DOJO Madness rebrands to Bayes Holding to accompany B2B focus

Esports holding company DOJO Madness has rebranded to Bayes Holding as part of its renewed market strategy.

The company will now focus entirely on business to business dealings, taking custom with only corporate customers.

RELATED: DOJO Madness closes Zack project

After the company closed down its intelligent gaming assistant Zack last August, and laid off employees in the process, it was left with two business units: Shadow and Bayes Esports Solutions. The former is a SaaS data platform, while the latter is a joint venture with sports data company Sportradar.

Jens Hilgers, Founder and Managing Director of Bayes Holding, discussed the decision in a release: “With our two business units, we have been able to build leading positions in the global market for Esports data and analysis. Both divisions will receive our full focus now – also to maximize their synergies.”

RELATED: DOJO Madness and Sportradar launch Bayes Esports Solutions

Hilgers expects to see its B2B business as providing the “greatest potential” for growth, according to a release, and that’s part of the reasoning behind ‘Bayes’ being utilised in the names of both the parent company and its subsidiary.

Martin Dachselt, Managing Director of Bayes Esports Solutions, also commented on the change: “I am convinced that with our solution, we can solve some of the underlying problems of Esports. Our neutral platform also offers smaller tournament organisers the opportunity to distribute and monetize their Esports data.”

Esports Insider says: It makes sense for DOJO Madness to shift its identity alongside its shift in market strategy, and the fact that it’s chosen ‘Bayes’ should be an indicator on how bullish the company feels about its joint venture with Sportradar. Esports data is a relatively-untapped market so it’s no surprise to see so many companies aggressively going after it.

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