Guild eSports
UK-based, David Beckham-backed esports team, Guild Esports appoints WePlay to help them achieve their ambitious growth targets.
Guild eSports
UK-based, David Beckham-backed esports team, Guild Esports appoints WePlay to help them achieve their ambitious growth targets.
UK-based, David Beckham-backed professional esports company, Guild Esports briefed us on driving ambitious growth targets across its owned social channels, merchandise and commercial partner activations.
Guild’s brand awareness and fandom is key to helping the company secure lucrative partnerships.
We needed to develop a growth strategy that capitalises on booming tickets, merchandise and game publisher investment revenues, to create more loyal followers and convert fan interest into spend.
Our approach amplified content across multiple channels to maximise reach and engagement, using refined, data-informed audiences; including younger Gen Z segments with unique consumption patterns.
We needed to supplement our media plan with inventory and data sources outside the major platforms – such as Google and Facebook – and sought to incorporate emerging, innovative environments like Discord, TikTok and Twitch.
Using content as the engagement mechanism within an omni-social, audience-first paid amplification strategy, the campaign delivered numerous primary and secondary benefits to the brand. These included:
- increasing value/performance of sponsorship packages, amplifying them to the most relevant sub-audiences for higher engagement rates
- boosting reach and awareness of Guild and its products, catalysing membership applications, retail sales and stream viewers
- growing the follower base by increasing monetisation/ad revenue and building first-party data
We’ve helped Guild surpass 1 million social media followers – cementing its position as the fastest-growing esports organisation in Europe – through tactical, high-performing audience acquisition and content discovery campaigns, as well as key partnership activations.
20m
reach of hyper-targeted e-sports fans across social media
700,000
increase in social followers, to over 1m
