London-based, publicly-traded esports organization Guild Esports (LSE:GILD, OTCQB:GULDF) announced Friday that it will field a team to compete in Street Fighter 6, marking the company’s first foray into the fighting game community (FGC).
The new Street Fighter team will compete under the Guild banner and feature professional players Reneil ‘JoKeR JoKeZ’ Landell, Rabiae ‘Takamura’ Houmaid, and Alfonso ‘VegaPatch’ Martínez Pozo. Guild said in a release that entering this scene can create new ways to generate revenue and grow its fanbase.
The company is collaborating with broadband internet provider Sky Broadband (as part of a wider partnership with Sky UK) for this new team and to launch a “sweat room,” a live-streamed Street Fighter 6 tournament, with participants competing in one-on-one matches in a “heated room” so that they can literally feel the heat while under the pressure of active competition. Participants were selected by Guild coaches and scouts, who deemed them to be the best SF6 players in the UK.
Sky Broadband will serve as the host of the event and promote it through a marketing and awareness campaign, while Guild will use the sweat room campaign to add additional players to its Street Fighter roster.
Guild also fields professional teams in Fortnite, Valorant, Counter-Strike: Global Offensive (CS:GO), FIFA, and Rocket League. The company’s current partners and sponsors include Sky UK, Subway, Bitstamp, Coca-Cola, hummel, Hyperice, Samsung, and Secretlab.