Luminosity Gaming, iconic esports organisation in North America, is poised for a significant transformation as it joins Vertiqal Studios. The acquisition, valued at C$900,000 (~US$648,000), also includes Omnia Media and related direct sales assets, and is expected to close by 5 September 2025.
The Esports Radar then spoke with Jon Dwyer, Chairman and CEO of Vertiqal Studios on this move that positions the company as a powerhouse in gaming content and esports.
Dwyer frames the acquisition as more than a business deal—it’s a cultural mission. “Restoring Luminosity to its former heights is a passion. It was one of the most successful franchises in esports, and our goal is to rebuild it strategically with commercial partners who share our vision,” he said. Luminosity’s legacy includes historic victories and memorable rosters, particularly in Brazil, where the organisation’s Counter-Strike Major win cemented its status in esports history. However, recent years have seen the organisation’s competitive and cultural relevance decline, and Vertiqal Studios is aiming to bring it back to the forefront.
Vertiqal Studios already produces over 100 videos per day across more than 150 channels on TikTok, Instagram, and Snapchat, capturing 4.5% of daily Snapchat video views globally. Its content spans gaming, K-pop, ASMR, and other lifestyle categories—all targeting Gen Z and millennial audiences. By integrating Luminosity into this ecosystem, Vertiqal aims to amplify the brand across multiple platforms, creating a powerful full-funnel advertising vehicle while reviving dormant digital communities. “Owning the IP allows us to expand or contract the brand as needed. Luminosity has cultural capital and an existing audience. Our task is to bring it back to life authentically,” Dwyer explained.
Competitive gaming remains central to the plan. Dwyer is clear that Luminosity will return to its competitive roots, but in a sustainable, data-driven way. The organisation will rebuild its teams in collaboration with aligned brand partners, leveraging Vertiqal’s data from TikTok, Instagram, Snapchat, Twitch, and Omnia Media to ensure that competitive and content strategies grow together. “We want to monetise in a way that scales responsibly and doesn’t disappoint creators,” Dwyer said.
Luminosity’s acquisition also includes 26 employees coming across, many from Omnia Media and the direct media sales business, with Vertiqal offering employment continuity. While certain URLs, such as Icy Veins, remain with Enthusiast Gaming, Vertiqal now controls Luminosity’s Twitch channels, social handles, and related IP, giving it flexibility to expand the brand strategically. Dwyer draws a parallel to companies like Authentic Brands Group, which have successfully monetised historic IP. “These historic properties aren’t extinguished because teams aren’t as relevant anymore. The community still exists—they just want more of what they first fell in love with,” he said.
Vertiqal Studios’ ambitions extend beyond Luminosity. The company plans continued acquisitions to broaden its gaming footprint across multiple platforms, including Roku and other emerging ecosystems. By owning a digital gaming network across aforementioned social media, Vertiqal claims unmatched reach, particularly in markets such as the U.S., Canada, U.K., and Australia, where CPMs are highest. The strategy aims to combine authentic audience engagement with access for brand partners, allowing Luminosity and other properties to scale sustainably while attracting sponsorship dollars that support growth.
For Luminosity fans, Dwyer’s message is clear: the organisation is committed to reconnecting with its audience and returning to the big stage. “These digital properties are like living entities. We want to create the best possible product for our followers while building the right commercial partnerships to support long-term growth,” he said. Vertiqal’s approach aims to balance content, competitive play, and brand integration to revive Luminosity not only as a competitive force but also as a cultural touchstone in gaming.
With Vertiqal Studios at the helm, will Luminosity Gaming reclaim its iconic status, reignite the passion of its global fanbase, and redefine what it means to succeed in the modern esports landscape? The journey is just beginning, and all eyes will be on how this chapter unfolds.
