Story of a founder: Excel Esports goes global

1. Have a clear plan, but learn to be adaptable

   While planning is everything, it is important to remember that running a business is unpredictable. Being adaptable is also critical.
   
   

2. Authenticity can’t be fabricated

   Be genuine, and make sure you own what you don’t know. You can’t know everything, but people value honesty.
   
   

3. Celebrate the wins

   Work hard but play hard too. Make sure you take stock of your achievements as well as your failures.

The esports industry is a space where competitive gaming meets entertainment. The sector has experienced a remarkable surge in recent years. The UK video games industry has witnessed unprecedented growth, fueled in part by the long-term impact of the global pandemic, and ever-advancing technology. Esports, with an audience share of over 1.2 million in the UK alone, has given video games an extra competitive edge.

In the heart of this booming landscape is GIANTX, a Shoreditch-based powerhouse that has not only made its mark in the UK but is now expanding globally.

Excel Esports began as a passion project, born out of a pub conversation between co-founders and brothers Kieran and Joel Holmes-Darby, during Kieran's university days. The pair wrote a one-page business plan and secured a grant from the university to kickstart their venture.

“My brother and I have been part of the gaming community for as long as I can remember,” says Kieran. “We’d play after school and then after work. So our idea came from wanting to be a part of it.

“In the early days, we were very mindful not to grow beyond our means. The business plan was enough to get people excited. But we wanted to grow a legacy, grow a brand. So we focused on slow, incremental growth.

“We’d seen a lot of people coming into esports, spend a whole load of money, and disappear within a year. We didn’t want to be that story.”

In 2015, the founders assembled a professional Call of Duty team and, bolstered by regional tournament success in the UK, found the confidence to start actioning some business growth.

“We found the confidence to go out and start to try and generate some revenue, through sponsorships and so on,” says Kieran. “We began to build a genuine proof of concept business that was scaleable.”

By exploring different revenue streams, the team soon realised there was the potential for a large, viable business.

“We went on to sell our Call of Duty team which allowed us to bankroll the business for the next year,” says Kieran. “That was a big turning point. We realised there were several different revenue streams we could tap into here; it was a real catalyst in our belief in the future of the business.”

After spotting opportunities to move into global markets, via esports leagues in China, the US, and Europe, the Excel founders decided to dive into the larger investment world.

“We went out to raise a serious sum of money – to secure the funding you need to enter these leagues. We didn’t really know what we were doing, to be honest. But what we did know is that we’d built an amazing five-year plan for an organisation we cared a lot about,” explains Kieran. “I think that came across in our pitches.”

Having expanded the business, it was rebranded to as GIANTX Esports and while Kieran’s involvement with the new brand ended, there’s no doubt his initial approach to business was successful. So, what insights can he offer from his startup journey?

“When things are tough, particularly when it comes to financial challenges, turn to others for advice. Speak to a financial advisor or find a mentor with financial acumen who can really guide you,” says Kieran. “Also, learn the importance of a clear vision. As an entrepreneur, you’ve got to see something that not everyone can see, and convince a whole lot of people that you’re on to something. That takes commitment. But despite your vision, also make sure you learn how to be adaptable, pivot, and change direction.

“Finally, something my dad would say to me: ‘You’ve got two ears and one mouth. Listen more than you speak!"

“I’m very proud of the journey that I went on with Excel Esports,” says Kieran. “But I have a mindset where I am never satisfied. So, proud? Yes. But satisfied? No!”