Enthusiast Gaming (EGLX.T) announced today that it has teamed up with the Grammy-award winning band Coldplay to create a unique musical experience celebrating the release of the band’s new single, “Higher Power”.

“We are thrilled to announce this strategic relationship with Coldplay…Coldplay are timeless, cross-generational musicians, and we look forward to serving as a bridge between them and our global gaming audience. While this is the first collaboration of its kind for us and in the gaming space, our platform provides immense opportunity for similar experiences in the future,” commented Adrian Montgomery, chief executive officer of Enthusiast Gaming.

Enthusiast Gaming will be working with Coldplay to create unique musical and gaming content to fan communities across the entire Enthusiast Gaming platform. The band will also be made honorary members of Team Luminosity, the Company’s own esports organization. According to Streams Charts, Luminosity Gaming was ranked as the most popular esports community on Twitch in March 2021, with 40 million hours watched. Enthusiast Gaming itself represents the largest gaming media platform in North America, reaching over 300 million monthly video game and esports fans worldwide.

With this in mind, Enthusiast Gaming possesses a platform that is more than capable of promoting Coldplay’s latest single, Higher Power. The hour-long launch event will take place on Thursday, May 20, 2021 at 7:00PM ET and will be streamed on Luminosity Gaming’s Twitch channel. The event will include an appearance by Coldplay as well as a performance by Luminosity Gaming artist and Grammy award nominee ZHU, who will play his official remix of Higher Power live. DJ Harley Fresh, a popular Twitch icon and member of Luminosity Gaming, will also be performing.

“We’re proud to team up with Enthusiast and Luminosity Gaming to present Zhu’s hypnotic remix of Higher Power for the very first time,” said Coldplay.

Personally, I can’t help but appreciate Coldplay’s latest single Higher Power. Having received its first play on the International Space Station, Higher Power is quite literally “out of this world”. By collaborating with Enthusiast Gaming’s expansive platform of gamers, Coldplay will have access to millions of users worldwide. More than anything, Enthusiast Gaming’s latest collaboration will pave the way for similar experiences in the future, which is sure to increase the Company’s overall appeal. With this in mind, I can’t help but feel like these experiences will be closely tied to Project GG, the Company’s upcoming platform intended to facilitate community engagement amongst gamers. Being a subscription-based service, could we potentially see events like these locked behind Project GG in the future?


Enthusiast Gaming’s share price opened at $7.15 today and is currently trading at $7.35 as of 1:21PM ET. The Company’s shares are up 2.80% indicating that there has been some change following the news.

Written By:

Kieran Robertson

Kieran Robertson is an experienced writer with a passion for technology, esports, and video games. He graduated from the University of Western Ontario with a Major in English Language and Literature. After graduating, Kieran worked as a freelance writer, managing his own blog and volunteering for La Maza Magazine, a magazine startup focused on collaborating with photographers, writers, models, and designers.

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