Press release

27 February 2023

Guild Esports PLC

("Guild Esports", "Guild", or "the Company")

Launch of 'Guild Studios' in-house production and creative agency

First contracts signed with major brands including Samsung Mobile

Guild Esports PLC (LSE: GILD), a global teams organisation and lifestyle brand, is pleased to announce the launch of Guild Studios, the Company's new production and creative division that provides bespoke campaign-led solutions for brands and media owners looking to connect with esports, gaming, Gen-Z and Gen-Alpha audiences.

The launch of Guild Studios represents a new revenue stream for the Company and launches with secured campaigns and projects with brands including Samsung Mobile, that have generated a combined six-figure revenue for the Company.

Guild Studios enables the Company to sell end-to-end creative services, production and consultation in esports marketing directly to brands, agencies and media owners. It will sign client mandates for work on individual campaigns, independent from the selling of branding rights to Guild assets or IP. The Company considers that its leading physical facility in Shoreditch, in-house production and creative teams and connection to the UK gaming community through the Guild Academy, Guild College and Guild Pro Teams means that it is uniquely positioned to become the premier agency to consult and execute gaming and esports briefs for brands.

Guild Studios' work will span strategy consultation and campaign delivery across engaging online and video content, social media, live esports events and in-game advertising.

Esports is continuing to grow at an exponential rate worldwide. As it engages more consumers, its popularity is driving more commercial value for brands. Guild Studios' campaigns are intended to reach younger audiences more effectively than traditional advertising. Gen-Z and Gen-Alpha consumers are increasingly engaging with gaming IP outside of playing video games; 53% of the time Gen-Z consumers spend engaging with gaming IP is in other ways than playing, such as watching tournaments or content creators (source: NewZoo, 2023). 94% of Gen-Alpha consider themselves game enthusiasts, and gaming is their primary source of entertainment (source: NewZoo, 2022).

First contracts signed

Since its soft launch in January 2023, Guild Studios has secured client mandates with brands including Samsung Mobile.

Guild Studios partnered with Samsung to support the launch of the Samsung Galaxy S23 at Westfield White City ("Galaxy S23") on 16 and 17 February 2023, where Guild created an influencer talent led event, followed by a 'Roll-Up' Mobile Esports day on 25 February to demonstrate the gaming performance of the Galaxy S23.

This is the third time Guild has partnered with Samsung; Samsung Display has been Guild's Official Display partner since June 2021 and Samsung TV/AV division has been Guild's Official TV partner for the UK and Ireland since June 2022.

Jasmine Skee, CEO of Guild Esports, commented: "Creating new revenue streams and generating value for investors are the Company's key objectives for 2023. Guild Studios enables us to monetise our vast in-house expertise in esports by supporting brand owners and sponsors with innovative campaigns, branded content and advertising to a range of companies looking to grow their engagement.

"We were delighted to work with Samsung for the launch of the new Galaxy S23. It is the third time they have partnered with us since becoming a major sponsor in June 2021, highlighting the strength of our value proposition and ability to engage with otherwise hard-to-reach Gen-Z and Gen-Alpha consumers."

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About Guild Esports:

Guild Esports PLC is a global fan-focused team organisation and lifestyle brand that fields professional players in gaming competitions under the Guild banner. Our in-house training academy aims to attract and nurture the best esports talent, and our goal is to provide the ultimate entertainment experience alongside a distinctive lifestyle brand authentic to the esports community worldwide. Guild is led by an experienced management team of esports veterans and co-owned by David Beckham. The Company is headquartered in the UK and its shares are listed on the main market of the London Stock Exchange (ticker: GILD) and on the OTCQB Venture Market in the United States (ticker: GULDF). Please visit www.guildesports.com for more information.