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Guild Esports secures Subway deal, ByteDance reportedly acquires Moonton | ESI Digest #35 – Esports Insider

Each week, ESI Digest breaks down the weekly happenings in the esports industry, making sense of things so you don’t have to. As well as being housed on YouTube, ESI Digest is available on all major podcast platforms and is also available in written form below.

On this week’s ESI Digest we cover, Guild Esports’ Subway partnership, ByteDance reportedly purchasing Moonton, ESL launching its mobile ecosystem, Team Endpoint’s CeX extension, and 2021 SEA Games’ esports announcement.

This edition of the ESI Digest is in partnership with payments solution firm AstroPay.

Guild Esports announces multi-million-pound Subway deal

British organisation Guild Esports has announced a two-year sponsorship deal with sandwich franchise Subway.

The multi-million-pound agreement will cover 55 EMEA (Europe, the Middle East and Africa) markets. Additionally, Subway branding will be featured on Guild’s team jerseys, across the organisation’s branded content, and throughout its London headquarters opening later this year.

ByteDance acquires Mobile Legends publisher Moonton at a reported $4bn valuation

Chinese technology company and TikTok’s owner ByteDance has reportedly acquired Mobile Legends: Bang Bang developer and publisher Moonton.

The acquisition, which is believed to be valued to be around $4bn, has been made through ByteDance’s video games unit Nuverse, according to Reuters.

It was also reported by the news agency that Chinese technology conglomerate Tencent also bid to acquire Moonton, however, the offer was matched by ByteDance last week. 

Team Endpoint extends CeX partnership in ‘seven-figure’ deal

British organisation Team Endpoint has extended its partnership with second-hand technology retailer CeX and appointed key players to its board.

Hugh Man and Frank Orchard, the Chairman and Franchise Director of CeX respectively, have joined Team Endpoint’s board in non-executive roles as part of the equity-linked agreement. Exact financial details were not disclosed, however, the organisation confirmed that it is a ‘seven-figure’ deal.

ESL launches mobile gaming ecosystem

Esports organiser and production company ESL Gaming has announced a new mobile esports ecosystem covering North America, Europe/MENA, and Asia-Pacific.

ESL Mobile’s inaugural 2021 Spring Season kicks off on April 12th with a $650,000 (£475,069) prize pool. The Fall Season will be held later this year.

Esports titles for Southeast Asian Games 2021 announced

The Vietnam Electronic Sports and Entertainment Association (VIRESA) has revealed the list of esports titles that will be included in the 31st Southeast Asian (SEA) Games as official medal sports.

The event will feature ten esports tournaments in League of Legends, League of Legends: Wild Rift, PUBG Mobile, Mobile Legends: Bang Bang, FIFA Online 4, Free Fire, Arena of Valor and CrossFire.

G2 Esports, OpTic Gaming’s Hector Rodriguez, Pringles and Barclays confirmed for ESI Digital Spring

Esports Insider is pleased to reveal the agenda and full lineup of speakers for ESI Digital Spring, which is set to take place from March 30th-31st.

ESI Digital Spring’s speakers include some of the industry’s most celebrated thought leaders and brand authorities, such as G2 Esports, Nerd Street Gamers, Team Vitality, BLAST, Team Liquid, Riot Games, Pringles, BBC Sport, and ESL.


ESI Digest, in partnership with AstroPay, is part of the ESI Network, a collection of podcasts encompassing the esports industry. For deep dives into the major areas of esports with subject matter experts, check out ESI Focus. For conversations with key personnel and major stakeholders in esports, ESI Insight is the series for you.

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