ESL Gaming unveils ‘sonic identity’ and new anthem

Esports tournament organiser ESL Gaming has announced a partnership with music agency MassiveMusic to create a ‘sonic identity’ for ESL. 

As part of the ESL sonic identity suite of assets, the two entities have created a two-minute-long brand anthem; a short form three-second sonic logo; and a one-second sound stamp.

ESL Gaming Sonic Identity and anthem
Image credit: ESL Gaming

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According to the release, ESL’s new sonic brand sits between electronic and orchestral, breaking away from rock or electronic genres that are quite common within the esports industry.

Rodrigo Samwell, CCO at ESL Gaming, commented: “We are very excited to have introduced the ESL´s sonic brand identity to our fans. Over the last years, we told the world that our purpose is to create a world where everybody can be somebody through esports. We showed what we look like with our award-winning visual identity and now we are showing how we sound.”

In addition, the ESL master brand anthem has several adaptations to suit different moods, genres and styles to fit with the company’s varied events and content. The sonic brand will be rolled out across all live experiences, as well as through content, linear TV, web and mobile.


Samwell added: “Since we produce thousands of hours of content a year and millions of social engagements, it is natural that we add a sonic identity to our brand system. This will build significant brand value creating a common thread across all our content.

“This is another testament to our leadership position in esports and we are very thankful for the passionate collaboration we had with MassiveMusic in delivering this iconic piece that is a homage to every player’s journey.”

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Esports Insider says: Music is an important branding tool for companies to differentiate from competitors, as well as convey a style and message. In gaming and esports, music amplifies the players’ emotions depending on the situation they’re in. ESL Gaming has taken that into consideration and, as a result, will look to boost its brand value across all its content.

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