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The leading British competitive gaming brand unveils ambitious manifesto and vision of The Power of Better, incorporating purpose into its brand identity to help improve the gaming and esports industry and looking beyond the esports “lifestyle brand”

EXCEL ESPORTS, the leading British competitive gaming culture brand, with teams participating in the two biggest global video games, Fortnite and League of Legends, has today unveiled a significant brand update, a bold and unique visual identity in esports that will see EXCEL evolve into a professional team that adds purpose to its passion for gaming. The update signifies the next stage of EXCEL’s expansion, growth and its unique vision of The Power of Better; a commitment to improve in everything it does and to use its platform to have a positive impact on the wider gaming and esports community.

Since its inception six years ago, EXCEL has become the most prolific British esports team, making significant strides to represent, support and develop the esports ecosystem.

EXCEL now looks to the future and what it means to be a professional esports team, steering beyond the over-used “lifestyle” esports brand and carving out a new unique path in esports that will see it driven by performance and incorporating purpose, striving to be better and enacting positive change in esports and gaming through its vision of The Power of Better. Centered around two core principles, The Power of Better is the belief that improvement never stops – whether you’re part of an organisation or as an individual, you can be better tomorrow than you are today – and aims to challenge the status quo in the world of esports. It is a commitment by EXCEL to constantly review how it operates, continuously looking inwards and onwards.

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EXCEL began its journey of improvement by creating the Performance Playbook, which focuses on the holistic development of its players both physiologically and psychologically as well as the Pyramid of Success, a philosophy for engineering improved levels of performance that is underpinned by its core values and beliefs of trust, respect, dedication, discipline and creating good habits. The Power of Better looks to go further than performance with EXCEL looking to be an inspiration for the wider gaming community by having a positive impact on everything it does.

To start, EXCEL has revealed the launch of the ‘Gaming for Better’ whitepaper series for gamers everywhere, with the first one created by EXCEL’s Head of Performance and sports psychology expert Fabian Broich. The whitepaper, published today, explores the common injuries experienced by gamers and provides advice on how to improve individual performance and become healthier by focusing on physical activity, lifestyle balance, and creating positive habits.

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To illustrate its new ambitions and The Power of Better vision, EXCEL has unveiled a completely new visual identity with a new logo, colour palette, website and merchandise line. The logo will retain the ‘X’ and ‘L’ widely used and recognised by EXCEL fans. The design has been simplified to ensure it is easily identifiable and the forward arrow in the X embodies the brands forward thinking approach as well as the dynamic world of gaming. The new diverse and flexible colour palette allows for creativity, fluidity and change, reflecting EXCEL’s ambitions to forge its own path and allowing the brand to evolve as it continues its journey of improvement. The new website will act as a digital destination for fans, the centerpoint where the community can stay up to date with the latest EXCEL news. It will also incorporate a shop with new merch ranges.

“Over the last six years, EXCEL ESPORTS has seen immense growth, transforming from a bedroom hobby into a professional competitive gaming brand with players competing in the world’s biggest esports. When EXCEL was founded we wanted our identity to be motivational, competitive, and allow people to easily support us in-game with the XL tag. As we head into this next phase of our journey, it’s great to be able to showcase our roots and initial passion, whilst developing our brand so that it is fit for our future ambitions”, said Kieran Holmes-Darby, Co-Founder and Chief Gaming Officer, EXCEL ESPORTS.

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“At EXCEL we have unlimited ambitions in the games we compete in, what we want to become as a team and as a brand. It’s now time for us to take our next step to grow as a globally recognised, respected and loved competitive gaming brand from Britain. This step is more than just a visual update, it’s our belief in our vision for ourselves, our talent, our community and our culture. We believe that too many try to copy each other, vying to be competitive or lifestyle without further meaning. Today, we will start our journey of The Power of Better with passion, professionalism, performance and purpose. This is more than just a brand update, it is EXCEL’s promise to be better every day and make our contribution to the future of competitive gaming,” said Wouter Sleijffers, CEO, EXCEL ESPORTS.

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