GiantX acquire League of Legends UK AI esports coaching start-up iTero Gaming in multi-million pound deal

Jack Williams - iTero Gaming now with GiantX

UK and Spanish esports organisation GiantX (GX) have this morning announced the acquisition of iTero Gaming, a UK start-up specialising in AI esports coaching for competitive gamers.

With a focus on League of Legends, GiantX said the multi-million deal ‘represents the company’s ongoing commitment to the global esports community through delivering precise, individualised coaching for gamers looking to enhance their competitive performance via tailored training and strategic insights’.

iTero Gaming launched its League of Legends coaching app in September 2022, amassing over 10,000 installs. The app now has nearly 250,000 installs in less than two years, using AI to pinpoint player weaknesses and optimise pre-game setup.

The founder of iTero Gaming, Jack Joseph Williams (pictured above), has also become the esports organisation’s new Head of Gaming Technology following the acquisition.

He is a former financial analyst at HSBC, who channelled his passion for AI into developing predictive models for esports competition outcomes in his spare time. This endeavour evolved into iTero Gaming, where he began offering decision-making tools for League of Legends players.

“I believe and have always believed that data and AI have the potential to seriously disrupt the status quo of esports, whether that’s finding undervalued players or identifying strategies outside of the standard meta.”

Jack Williams, iTero Gaming

Analysing millions of games every patch, the AI app assesses which champions from a player’s pool would excel in team drafts, and suggests enemy bans, optimal runes and item builds. During matches, it also offers real-time tools such as objective timers to support players striving for a competitive edge in destroying the enemy nexus. The app also offers access to over 500 account statistics for review.

Tim Reichert, Co-CEO of GiantX, said: “We are thrilled to announce our acquisition of iTero Gaming to help elevate player performance to new heights! This marks a pivotal moment in GiantX’s ongoing commitment to innovation and excellence in esports, empowering players worldwide to achieve their competitive best. We are excited to harness this new technology to optimise our team’s training during practice to unlock the full potential of our pro players and the global gaming community.”

Jose Diaz, Co-CEO of GiantX, added: “We are excited to welcome AI pioneer Jack J to the GiantX team. This acquisition represents a significant milestone in advancing AI in the gaming industry. The potential to enhance gameplay and provide tailored insights is enormous, and I can’t wait to see the positive impact it will have on the gaming community.”

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Jack J, Founder of iTero Gaming, commented: “I’m excited to be joining the GiantX team. Excel Esports were the first esports team I became a fan of and I’ve followed their journey over the last few years. I believe and have always believed that data and AI have the potential to seriously disrupt the status quo of esports, whether that’s finding undervalued players or identifying strategies outside of the standard meta. I think esports is ready for the future and I’m really looking forward to what comes next working alongside GiantX.”

GiantX were formed last year after London-based Excel Esports and Malaga-based Giants Esports merged. The org have their headquarters in London and Malaga, alongside a performance centre in Berlin.

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