Prominent esports team Evil Geniuses announced a rebrand on June 20. The goal: to help move the company past a series of scandals that shook fans’ confidence in its brand in 2022 and 2023.
Founded in 1999, Evil Geniuses (often referred to as EG) came under the ownership of private equity firm PEAK6 in 2019, winning championships in esports such as “Dota 2” and “Valorant” along the way. Though Evil Geniuses boasts a social following in the hundreds of thousands, its reputation took a hit in 2022 and 2023 following reports that the team had ignored some players’ mental health struggles and requested its “Valorant” team take a pay cut shortly after winning the game’s world championship.
In August 2023, former CEO Nicole LaPointe Jameson, who had become a focal point of much of the controversy, stepped down from her role at the company.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply