The joint venture aims to create a new community for eSports growing number of fans by providing them with news, related entertainment, and gaming possibilities.

Both businesses have confirmed that the decision to  enter into the joint venture was primarily due to the rising popularity of eSports and the opportunities available to monetise it through sports betting.

The new joint venture, which has yet to be named, will be 45% owned by the eSports entertainment company Gamingzone, with the other 55% controlled by Mr Green.

Karl Mikael Cakste who is one of the founders of Swedish-based Gamingzone has been “initially” appointed as the ventures CEO, although it’s unclear whether or not he will remain in that role.

Per Norman, CEO of Mr Green explained his thinking behind the new partnership claiming:”eSports is a quickly growing, global phenomena and an increasing number of fans is spending time on gaming as well as different kind of videos.

“Experts believe this can become as huge as traditional sports. We want to be part of this development and create a presence among all its fans. In Gamingzone, we have found a partner who understands eSports, content and entertainment”.

Karl Mikael Cakste, the ventures new CEO and founder of Gamingzone, added:”Entertainment and betting within eSports is still immature. We are convinced that there are interesting and entertaining ways of offering the fans something better than what we have seen so far”, says. “We are happy to partner with Mr Green which is an established, knowledgeable online gaming company that acts responsibly and is long-term.

”Our main ambition is to create a community where eSports fans from the entire world love to spend time. People of the age of 18 and older who wants to bet will in due time be offered that opportunity under just and safe conditions”.

The new eSports community is expected to be launched later this year.