UK-based esports organisation Guild Esports has announced it has acquired North American fan engagement platform Encore.
As a result of the deal, the organisation will integrate the platform’s data-gathering capabilities into its own services along with brands looking for methods to engage with their audiences.
Encore is known for its Fan ID protocol, a system that enables fans to input their data and share it with esports teams, platforms, and brands in exchange for incentives such as merchandise discounts, rewards, and unique experiences.
Guild Esports’ in-house gaming media agency, Guild Studios, will add the Encore platform into its existing product portfolio which aims to provide customers with services that add long-term value from activations focused on the esports and gaming industries.
According to a release, the Encore acquisition is part of a ‘refreshed growth strategy’ for Guild Esports, with the end goal of transitioning into a gaming solutions company. The organisation says it aims to ‘reach more gamers directly, in-person, and in new ownable spaces’ throughout the remainder of the year.
Launched in February 2023, Guild Studios offers a range of creative, production, and marketing services to industry stakeholders. Brands that have used the studio in the past two years include Samsung, one of the organisation’s longest-standing partners.
While the focus of Guild is switching to a solutions company, the organisation continues to expand its presence within the esports industry. In September 2024, it partnered with PUBG Mobile Esports, the circuit of the mobile battle royale title. In addition to PUBG Mobile, it continues to compete across several games including Apex Legends, EA Sports FC, Street Fighter, and sim racing.
Sim racing continues to be an area of interest for Guild Esports. In December 2024, it joined forces with sim racing venue operator Drive Lounge, resulting in the creation of a dedicated facility within its London-based headquarters.
