional athletes and teams, this partnership creates more opportunity for integration across gaming, football, basketball, and more.”

As part of this partnership, Complexity and Panini will work together to create content for both esports and traditional sports audiences on a Panini Twitch channel that will launch on Thursday, January 17. Complexity influencers and streamers from Madden, Fortnite, card games, and other gaming communities, will stream on the official Panini Twitch channel, alongside a dedicated monthly YouTube video, and social media posts. This content will feature both Panini and Complexity athletes, while hosting giveaways and executing Panini Trading Card pack openings to support Panini’s NFL, NBA, and other trading card products including its NFL Blitz and NBA Dunk digital trading card apps.

“The esports audience shares similar demographics and interests as traditional trading card fans, so being able to engage those fans in new ways and where they are spending their time is important.  It’s also a way to engage a younger audience and introduce them to our Panini trading card products,” said Jason Howarth, Vice President of Marketing, Panini America. “Partnering with Complexity, an organization that shares a similar vision to creating compelling content, reaching new audiences and leveraging the crossover appeal of gaming with traditional athletes is why we are really excited about this partnership.”

In addition to creating original content, Panini and Complexity will provide live fan engagement opportunities. During fan signing sessions and meet-and-greets, Complexity gamers will sign custom cards, posters, and more that are presented and designed by Panini. The companies will also create custom trading cards for the Complexity franchise, including for players and influencers. At Complexity’s new headquarters at The Star in Frisco, TX, Panini will feature and sell this product as well as host upcoming gaming events.

To follow content, tune in to Panini’s Twitch channel and YouTube channel.


About Complexity Gaming

Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and real estate investor John Goff. The esports organization is lead by Co-founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity Gaming has won more than 140 championships in nearly 30 game titles over it’s more than 15 year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity Gaming has been continuously recognized as a global leader in modern esports.

About Panini

The Panini Group, established more than 50 years ago in Modena, Italy, has subsidiaries throughout Europe, Latin America and the United States.  Panini is the world leader in officially licensed collectibles and is the most significant publisher of collectibles in the U.S., with exclusive licenses for the NFL, NFLPA, NBA, FIFA, College and licenses with the MLBPA, NHL, NHLPA and Disney, and other key properties from many other licensors. Panini is also the exclusive trading card and sticker partner of the Pro Football Hall of Fame, the Naismith Memorial Basketball Hall of Fame and Pop Warner Little Scholars, Inc. Panini has distribution channels in more than 100 countries and employs a staff of over 800. For more information visit us at, or You can also follow Panini America on social media platforms Facebook, Twitter, YouTube and Instagram.