Tundra Esports’ Danny Lopez launches new gaming creative studio

(ESI Illustration) Image credit: Story Mode, Danny Lopez

Danny Lopez, Director of UK-based esports organisation Tundra Esports, has launched a creative studio specialising in ‘youth culture-driven content.’

Story Mode aims to create engaging content for its clientele which already includes the likes of English professional footballer Bukayo Saka and Jesse Lingard‘s JLINGZ Esports.

Lopez will utilise his experience within the gaming and esports industries to provide content that engages both markets. In addition to Saka and Lingard, Story Mode’s portfolio also comprises of Middle-Eastern organisation Falcons Esports and Tundra.

According to the release, the studio will look to focus on ‘five key pillars: content, creative, social media, events and consulting to help clients stand out and connect with youth audiences.

Prior to launching Story Mode, Lopez spent time as the Creative Director of Fnatic before working at Immortals and Overwatch League franchise NYXL. Under the Tundra banner, he was responsible for the organisation’s brand activations that include directing a video featuring grime artist P Money and Dutch footballer Virgil van Dijk. Van Dijk joined Tundra as a shareholder and ambassador in August 2022.

Over the past 12 months, content studios have continued to emerge as the esports industry looks to bolster its fandoms. The likes of Evil Geniuses and streamer Ludwig Ahgren have launched initiatives to expand their presence within the world of content creation.

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Lopez, Managing Director at Story Mode, spoke on the launch: “We saw a huge gap in the EU market for creative that truly spoke the language of youth culture. At Tundra, we received so many inquiries from brands and personalities asking how we pulled off our own content, we decided to fill the void and build a business around it.

“Authentic storytelling is something that can be difficult to navigate, but we believe we’ve mastered it at Story Mode.”

Jonno Nicholson
Jonno is a Freelance News Writer for Esports Insider and has been part of the ESI team since 2019! His interests include the rapid rise of sim racing and its impact on the wider industry.