Guild Esports and Gaming has acquired LA-based fan engagement platform Encore.
Encore’s analytics protocol is utilised by some of the largest leagues, teams, and brands in the world to capture zero-party and first-party data.
The acquisition expands the toolkit that Guild can provide to both partners and end users and the London-based firm will immediately integrate Encore’s data-gathering capabilities into its suite of products and services.
The firm says the acquisition is central to its 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.
“Encore’s proprietary technology suite enhances our data analytics and complements our other data performance tools allowing us to enhance our client service offering,” said Gary LaDrido, chairman of Guild Esports and Gaming.
“We cannot wait to get to work with Mike and his team.”
Mike Sorgenfrei, founder of Encore, added: “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.”
A previous version of this story incorrectly stated that David Beckham is the co-owner of Guild Esports and Gaming – this was once the case, but he has since left the company.