Astralis and GoWish announce strategic partnership

Danish esports organisation Astralis has announced a partnership with Danish gift registry platform GoWish.

As a part of the strategic partnership, Astralis and GoWish will gift an item from a fan’s wishlist each month, provided that it’s a piece of merchandise from the official Astralis online store.

A company initially founded in 2015 by Denmark’s national postal service, GoWish’s registry platform allows users to co-create and share wishlists and can include items ‘from the world of Counter-Strike’ and official Astralis merchandise. The service is currently used by one in two Danes and hosts more than 12 million wishlists. 

According to the press release, the collaboration aims to ‘bring gamers closer’ to their favourite Counter-Strike players and teams whilst the company spreads the ‘social shopping phenomena’ within its mission of ‘Fixing Gifting’.

The partnership with GoWish continues a busy few days for Astralis. The organisation recently unveiled an initiative named ‘Less Flaming, More Gaming’ with electronics retailer Elgiganten aimed at encouraging players to foster a more positive environment while playing both casual and competitive games.

Last month saw the organisation lose a key staff member in the departure of its Director of Communications Steen Laursen who was one of the earliest Astralis employees after the organisation was founded in 2016. In May, Astralis teamed up with its apparel partner hummel and streetwear brand SUANA to create a limited merchandise collection.

On the new collaboration, Mads Rasmussen, Commercial Director of Astralis, said: “Since day one, Astralis has been about pushing boundaries, and with our new strategic partnership with GoWish, we’re thrilled to introduce alternative ways to inspire and reward our fans, making it also easier than ever to engage with the Astralis Main team on more personal levels.”