Guild acquires fan-engagement platform, Encore
Guild is pleased to announce it has completed the acquisition of Encore, a Los Angeles-based fan engagement and analytics platform used by some of the largest teams, leagues, and brands in the world.
This acquisition is another strategic investment by Guild, expanding the toolkit the business can provide to both partners and end users. 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, unique experiences and bespoke fan engagement.
Guild now has a unique, data-driven ability to strategically develop solutions for the gaming sector across its own channels as well as other esports teams, influencers, publishers and brands looking for creative ways to engage directly with their audiences.
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.”
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, delivering increased efficiencies with media spend and ensuring that their customers can start building long-term value from their activations within the gaming audience.
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.
Mike Sorgenfrei, Founder of Encore, said: “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.”
Guild is focusing on a range of new products and services targeting the rapidly growing fan and creator economies. The global fan economy is seeing an 8-10% compound annual growth rate (CAGR), alongside a 22.5% CAGR in the creator economy. As the gaming industry is 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.
