Italian esports organisation NOVO Esports has announced a new collaboration with Mercato Centrale, a prominent chain of food halls in Italy. The partnership will see the launch of the Mario Kart Grand Prix, a series of events featuring Nintendo‘s title taking place within Mercato Centrale’s venues, aiming to blend gaming with social and culinary experiences.
The initiative will kick off on 22nd November at the Mercato Centrale in Milan. The events are structured to feature tournaments, free-play gameplay areas, photo opportunities, and appearances from NOVO Esports’ talents. The format is intended to make gaming more accessible to a wider audience by situating it within the popular, everyday setting of a food market, which serves as a hub for dining and socialising in city centres.
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In a statement, NOVO Esports highlighted the project’s goal to unite “gaming, socialising, and entertainment in the heart of Italian cities.” This collaboration is part of a broader strategy for the organisation, which has expanded its focus beyond top-level competition.
Recently, the organisation collaborated with the Friuli Venezia Giulia regional government to create a custom Fortnite map to promote the region’s tourism, making it the first Italian region to launch such an initiative. Despite this focus on experiential projects, the organisation maintains a competitive presence, having qualified its Call of Duty Warzone team for the Esports World Cup 2025.
