For those of you who weren't aware, KSV Esports (responsible for big teams like Seoul Dynasty) has rebranded to Gen.G this month, also announcing a new Clash Royale team in China at the same time, so we spoke with COO Kent Wakeford about the move, the reasons behind it, and what Gen.G are all about.
KSV was always more of a placeholder name for our organisation. Our intent has always been to create an esports lifestyle brand that transcends borders and can be recognised by fans as our teams compete around the world.
Our new name is Generation Gaming (shortened to Gen.G) which reflects the generation we're in, where gaming is a lifestyle for hundreds of millions of people around the world. The founders of Gen.G have been in the gaming industry for more than a decade and have first-hand experience with the social connectivity of games in people's lives. Games connect people through shared experiences - playing, watching or just communicating - providing a unifying experience that breaks down barriers and borders. That's the basis for the name Gen.G.
The primary colour we chose for the logo is gold, which reflects our core philosophy for our organization and teams: the Gold Standard for esports. We want to set a high bar for bringing together championship players, best in class coaching staffs, services for the players like nutritionists and financial counseling, and strong marketing expertise to connect players with fans around the world.
As for the logo itself, that's the most fun aspect of the rebrand. Designed within the logo are elements of core roles of many esport games. If you look closely at the logo, you'll see a shield which represents a "tank" player. If you look even closer, you'll see a sword in the middle of the shield which represents "DPS" players. Then if you step back, you can see the whole logo is in the shape of a heart which represents "support" players. Lastly, the logo's two letters read GG - reflecting "good game".
Is this a change in mindset as well as a change in branding?
There is no change in mindset. Starting with Seoul Dynasty, our philosophy has been to set a gold standard for esports. We were able to bring together championship winning players, provide a top-tier coaching staff, and support the team with nutritionists, physical trainers, financial managers, English-speaking coaches, and more. We've always been internally dedicated to setting the gold standard for esports, and now we're fully dedicating our official brand to that idea as well.
Tell us more about the new Clash Royale team. How does Kabam fit into all this?
The founders of Gen.G spent a decade developing games and have a deep passion for mobile gaming. There are billions of people walking around with high-performing computers in their pockets, and spend hours a day playing, watching, and talking about games. While at Kabam, we wanted to make a competitive mobile esport, but for us, the timing just didn't work out.
When Supercell developed Clash Royale, we saw the potential for the game to become an esport. Then when the league formed, we immediately stepped forward to join. We are nothing short of ecstatic to combine our passion for mobile games with our enthusiasm for esports.
Our organisation's executive team's background at Kabam is helpful not only due to our passion for mobile gaming, but for our establishment in China's gaming scene. We successfully operated Kabam in China for more than 7 years, employing 400 people in Beijing, and received support from major mainland companies, including Alibaba. Gen.G's relationships and experience in China, combined with the deep passion for mobile gaming and esports, made it a no-brainer to expand to the region.
How does this rebranding impact existing teams like those in the Overwatch League, if at all?
Seoul Dynasty is here to stay. Our other teams will be rebranded under the Gen.G name and logo. We are excited for the new jerseys and brand roll-out across our teams.
What other esports are you guys considering for the future?
We don't have anything to announce right now, but we're closely evaluating the top esports games, both those that are well-established and those that are up-and-coming. We have all watched the dramatic rise of the battle royale genre and excited to see the growth of those games as esports. We also excited by new leagues forming around the world. Let's just say, it's a really exciting time to be in esports.
Where are you guys active in the world?
We have an established foothold in North America, South Korea and China. One of the core concepts behind Gen.G is to connect fans and brands from around the globe, bridging the gap between East and West under a new generation of esports culture. To do that, we need to be situated in key areas and regions. We want to continue developing our international reach as gaming culture, and the world, become more globalised.
