New York Subliners owner explains why branding backlash was "exciting" - Dexerto
Call of Duty

New York Subliners owner explains why branding backlash was “exciting”

Published: 3/Jan/2020 6:22 Updated: 3/Jan/2020 9:49

by Brad Norton


Co-founder and general manager of New York Subliners parent company Andbox, Rohit Gupta, has revealed the community feedback regarding the team’s name, logo, and yellow brand were, funnily enough, “exciting.”

As the dawn of the Call of Duty League draws near, fans around the world have been treated to full reveals for each and every franchise team. From starting lineups to homestand locations, a great deal of information has been disclosed prior to the opening matchups on January 24.

Among the branding reveals was the New York-based franchise, who came out as the Subliners on October 22 with a unique logo that puzzled fans and led to some initial backlash from the community. While most organizations would feel disappointed, or even worried that they may have missed the mark considering the feedback, Gupta admitted Andbox and the Subliners were delighted with the response in an interview with Esports Insider.

Twitter: sublinersDonovan ‘Temp’ Laroda has been announced as a member of the New York Subliners roster.

Despite initial leaks that saw the branding exposed to the Call of Duty community before official confirmation, Gupta explained in an interview with Esports Insider that the situation was more exciting than anything else.

“It gets us excited that the community cares this much – it shows that we’re onto something,” he expressed, outlining how the leaks simply ramped up the enthusiasm internally.

As the sole New York-based franchise heading into the first year of the league, the parent company was supposedly never interested in targeting “any other city.”

Focusing entirely on creating a powerhouse brand around the same location as their Overwatch League franchise, Gupta underscored the importance of being consistent across scenes.

“We would not have been interested in any other city. Our mission is building up the community in New York and we know New York really well. We’re the only org based here and represent [it] on the global stage with two franchises.”

Twitter: NYXLThe branding of NYXL has since become iconic in the Overwatch League.

Moreover, backlash wasn’t such a concern for the company as they had already experienced a similar occurrence through the launch of said Overwatch League franchise in the New York Excelsior.

“When we launched New York Excelsior, the reaction was somewhat similar but it became one of the most beloved brands in the Overwatch League. We’re excited for that to happen in the Call of Duty League too.”

Elaborating on the deeper meaning behind the decision to be titled ‘Subliners,’ Gupta commented on its subtle New York connotations. “The name Subliners is born from the grit and chaos of the underground. Like our city, our team is built from the ground up to be a movement that challenges the status quo.”

Twitter: sublinersThe New York Subliners will be hosting a number of home-stand events throughout the 2020 season.

Regarding the logo of the franchise specifically, he expressed a sense of pride in “being visually loud” as to “draw more attention.” 

As practice continues behind the scenes, teams are gearing up for a heated slate of opening matches in Minnesota. The first New York Subliners match will see the team squaring off against the London Royal Ravens on January 25.


Warzone star Rated joins Tommey on 100 Thieves’ roster

Published: 25/Nov/2020 21:31

by Theo Salaun


Building on the world’s first Call of Duty: Warzone esports team, 100 Thieves have added former London Royal Raven, Rhys ‘Rated’ Price, as the second member of their battle royale roster.

While Rated wasn’t a focal point of the Royal Ravens in the Call of Duty League, he has emerged as one of the best Warzone players on Verdansk. With his stream popping off and tournament money rolling in, it should be no surprise that he was among 100T’s top candidates for their growing roster.

When Matthew ‘Nadeshot’ Haag announced that 100T would be fielding a battle royale team alongside their Los Angeles Thieves CDL squad, it was historic and fans were anxious to hear who would get signed.

Now, Rated joins fellow native of the United Kingdom and former CDL pro, Thomas ‘Tommey’ Trewren, as the team’s highly respected core.

Based in Los Angeles, some may be surprised that 100 Thieves have gone across the pond for their Warzone cornerstones. But, looking at Tommey and Rated’s successes in Verdansk, the signing becomes exponentially justified.

While Tommey sits at No. 5 on the Warzone earnings list, Rated is nearby at No. 7 with a hefty $70K in winnings. Those numbers become even more impressive when one factors in that Rated’s first major tournament invitation was in late June, while some of the other top earners began competing months earlier.

Characterized best as a steady player, Rated picks his angles and fights deliberately, shoots as straight as anyone, and has rightfully become known as one of Verdansk’s most intimidating forces. It’s a testament to his skill that competitors regularly express some degree of annoyance when finding out that they’re stuck in a lobby with the wicked Welshman.

Having teamed with Tommey many times already, the addition is a sensible one. Most recently, the duo took second place during the HusKerrs Howl tournament. While it’s unclear who else will be joining the roster, Tommey and Rated provide an excellent foundation with clear comms and a general reluctance to tilt.

With another Englishman, Liam ‘Jukeyz’ James, already signed to the Royal Ravens, one has to wonder if Nadeshot will put up the cash for Warzone’s best unsigned star: Aydan ‘Aydan’ Conrad.