david beckham smiling

Guild Esports partners with WePlay to execute ambitious growth strategy

WePlay CEO

Luca Massaro

11th Oct 2021

Performance-led sports marketing agency, WePlay, appointed to drive audience development and monetisation across multiple commercial workstreams

Global esports business, Guild, has tasked digital marketing specialists, WePlay, with driving ambitious growth targets across their owned social channels, merchandise range and commercial partner activations.

The deal signals WePlay’s expansion into the world of esports, and they bring with them a wealth of experience working with some of the world’s largest sporting brands and rights holders, including FIFA, UFC, LaLiga, Ironman, Paris Saint-Germain and AC Milan.

The agency works with sports organisations as their marketing and commercial partner, helping them to achieve their audience and revenue growth objectives.

The partnership sees WePlay take responsibility for increasing the reach and penetration of Guild within target markets, as well as optimising content engagement across Facebook, Instagram, Twitter, and YouTube.

Additionally, the agency will deliver incremental revenues through audience monetisation, activating Guild’s multi-year partnerships, across their eCommerce range and through branded content.

Launched in 2020 and co-owned by David Beckham, Guild has already received substantial financial backing. Last year’s IPO valued the business at $52.3 million, and the organisation currently fields professional esports teams across Fortnite, Rocket League, FIFA, & Valorant, winning three major trophies in their first twelve months.


Luke Donovan-King, Vice President Marketing at Guild Esports, said:

“Guild are proud to have partnered with WePlay to execute on our performance marketing strategy across the world. As experts in their field, we knew they would be the perfect partner for us, and their performance-based philosophy is something we hold as a strong value for everything we do at Guild. We’ve recently surpassed one million owned audience, which has cemented us as the fastest growing Esports organisation in Europe.”


Luca Massaro, CEO & Founder of WePlay added:

“Guild is taking the world of esports by storm with a bold and ambitious strategy to engage a new generation of fans. We’re hugely excited to be partnering with them and will apply our deep expertise across digital within sports to help them achieve their business growth objectives.”