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Premier Esports Organization Andbox Rebrands as “NYXL,” Announces Mission to Develop NYC as the World Capital of Esports & Gaming Culture

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Premier Esports Organization Andbox Rebrands as “NYXL,” Announces Mission to Develop NYC as the World Capital of Esports & Gaming Culture

 

New York’s flagship esports organization Andbox announced that it has rebranded as NYXL. Dedicated to creating experiences and developing content that connects the worlds of esports, gaming culture, and lifestyle for the discerning modern gamer, NYXL solidifies its commitment to New York in more than just name – making an investment into NYC’s gaming community, including building its headquarters, XLHQ, in Manhattan. The organization will also launch YXL, their Young Creator Project, an annual initiative that discovers, supports and promotes the next generation of New York digital content creators, pledging $500,000 to the program. The announcement was made today by NYXL CEO James Frey and CCO Mitchell Smith.

Founded in 2017, NYXL was the first organization to bring professional esports to New York City. The team behind NYXL has deep experience in film, television, entertainment and sports, and brings world-class storytelling experience to esports for the first time. In addition to Frey and Smith, leadership includes President and co-Founder Farzam Kamel, Chief Product Officer and co-Founder Rohit Gupta, Executive Board member and co-Founder Scott Wilpon and Sterling Equities. Members of the advisory board also include former Turner President David Levy and Mike Sepso, CEO of Vindex and co-founder of Major League Gaming; with key investors Kevin Durant and Rich Kleiman, Michael B. Jordan, Pohlad Companies (owner of the Minnesota Twins), Allen & Company, the founders of Warby Parker, Harry’s, Giphy, and Dapper Labs.

“As New York City emerges from the pandemic, we’re laser focused on expanding our new job markets and industries, including digital game development,” said New York City Mayor Eric Adams. “We are thrilled NYXL is making New York City their new home, congratulate them on their relaunch, and hope others follow their lead. Last week, we announced our Blueprint for New York City’s Economic Recovery, and we are going to make certain fast-growing companies like NYXL get the welcome they deserve.”

“NYXL’s rebranding and new Manhattan headquarters signal their commitment to digital game development in NYC, the creative capital of the world,” said Mayor’s Office of Media and Entertainment Commissioner Anne del Castillo. “A major economic driver, employer and content creator, the digital game industry in NYC supports more than $2 billion in economic output and $762 million in wages, serving as an important component of our city’s economic recovery plan.”

The New York Mayor’s Office of Media and Entertainment (MOME) recently conducted the first NYC Digital Games Industry Economic Impact Study, which highlighted the sector’s significance and contribution to New York City’s economy, and found the growing industry supported 7,600 jobs. NYXL will play a key role in growing this burgeoning industry, which is clearly becoming a major economic driver, employer and content creator for the city.

“I love what NYXL has done so far to elevate esports in NYC and connect with local creators and fans,” said Scott Wilpon, co-founder of NYXL and the partner of Sterling Equities. “I’m looking forward to working with them to further their commitment to reinforce that New York is truly the next major gaming hub.”

Hip-hop artist and New York native, A Boogie Wit da Hoodie, joins NYXL as its first creator tapped to develop content series, music projects, and other artistic experiences for NYXL’s platforms and social channels. A Boogie will also collaborate with NYXL on traditional film and television projects, as well as custom apparel and merchandise that represent New York and the NYXL lifestyle.

This summer, NYXL and its professional Call of Duty League team, The New York Subliners, will bring competitive esports at the highest level to New York City. The event will take place in July in Brooklyn where teams and fans from across the country will unite to cheer on their favorite players. More information will be announced in the coming weeks.

eSports

Emmy-Winning Director R.J. Cutler’s Docuseries Esports World Cup: Level Up Premieres June 6 on Prime Video

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Prime Video, one of the leading entertainment destinations, will premiere the five-part documentary Esports World Cup: Level Up on June 6, with new episodes released weekly. Directed by Emmy-winning filmmaker R.J. Cutler (Billie Eilish: The World’s a Little Blurry, Elton John: Never Too Late and Martha), the series goes behind-the-scenes of the inaugural Esports World Cup (EWC) in 2024 — a defining moment in global esports, where over $60 million in prize money ignited a high-stakes, multinational battle to crown the world’s top esports Club.

The series is produced by This Machine (a part of Sony Pictures Television), with R.J. Cutler directing, John Dorsey serving as showrunner, and Jane Cha Cutler, Trevor Smith, Elise Pearlstein and Mark Blatty executive producing. Level Up will premiere exclusively on Prime Video in more than 240 countries and territories worldwide.

Esports World Cup: Level Up offers a rare look inside a global competition that’s redefining what it means to be a champion for a new generation of athletes and fans. R.J. Cutler and his team of expert storytellers embedded themselves within the eight-week tournament – watched by over 500 million fans globally – to uncover the personal sacrifices, rivalries and stakes driving the action.

Shot in verité style, the series combines intimate home visits from around the world and on-the-ground coverage from Riyadh, Saudi Arabia. It follows a wide cast of characters – from Club CEOs orchestrating million-dollar strategies to rising stars chasing life-changing wins – while capturing the pulse of elite esports competition.

“What drew me to the Esports World Cup was the compelling human stories unfolding within this high-stakes arena. Level Up isn’t just about the incredible competition and prize money; it’s about the dedication, the passion, and the sheer will of these athletes and teams pushing the boundaries of what’s possible. Under high pressure, we discover the true character of the competitors who vie for $60 million, but who also expose their humanity in the process,” said Cutler.

