Luminosity Gaming’s foray into the competitive Super Smash Bros. scene has garnered attention, particularly with their recent partnership with supermarket brand Kroger for a $10,000 invitational tournament. The Toronto-based esports organization, under the Enthusiast Gaming umbrella, has found a place in the Smash community, filling the void left by Nintendo’s minimal involvement in esports. Alex Gonzalez, the head of Luminosity, pointed out the gap in the market due to the lack of an official Nintendo circuit for Smash. Luminosity saw an opportunity to bring together top players and engage fans with events like the upcoming tournament. While Nintendo has traditionally shied away from esports for cultural and operational reasons, Luminosity has taken the opportunity to establish itself as the brand’s entry into the Smash competitive scene.
The Xbox Store page for Hollow Knight Silksong on prank day surprised many, including Luminosity. This original page, while not having a release date, marks the game’s progress after five years of development. Nintendo’s separation from esports indirectly helped Luminosity’s rise in the Smash community, as evidenced by their sponsorship of major events and popular players. By introducing the Smash scene to Kroger, Luminosity emphasized the game’s community engagement and passionate fan base. Fighting games like Smash offer a high level of engagement, making them attractive to brands looking for esports partnerships. Kroger’s sponsorship of Luminosity’s tournament demonstrates the growing interest of brands in this untapped sector of esports.
Luminosity’s success in Smash suggests that a focused approach to esports can be fruitful. Unlike organizations that span multiple titles, Luminosity’s heavy investment in the Smash community has paid off. While esports teams dominate the industry landscape, focusing on specific games such as Luminosity with Smash or Misfits with Minecraft and Roblox could be a strategic move in the development of the esports landscape in 2024.
