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Guild Esports and Gaming has entered into a partnership agreement with gaming video content, digital and TV broadcaster Ginx TV.
Guild has taken a 25% stake in Ginx’s gaming content business. The agreement will see GinxX TV relocate all of its operations to Guild’s HQ, the Sky Guild Gaming Centre in Shoreditch, London, and establish a permanent live studio and gallery within the 15,000-square-foot venue.
The agreement will also ‘provide an expansion of both businesses’ distribution network and provide opportunities for new, upcoming, and established gaming creators to produce content’, according to a press release.
Under the terms of the agreement, rental of studio and office space will act as consideration for a convertible loan between Guild and Ginx TV, equivalent to 25% ownership of Ginx TV by Guild, if actioned.
The relocation of Ginx TV from its previous home at Tileyard Studios in Kings Cross will take place immediately.
“This move further strengthens the position of Guild’s HQ in Shoreditch as the UK’s premier gaming hub,” the pair said in a press release.
This announcement comes a few weeks after the launch of Drive Lounge at Guild’s gaming facility in Shoreditch. This is a public sim racing facility developed in partnership with Guild’s sim racing division, boasting 20 pro-level sim rigs and digital motorsport event space.
Ginx TV, via its established linear/digital and social media distribution, provides its always-available live access to 20 million homes worldwide, with over 35 million views of original content in 2024. Guild’s exclusively socially distributed content received 250 million impressions across 2024.
“This partnership will see both parties be able to tap into learnings, audiences, and networks to distribute partner content,” the pair added.
Nick Westwood, Chief Creative Officer of Guild Esports and Gaming, said: “Following the first two years of our life as the Sky Guild Gaming Centre, where we welcomed thousands of guests across a variety of events, it was our desire this year to work with partners to fully maximise the space. With Drive Lounge, we have opened the doors to the public, and with Ginx TV, we will now focus on utilising the venue to communicate outwardly to gamers through a variety of channels.
“We see a rapid shift in content distribution, both away from linear TV but also away from traditional ‘gaming’ channels to new, owned and operated channels.”
Nick Westwood, Guild Esports and Gaming
This partnership also provides our existing and future partners with turnkey broadcast solutions married to our turnkey esports and gaming venue offering, a real step forward for us, and Ginx TV, as we build out propositions for brands, studios, streamers and publishers.”
Peter Einstein, Executive Chairman and CEO of Ginx TV, added: “We are delighted to partner with Guild Esports and Gaming to create a strong and attractive engagement opportunity for brands to access the diverse gaming community.
“Our move to the Sky Guild Gaming Centre is a perfect way to collaborate and expand the gaming opportunity all under ‘one roof’. We are excited to bring our unique gaming and esports content publishing business to Shoreditch, where we will continue our provision of outstanding content to our international audience with the support of new partners.
“By leveraging the cutting-edge facilities and connectivity at the Sky Guild Gaming Centre, both organisations aim to drive innovation and expand their reach to global gaming audiences.”
Ginx TV first launched back in 2016, with Sky and ITV investing £3m into it.
In 2018, Ginx terminated its contract with Virgin Media.
Ginx has also pivoted to focus on its Twitch channel and news content website over the years. Earlier this year, it moved away from its Freeview standalone channel and is now a part of Channelbox instead.
The news also comes after Guild Esports was acquired late last year by DCB Sports LLC for £100,000.
Related content: Esports News UK editor Dom Sacco featured on Ginx Esports TV show ‘The Games That Made Me’
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.
