Guild Esports has successfully completed its public market flotation on the London Stock Exchange (LSE), with a market cap of £41.2 million (€45.5/$52.3 million).

The London-based esports organisation, which is co-owned by football legend David Beckham and raised an initial £20m since launching in June 2020, is the first esports franchise to list on the LSE. 

According to Fieldfisher, the law firm specialising in gaming, sports and tech deal, which advised Zeus Capital and Mirabaud Securities in their capacities as joint bookrunners and brokers on Guild Esports initial public offering, we can expect to see more IPOs and buyouts of esports businesses in the near future. 

Fieldfisher corporate partner Anthony Brockbank, who led the legal team advising Zeus Capital and Mirabaud Securities, commented:

“We are excited to have been involved in the first UK-listing of an esports business and to have assisted our longstanding broker clients on delivering a highly successful IPO for Guild.

“While the Covid-19 pandemic has been a testing time for many companies, it is inspiring to see new businesses emerge from and capitalise on the changes in habits brought about by the lockdown.

“Anecdotal evidence suggests the curtailment of other leisure opportunities is driving consumers towards at-home pursuits and activities that do not involve mingling or travelling.

“We expect to see more transactions in this area as other esports companies look to follow Guild in embarking on deals to expand their activities and market share.

“The London IPO market is showing signs of heating up again and is proving attractive to new kinds of businesses like esports looking for ways to extend their reach and accelerate their growth.”

As previously reported, Guild is initially fielding teams in Rocket League, FIFA, and Fortnite, and is planning to use the proceeds from its IPO to fully establish these teams, build its brand, and expand into more titles and activities. 

AYO.NEWS says:

We absolutely agree with Fieldfisher’s take on esports. Though many observers still dismissed esports as a fringe sector, or ‘flash in the pan’ driven by hype, even into the first few months of the COVID-19 crisis, it is now clear that the crisis could drag on for many more months or even years, and that even when the pandemic has passed there will be no return to the old normal. Things have changed, and video gaming and esports are now firmly at the heart of entertainment and pop culture. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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Gaming platform developer Rival has partnered with the NBA’s Detroit Pistons, and announced a new key hire. 

The Pistons are the first pro sports organisation in the US to partner with Rival and launch a gaming community for their fans – a place for Pistons fans to communicate, compete, and earn reward points that can be exchanged for team merchandise and other prizes. Games supported include popular sports titles like NBA 2K, Madden, EA NHL, and FIFA, on both Xbox and PlayStation. 

Based on Rival’s white label back-end tech, the Pistons new Motor City Rivals esports community will launch with an NBA 2K21 tournament, sponsored by Gamestar, in November. In addition to cash prizes, fans can get the chance to play online against Pistons guard Bruce Brown, or another mystery NBA player. 

Rivals has also announced the appointment of former ESL Senior VP/Brand Partnerships, Paul Brewer, as executive vice president of global business development. Brewer has previously held positions with ESPN, Turner Broadcasting, and Samsung. 

Commenting on his new role, Brewer said:

“The traditional sports side is trying to get younger and engage with different audiences, and they’re trying to figure it out through gaming and esports and haven’t really done that yet …  (Rival) hits on that white space or empty space for traditional sports teams because of what the product is and what the platform can do to engage traditional sports fans who we know are gamers.”

AYO.NEWS says:

With fans still unable to attend games in many places due to the ongoing COVID-19 crisis, it’s never been more critical for sports organisations to embrace digital to engage with their fans and keep their communities strong. Creating an online community where fans can enjoy esports and hang out with each other, while still engaging with their team, seems like a fantastic solution, and we’re sure other pro league teams will follow the Pistons’ lead. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

The Singapore-based Global Esports Federation (GEF) has announced a partnership with US-based data and measurement company Nielsen. 

Under the strategic partnership, Nielsen will provide research, data, and insights, to help “amplify the value of the GEF and its efforts in convening the world’s esports ecosystem.”

Discussing the collaboration COO of the Global Esports Federation, Paul J. Foster, said:

“The collaboration with Nielsen offers the Global Esports Federation access to best practice measurement methodologies and extensive global research experience in meeting the needs of the GEF and the community we serve. The world is experiencing a tremendous acceleration in the development of esports to connect, entertain and excite the world at an ever-increasing pace.

“We are able to leverage on Nielsen Sports’ expertise in providing relevant insights and data that will help focus the GEF, our members and partners to guide our work as we look to the future for esports.”

While International Managing Director at Nielsen Sports, Marco Nazzari, added:

“With longstanding expertise in media consumption measurement and valuation, combined with an unparalleled view of the esports ecosystem, Nielsen Sports is uniquely positioned to help the Global Esports Federation succeed in its mission to further elevate competitive gaming. This new collaboration, leveraging our best in class data and insights will ensure the brightest possible vision of esports.”

AYO.NEWS says:

Despite a string of high-profile appointments and partnerships focused on the traditional sports world, the GEF has yet to demonstrate any real connection with, or impact on, the global esports ecosystem. 

There’s no doubt the GEF has some lofty ambitions, but some of its partnerships, like the one announced last month with the Arab Esports Federation (ARESF) – an organisation headed by HRH Prince Faisal bin Bandar bin Sultan Al Saud – raise serious questions about how in-touch its leadership really is. 

