UK-based esports organisation Tundra has hired former Guild and Galaxy Racer content chief Danny Lopez as director of marketing and content.
Tundra secured Danny Lopez to lead the organisation’s content strategy and brand direction. Danny will oversee all Marketing verticals including, social media, content creators and influencers, brand partnership activations.
The news comes after Danny produced the announcement video for Tundra’s move into Fortnite and the signing of UK player Veno, and just as the org exited Valorant, as per this tweet. Tundra entered Valorant briefly last month.
Danny has held senior positions in esports for the last several years specialising in brand management, strategy, creative, merchandise, social media and content.
Starting his esports career at Fnatic as creative director in 2015, Danny continued to explore the world of creative in esports working with publishers and tournament organisers including Riot Games and Faceit, before heading to North America to work with Immortals and NYXL. He also collaborated with many talented individuals such as Dr Disrespect, Sjokz, and other celebrities and musicians, and also did some work (namely this fun video) with UK esports org Barrage (which was later acquired by Resolve).
Danny expanded his experience with content for youth entertainment by working with leading social media publisher, The Hook Group across movies, music and sports with brands such as Taco Bell and Lionsgate, before returning to esports with Guild Esports in 2020, where he helped the org reach an aggregate audience of 1m.
“Tundra’s culture is different from anywhere I have worked before. There are some incredibly passionate people behind the brand so my first goal is to bring them front and centre to show them to the world. Organisations are only as strong as the people behind them, and the culture they create.”
Danny Lopez
Danny’s success led to him being nominated for Esports Creative of the Year at the 2021 Esports Awards.
Now at Tundra, Danny will lead the charge in creating the team’s short and long-term brand strategies, storytelling around all areas from esports to community programmes, and the development of the creative ideas that drive fan engagement.
Danny Lopez said: “Tundra’s culture is different from anywhere I have worked before. There are some incredibly passionate people behind the brand so my first goal is to bring them front and centre to show them to the world. Organisations are only as strong as the people behind them, and the culture they create.
“I’m not just looking to lead and market the brand better than the before, I want to become a serious competitor that goes head to head with the best in the world, and even turns heads outside of esports. We have things planned that will be game-changers and I believe will start shifting the way people approach content in the industry.”
Michael Munro, co-founder of Tundra, added: “We are thrilled to announce Danny as our new director of marketing and content. We have a shared vision that Tundra will become one of the top leading esports and gaming brands and believe Danny’s impressive experience throughout the industry will help us achieve this goal.
“Tundra has been steadily growing its fanbase, we have a very loyal and engaged Dota community, however, we’re more than just Dota. With the growing number of competitive games we are participating in, and exciting partnerships we’re developing we felt this was a crucial time to up our game. Welcome to the team, Danny.”
In other recent Tundra news, Tundra signed former OG player Saksa to complete its Dota 2 roster.
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
