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Nordic.Partners has officially entered the esports arena with the launch of Nordic Partners Gaming (NPG), a new division that expands its business beyond affiliate marketing. The company’s first major move in this new direction is the acquisition of AM Gaming’s Counter-Strike 2 (CS2) roster, which will now compete under the NPG brand following a full rebranding and the introduction of a new commercial structure.
This strategic shift coincides with Nordic.Partners’ rebranding as Nordic.Partners Group, with the esports venture serving as the cornerstone of its broader expansion plans. The company is leveraging its deep roots in the iGaming industry to tackle a persistent challenge in esports: converting large audiences into profitable business models.
NPG’s approach is centered on merging esports operations with commercial expertise from the betting sector. The team’s existing iGaming network will be instrumental in creating new revenue opportunities for esports teams and content creators, potentially setting a new standard for industry collaboration.
The leadership team behind NPG underscores this dual focus. Fabian Broich, appointed as Director of NPG, brings over a decade of experience in professional esports, while Havard L., joining the board, offers 15 years of expertise in iGaming. Their combined background is expected to drive NPG’s long-term strategy for sustainable growth.
The acquired CS2 squad has already demonstrated rapid progress, rising from outside the global top 200 to the top 60 in a matter of months. However, NPG is treating this as a foundation rather than a finished product. The roster has been refreshed with new signings, a move that may temporarily affect its ranking but aligns with the organization’s long-term vision for player development and competitive success.
Unlike many esports organizations focused on short-term wins, Nordic.Partners is positioning NPG as a long-term investment. The emphasis is on stable management, player support, and sustainable commercial growth—a strategy that could reshape the esports landscape.
