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UK-based esports organisation and gaming media platform, Guild Esports and Gaming, has completed the acquisition of Encore.
Encore is a Los Angeles-based fan engagement analytics protocol utilised by some of the largest leagues, teams and brands to capture zero-party and first-party data.
The acquisition is another strategic investment by Guild, ‘expanding the toolkit the company can provide to both partners and end users’, and comes after Guild Esports and Gaming took a stake in broadcaster Ginx TV.
Guild will immediately integrate Encore’s data-gathering capabilities, including its flagship Fan ID protocol, into their suite of products and services. Fan ID empowers fans to securely share zero-party data with the teams, leagues, and brands they love in exchange for discounts, rewards, experiences and fan engagement.
“Guild now has a unique, data-driven ability to strategically develop solutions for the gaming sector across their own channels as well as other esports teams, influencers, publishers and brands looking for creative ways to engage directly with their audiences,” according to a press release.
Guild’s internal creative and media agency focused on the gaming sector, Guild Studios, will also add Encore to the suite of products and services that they provide to customers, covering media spend and helping their customers to build value from their activations within the gaming audience.
“We are thrilled to join the Guild team! Many of our customers today are looking for ways to deepen their connection to fans; by combining our unique technology with Guild’s experience and expertise we will be able to offer an end-to-end solution for teams, leagues, creators and brands.”
Mike Sorgenfrei, Encore
“The Encore acquisition is central to Guild’s refreshed growth strategy to transition into a gaming solutions business. The company’s revised focus in 2025 is on reaching more gamers directly, in person, digitally, and in new, ownable spaces,” Guild added.
Guild says it’s focusing on a range of new products and services targeting the fan and creator economies.
“The global fan economy is seeing an 8-10% CAGR, alongside a 22.5% CAGR in the creator economy, with the gaming industry leading the future way through in-game purchasing, microtransactions and creator- and streamer-driven sales. Guild’s future focus, through partnerships, campaigns, products and services will be on driving value through data insights and analytics,” Guild said.
Gary LaDrido, Chairman of Guild Esports and Gaming, said: “Encore’s proprietary technology suite enhances our data analytics and complements our other data performance tools, allowing us to enhance our client service offering. We cannot wait to get to work with Mike and his team.”
Mike Sorgenfrei, Founder of Encore, added: “We are thrilled to join the Guild team! Many of our customers today are looking for ways to deepen their connection to fans; by combining our unique technology with Guild’s experience and expertise we will be able to offer an end-to-end solution for teams, leagues, creators and brands.”
There’s more info on the Encore website
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He has almost two decades of experience in journalism, and left Esports News UK in June 2025.
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 also previously worked as head of content for the British Esports Federation.
