Team Liquid buying Limit Guild as it pushes into World of Warcraft

By Trent Murray

Team Liquid is making a bold foray into World of Warcraft and the massively multiplayer online (MMO) game genre, as the Axiomatic-backed esports outfit is buying Limit Guild. Limit is one of the more popular teams in Activision Blizzard-published World of Warcraft. The deal is one of L.A.-based Liquid’s biggest to date, which will see it acquire all Limit media properties and brand channels, which will now operate under the Liquid MMO banner. The acquisition also accounts for U.S.-based Limit’s 40-plus players, coaches and staff. Terms of the deal were not available. Limit Guild leader Max Smith will become a minority owner in Team Liquid. He said that the equity offer highlighted Liquid’s commitment to the MMO space. “We're giving up the Limit name to be Liquid,” he said. “Their offer of equity … shows absolute commitment. They're here for the long haul just as we are.” Limit Guild has been associated with Texas-based Complexity Gaming (backed by Cowboys Owner Jerry Jones) since ’19 -- a deal that allowed Limit to retain its brand identity. That deal included naming rights for the team, which competed as Complexity Limit.

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