European esports organization GiantX announced Wednesday that it has acquired UK-based AI esports coaching start-up company iTero Gaming for an undisclosed amount.
iTero is described as an AI coaching platform for competitive League of Legends players. While financial terms of the deal were not disclosed, GiantX describes it as a “multi-million-pound acquisition” and also announced that iTero Gaming Founder Jack Joseph Williams (pictured above) will join the company as its new head of gaming technology.
With this acquisition, the company hopes to “pave the way for future innovations in AI-driven performance enhancement and strategic development within the global gaming and esports industry,” according to a release.
“We are thrilled to announce our acquisition of iTero Gaming to help elevate player performance to new heights! This marks a pivotal moment in GiantX’s ongoing commitment to innovation and excellence in esports, empowering players worldwide to achieve their competitive best,” said GiantX CEO Tim Reichert. “We are excited to harness this new technology to optimize our team’s training during practice to unlock the full potential of our pro players and the global gaming community.”
Also according to the announcement, the iTero Gaming League of Legends coaching app currently has “a quarter million installs in less than two years” since its launch. Post-acquisition, the company hopes to use the platform to improve its players’ overall competitive performance and expand the proliferation of the product to its fans and the broader international League of Legends community, as well as coaches.
GiantX, formed in December 2023 following a merger between UK-based Excel Esports and Spain-based Giants Esports, currently fields competitive teams in League of Legends EMEA Championship (LEC), Valorant Champions Tour EMEA (VCT EMEA), Superliga (Spain ERL), and Valorant Game Changers EMEA. Its current partners include ee, ANDALUCIA, Opel, KitKat, HSBC UK, Maggi Fusian, Fitchin, Hot Wheels, PCSpecialist, Syber, and Costa Del Sol Malaga.