Danish esports organisation Astralis has established a new department called Communications and Community and appointed Director of Communications Steen Laursen to lead it.
The Communications and Community department will focus on the company’s digital presence, PR, and media content. According to the organisation, this will enable Astralis to establish a closer relationship with its fanbase.
The new department was announced together with another new role inside its marketing team, the Tactical Partner Marketing Manager. According to Astralis, moving its marketing functions to the commercial group enables the company to “offer a more integrated service to partners”.
Due to the new structure, some resources in the Social and Digital teams were freed, so a decision was made to create a new department inside Astralis that will combine several existing teams and streamline existing processes.
Commenting on the topic for Esports Insider, Steen Laursen, the department’s Director noted that its establishment will offer an improved partner marketing service, increased focus on fan communication, more resources directed at our growing community, and an integrated approach to communication across own and earned media.
Steen Laursen, the company’s current Director of Communications and Interim Director of Marketing will take over the new Comms and Community department. Laursen joined Astralis in 2017 and was an important part of the creation of Astralis Group and Astralis. Laursen formerly worked in sports and entertainment, notably by leading communications and media departments in Danish football clubs FC Nordsjælland and Brøndby IF.
Commenting on the new role, Laursen noted that the company aims to expand and deepen its digital presence, and pointed out that projects such as Astralis Watch, the company’s broadcast platform, have been well-received with fans. Similar projects are looking to be launched in the future. This might include “extended or new presence on existing external media platforms or new direct-to-fan media”, Laursen concluded.
