Game ON

Leading the esports industry, the fastest growing in the world.

ESL, the world’s largest esports company, and the global brand agency Superunion, launched a brand refresh rollout that supports ESL role in leading the esports industry, the fastest growing in the world. 

The brand reinforces the ESL strategy to build leagues and tournaments for gamers that create more opportunities for participation and progression – from amateur to professional – than any other sport. It is inspired by the ESL’s positioning 'where everybody can be somebody', and deploys a cut-through visual language with the use of signature patterns. 

Constructed through the use of graphic elements of the iconic games, the patterns act as a visual metaphor for the gaming worlds that conceal the hidden environments, shapes and characters, only visible and instantly recognisable by true gaming fans. The identity represents a sense of discovery, progress and achievement that enables players and fans to be what they want to be. In communications, the brand will use AR to transform two-dimensional shapes into 3D environments, and will be activated across online, sponsorship, events and merchandise.

The brand evolution is a cornerstone of ESL’s growth strategy aimed at integration of its brands across ESL’s esports leagues, tournaments, and products that include IntelⓇ Extreme Masters, ESL One, ESL Pro League and ESL National Championships. It serves as a visual unifier of infinite gaming brands played by ESL’s fans, uniting esports die-hards under one brand.

ESL is the world’s largest esports company. Founded in 2000, it operates high profile, branded international leagues and tournaments, such as ESL One, Intel® Extreme Masters, ESL Pro League and other top tier stadium-size events, as well as ESL National Championships, grassroots amateur cups and matchmaking systems. With 350 million fans in over 200 countries ESL is leading esports on a global scale. ESL is a part of MTG, the leading international digital entertainment group.


The updated ESL identity, created by the Superunion team, is more than a look and feel. It’s a strategic tool that helps ESL to meet its most important objectives. Creating a place where everybody can be somebody was our purpose and what drove our founding members since the beginning of ESL until today. So we wanted to highlight the inspiring story of the company…we want to build a place where every fan has a voice. Where the path from zero to hero is as short as possible and where opportunities are endless. Over the next months, we’ll continue to update our products to reflect our new global brand strategy.”

Rodrigo Samwell


This is the fastest-growing sport in the world for one simple reason – it’s totally exhilarating. Until you see the scale of if it, the speed of it, the thrill of it you can have no idea just what this is. Working with ESL has been totally amazing and together we have created an identity that lives up to the sheer intensity of this sport."

Marta Swannie
Digital Creative Director, Superunion