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Meet NYXL: Andbox’s New York-Centric Rebrand

NYXL is dedicated to growing the industry in New York, where it is building its headquarters and launching its Young Creator Project.

New York-based esports organization Andbox has officially rebranded as NYXL and is staking its claim as “New York’s next global entertainment brand,” the company announced on Wednesday.

NYXL announced the rebrand two months after welcoming James Frey, who will stay on board in this next phase, as its first-ever CEO. Bronx-born rapper A Boogie Wit Da Hoodie is joining NYXL as the company’s first new creator to develop original content and collab on music projects and other experiences for NYXL’s platforms and social channels.

“Our team is dedicated to building New York’s esports programs, discovering new creators, and creating new content and entertainment that will showcase our home city,” NYXL COO Mitchell Smith said in an official release. “We see NYXL and esports as an important step in growing New York’s economy, and we are excited to build this sector and create large-scale events that bring people from around the world into the City.”

NYXL is on a mission to make New York City a premier gaming and esports hub. The organization is building its headquarters, XLHQ, in Manhattan, and it willfeature a practice facility for its esports players and an event venue to bring the gaming community and content creators together for live experiences.

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NYXL is also working on launching a new program called the YXL Young Creator Project. The annual incubator program pledges $500,000 to support and promote up-and-coming digital content creators in New York. Selected creators will spend a year under NYXL’s wing, where they will tap into studio space and opportunities to explore their creative voices further.

Applications for the incubator open on May 2. NYXL will choose 50 finalists to participate in a camp and showcase their creative talents in person in NYC. Of that bunch, 10 winners will be selected to receive $50,000 stipends and join NYXL to further their digital content creator goals.

“NYXL’s rebranding and new Manhattan headquarters signal their commitment to digital game development in NYC, the creative capital of the world,” said Mayor’s Office of Media and Entertainment Commissioner Anne del Castillo. “A major economic driver, employer, and content creator, the digital game industry in NYC supports more than $2 billion in economic output and $762 million in wages, serving as an important component of our city’s economic recovery plan.”

NYXL owns and operates various esports brands, including New York’s first professional esports team and a founding franchise of the Overwatch League, the New York Excelsior, and New York’s official Call of Duty League, the New York Subliners. In July, NYXL is bringing competitive esports to Brooklyn with a live event for teams and fans. NYXL also has an extensive portfolio of investors, including Thirty Five Ventures, Pohland Companies, Dapper Labs, Warby Parker, Michael B. Jordan, and Giphy.

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