Complexity Gaming Unveils New Branding and Manifesto

BY Andrew Miesner / May 3, 2019

New Brand Mission Encompasses Complexity’s Vision for the Long-Term Success and Sustainability of the Esports Industry

FRISCO, Texas – May 3, 2019 – Complexity Gaming, one of North America’s most elite and longest standing esports organizations, today launched an organization-wide shift that reflects its continued commitment to the advancement of the esports industry and its push towards “Esports 3.0,” where esports athletes are treated like professional sports athletes. This overhaul includes an expanded company vision as well as a new logo, color scheme, and website uniquely aligned with their sister team, the Dallas Cowboys.

“We’re not just changing a logo. We are building upon Complexity’s legacy as an innovator in the space by paving the way yet again,” said Jason Lake, Founder and CEO, Complexity Gaming. “This expanded vision takes everything we have learned over the course of the last 16 years as a premier esports organization and levels it up — setting a new standard and revolutionizing how esports organizations should operate.”

In conjunction with the company’s shift in vision, Complexity’s manifesto “This is Our Game” represents a focus on inclusion, access and support for the next generation of esports players and fans. The organization’s unique brand narrative and player-centric mentality will only deepen with the anticipated opening of Complexity’s new headquarters the GameStop Performance Center, which will include state-of-the-art performance training and recovery facilities for players as well as a public space for fans and sponsors among other amenities.

As represented by Complexity’s new logo design, the five points of the star are used purposefully to articulate the company’s five C’s brand pillars, Competition, Community, Culture, Cause and Convergence. Each pillar represents a specific area of focus:

Competition: Continuing to build competitive teams
Community: Engaging esports fans both locally and globally
Culture: Addressing the dynamic needs of a diverse and growing audience
Cause: Contributing towards meaningful and relevant causes
Convergence: Incorporating advances in technology from traditional sports to continue to evolve and reshape the broader esports ecosystem as a whole

Fans can purchase new merchandise at For more information on Complexity Gaming, visit and follow the organization on Twitter, Instagram, YouTube, TikTok and Facebook.


About Complexity Gaming

Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and real estate investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity Gaming has won more than 140 championships in nearly 30 game titles over it’s more than 15 year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity Gaming has been continuously recognized as a global leader in modern esports.