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Backbone Hits the Nordic Market with EET as Distributor

Allan Friis, Sales Director Retail for EET Denmark
Allan Friis, Sales Director Retail for EET Denmark

Multispecialist EET has just signed a new and exciting partnership with Backbone for the distribution of the company's mobile gaming devices in the Nordic market through its offices in Denmark, Finland, Norway and Sweden.

Founded by 24-year-old Maneet Khaira while working in gaming at Google, Backbone launched in 2021 and represents an unprecedented ecosystem where you get virtually all gaming services available in one place and at your fingertips. Backbone's hardware and software ensure that streaming cloud gaming and core gaming can happen effortlessly and seamlessly. Gamers simply connect a mobile to the Backbone One and can instantly play major titles on the App Store and Apple Arcade; stream games through cloud gaming services such as Xbox Game Pass, Nvidia Geforce Now and Amazon Luna; and play their Xbox Series X|S, PlayStation 5 and Steam games from anywhere via remote play.

"At EET, we've had a solid focus on the growing gaming industry for a number of years, including distributing all kinds of accessories for the gaming crowd. It was therefore a natural fit for us to partner with a company like Backbone, which is truly revolutionising the mobile gaming market. We are sure that Backbone's entry into the Nordic market will be a huge success and that our retailers will welcome the brand with open arms", says Allan Friis, Sales Director Retail for EET Denmark.

Backbone is also pleased with the newly established cooperation with EET for the distribution of Backbone in the Nordic region. "We are proud to have partnered with EET to bring Backbone One to as many Nordic customers as possible. EET's profile and capabilities align closely with our ambitions for the region, where we strive to establish ourselves as the leading technology and gaming company in this space", said Maneet Khaira, CEO of Backbone.

Backbone has achieved some impressive and significant results since its launch. Six months after launch, the company partnered with Microsoft to bring Xbox gaming to iOS devices, integrate their software and bundle the product with Xbox Game Pass Ultimate. In June 2022, the company partnered with game developer Blizzard Entertainment to optimise the gaming experience on Backbone when playing the newly released game, Diablo Immortal. Most recently, Backbone partnered with PlayStation on a PlayStation Edition inspired by the PS5's Dualsense wireless controller. With the launch of an Android version, Backbone is poised to continue its dominance in the gaming industry.

Backbone will be launched in Denmark via 3, Telia, Coolshop and Proshop.


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