eSports
Guild launches new creative services arm ‘Guild Studios’
Guild Esports, the esports teams organisation co-owned by David Beckham, today announces the launch of Guild Studios, the Company’s new production and creative services division, delivering innovative campaign-led solutions for brands and media owners looking to connect with esports, gaming, Gen-Z and Gen-Alpha audiences.
Guild Studios sells end-to-end creative services, production and consultation in esports marketing directly to brands, agencies and media owners. Studios’ launch enables Guild to monetise its vast in-house expertise in esports by supporting brand owners and sponsors with esports and gaming marketing solutions that resonate with the young audiences Guild engages with every day.
This campaign-led approach is independent from the selling of branding rights to Guild assets or IP, providing limitless opportunities for Guild to champion new and creative forms of engagement. Guild’s state-of-the-art physical facility in Shoreditch, housing a dedicated content and editing suite and streaming rooms, as well as its connection to the UK gaming community through its leading Academy, College and world-renowned professional teams, make Guild Studios uniquely positioned to become the premier agency to consult and execute gaming and esports briefs for brands across the board.
Guild Studios’ campaigns are intended to connect with younger audiences more effectively than traditional advertising. 94% of Gen-Alpha – anyone born after 2010 – consider themselves gaming enthusiasts, and Gen-Z consumers are increasingly engaging with gaming IP outside of playing video games; 53% of the time Gen-Z consumers spend engaging with gaming IP is in other ways than playing, such as watching tournaments or content creators.
This new revenue stream for the Company launches with secured campaigns and projects with major brands including Samsung Mobile, that have generated a combined six-figure revenue for the Company.
Guild Studios partnered with Samsung to support the launch of the Samsung Galaxy S23 at Westfield White City on 16 and 17 February 2023, where Guild created an influencer talent-led event, followed by a ‘Roll-Up’ Mobile Esports day on 25 February to showcase the powerful gaming capabilities of the Galaxy S23.
This is the third time Guild has partnered with Samsung: Samsung Display has been Guild’s Official Display partner since June 2021 and Samsung TV/AV division has been Guild’s Official TV partner for the UK and Ireland since June 2022.
Jasmine Skee, CEO of Guild Esports, commented: “Creating new revenue streams and generating value for investors are the Company’s key objectives for 2023. Guild Studios enables us to monetise our vast in-house expertise in esports by supporting brand owners and sponsors with innovative campaigns, branded content and advertising to a range of companies looking to grow their engagement.
“We were delighted to work with Samsung for the launch of the new Galaxy S23. This is the third time they have partnered with us since becoming a major sponsor in June 2021, highlighting the strength of our value proposition and ability to engage with otherwise hard-to-reach Gen-Z and Gen-Alpha consumers.’’
Nick Westwood, Senior Vice-President of Creative and Strategy at Guild, said: “If there is one thing that young people have in common, it is that they play games. At a time when brands are pushing to reach future purchasers in youth demographics, gaming is the one entertainment sector they can guarantee resonance. Guild Studios has been created to provide our expertise, audience and growing delivery team to brands and media owners. Our unique position as a rights holder, network and producer means we can deliver direct results. The market opportunity has been proven by the major brands and six figure revenues we have already brought in since beginning this sales process in mid-January.”
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