Little Dot invests in Formation Games and launches TikTok-related series

by | May 17, 2023 | News

Digital content agency Little Dot Studios (LDS) has invested in independent sports game studio Formation Games. As part of the investment, LDS has produced two TikTok series in anticipation of the launch of Formation Games’ inaugural game, CLUB, featuring sporting influencers and football club owners.

Currently in development ahead of a 2024 launch, CLUB is a mobile, free-to-play digital football club ownership game. It utilises real-world player performances allowing owners to build their dream club from the ground up. Little Dot Sport, LDS’ sport specialist label, will use its experience in ideating and delivering short-form content on TikTok to maximise cut through and reach a young demographic.

The two TikTok series, Let’s Settle It and Meet The Clubs, focus on opening up the conversation on club ownership and finding the most fascinating stories in football to tell. In Let’s Settle It, SDS sports podcasters and TikTok creators Liban Abdullahi and Faysal Hassan debate some of the hottest topics in the game. In Meet the Clubs, digital creator Mitch Tucker and Sky Sports presenter Olivia Buzaglo visit clubs across the UK to delve deeper into how they’re run and what makes them unique.

Jonty Barnes, CEO, Formation Games said: “Little Dot Studios speaks our language and has an innate ability to connect with audiences and communities around the world with long and short-form content, and we’re very proud to have them as investors.”

Formation Games marks the first e-sport investment by Little Dot Studios and follows on from the recently announced Little Dot Sport channel management and vertical video production contract win for David Beckham co-owned business, Guild Esports.

Dan Jones, CEO, Little Dot Studios added: “Investing in Formation Games is significant for us as it illustrates our commitment to driving digital evolution, whether that’s platforms or content. I remember fondly the weeks lost to Championship Manager ‘93 and the chance to be part of this social gaming experience is exciting.”

Formation Games was founded by Guy Rogers, Chris Cragg, Tom Russell, Adam McIntee & Mike Burrows and announced a string of senior hires at the end of 2022 including Football Association CEO Alex Horne as chair, veteran Bungie general manager Jonty Barnes as CEO, and former Sports Interactive exec Neil Dejyothin as executive producer. The company is backed by Zee Prime Capital and includes a broad array backers such as LDS, ATKA, Merit Circle, CitizenX, Moonlanding Ventures, Petrock Capital, Parc Capital – as well as high-profile angel investors.

German touring car championship DTM recently announced a partnership with Little Dot Studios for the 2023 season.

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