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Subway Signs First EMEA-wide Esports Sponsorship Deal With Guild

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Subway Signs First EMEA-wide Esports Sponsorship Deal With Guild
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  • Subway® and Guild Esports sign major two-year sponsorship deal 
  • The partnership covers the EMEA region and kicks off today with Subway becoming Guild’s Official Quick-Service Restaurant Partner and Official Academy Partner across 50+ countries

Guild Esports, the global esports team organisation co-owned by David Beckham, has today announced its headline partnership with Subway®, the world’s largest submarine sandwich franchise.

In a two-year partnership, Subway becomes Guild’s Official Quick-Service Restaurant Partner as well as the Official Academy Partner of Guild Esports in more than 50 EMEA markets. Guild is the first esports team organisation to sign an EMEA-wide sponsorship agreement with Subway.

Subway’s rights package includes the branding of Guild’s team jersey, featuring graphics by renowned London streetwear artist Fergus Purcell, bespoke branded content across Guild and its London headquarters opening later this year, player and content creator channels, and exclusive esports activations.

By becoming an Academy Partner, Subway will be able to engage with young audiences in key markets across EMEA at a local level and support Guild in delivering a balanced choice nutrition programme to its Academy members and fans. Guild and Subway have shared values and look forward to working together to support young gamers to make food choices which are good for them and their local communities.

Subway is a proponent of making better choices and working with young adults at a grassroots level to give them the opportunities to harness their passions, build their careers, and develop their skills on a practical and entrepreneurial level. This aligns with the values of both companies as, since its launch in June 2020, Guild has been committed to developing best-in-class esports teams whilst finding and training the next generation of players.

Carleton Curtis, Executive Chairman of Guild Esports, said: 

“We are incredibly proud to partner with Subway, an iconic global brand and the world’s largest submarine sandwich franchise.

This partnership is particularly exciting as we are completely aligned with Subway’s commitment to helping people make better choices.

It is our shared values that will provide a strong foundation for Subway’s unique relationship with our Academy, which provides opportunities and education to the next generation – from career opportunities to health and wellbeing.

We look forward to deepening our partnership with Subway for the long term.

Guild’s growing presence and world-class team performances are attracting keen interest from leading brands and sponsors as esports becomes a mainstream social and entertainment activity.”

Louise Wardle, Vice President Marketing EMEA at Subway, said: 

“At Subway, we have been looking at different ways to connect with younger audiences, but wanted to do so authentically, with more than just a logo.

We’re thrilled to be partnered with Guild Esports, which goes far beyond the typical esports company. Its world-first Academy is completely unique, offering the opportunity for young gamers to harness their passions, build skills and fulfil their dreams. By also collaborating with lifestyle and entertainment stars, Guild appeals to gamers and fans alike. This grassroots partnership will therefore connect a globally responsible brand with young people across EMEA.”

 

eSports

Challengermode launches in-game tournaments with The Battle of Polytopia, ushering in a new era for esports & competitive gaming

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Challengermode launches in-game tournaments with The Battle of Polytopia, ushering in a new era for esports & competitive gaming
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Global esports platform Challengermode has signed an exclusive 5 year deal with developers of turn-based civilization strategy game The Battle of Polytopia, Midjiwan, to development of the game’s competitive esports scene.

This partnership is a huge step forward in Challengermode’s mission to directly support game developers in realizing their games’ esports ambitions, proving just how easy it is for players to make the jump from casual multiplayer to grassroots competitive gaming – and for 3rd party esports organizers to host easily accessible competitions in-game.

Challengermode will provide Midjiwan with its esports expertise and automated tournament technology to guide the development of The Battle of Polytopia for competitive audiences worldwide across Steam, iOS and Android. Players will be able to browse, play and see the results of tournaments from within the Polytopia game app itself without having to leave the game client or use any external 3rd party esports mechanisms. The aim is to create a robust esports community for The Battle of Polytopia where grassroots players can compete seamlessly in an organized setting for real prizes.

Robel Efrem, CEO and founder of Challengermode said: “We couldn’t be more excited to be helping Midjiwan expand the competitive gaming side of The Battle of Polytopia. I’ve been a big fan of the game for years, so having the opportunity to assist with the creation of its nascent esports scene is a dream come true. It’s also an excellent opportunity for Challengermode to demonstrate benefits of game developers working directly with companies in the esports space to rapidly scale up their own competitive gaming operations, making their games better integrated and more accessible to esports hopefuls of all levels. With the sustained growth of the grassroots esports sector, we fully expect more game developers to add competitive modes such as tournaments, leagues and ladders alongside their classic multiplayer modes in the near future.”

Integrating with the Challengermode Game Integration API opens up possibilities for Midjiwan to develop other valuable additions for the competitive community in Polytopia, including “Live Games” – a play clock game mode where players have a bit more than 1 minute from the start of their turn to make their moves. Players will also be able to access replays of matches, meaning all multiplayer games they complete can be saved, rewatched and shared as much as they like.

