The eSports panorama continues to grow year after year, transforming from a sector once characterized by potential, precariousness, and little professionalism into a more structured and responsible industry. As the sector moves more money and gains more impact, it also creates more jobs and requires organizations to be more accountable to fans, brands, and employees. This evolution is particularly noticeable in countries like Spain, where eSports clubs have become references for thousands of people, not only competing in video games like League of Legends or Valorant but also making a significant impact in the world of content creation.
Content creation has become a mass and influential communication element, with clubs benefiting from signing content creators from various disciplines who act as brand ambassadors. This mutually beneficial relationship allows streamers to leverage the club’s image, while the clubs gain presence on social networks through streamers, YouTubers, or TikTokers. Giantx, a historic club in Spain, was one of the first to bet on content creators, setting a precedent for other clubs.
Movistar Koi, a project led by Ibai Llanos, has been particularly successful on social networks and has consistently signed great content creators. Despite a previous experience with the frustrated signing of Nakoo, the club has announced three new additions, including two female faces: Theakaleina, a prominent Valorant streamer, and RODENASINK, a versatile content creator who plays various games and uploads non-gaming content on social networks. RODENASINK is also familiar with Koi, being the couple of Knekro, an essential part of the club.
The signing of Jaime Mellado, a well-known League of Legends personality, was an open secret. Mellado, formerly a narrator in the LVP, decided to focus on his streamer career and has seen significant growth on his Twitch channel, particularly thanks to content created with Koi members and other collaborations. His arrival at Movistar Koi strengthens the club’s connection to the League of Legends community, an area where Koi has historically been closely involved.
The club’s strategy to bet on creators, including female faces and personalities from the League of Legends scene, reflects the evolving nature of the eSports industry, where content creation and community engagement play increasingly important roles. As the sector continues to grow and mature, it will be interesting to see how clubs like Movistar Koi navigate this landscape, balancing competition, content creation, and community building.
With these new signings, Movistar Koi solidifies its position as a major player in the Spanish eCommerce scene, both in terms of competitive gaming and content creation. The inclusion of diverse talents, such as Theakaleina, RODENASINK, and Jaime Mellado, underscores the club’s commitment to growth and its recognition of the importance of a broad and engaging content strategy in today’s eSports environment.