00NATION has invested NOK 6.6 million in Guild Esports PLC to become its largest shareholder, holding 13.54% of its shares. The two companies continue to discuss further alignment and opportunity. 
 
00NATION went live in the Nordics in late 2021 and has combined media and wider youth culture with esports. Following its success in this space, 00Nation established a base in the UK in 2023, and will continue to focus on youth culture while partnering with Guild on professional esports. 

Guild is led by an experienced management team of entertainment sector and esports veterans and co-owned by David Beckham who is also the company Ambassador. Guild  partners with a number of key brands including Sky Broadband, Subway, Secret Lab and Fanatec.  The Company is headquartered in the UK and its shares are listed on the Main Market of the London Stock Exchange (ticker: GILD) and on the OTCQB Venture Market in the United States (ticker: GULDF).

“We’ve entered the third year of developing our company and are seeing success across the wider youth culture, and are now increasing our focus to build and scale. Esports has been a low impact but highly demanding part of our overall business, and brand partners, talent and audience are looking much wider. 00NATION fits the wider gaming and youth culture audience, while Guild Esports, and an esports education and performance driven management fits perfectly esports. We believe that two brands will cover more ground and be more effective with increased focus and budgets, representing gaming from two different perspectives. 00Nation will focus on mainstream media, entertainment and sports, while supporting Guild to drive esports forward. This is one of multiple pieces of news which will be announced in the near future, forming the 00Nation platform and driving scalability. Stay Tuned. 
- David Williams, Head of Business Affairs, PR & Media, 00NATION 
 
"We are excited to see where this investment and opportunity takes us. Guild Esports is a great company with an exciting vision and team to execute it. 00Nation are in the process of fully launching across the wider youth and gaming culture, with individual brand focus. The investment in Guild and the redirection of the esport business thrust will allow us to divest our esports assets, in order to fully support Guild in that space, and their vision - nurturing young talent, their academy and strong focus on professional esports"
- Adrian Le Dantec, Head of Operations, Talent & Brand, 00NATION