Building a Winning Team

CO-EXECUTIVE CHAIRMAN, aXiomatic
CO-OWNER, Team Liquid

"Winning teams
CONFRONT GREAT RISKS
Deploying attitude and aptitude with passion."

Partnership & Leadership

aXiomatic is a broad-based esports and gaming company chaired by four renowned sports, technology, entertainment and investment industry titans. Our unparalleled investor group also includes Magic Johnson, Michael Jordan, Tony Robbins, Steve Case and David Rubenstein.

As co-executive Chairman of the company, I lead high end management and strategic decisions around corporate opportunities, branding, talent acquisition and sponsors.

Driven to connect artists and audiences, I continue to create franchise properties that are highly leverageable and attractive to media and sponsors.

aXiomatic Chairmen: Peter Guber, Ted Leonsis, Jeff Vinik, Bruce Karsh. Photo: 1UP Studios

The Strategy

As owners, we knew that building a premium management team would be the foundation for creating a portfolio of dynamic holdings in the esports and video gaming industry.

aXiomatic acquired controlling interest in Team Liquid, a top esports team in the U.S. and Europe, in 2016. The company has also invested in Dapper Labs, as well as several esports startups including Super League Gaming.

Epic Games Strategic Investment

In October 2018, aXiomatic participated in a $1.25 billion strategic investment round for Epic Games alongside venture firms KKR, ICONiQ Capital and Kleiner Perkins, among others. The North Carolina-based game developer is well- known for its smash hit title “Fortnite” and its underlying Unreal game engine technology. The partnership will see the expertise of aXiomatic’s membership in entertainment, professional sports, esports, and live events combined Epic’s real-time 3D technology to power all-new interactive experiences.

Niantic, Inc. Strategic Investment

In January 2019, aXiomatic participated in a $245 million strategic investment round for Niantic, Inc., the world’s most successful and most profitable augmented reality company. Niantic pioneered real world gaming — adventures on foot with others — which has helped transform the Earth into the new game board. Niantic launched Pokémon GO, and it became an overnight global phenomenon. Pokémon GO remains the most popular augmented reality app of all time, and the most profitable. Niantic teamed with WB Games to create Harry Potter: Wizards Unite, which was released in June of 2019 on all devices.

Photo: 1UP Studios

Timing is Everything

Team Liquid

Team Liquid is a premier esports organization and among the industry’s most storied and respected brands. Team Liquid has more than 45 players competing in over one dozen gaming titles at the highest level of professional play including: “League of Legends,” “CS:GO,” “Dota 2,” “Hearthstone,” “StarCraft 2,” “Halo,” “Street Fighter”, ”SSBM”, “PUBG” and “Fortnite.”

Beyond being a top esports team, Team Liquid is a new media enterprise with business units including Liquid Media, an influencer management agency, and 1UP Studios, a full service production company known for its high-quality esports documentary style filmmaking, and creative commercial content.

Photo: 1UP Studios

DOTA 2 International Championships – TI7

Team Liquid won the 2017 DOTA 2 International Championships which boasted the largest purse in esports history. At TI7, Liquid made history twice: First, for winning the Aegis of Champions; and second, for being the only team to do so by sweeping its competition 3-0.

 

2017 ESPN Esports Awards – Team of the Year

In 2017, ESPN awarded Team Liquid (DOTA 2) “Team of the Year.”

Photo: 1UP Studios

Historic Legacy – Future Minded Growth

Partnership with Riot Games (NA LCS)

In November 2017, Team Liquid became a permanent partner of Riot Games and the North American League Championship Series (NA LCS), the professional league for the world’s most popular esport, League of Legends.

Team Liquid has emerged a dominant force in this new franchise era, claiming back-to-back North American titles in 2018.

Celebrating the NALCS championship win. Photo: 1UP Studios

Partnership with Alienware

In January 2018, Team Liquid announced their new headquarters, the Alienware Training Facility (ATF). At 9,000 square feet, and just minutes from Riot Games LCS Studio, this new location serves as the foundation of our organization in North America.

Our partnership with Alienware epitomizes performance and innovation and will change the way Team Liquid plays, practices, and works as an organization.

Aim For Their Hearts

photo: Dave Carlson

Aim For Their Hearts

“Our strategy was built it and they will come…Our winning management team put a premium on relationships while aiming for our audience’s hearts, not their wallets.”    

Connect With Peter