Global esports organisation KSV have rebranded to Gen.G which stands for ‘Generation Gaming’. KSV stood for Korea and Silicon Valley, the background of the team’s founders and investors.
They have teams in multiple games including Overwatch League squad Seoul Dynasty, the League of Legends World Champions, the Heroes of the Storm 2017 Global Champions and two of the best PUBG teams in Korea. On top of that, they’re expanding into China with their new Clsah Royale team who are also highly rated.
Gen.G COO Kent Wakeford told us that KSV was always going to be a temporarty name: ‘When we started the company, we quickly came up with a name to form the company but our intention all along was to establish a brand that was reflective of the esports lifestyle.
Global esports organisation KSV have rebranded to Gen.G – short for Generation Gaming
Gen.G compete in multiple games including PUBG (above), LoL, Overwatch and Clash Royale
‘Our first focus, because of the timing requirements for the Overwatch League, was to create a brand for Seoul Dynasty. That was all hands on deck, we created an incredible brand, and we turned our attention back to really focusing on creating an esports brand that we thought can transcend borders and become a lifestyle brand.’
Wakeford added that now, their name will hopefully resonate more with esports fans as they want to represent how video gaming has changed: ‘The name is Generation Gaming. That’s important to us because our view is that gaming today is a lifestyle for hundreds of millions of people. Gaming is, if you look at the history, it has evolved from single-person games way back in the days.
‘Now, it’s a globally social experience where games connect people in a shared experience and can break down cultural barriers. People are not only playing, they’re watching, they’re engaging in the communities. We believe that this generation really does embody the generation of gaming.’
The team also clearly put a lot of thought into the style of the team too. The logo not only shows the infamous gaming phrases ‘GG’ (good game) but it also is made up of different symbols which represent the classic roles in classic esport titles.
The space in the middle forms a sword to represent offense characters, the two G’s together form a shield to represent tank characters and the two letters are also in the shape of a heart for support characters.
The logo has a sword, a shield and a heart to represent the offense, tank and support roles
As for colours, Wakeford says gold is the primary theme as they aim to be the gold standard in esports: ‘We really want to be a premium brand. We don’t want to be the villain. We don’t want to be the casual or the silly, we want to be the gold standard with high professionalism.
‘Being the gold standard is everything we do. It’s from getting championship players, giving them great training and coaching and physical fitness and we even have financial management for them. We also have English tutoring for our teams, we do everything we can to really elevate and create a gold standard.’
Gen.G now have teams across three of the biggest esports markets: North America, South Korea and China. Wakeford is excited about the expansion but isn’t getting ahead of himself: ‘I think we’re the only company operating in all three markets, for us the expansion to China was a no-brainer. We found the popularity of mobile games in China to be very interesting, they have 183 million mobile gamers out there.
‘We’re definitely paying attention to all markets. There are some amazing esports teams in Europe and certainly some of the games so we definitely have our eye on them. We’re first trying to get our footing in China and then figure out what’s next.’
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