paiN Gaming opened a Melitta-branded cafe in São Paulo

paiN Gaming and Melitta have expanded their partnership with the opening of a Melitta-branded cafe at paiN's headquarters. The cafe will serve employees and fans. The partnership, which began in January with content and influencer activations, now includes a physical space for daily use by paiN employees. Melitta sees esports as attractive due to fan engagement and large audiences. Melitta's strategy includes the cafe, coffee capsules, and branding on team uniforms for games like League of Legends. The partnership aims for long-term engagement with the esports organization.