Dignitas bolsters esports operations with staff restructuring

North American organisation Dignitas has restructured its staffing arrangement to improve the operations around its esports efforts.

Robin “Fifflaren” Johansson has been promoted from Dignitas’ CS:GO coach to its Vice President of Esports as part of the alterations.

A prominent member of the Counter-Strike scene, Fifflaren has served as a player, broadcast, and talent over the course of his career. After operating as the coach and manager of Dignitas’ roster since January 21st, he’ll now oversee the competitive direction of the entire organisation.

James “Bakery” Baker, a former professional Heroes of the Storm player, has been promoted from Assistant General Manager to Director of Esports – he’ll work alongside Fifflaren to ensure Dignitas is competitive across all of its titles. At the time of writing, it competes in League of Legends, CS:GO, Rocket League, VALORANT, Clash Royale, and Super Smash Bros.

Dignitas has made a series of hires in recent months, mostly bolstering its content offering. In July alone, it announced Jeremy Dempe as its Director of Content, John “TYPO” Williams as its Creative Director, and Sean Finnegan as its Senior Producer of Branded Video.

On the CS:GO front, the organisation expanded its deal with publicly-listed esports betting company VIE.gg to include the naming rights to its roster. VIE.gg serves as a naming and jersey sponsor and will produce “strategic digital and physical activations” with the team.

 It’s clear that Dignitas has a lot of faith in Fifflaren and Bakery, promoting them both into major roles within the organisation that transcend their traditionally-favoured titles. After building up its content capabilities, it appears as if in-game performance is now a priority for the organisation.

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