At the heart of Level Up is the “EWC Club Championship,” an unprecedented, multi-title tournament format where Clubs compete across more than 20 games, earning points toward a single leaderboard. Every match, every point, reshapes the race for global dominance. With the highest prize pool in esports history on the line, the EWC is not just a tournament – it’s a proving ground for the next generation of sports icons.

“A win might make the headlines — but the real story is the people behind it. Level Up dives into the human side of esports: the pressure, the ambition, the sacrifices. It’s about what it really takes to compete at the highest level — and why it matters. R.J. is the best at bringing those stories to life, and this one captures the heart of what we’re building,” said Ralf Reichert, CEO of the Esports World Cup Foundation.

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Esports Charts Wins “Esports Innovation Award” at the EsportsNext Industry Awards

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Esports Charts Wins “Esports Innovation Award” at the EsportsNext Industry Awards

 

Esports Charts, a Ukraine-born analytics company that aggregates real-time viewership insights about esports, has won the Esports Innovation Award at the EsportsNext Industry Awards, hosted by the Esports Trade Association (ESTA) in Dallas, US.

The Esports Innovation Award recognizes an organization or individual that has introduced groundbreaking technology, services, or strategies significantly advancing the esports industry.

Esports Charts was honored for its scalable analytics platform, which provides comprehensive tournament and viewership statistics across more than 25 livestreaming services — helping stakeholders from publishers and teams to fans make smarter, data-driven decisions.

“Winning the Innovation Award from ESTA is an important milestone for us as a leading esports analytics service in the world. Also, we’re especially proud to represent Ukraine-born innovation on an international stage.

“From day one, our mission has been to bring clarity and transparency to the world of esports data. And this recognition from the industry is both an honor and a motivation to keep raising the bar.

“Thank you to our incredible team and partners, who believed in us from the start. This award is a shared success — and we’re just getting started,” Artyom Odintsov, co-founder and CEO of Esports Charts.

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TEAM VITALITY WINS INTEL EXTREME MASTERS DALLAS 2025

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Today, leading esports club Team Vitality was crowned champions at the Intel Extreme Masters (IEM) Dallas 2025, held at the Kay Bailey Hutchison Convention Centre. Most Valuable Player (MVP) Mathieu “ZywOo” Herbaut guided the team to an imperious victory in Texas, delivering standout performances throughout the tournament, particularly in the Grand Final against MOUZ. With this victory, Team Vitality is crowned the champions of IEM Dallas 2025, bouncing back from a narrow 2-1 defeat in the 2024 tournament, where they finished as runners-up.

ANOTHER TROPHY LIFTED IN TEAM VITALITY’S LEGENDARY RUN

The powerhouse lineup of Dan ‘apEX’ Madesclaire, Mathieu ‘ZywOo’ Herbaut, Shahar ‘flameZ’ Shushan, William ‘mezii’ Merriman, and Robin ‘ropz’ Kool all shone on the server, defeating several top-tier clubs, with “ZywOo” being named as the tournament’s MVP.

Kicking off their run in Group A, Team Vitality’s first match saw an impressive 2-0 win over South American side Legacy, showcasing their strength on both Inferno and Dust 2. The Upper Bracket Semifinals presented a closer challenge against GamerLegion, yet Team Vitality held firm and secured another 2-0 victory.

In the Upper Bracket Final, the French powerhouse faced Mongolian org, The MongolZ. The series began with a 13-10 Team Vitality victory on Inferno, but the MongolZ answered back with a 13-7 win on Nuke. However, the Bees levelled the series back on Mirage, where flameZ delivered a standout performance, leading them to a 13-11 victory. This victory continued Team Vitality’s 28-game win streak and secured their spot in the Playoffs Semi-finals.

The Semi-Final saw a rematch of the IEM Melbourne 2025 Grand Final, as the Bees faced off against Team Falcons. Dust II went the way of Team Vitality, with a commanding 13-7 win. However, the opposition roared back to take Train 13-6, setting up a grandstand final round on Inferno. Here, Team Vitality rallied together and managed to see off their rivals in close fashion, winning 13-11 to set up the Grand Final against MOUZ.

Team Vitality kicked off the Grand Final with a stunning comeback victory on Dust II, winning 13-11 from being 8-11 down. The Bees continued their early form into Mirage, asserting their dominance early to take a 13-9 win. The French club finished the 3-0 sweep on Inferno, taking a 13-8 win to secure the victory.

TEAM VITALITY EXTENDS THEIR REIGN IN COMPETITIVE CS2

The 2025 IEM Dallas title marks the club’s sixth Counter-Strike tournament win of the year. By defeating MOUZ at the Kay Bailey Hutchison Convention Centre, Team Vitality extends their historic streak – a triumph made even more meaningful by taking place in Dallas, a city deeply rooted in Counter-Strike’s competitive legacy.

Fabien Devide, President of Team Vitality, said: “I’m extremely proud of our CS team for securing yet another major title with this IEM Dallas victory. Team Vitality continues to showcase the strength and excellence of French esports organisations on the global stage, and we have no intention of slowing down anytime soon.”

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With the IEM Dallas title under their belt, Team Vitality have established their status as the team to beat for the remainder of the 2025 competitive calendar. Their unstoppable run will continue at the BLAST Austin Major next month, followed by IEM Cologne in July, where the team will look to continue winning trophies. By winning IEM Dallas, Team Vitality has already taken the first step in securing back-to-back ESL Grand Slams, a feat never before achieved by any other esports club.

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