Enthusiast Gaming Announces Partnership with Buxom Cosmetics Focusing on Women Gamers


Luminosity Gaming’s JennySmiles to Host Women’s Custom Fortnite Tournament Nov. 30

LOS ANGELES, November 28, 2023 – Enthusiast Gaming Holdings Inc. (“Enthusiast Gaming” or the “Company”) (TSX: EGLX), the leading gaming media and entertainment company in North America, has partnered with beauty brand Buxom Cosmetics to bring glam to gaming through an integrated campaign, including the development of a new custom Fortnite map launching November 28.

The in-game experience, built in collaboration with Enthusiast Gaming, features a virtual obstacle course infused with top Buxom Cosmetics products where players will compete by utilizing plumping lipsticks, blush bounce pads, massive twirling mascara wand monkey bars, and lip gloss spills for special power-ups and turbocharged speed.

The latest collaboration demonstrates a seamless integration of a traditionally non-endemic brand like Buxom Cosmetics into the gaming community, breaking traditional barriers and evolving the entertainment experience for beauty fanatics and gamers alike.

“Enthusiast Gaming is excited to partner with Buxom Cosmetics to create an innovative and engaging experience for the gaming and beauty communities. This collaboration not only demonstrates our dedication to pushing the boundaries of gaming media and entertainment through omni-channel storytelling, but also highlights our ability to develop custom brand solutions that help top-tier brands like Buxom authentically connect with gaming communities across digital platforms,” said Amanda Rubin, EVP, Brand Solutions at Enthusiast Gaming.

To celebrate the launch of the map, Enthusiast Gaming and Buxom Beauty will host the Battle of the Babes Tournament on November 30 at 6 p.m. EST / 3 p.m. PST with top Luminosity Gaming creator JennySmiles. Six teams of women streamers, captained by fellow Luminosity Gaming creators Morg and Vanessuh, and popular creators ThePeachCobbler, Reddysh, Sparkles QT and Sommerset, will battle it out for a $20,000 prize and a coveted Buxom Cosmetics Box Bundle. The teams will race through the custom Fortnite map livestreaming on Twitch and amplifying across creators’ social channels.

“Beauty in gaming is not about conforming to stereotypes; it’s about embracing diversity and celebrating individuality. In this tournament, we’re breaking boundaries and proving that confidence and style have a place in every virtual battlefield,” said JennySmiles, Luminosity creator and Battle of the Babes tournament host.

Buxom is reimagining its brand for a new generation, venturing into evolving spaces like gaming, including creating bold, long-lasting digital experiences in the metaverse. The custom map showcases Buxom’s innovation, artistry, and unique brand identity, with a swipe of lip color instantly giving main character energy – in real life or gaming.

“BUXOM’s mission is to arm every person with the confidence to live their best life and be unapologetically themselves. Our larger-than-life beauty stimulates the senses and amplifies your best assets, so you can express yourself, and never blend in. We believe a swipe of lipstick can instantly give anyone main character energy. That’s why, for our Game On Holiday Collection this year, we have partnered with Enthusiast Gaming to curate a bold beauty moment within Fortnite, featuring an in-game plumping experience culminating in a Battle of the Babes tournament for gamers to win $20,000, BUXOM makeup must-haves and more. We want beauty fanatics and gamers alike to be their boldest self, because after all, beauty should be fun,” said Tara Boss, Executive Director, Global Marketing at Buxom Cosmetics.

Players can enter the Only Up Buxom (Checkpoints) experience through the Fortnite Discovery tab by entering the code 0303-4064-7865 or heading to https://www.fortnite.com/@superjoy/0303-4064-7865.

About Enthusiast Gaming

Enthusiast Gaming is the leading gaming media and entertainment company in North America, building the largest platform for video game enthusiasts and esports fans to connect and compete worldwide. Combining the elements of its five core pillars: creators, content, communities, games, and experiences, Enthusiast Gaming provides a unique opportunity for marketers to create integrated brand solutions to connect with coveted Gen Z and Millennial audiences. Through its proprietary mix of digital media, content and gaming assets, Enthusiast Gaming continues to grow its network of communities, reflecting the scale and diversity of gaming enthusiasts today.

Enthusiast Gaming Contacts

Enthusiast Gaming: Felicia DellaFortuna, CFO

Investors: FNK IR – Rob Fink / Matt Chesler, CFA, [email protected]

Media: [email protected]


About Buxom

It all began in 2006 with a range of Plumping Lip Glosses to stimulate the senses, with standout color to unleash your inner vixen. Today, we’re the lip plumping experts, with an array of pain-free plumpers and makeup must-haves that give you the confidence to be your boldest self.

Buxom believes in going big, being bold, and feeling sexy. We’re all in, all the time. Never subtle or shy, we live out loud and don’t hold back. We refuse to dial down or apologize for who we are. And we exist to give you the tools (and the confidence) you need to do the same. We love makeup that takes risks or makes a statement. Because beauty should never be taken too seriously or over-complicated – it should be fun.


Forward Looking Information

This news release contains certain statements that may constitute forward-looking information under applicable securities laws. All statements, other than those of historical fact, which address activities, events, outcomes, results, developments, performance or achievements that Enthusiast Gaming anticipates or expects may or will occur in the future (in whole or in part) should be considered forward-looking information. Often, but not always, forward-looking information can be identified by the use of words such as “plans”, “expects”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates”, or “believes” or variations (including negative variations) of such words and phrases, or statements formed in the future tense or indicating that certain actions, events or results “may”, “could”, “would”, “might” or “will” (or other variations of the forgoing) be taken, occur, be achieved, or come to pass. Forward-looking statements in this news release include, but are not limited to, statements relating to the Company’s campaigns, campaign elements and anticipated product expansions.

Forward-looking statements are based on assumptions and analyses made by the Company in light of its experience and its perception of historical trends, current conditions and expected future developments, including, but not limited to, expectations and assumptions concerning: interest and foreign exchange rates; capital efficiencies, cost saving and synergies; growth and growth rates; the success in the esports and gaming media industry; the Company’s growth plan, and judgment applied in the application of the Company’s accounting policies and in the preparation of financial statements in accordance with applicable financial reporting standards. While Enthusiast Gaming considers these assumptions to be reasonable, based on information currently available, they may prove to be incorrect. Readers are cautioned not to place undue reliance on forward-looking statements. In addition, forward-looking statements necessarily involve known and unknown risks, including, without limitation, risks associated with general economic conditions; adverse industry events; and future legislative, tax and regulatory developments. Readers are cautioned that the foregoing list is not exhaustive. For more information on the risks, uncertainties and assumptions that could cause anticipated opportunities and actual results to differ materially, please refer to the public filings of Enthusiast Gaming which are available on SEDAR+ at www.sedarplus.ca. Readers are further cautioned not to place undue reliance on forward-looking statements as there can be no assurance that the plans, intentions or expectations upon which they are placed will occur. Such information, although considered reasonable by management at the time of preparation, may prove to be incorrect and actual results may differ materially from those anticipated. Forward-looking statements contained in this news release are expressly qualified by this cautionary statement and reflect our expectations as of the date hereof, and thus are subject to change thereafter. Enthusiast Gaming disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by applicable law.

Neither the TSX Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Exchange) accepts responsibility for the adequacy or accuracy of this release.