Speaking to DPM Esports, Williams described the promotion as the formalisation of a diversification strategy launched more than two years ago, designed to take GIANTX beyond the traditional esports business model.

A stable model with a ceiling

GIANTX has been competing in esports for a long time, and according to Williams, its business model has now stabilised. The problem is growth. Revenue is hard to scale through esports alone: the pool of sponsors is limited, each team can only work with a handful of them, and Riot’s restrictions narrow that pool even further. Competition revenue is capped as well, and spending big on players does not guarantee big results.

From acquisition to integration

Aware of these limits, GIANTX diversified into consumer products, most notably through the acquisition of iTero in July 2024, in a deal reported to be worth several million dollars. The club also launched an edutainment content channel, formerly known as HitCap and since rebranded as iTero Socials.

iTero has reached a point where the organisation behind the product needs to evolve alongside the product itself. Jack J. has played a fundamental role in building iTero, and this appointment gives him the scope to lead its technology strategy for the long term

said José Ramón Díaz, CEO of GIANTX.

A dedicated leadership role

This has started to pay off and we’re seeing outsized returns in consumer, so GIANTX have promoted me to CTO as they believe in the long term viability of this strategy and want to formalise it with its own dedicated leadership role

GIANTX has not disclosed revenue figures for iTero, but in its LinkedIn announcement, the club said the app has passed one million downloads and is expected to keep growing through the end of 2026.

As CTO, Williams will oversee technology strategy, scalability, architecture and engineering, as well as building the technical organisation needed to support these ambitions.

Esports remains at the core

This shift does not mean stepping away from competition. The consumer products fully rely on the club’s resources:

We still believe in the long-term value of esports and our consumer products get a lot of value from the brand, experience, exposure and assets that running a tier-1 esports team comes with, but this allows us to evolve into something beyond the traditional esports model of fist fighting for sponsors and hoping for higher tournament payouts.

Disclosure: DPM Esports is owned by DPMLOL, which also publishes the DPM App, a product that competes with iTero