Guild Esports unveils research partnership with Gerford AI

Guild Esports
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British esports organisation Guild Esports has announced a partnership with AI and data analytics company Gerford AI.

As a result of the deal, the organisation will utilise the company’s AI capabilities for the development of esports players.

The partnership — focused on research and development — will help analyse in-game performance and optimise pre-game preparations for Guild Esports’ esports rosters. In addition, the organisation and Gerford AI will look to develop an online censoring tool focused on esports.

Guild Esports and Gerford AI aim to use the censoring tool to combat toxic behaviour and promote a safe space for players to compete in. According to a release, the organisation says the research and development will also ‘create revenue-generation opportunities.’

Partnering with Guild Esports marks Gerford AI’s first foray into the esports industry. Founded in 2018, the Australian firm has partnerships with a range of sporting federations including Table Tennis England and the Olympic Winter Institute of Australia.

Gerford AI becomes the seventh partner of Guild Esports, joining media and entertainment powerhouse Sky UK, soft drink manufacturer Coca-Cola, and electronics company Samsung.

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Jasmine Skee, CEO of Guild Esports, spoke on the deal: “Esports, like any modern sport, is a numbers game. The more information that is available to teams, the more they can improve both their training and in-game performance.

“By partnering with Gerford, we’ll be able to utilise their AI technologies to improve teams’ performance, and give players greater protection online, ensuring they can focus on gaming in an abuse-free environment. These AI-driven solutions show great promise for Guild, and the entire esports industry.”

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.