Guild is a sports team. A growing force in a fast-growing world; esports. If you’re not a gamer you may not have heard of them but you will have heard of one of their investors and brand ambassadors, Mr David Beckham. Esports is one of the fastest growing entertainment industries in the world and the race is on to become one of the household names in the space.
Esports isn’t like traditional sports. Teams tend to compete across multiple games with specialist competitors for each game. Those specialist gamers are often hugely influential personalities with substantial social media followings so defining the meaning of a team is more complex than in the offline world.
We were asked to take a fresh look at Guild. To define the opportunity for a professional esports team and to create a brand narrative that could act as a guide for the content and partnerships teams as they scaled up.
We created a custom process to deliver results as rapidly but as robustly as possible, working with representatives from the performance team and senior stakeholders as well as the marketing team to ensure buy-in and encourage take-up.
The team has gone from strength to strength with their newly focussed brand story. They’ve signed major partnership deals with the likes of Sky and Samsung and are establishing themselves both as Champions in competition and as Champions for the industry.