April 13, 2020

Standing in unity to grow stronger

Difficult and trying times call for new, creative solutions and for us all to show strength in unity.

Jakob Lund Kristensen, CCO and co-Founder of Astralis Group:

- As the world faces an unprecedented situation a lot of companies have been forced to take a break from ambitious expansion plans and future perspectives to focus on the very core of their business and the effects can be felt everywhere. 

- At the end of the day, Astralis Group is an entertainment company and as such our most valuable relationships are to our fans and to our commercial partners. These days much of the interaction and live experiences we are used to sharing with our stakeholders are limited and hampered. This means we have to be both creative and ambitious in how we ensure continued delivery of the value and engagement that has symbolized our brands since its creation, says Jakob Lund Kristensen.

As seen in recent matches, one of several ways to deliver on the promised value and exposure is the temporary addition of UNIBET’s name next to the team name. Being digitally native at a time where esports is constantly breaking its own global viewership records significantly contributes to the value of partnerships and this is an integrated part of the commercial strategy. 

The strength in unity has been visualized by changing the logo. What used to be a pure red is now a deluge of fans, creating the iconic star shape that is unique to Astralis. Because the fans are an integrated and essential part of the team, and just like the partners, volunteers, investors, and other stakeholders they have been essential for building the foundation around the strongest team in history.

The Astralis fans recreated with photos sent by fans.

In esports, we are fortunate to be able to move our competitions and content from live events to online events, but it does not provide the same opportunities for fans, partners and other stakeholders. We need to support those who support us in order for everybody to get everybody through a difficult time. 

Jakob Lund Kristensen, CCO and co-Founder of Astralis Group:

- We are constantly working to improve our product and the value we create and we have a very clear ambition, to not simply get through this situation but to come out on the other side a stronger and more agile brand, organization, community and commercial partner says Jakob Lund Kristensen.

Thank you to all our partners and thank you to everybody who is a part of Astralis and Astralis Group as a fan, volunteer, investor or otherwise.