MGM Alternative is getting into the gaming world.

The Amazon MGM Studios division has struck a deal with the Global Esports Federation (GEF) to make content surrounding the the Global Esports Games, esports competitors and the gaming lifestyle.

MGM Alternative makes shows such as The Voice, Shark Tank, and Survivor and is currently riding high in the UK, where its reboot of physical competition show Gladiators debuted this past weekend to 6M viewers.

The producer will work with the GEF to develop linear and streaming content, as well as live events within GEF’s esports conventions and events.

The GEF’s mission statement is “dedicated to enhancing the credibility, legitimacy, and prestige of esports.” Its marquee events include the Global Esports Games and the pro-series Global Esports Tour. A third edition of the Games took place recently in Riyadh, Saudi Arabia, in 2023. It will be staged in China this year, the UAE next year, the U.S. in 2026 and Qatar in 2027.

Esports’ popularity continues to rise around the world, with Statista figures from this month showing the market is worth an estimated $4.2B and is set to continue with a CAGR of more than 7% from now until 2028.

“With the global interest in esports at an all-time high, we’re eager to share the stories and excitement surrounding the Global Esports Games, their athletes, and the gaming lifestyle,” said Barry Poznick, General Manager, MGM Alternative. “This is the beginning of an epic collaboration with the Global Esports Federation to develop content that appeals to the worldwide audience of gamers and non-gamers alike.”

“We are thrilled to unite with MGM Alternative to unlock the incredible potential of esports,” said Paul J. Foster, CEO of the GEF. “This collaboration will amplify the voices of diverse esports athletes, showcasing their compelling stories to the world. Together, Global Esports and MGM Alternative will provide an innovative platform that will power growth and value for the world’s esports community.”