iTero Gaming, a Welsh startup specialising in AI coaching solutions for competitive gamers, has been acquired by esports organisation GIANTX in a multi-million-pound deal.
Developed by Jack Joseph Williams from his small cottage in Cardigan, West Wales, iTero Gaming analyses millions of past games and suggests the best characters to play, along with additional features to gain a competitive edge.
During games, iTero also offers real-time tools to help players secure victory against the opposing team.
With 10,000 installs since its launch in September 2022, the startup’s early growth caught the attention of GIANTX, a global gaming and esports brand formed through the merger between Giants Gaming and EXCEL Esports in 2023.
With a “shared vision to educate and elevate competitive players globally,” the team hopes to create an advanced training ecosystem that supports player development at every level.
While the companies did not disclose the full terms of the acquisition, a GIANTX spokesperson told UKTN it was a “seven-figure” deal.
Integrating iTero’s AI technology will help GIANTX provide tailored training and strategic insights to its global fanbase, the company said.
Jose Diaz, co-CEO of GIANTX, said the move was “a significant milestone in advancing AI in the gaming industry.”
“The potential to enhance gameplay and provide tailored insights is enormous, and I can’t wait to see the positive impact it will have on the gaming community,” he added.
Williams, who will now take on the role of head of gaming technology at GIANTX, said: “I believe and have always believed that data and AI have the potential to seriously disrupt the status quo of esports, whether that’s finding undervalued players or identifying strategies outside of the standard meta. I think esports is ready for the future and I’m really looking forward to what comes next working alongside GIANTX.”