Press release

17 July 2023

Guild Esports PLC

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

Digital Advertising and Video Distribution Partnership Signed with Pixels AI

Guild Esports PLC (LSE: GILD; OTCQB: GULDF), a global gaming focused media business, is pleased to announce that it has entered a partnership with Pixels AI, a video distribution and digital advertising service that uses AI optimisation to connect digital publishers, advertisers and video content rights holders by matching content to relevant web pages, providing publishers with relevant video content where advertising-space is sold.

The partnership will enable Guild to generate new advertising revenues from its owned video content by leveraging Pixels'AI-powered video platform that is utilised by some of the biggest publishers and websites including The Independent and its international editions such as Independent Arabia and Independent en Español, Evening Standard, and National World (formerly JPIMedia).

Guild is Pixels AI's first esports and gaming content partner, and as a result of the agreement, Pixels AI will automatically match Guild content to relevant articles covering the sector. Guild's content will generate advertising revenues based on volume of video plays and real-time digital video advertising placements sold. Pixels AI's video network currently generates over 100 million plays monthly for the partners across its publisher and video rights holder network. Given that the global esports audience is comprised of 532 million people, and the total number of gamers worldwide is estimated at three billion in 2022 (source: Statista), this represents a significant opportunity to engage new audiences.

Pixels AI's video distribution platform matches premium video content to relevant articles and webpages in real time to enhance reader and audience engagement. In addition, Pixels AI enables digital publishers to maximise the yield on their digital advertising inventory by providing them with content that is relevant to advertisers' target audiences in which advertising space is purchased via real-time digital advertising.

Across the initial one-year deal term signed, advertising revenues generated as a result of the partnership will be shared between Guild and Pixels AI in line with publisher agreements.

The partnership will also provide Guild's growing in-house production division, Guild Studios, with intelligent content performance data to assist with new content and IP development and will also assist Guild in targeting audiences from new growth territories and regions.

The use of digital video advertising and AI optimisation to automate the serving of Guild's owned video content on relevant articles will increase the visibility of Guild content and consequently the volume of available advertising opportunities. The Company anticipates that the partnership will open new distribution channels for Guild content and allow the Company to better understand gaming audiences across a wider range of online channels, creating opportunities for significant new revenue streams by monetising Guild's extensive content library with new audiences.

Jasmine Skee, CEO of Guild Esports, said: "This partnership helps us put the Guild brand and our authentic and exclusive gaming content in front of targeted and engaged digital audiences. It will enhance our current content advertising strategy with greater reach and frequency and boost our ability to talk to gamers away from the traditional social and streaming platforms which is vital for our growth.

"The insights the partnership gives us access to will also inform our expanding content strategy and effective delivery for sponsors and future partners."

Alex Powell, CEO of Pixels Ai, said: "This is a hugely exciting partnership we are announcing today between Guild and Pixels. We are bringing together one of the most successful pro-gaming teams with an innovative UK-based provider of digital video distribution and streaming solutions. We feel privileged to be partnering with Guild as part of our move into the gaming and esports sector."

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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 entertainment sector and 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.

About Pixels AI:

Pixels AI is a leading UK-based provider of real-time AI & NLP video distribution solutions built for Tier 1 Video Content Owners and Publishers on the open web. Using cutting-edge artificial intelligence and advanced targeting algorithms, Pixels AI connects video content owners with large online audiences by precisely matching the context of a publisher page with a relevant video. With a focus on video quality and relevancy, Pixels AI unlocks the untapped potential of open web pages, improves user engagement and maximizes advertising revenue for both content and audience owners. Pixels AI is committed to revolutionising the video content landscape on the open web with innovative        technology solutions that provide full editorial control and protects the content owners' IP. https://www.pixels.ai/

Notes to Editors

Pixels AI's Co-Founder, Alex Powell, has previously worked with a number of online publishers in news, sport and gaming to grow their online video businesses and collaborated with fellow Co-Founder Seb Gray at Dugout, which launched in 2016 with nine of the world's biggest football clubs, including Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain and Real Madrid. The Pixels' team have collaborated previously at Sky, News UK, Independent Online and Dugout (now owned by One Football), bringing experience in video, AI, NLP models and digital advertising.