Live event producer LiveXLive Media Inc., based in Beverly Hills, announced today it will partner with Newport Beach-based Allied Esports Entertainment Inc. to put on live esports events.

Allied Esports owns two of what it calls “mobile esports venues” — converted big rig trucks that house a miniaturized gaming arena. Allied has dubbed them HyperX Esports Trucks.

The trucks will be used to host esports events as well as a program called LiveZone, which streams interviews with showbiz personalities, music news and commentary. The first LiveZone broadcast will take place Sept. 21 in Las Vegas at the iHeartRadio Music Festival.

LiveXLive Chief Executive Rob Ellin said in a statement that the partnership is “bringing the two fastest-growing live entertainment categories together, enhancing the experience for both consumers and brands,” and unifying music and gaming fans to “provide the best in streaming entertainment.”

LiveXLive got its start in 2009 broadcasting live music and entertainment events online. It went public in 2010 and reported revenues of $33.3 million in 2018, a 350% jump from the year prior. Its operational costs still remain high, leading to a net loss in 2018 of $34.7 million.

“Esports and gaming represent an expansive and emerging audience that has been incredibly hard to reach by those targeting its demographic,” Allied Esports Chief Executive Jud Hannigan said in a statement, adding that linking with LiveXLive allows Allied to “continue to bridge the gap between esports and other entertainment industries.”

Tech reporter Samson Amore can be reached at [email protected] or (323) 556-8335. Follow him on Twitter @samsonamore.

CORRECTION: An earlier version of this story misstated where Allied Esports Entertainment Inc. is based. The company is located in Newport Beach.