ESports Group Evil Geniuses Plots Branding Evolution Under New Global Marketing Head Krystal Hauserman

The brand veteran plans to expand the company's fan and marketing base by crafting alliances with beauty, wellness and lifestyle companies

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After being purchased by Chicago-based investment firm Peak6 in 2019—which was followed by a rebrand the same year, and two logo changes—eSports organization Evil Geniuses is continuing to build up its brand reputation.

To better position itself amid the rising popularity of eSports, Evil Geniuses has hired Krystal Hauserman as vice president and global head of marketing.

Since its founding over 21 years ago, Evil Geniuses has earned $25 million in prize money—more than any other eSports organization in North America.



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