Since being acquired by PEAK6 Investments in May 2019, the 21-year-old Evil Geniuses organisation has made major moves, including appointing Nicole LaPointe Jameson (from PEAK6) as CEO, entering Riot Games’ League of Legends Championship Series, and launching a rebranding effort that drew criticism at first but ultimately landed well once fully finalised.
Even amidst the turmoil of the COVID-19 pandemic, Jameson tells Esports Insider that Evil Geniuses has expanded its staff and added new sponsors, all while pivoting to support existing partnerships as live events were put on hold.