GINX TV relocates to Guild HQ for 25% stake in media company

Gaming content company GINX TV has partnered with Guild Esports and Gaming and relocated to its London-based headquarters.

As a result of the relocation, the UK-based organisation will gain a 25% stake in GINX TV in the form of an equivalent undisclosed convertible loan.

GINX TV will establish a permanent live studio along with a gallery within Guild’s 15,000-square-foot facility based in Shoreditch.

In addition, the esports organisation will collaborate with the TV channel as a service provider and distribute content for partners and sponsors.

“We are delighted to partner with Guild Esports and Gaming to create a strong and attractive engagement opportunity for brands to access the diverse gaming community,” commented Peter Einstein, Executive Chairman and CEO of GINX TV.

“Our move to the Sky Guild Gaming Centre is a perfect way to collaborate and expand the gaming opportunity all under ‘one roof’. We are excited to bring our unique gaming and esports content publishing business to Shoreditch, where we will continue our provision of outstanding content to our international audience with the support of new partners.”

GINX TV will relocate to the headquarters from its existing location at Tileyard Studios in Kings Cross immediately.

The gaming and esports-focused TV channel launched in Romania in 2008. In 2024, the channel was available across 20m homes across the world and earned over 35m views through its original content.

GINX TV becomes the second entity to move into Guild Esports’ headquarters following a partnership with sim racing venue operator Drive Lounge. The organisation opened the doors to its headquarters in March 2023 and has since hosted several activations there.

Events range from a series of women’s esports tournaments to influencer events promoting the launch of new movies.

Nick Westwood, Chief Creative Officer of Guild Esports and Gaming, added: “With Drive Lounge, we have opened the doors to the public, and with GINX TV, we will now focus on utilising the venue to communicate outwardly to gamers through a variety of channels.

“We see a rapid shift in content distribution, both away from linear TV but also away from traditional ‘gaming’ channels to new, owned and operated channels.