Vertiqal Studios is set to purchase one of the most iconic North American esports brands. The Luminosity Gaming acquisition is priced at $900,000 CAD (~£480,000 GBP) and will take place on September 5th.
Enthusiast Gaming set Luminosity Gaming acquisition in motion, not including the organisation in its future plans
Until the completion of Vertiqal Studios’ Luminosity Gaming acquisition, Luminosity has been a part of Enthusiast Gaming’s portfolio.
Enthusiast Gaming’s current portfolio includes TheSimsResource, PocketGamer, and ProBuildStats. On August 14th, CEO of Enthusiast Gaming Alex Macdonald explained in the company’s Q2 report that from their perspective, these projects “are the foundation of our business and the core of our identity.”
However, Macdonald then decisively separated Luminosity Gaming and gaming video network Omnia Media from this group. He explained:
“Direct sales and creative production, including Omnia, Luminosity, and related assets, have been important parts of our history, but they are not part of our future. Exiting these areas allows us to direct all of our energy, talent, and reinvestment toward building and improving our owned and operated platforms.”
One week later, Vertiqal Studios’ $900,000 CAD Luminosity Gaming acquisition has been confirmed. Vertiqal Studios will also be acquiring Omnia Media in the deal. They are hoping to utilise Luminosity Gaming and Omnia Media in areas of digital marketing.
Jon Dwyer, Chairman and CEO of Vertiqal, detailed:
“This acquisition represents a significant step forward for Vertiqal, allowing us to scale with existing customers full-funnel across the digital advertising ecosystem.”
Dwyer has confidence in the potential to explore this step forward, explaining, “We’re not just adding two powerhouse brands; we’re integrating platforms, audiences, and sales capabilities that will redefine our offering in the market.”
Some individuals in the esports and gaming community have mocked the relatively low acquisition cost for the brand, commenting that they were “epecting more,” or that the organisation was “sold cheaper than many player’s salaries.”
History of Luminosity Gaming, Omnia Media, and Enthusiast Gaming
Luminosity Gaming and gaming video network Omnia Media were added to the Enthusiast Gaming portfolio in 2019 and 2020, respectively.
September 2019 saw Enthusiast Gaming merge with Aquilini Gameco and Luminosity. Enthusiast Gaming described the merger as a move to become a “global esports and gaming leader” at the time.
A year later, they appeared to continue working toward this image. The acquisition of Omnia Media in 2020 saw Enthusiast Gaming become the largest gaming and esports media platform in North America. At the time, Omnia also represented over 500 YouTube and Twitch gaming influencers.
What is Luminosity’s future under Vertiqal Studios?
Vertiqal Studios has made it clear that they plan to utilise the platforms and digital reach provided by the Omnia Media and Luminosity Gaming acquisition. After September, it is unclear whether Vertiqal will continue Luminosity’s investment in esports titles. Instead, the company may pivot towards a stronger focus on content creation.
Currently, Luminosity Gaming still competes in League of Legends, Mortal Kombat, PUBG, Pokémon GO, Pokémon Unite, and Smash Bros.
The esports organisation has established a particularly high status in fighting games. This was demonstrated by their recent performance at the Evolution Championship Series, also referred to as EVO Vegas 2025.
Luminosity Gaming Smash Bros player Dominique ‘SonicFox’ McLean won his eighth EVO title at the event, becoming one of the most successful Smash Bros. players of all time. His grit, determination, and skill contribute to Luminosity Gaming’s often favourable odds on esports betting sites in the fighting games ecosystem.
Luminosity already holds a prominent position in the gaming and esports content creation spaces. Currently, there is a strong roster of content creators signed to the brand.
As the iconic brand sets out on a new journey, its fans will hope that its investment in esports continues.
Hannah is a writer specialising in the esports, gaming, and technology sectors. Working for outlets such as Dot Esports, Esports Insider, and of course ENUK, she has developed a love for wider esports and Apex Legends, although it may never surpass her drive to passionately beat her friends in every game of Mariokart. You may have seen her at various esports and gaming events, including ESI London, EGX, Discover: Esports and many League of Legends watch parties.
