{"id":69898,"date":"2021-08-05T15:00:13","date_gmt":"2021-08-05T14:00:13","guid":{"rendered":"https:\/\/esportsinsider.com\/?p=69898"},"modified":"2021-09-21T16:19:13","modified_gmt":"2021-09-21T15:19:13","slug":"were-a-brotherhood-how-immortals-is-bonding-through-its-brand","status":"publish","type":"post","link":"https:\/\/esportsinsider.com\/2021\/08\/were-a-brotherhood-how-immortals-is-bonding-through-its-brand","title":{"rendered":"\u2018We\u2019re a brotherhood\u2019: How Immortals is bonding through its brand"},"content":{"rendered":"

In the past two years, Immortals has cycled through 15 different League of Legends<\/span> players on its main roster, leading the LCS in that statistic.<\/span><\/span><\/p>\n

With so much turnover in such little time, it can be hard to form an identity around a team\u2019s players and create a brand that fans can get behind. Teams such as Dignitas and TSM FTX started from just a small group of players who quickly grew into household names.<\/span><\/p>\n

\"Immortals\"
Image credit: Tina Jo \/ Riot Games via ESPAT<\/span><\/figcaption><\/figure>\n

RELATED: Immortals Gaming Club and Zoomph sign strategic partnership<\/a><\/strong><\/span><\/p>\n

As new players join the league, they have to stand out against a crowd of well-known names such as Perkz, Jensen, Impact and many more. <\/span>However, for Immortals\u2019s Director of Brand,<\/b> <\/span>Brad Peters, <\/b>the solution to solving this problem came from just a few miles away.<\/span><\/span><\/p>\n

\u201cI live in Palo Alto, I\u2019m up here in Northern California, so I’m obviously pulling from the Golden State Warriors, but they do a really awesome branding push around playoffs that’s about strength in numbers,\u201d said Peters.\u00a0<\/span><\/p>\n

He continued: \u201cSo what you don’t want to be is the Steph Curry show, and I think the same thing goes for esports, especially because turnover of players is really, really fast. You have players who are only there for a single split and they leave. . . . It’s not just about one specific player. It’s also not just about the brand itself. It’s about the fans. It’s about everyone. It’s about the team aspect.\u201d<\/span><\/p>\n

Peters has only been working with Immortals since June, but his plans have already created an impact. Immortals players can now be seen cheering on their teammates whenever one of them has an on-air interview, and that caught the eye of LCS caster Isaac ‘Azael’ Cummings-Bentley.<\/span><\/p>\n

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I love how when an @Immortals<\/a> player is getting interviewed their whole team is just sitting in the stands watching the interview and clapping for them ?<\/p>\n

They're their own biggest fans & you love to see it!<\/p>\n

— Isaac CB (@AzaelOfficial) June 27, 2021<\/a><\/p><\/blockquote>\n