Esports Illustrated—most recently branded on the Sports Illustrated domain as “Esports on SI”—has been shut down this week after the board of publisher GaudHammer Gaming Group voted to cease operations, according to people familiar with the decision and statements provided to The Esports Advocate. The “Esports on SI” section remains visible on the SI domain, but the operation has been wound down.
While GaudHammer Gaming Group did not disclose full financials or internal board materials, company representatives told TEA that frequent changes in Google’s search policies and enforcement created an increasingly difficult environment for sustainable audience growth, despite the brand having reached “millions of monthly readers,” turned profitable, and won industry recognition.
“We have made the strategic decision to wind down Esports Illustrated. The brand reached millions of monthly readers, achieved profitability, and earned awards for its coverage—accomplishments we’re extremely proud of. However, continually changing SEO requirements made it increasingly difficult to sustain long-term growth.
“We are grateful to everyone who contributed to Esports Illustrated’s success—our editorial team, partners, and readers. As we close this chapter, we’re focusing on our core mission: developing platforms and content for the regulated video games sector within the iGaming market.”
Editorial Pivot Dispute
According to sources, Sports Illustrated publisher Minute Media asked that Esports Illustrated narrow its focus toward “sports games” coverage after Google actions allegedly classified parts of the vertical’s output as “non-sports.” As this was not the original focus of Esports Illustrated, the board of GaudHammer Gaming Group ultimately decided to discontinue that operation because it did not have confidence in the profitability of a refocused publication.
Staffing and Public Acknowledgments
The publication’s staff were informed ahead of the closure. Esports Illustrated Editor-in-Chief Trent Murray announced the closure publicly and his departure on Tuesday evening via social media. He also issued the following statement to TEA on Wednesday afternoon:
“Sustainability has been the number one challenge for the U.S. esports industry since the early days of the LCS, so it’s disappointing to see a platform end that was on the verge of solving that challenge. I’m extremely proud of what we were able to do at Esports Illustrated, both the stories we were able to tell and the people I was lucky enough to work with.”
Branding Context and History
Esports Illustrated launched in March 2023 through a licensing deal with GaudHammer Gaming Group and then-SI publishing rights holder The Arena Group, with a mission to provide accessible esports coverage for Gen-Z and Millennial audiences. After Arena Group lost SI rights in early 2024, Authentic Brands Group licensed SI publishing to Minute Media, and Esports Illustrated later appeared as “Esports on SI” under the SI.com umbrella. TEA previously reported operations resumed under Minute Media in May 2024.
Esports Illustrated pursued features such as a consolidated pro-match schedule hub, expanded video content, and deeper collegiate coverage through partnerships with Hall of Fame Gaming and the National Association of Collegiate Esports (NACE). It won a Tempest Award for Digital Publication of the Year in its first year.
What Remains Online
At the time of publication, the “Esports on SI” section on SI.com is still publicly accessible with recent posts dated in early October 2025. The brand’s social media accounts on platforms such as Instagram, LinkedIn, TikTok, and X (formerly Twitter) were shut down, while its presence on YouTube is still available for the time being.
Editor’s note: The author previously worked with Trent Murray at The Esports Observer and Sports Business Journal.