Guild Esports: Guild Becomes New Home of GINX TV for 25% Stake in Gaming Content Business

Story from Guild Esports:

Guild Esports and Gaming has entered into a partnership agreement with GINX TV, a long-standing gaming video content, Digital, Web and TV broadcaster, that will see the company relocate all operations to Guild’s HQ, the Sky Guild Gaming Centre in Shoreditch, London, establishing a permanent live studio and gallery within the 15,000-square-foot venue. The partnership will also provide an expansion of both businesses distribution network and provide opportunities for new, upcoming and established gaming creators to create and produce content.

Guild will collaborate with GINX TV to provide services and distribute content for partners, sponsors, and wider audiences. As part of the deal, rental of studio and office space will act as consideration for a convertible loan between Guild and GINX, equivalent to 25% ownership of GINX 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 15,000-square-foot HQ in Shoreditch, the Sky Guild Gaming Centre, as the UK’s premier gaming hub. This announcement comes just weeks after the successful launch of Drive Lounge at the same site, a cutting-edge 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 250m impressions across 2024. This partnership will see both parties be able to tap into learnings, audiences and networks to distribute partner content.

Nick Westwood, Chief Creative Officer of Guild Esports and Gaming, commented on the significance of the partnership:

“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. 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 commented on the partnership:

“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.