Christian Lovstedt, General Manager at Midjiwan, adds that: “Challengermode’s dedication at the grassroots level esports players made them the perfect partner to work with in building out our competitive gaming scene for The Battle for Polytopia. As a developer, it was important to us to integrate the esports aspects of Polytopia with the main game itself, removing the barrier that usually exists between casual multiplayer and the competitive play that players can enjoy at a more professional level. We welcome Challengermode’s esports expertise in bringing the competitive side of The Battle for Polytopia to a wider audience than ever before, and look forward to working closely with them in this endeavour.”

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Compliance Updates

SIS awarded ESIC Gold Standards accreditation for Competitive Gaming offering

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SIS awarded ESIC Gold Standards accreditation for Competitive Gaming offering
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Endorsement marks out supplier as only esports betting events provider to officially meet new integrity measures

SIS (Sports Information Services), the leading multi-channel supplier of 24/7 live betting services, has been awarded the Esports Integrity Commission’s (ESIC) Gold Standards, the highest possible accreditation from the industry association.

The award sees SIS become the first esports betting events supplier to meet ESIC’s stringent new criteria, created to set unmatched levels of integrity and safety in the esports betting industry, for its Competitive Gaming portfolio (Esoccer, Ebasketball and CS:GO).

The purpose of the ESIC Gold Standard is to build on its existing principles by setting out a list of standards for tournament organisers, ensuring that events are run to the highest level of integrity and safety for the benefit of all stakeholders.

With stringent integrity measures in place, SIS Competitive Gaming follows best practice outlined by ESIC in addition to strict operational measures in place to ensure that each event is fair.

Each SIS Competitive Gaming head-to-head match, all of which take place from within SIS’ UK-based self-contained studios, is streamed live with experienced casters providing live in-game commentary. The streams take place through a secure platform that is exclusive to licensed operator sites where the age of the audience has been verified and is not available on open streaming services, meaning there is less danger of toxic messaging of the sort that is often carried on unlicensed sites.

All events are overseen by a dedicated ESIC-trained integrity referee and have a real-time link to SIS’ expert trading team, which closely monitors betting activity. Rigorous gamer competitiveness and predictability tracking measures are in place, through supremacy and volatility reporting, with all events taking place in a jurisdiction with well-respected legal and employment rights.

The new ESIC Gold Standards have been created to elevate transparency and impartiality, and required SIS to meet a number of rigorous requirements across the board, including:

  • No communication devices allowed anywhere in the gaming studios
  • Minimum of three employed personnel (independent from gamers) watching every event
  • Controlled fixed game settings to ensure fair and competitive play
  • Employees are fully background checked for criminal records, with references taken
  • Ensure all gamers are of sufficient skills and expertise to compete against other pro gamers.
  • ESIC anti-corruption code to be signed by all staff and gamers

SIS continues to work with ESIC to evolve the Gold Standards to improve Integrity and the visibility of clear tangible rules and standards by which tournament organisers should run events.

Adam Conway, Head of Esports & Competitive Gaming at SIS, said: “We are extremely proud to have received this new accreditation, which shines a light on the very high integrity and safety standards we have always put at the core of our Competitive Gaming offering.

“Our operator partners and their customers appreciate our high levels of integrity, such as visible referees invigilating every game, making us the only esports betting events supplier to do so.”

Ian Smith, Commissioner at Esports Integrity Commission, said: “ESIC’s new Gold Standards set heightened levels of integrity and safety in the Esports industry for the benefit of all stakeholders, and through ongoing assessment of SIS’ Competitive Gaming operations, which meet all the key integrity requirements, we are delighted to award SIS with ESIC’s Gold Standards, our highest possible accreditation”.

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eSports

Red Bull ‘Stream of Dreams’ reveals the nation’s favourite up-and-coming streamers!

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Red Bull ‘Stream of Dreams’, the new campaign to discover and shine a spotlight on talented content creators and streamers across the UK, has announced the top 7 most nominated up-and-coming UK streamers, showcasing them on a Wall of Streamer Fame! (https://www.redbull.com/gb-en/cartoons/gamestreaming)

Since October 17, gaming and streaming fans from across the UK have been voting for their favourite streamers, and we can now announce the nation’s favourite seven!

  • DeanDobbs – a variety streamer from London with a focus on Nintendo games – part of a double act with Jack Howard on YouTube.
  • IceyAyyz – a variety streamer also from London, a part of the NNESAGA streaming community
  • Flatzyy – From Birmingham, Flatzyy is a Paralegal by day and a Warzone and Call of Duty streamer
  • TheCaramelGamer – A streamer and content creator for Bravado Gaming, primarily streaming VALORANT. He was born and raised in South Africa, but now lives in the UK.
  • LadyGut – A mainly Call of Duty and Warzone streamer for The Goose House
  • ProBhaer – Streamer and content creator with a focus on Warzone and Call of Duty content, and is also a content creator for Vitalize_EU
  • Flickflops – A CS:GO focused streamer, but can also be found dipping into a variety of other games. He is also a streamer for Team Coalesce.

The voting will close on November 30th, so fans have until then to get voting for their favourite streamer to have the chance to host the ultimate dream stream at the Red Bull Gaming Sphere, worth £5,000 and open the venue to include their fans.

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