OverTake

How we communicated the biggest merger in the history of esports racing

Challenge

Merging two industry giants? We’ll keep the community in the fast lane!

Overtake is all about one thing: esports racing. Their DNA is infused with a deep passion for speed and fascination. Our longstanding client was on the verge of joining forces with the biggest forum in its industry – RaceDepartment – and reached out to us for strategic support with creating all necessary communication assets. The challenge was to announce the merger of these two prominent brands without alienating either community. The announcement had to cover all relevant topics, addressing potential concerns from both parties and ultimately highlighting the mutual benefits of the merger for all involved.

Approach

Our agency orchestrated the entire communication process, acting as the bridge between corporate strategy and community culture. We quickly took over responsibility for drafting a comprehensive communication plan that served as a sanity check for the merger’s narrative. To ensure a smooth transition, we created all necessary assets, including official statements and tailored messaging for multiple channels such as social media and specialized forums. Our expertise helped shape an authentic and engaging story that focused on transparency and the shared future of esports racing.

In this industry, you can’t spell large-scale mergers without crisis communication. We prepared for all possible pain points, ensuring constant alignment between both brands before the first statement went live. Throughout the announcement and the critical days that followed, we managed the end-to-end monitoring of every comment and reaction. By sharing important insider insights and deciding exactly if and how to act depending on the situation, we maintained total control over the narrative and ensured that the brand’s integrity remained uncompromised during this milestone moment.