Global gaming and esports company VY Esports has launched a cultural and entertainment platform called EDGE. EDGE, an acronym for ”Experiential Development for Gaming and Esports,” is designed to create and connect “communities of casual gamers.”

Partnering with GameStop, UPROXX, and presenting sponsor American Eagle, the premiere event for the platform will debut July 25 at 12 p.m. PST on GameStop’s and UPROXX’s Twitch channels. The virtual event will feature myriad groups including those from the Los Angeles gaming community. Industry influencers, players, pro players and others will offer insights, guidance, and lessons on how to get into the gaming and esports space, according to the announcement. In addition to the information being provided, EDGE will also feature a live Madden NFL 20 gaming event in partnership with the North American Collegiate League.

The EDGE Virtual Event will be hosted by Jess Brohard and will include talent from FaZe Clan, Team Liquid, as well as the L.A. Chargers’ Derwin James, the L.A. Rams’ Cam Akers, ART@WAR/ Atlantic Records platinum recording artist and gamer YBN Nahmir, and collegiate esports representatives from UCLA, USC, and UC Irvine.

VY is looking to expand EDGE and plans to host its first live event sometime in Q4.

GameStop, UPROXX and American Eagle add to VY’s endemic and non-endemic list of clients as they have worked with Coca-Cola and Capcom Media Ventures previously. VY has also partnered with Electronic Arts and Coca-Cola in developing the Russian Interactive Football Cup as an official qualifying competition of the EA SPORTS FIFA 18 Global Series, on the Road to the FIFA eWorld Cup 2018. Additionally, during the 2019 baseball season, VY teamed up with the Overwatch League and the Los Angeles Dodgers to create an esports-themed fan event for MLB at Dodger Stadium ahead of the MLB All-Star Game.