Major brands such as Sony (through its gaming gear brand INZONE), Red Bull, Alienware (gaming hardware division of Dell), gaming chair manufacturer Secretlab, and gamepad company Game Beaver have been announced as partners for the Apex Legends Global Series Open 2025 (ALGS Open). Nokia will also be involved, hosting a 1v1 activation during the event, which is taking place this weekend, from 1–4 May, in New Orleans, US.
While financial details have not been publicly disclosed, each partner will contribute to the event through their respective areas of expertise. INZONE will provide gaming monitors, Alienware will supply hardware, and Game Beaver will equip players with controllers. Secretlab is responsible for the chairs, while Red Bull is the official energy drink partner, with an on-site booth and a range of activations planned throughout the tournament.
The announcement coincides with an interview given by EA’s Head of Esports, Monica Dinsmore, to Esports Insider, in which she expressed optimism about the short-term future of the esports industry.
“I really feel like we’re in an esports spring. I have a lot of optimism for where we’re at right now. We’re now positioned to grow in a much more mature and strategic way as an industry. I think we’ve all, kind of, been through the battle, and I think we’re going to do it right this time. Players and teams have a lot more opportunities, as their business models are maturing. I see a lot of steady and strategic growth in a way that’s going to be much more sustainable,” Dinsmore told Esports Insider.
Dinsmore’s remarks are supported by the recent surge in esports prize pools, with multi-million dollar figures seen across several titles including CS2, Dota 2, and even the newcomer Marvel Rivals. The ALGS Open 2025 is keeping pace, boasting a $1 million prize pool to be disputed by 160 Apex Legends teams from around the globe. This forms part of a wider $5 million prize pool investment forecast for the season, known as Year 5.
However, the affirmation also can be contested due to financial results reported at the League of Legends Champions Korea (LCK), which saw its revenue severely decreasing over the last three years even though its audience continues as strong as ever.
