Freaks 4U Gaming, a German esports and gaming marketing firm, has acquired ProGaming Italia, an esports and gaming event organizer in Italy and Switzerland, from Game.Fin for an unknown fee.

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While Freaks 4U Gaming now controls ProGaming Italia, the group told The Esports Observer that ProGaming Italia would be run as a joint venture, as “the aim has always been to establish a strategic alliance as equals” among “both CEOs and all shareholders of Freaks 4U Gaming and ProGaming Italia.”

“Freaks 4U Gaming has been in gaming and esports for nearly two decades, together with stakeholders and the community helping to grow and shape the ecosystem we all love,” said Michael Haenisch, Freaks 4U Gaming CEO. “As Freaks continues to expand globally and regionally, we are very proud to welcome ProGaming Italia to the Freaks family given their capabilities and accomplishments. We are making a major stride in solidifying our presence in the Pan-European region, with collective resources, expertise and experiences that are complementary to our strengths across PC, console and mobile gaming.”

Haenisch further added: “Being pioneers in our respective regions, Freaks 4U Gaming and ProGaming Italia are committed to delivering unparalleled services and serving the gaming community at large since the very beginning. As ‘think globally, act locally’ is the key for us to provide the best solutions to our clients and the most engaging, authentic experiences to players and fans, we look forward to expanding this strategic alliance with those rooted in the same values around the world.”

ProGaming Italia organizes esports competitions in collaboration with a number of international esports organizations, game developers, and tournament organizers. Riot Games, with whom it collaborates on the bulk of Valorant operations in Italy, and ESL, with which ProGaming Italia has been a long-time licensee, are among its partners. ProGaming Italia’s CEO Daniel Schmidhofer has been named CEO of ESL Italy, Switzerland, and Austria as part of the company’s ongoing licensing agreement with ESL, which is also a minority stakeholder in ProGaming Italia.

Daniel Schmidhofer said: “ProGaming Italia was born out of passion for gaming with the mission of supporting esports evolution. We have broken countless records and celebrated many milestones since 2003, joining forces with Freaks 4U Gaming is not only a momentous occasion but also a natural progression for us, as both companies share the same vision of endless possibilities in the ever-changing landscape of esports and gaming. We are excited to be part of the incredible Freaks team and look forward to continuing this journey as one for our beloved esports!”

In March 2021, Freaks 4U Gaming and ProGaming Italia formed a strategic agreement to build the Valorant news and content platform Agent’s Range Italia, which is aimed at the Italian market.

Freaks 4U Gaming purchased all shares in ProGaming Italia held by majority shareholder Game.Fin, Schmidhofer’s holding company, as part of the deal. Game.Fin has bought shares in Freaks 4U Gaming in exchange for becoming a minority stakeholder. Game.Fin did not get any further pay, according to Freaks 4U. Schmidhofer will continue to manage ProGaming Italia as CEO while also joining the Freaks 4U Gaming executive team as a vice president.

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