Guild Esports partners with Samsung and launches Guild Studios

28 February 2023

It’s undeniable that more and more international brands and organizations are discovering the world of international esports. As we reported back in January, for example, the 2024 Summer Olympics in Paris will feature the first-ever Olympics Esports Week, while the corporate world is gravitating towards esports as well. In that light, the recent announcement by Guild Esports in regard to the launch of a brand-new in-house production and creative agency that has immediately secured a major deal with Samsung is big news. Under the name Guild Studios, the London-based esports organization wants to take the next step in connecting brands and media owners with esports and gaming, starting with the launch of Samsung’s newest Galaxy S23 smartphone in the UK and Ireland.

Connecting with new audiences

Practically every (commercial) organization in the world is constantly on the look-out for new ways of connecting with newer and younger audiences. It’s well-known that esports and gaming represent an excellent gateway to Generation Z and Generation Alpha target groups, and that’s what Guild Studios will be offering. By offering brands the possibility to launch tailor-made campaigns and projects within this segment, Guild Studios means a new and potentially important revenue stream for the entire organization.

“Creating new revenue streams and generating value for investors are the company's key objectives for 2023”, says Jasmine Skee, Guild’s Chief Executive Officer, “Guild Studios enables us to monetize 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”.

Supporting the Samsung S23 Galaxy launch

While its supporting role in the launch of Samsung’s newest flagship smartphone is a big deal, it’s not a huge surprise that Samsung chose Guild Esports as an important partner. Since going public on the London Stock Exchange in September 2020, Guild collaborated with the South-Korean tech giant on three occasions, including the latest supporting role in the launch of the S23 Galaxy. In June 2021, Guild signed a deal with Samsung Display as its official display partner and a year later, Samsung became Guild’s official TV partner in the United Kingdom and Ireland.

As part of the Samsung S23 Galaxy launch, Guild Studios has been organizing events since its soft launch back in January of this year. In early February, the company set up an influencer-led event at Westfield White City in East London, Europe’s biggest shopping center. A few weeks later, Guild also organized a Mobile Esports Day with the goal of specifically demonstrating the Samsung S23 Galaxy’s gaming capacity.

“We were delighted to work with Samsung for the launch of the new Galaxy S23,” commented Guild Esports’ Skee about her company’s latest collaboration with Samsung, “It 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”.