The latest deal with Nielsen could be very useful, but we doubt it will make much difference until the GEF gets a grip, dumps its stuffy, painfully bland corporate image, and tries to connect with esports organisations and communities, rather than focusing almost entirely on the traditional sports world. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

David Levy has joined New York-based esports organisation Andbox as an investor and Chairman of its advisory board. 

The former Turner President and Brooklyn Nets CEO, investment in Andbox is part of a successful Series B funding round. Andbox has said it intends to use the new capital to help develop consumer brands around its teams, which include the New York Subliners and New York Excelsior franchises. 

Commenting on his investment and appointment, Levy said:

“Looking at the sports landscape it’s clear to me that in the very near future esports will be global on a scale only equalled by soccer, basketball, and combat sports. It’s this realization that first compelled me to be an early-mover in this space during my time at Turner years ago.

“New York is the biggest, boldest sports market there is in the U.S., with it also serving as a beacon of global culture, and that’s why I’m so excited to become an investor in Andbox and chair its advisory board.”

While Co-founder and President of Andbox, Farzam Kamel, added:

“David brings us tremendous experience in the entertainment and sports industries, and is extremely passionate about the things he gets involved in. His energy is truly contagious.

“He will be of immeasurable value to us as we build this business. We’re very fortunate to have him involved not just as an investor but in an active role leading our advisory board.”

In addition to backing from Levy, Andbox has also attracted investments from several notable funds and individuals, including Sterling Equities (portfolio includes SportsNet New York, and the MLB’s New York Mets), Allen & Company investment bank, The Pohlad Companies (owner of MLB’s Minnesota Twins), Neil Blumenthal (Co-founder & CEO of Warby Parker), Jeff Raider (Co-founder & CEO of Harry’s), Sundance DiGiovanni (Co-founder & CSO of Vindex), Mike Sepso (Co-founder & CEO of Vindex), Michael B. Jordan (actor & producer), Adam Leibsohn (Co-founder & COO of GIPHY), and Chirs Stand (Co-founder & CEO of the Infatuation). 

Andbox also recently announced it is entering Riot Games’ VALORANT, with a new pro team competing under the New York banner. 

AYO.NEWS says:

Attracting investment and advice from someone with Levy’s mainstream entertainment experience and clout is a big boost for Andbox, and it’s clear that he’s passionate about esports – having been instrumental in the development of ELEAGUE, and being on record as saying he believes esports will be one of the four competitive entertainment properties that will dominate the future; soccer, basketball, combat sports, and esports. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

UK-based esports organisation Fnatic has announced a partnership with Chinese electronics giant Hisense. 

The multi-year deal will include content creation, including product reviews, and is Hisense’s second esports sponsorship – after becoming Evil Geniuses’ exclusive TV provider in 2017. Fnatic’s facilities will also be fully kitted out with the latest Hisense products. 

Discussing the partnership Vice President of Hisense International, Alex Zhu, said:

“We are thrilled to partner with Fnatic, one of the world’s top esports organizations, in a joint effort to bring a better quality of life to Fnatic and esports fans. 

“We hope to make Hisense TV and home appliances truly their friend and right-hand in life by constantly exploring the needs of fans, so as to allow them to focus on enjoying every moment of esports games.Supported by the unique VIDAA operation system that launched at Hisense TV, we are dedicated to bringing more esports and Fnatic content to our big screens for fans.”

While Founder and CEO of Fnatic, Sam Matthews, added:

“We are proud to partner with Hisense, a forward-thinking, innovative company, that is committed to bringing happiness into the homes of millions of families. As a trusted partner, we are excited to share this collaboration with our fans, players and creators.”

Fnatic also has commercial partnerships with AMD, BMW, Gucci, LeTou, Monster Energy, OnePlus, Parimatch, and PCSpecialist. 

Staying with Fnatic, last week the organisation announced the appointment of Lucien Boyer as new Chairman, Soroya Sobh as Head of Talent Management, and George Mead as Interim Partnerships Director. 

AYO.NEWS says:

It’s interesting to see Hisense dip its toes in the esports world again. It’s likely quite a few brands that tried esports sponsorships a few years ago were disappointed with the results – but a couple of years makes a big difference, and we’re sure Hisense will find esports now delivers much greater commercial value.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

North American esports organisation Spacestation Gaming has teamed up with Danish gaming peripherals brand SteelSeries. 

The partnership will see SteelSeries supply its products to Spacestation Gaming’s players and staff. 

Spacestation Gaming stands out as one of the few esports organisations to win a Championship trophy in what has been a very disrupted 2020 – winning the Six Invitational, Rainbow Six Siege’s season finale, very early in the year, before the COVID-19 crisis went global. 

Commenting on the news Founder of Spacestation Gaming, Shaun McBride, said:

“I personally have always been a fan of SteelSeries. Our players have often requested SteelSeries products, so when this partnership came together, it felt completely perfect. The collaboration will support our entire staff and optimize all of our teams moving forward.”

While Esports Marketing Manager at SteelSeries, Andrew Trulli, added:

“With Spacestation Gaming’s top-tier esports talent, combined with an ability to develop and create engaging content, we’re excited to have them join the SteelSeries team.”

SteelSeries also has agreements in place with Barrage, FaZe Clan, FunPlus Phoenix, and OG Esports, while Spacestation Gaming has deals with B&H, Champion, and Scuf Gaming. 

Out with the old…
In with the @SteelSeries!!

WELCOME TO THE SPACESTATION pic.twitter.com/OR9LuB1dQH

— Spacestation Gaming (@SpacestationGG) September 30, 2020

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