Establishing Leadership Through Brand Strategy
Unifying a Brand, Navigating a Landmark Acquisition
- Strategy
- Messaging
- Reputation
- Communications
Background
When ESL Gaming and FACEIT merged to form ESL FACEIT Group (EFG), it wasn’t just about combining two brands—it was about redefining a global leader in competitive gaming. The announcement also carried another layer of complexity: EFG’s simultaneous acquisition by Savvy Games Group, owned by Saudi Arabia’s Public Investment Fund (PIF), and the transition from its previous owner, MTG AB, a publicly traded company.
I led the strategic brand positioning across press, media, and social platforms, ensuring EFG launched with a strong, cohesive identity while managing the sensitivities surrounding the acquisition. Balancing the expectations of fans, media, and corporate stakeholders, the campaign focused on:
Crafting the Narrative
Developed a messaging framework that positioned EFG as the home for esports excellence while addressing concerns around ownership and independence.
Media & Thought Leadership
Secured high-impact coverage in outlets like BBC, VentureBeat, and The Financial Times, while shaping executive interviews that reinforced EFG’s strategic vision.
Stakeholder Communication
Aligned messaging across key groups—fans, players, partners, and investors—to ensure transparency and trust throughout the transition.
Global Brand Awareness
Launched targeted campaigns that introduced EFG to new audiences, driving a 110% increase in social engagement within the first year.
Within six months, EFG had not only cemented itself as a unified industry powerhouse but also successfully navigated the complexities of its acquisition, strengthening its reputation and setting the stage for long-term growth.