From champions to China: LEV on how esports is becoming the cultural language of youth

By Sharon Hu, Chen Yanxi, 21st Century Business Herald, SFC

“We want to be part of the Chinese ecosystem as one more team,” said Guido Gernetti, co‑founder and COO of LEVIATÁN, in an exclusive interview with 21st Century Business Herald shortly after his squad’s stunning championship victory in London on June 22.  

Gernetti said the organization is now in the execution phase of its China strategy, which began in 2024. In April, LEVIATÁN partnered with local club ASE Soul to field a Chinese roster to compete in the “Rainbow Six” China National League, becoming the first Latin American team in that circuit. The club also plans to establish a formal operating entity in China by the end of this year, with Gernetti currently in the country to expand networks, promote the brand and stay close to the new “Rainbow Six” team and local fans.  

On the commercial side, Gernetti noted that China’s esports ecosystem leans toward mainstream gaming peripherals including keyboards and mice, as well as the financial technology sector, all targeting a core audience of Gen Z and younger generations.

That championship effect is already showing up in sales. Yu Chen, executive director of Guangzhou‑based merchandise producer ONWEAR, told the reporter that pre‑orders for LEVIATÁN’s jerseys surged globally, surpassing those of established brands, as fans wear them as identity markers and share on social media – a content‑driven trend that is reshaping esports merchandise consumption.  

LEVIATÁN, founded in 2020, has already competed in VALORANT Masters 2024 and the 2025 China Esports Festival Super Champions Cup. Its recent lower-bracket upset over Paper Rex (3-2) by a squad with an average age of 19.6 has boosted visibility and accelerated its China push.