Mexican television giant TV Azteca SAB is investing in Allied Esports Entertainment, a company that hopes to capitalize on the growing world of competitive video games.

Azteca has bought US $ 5 million in shares in the Black Ridge Acquisition Corp., which will become Allied Esports following its pending acquisition of two nearby property brands: an agreement that is expected to close next month. The goal of Allied is to operate in the field of electronic sports, distribute the content generated in those places and sell to viewers in a new platform of online tournaments that will be launched next year.

Controlled by Mexican billionaire Ricardo Salinas, Azteca will be both an investor and a strategic partner, combining his talent and massive audience with Allied’s experience in sports. The two groups will create a 24-hour electronic sports channel in Mexico and help promote games throughout the region, initiatives aimed at a younger and more elusive demographic.

“In Latin America, traditional television is a really important part of content distribution,” said Frank Ng, who will serve as executive director of Allied Esports. “It’s a really important format, and TV Azteca is extremely strong in that, especially in sports.”