Millennial Esports has announced it will acquire the company behind McLaren’s World’s Fastest Gamer competition – IDEAS+CARS (logo pictured).
Millennial Esports will pay £100,000 and issue 1.3m shares as part of the deal.
Darren Cox, IDEAS+CARS founder, will become Millennial’s chief marketing officer and MD of Millennial Esports Europe, as part of a three-year agreement.
“This transaction marks another major milestone for our company as we move into new territory in the esports ecosystem”, said Millennial CEO Alex Igelman.
“We are extremely pleased to have a visionary like Darren Cox join our team and lead our entry into the world of motor racing esports. Darren’s previous success with Nissan and Sony in delivering GT Academy paved the way for esports within the racing game genre.
“IDEAS+CARS current partnership with McLaren in the World’s Fastest Gamer and the esports relationship with the legendary home of British motor racing, Silverstone Motor Racing Circuit, puts us in the forefront of the racing world and esports.”
Millennial owns The Arena, Las Vegas’ first permanent esports arena and studio, and the Millennial website which is an esports platform/tournament provider and online community.
Further reading: Check out our behind the scenes tour of McLaren’s HQ as part of their esports push here, and our interview with Darren below:
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
