In November 2020, the esports community witnessed a significant development as popular YouTuber and influencer Vikram "Vikkstar" Singh Barn became a co-owner of the London Royal Ravens, a franchise in the Call of Duty League (CDL). This move not only underscored the increasing convergence of content creation and professional esports but also highlighted Vikkstar's commitment to elevating the Call of Duty competitive scene.

Vikkstar, a founding member of the Sidemen collective, boasts a following of over 12 million fans. His journey began with engaging Modern Warfare 2 videos, and he has since evolved into a prominent figure in the gaming community, particularly noted for his prowess in Call of Duty: Warzone. His involvement with the London Royal Ravens was facilitated by ReKTGlobal, the parent company of the franchise, following a substantial $35 million funding round in October 2020.

As a London native, Vikkstar's association with the Royal Ravens was a natural fit. In his role as co-owner, he aimed to bridge the gap between content creators, esports, and the audience. He expressed his enthusiasm, stating, "As I become a co-owner, I'll be applying the same passion I have towards building my community, to supporting the Royal Ravens as they compete in the Call of Duty league."

One of the key initiatives under Vikkstar's co-ownership was the development of new content formats and merchandise. Collaborating closely with the team, he sought to create engaging content that resonated with both his existing audience and the broader Call of Duty community. This collaboration extended to the creation of exclusive "Vikkstar merchandise," offering fans unique apparel and accessories that blended his personal brand with the Royal Ravens' identity. These merchandise offerings not only provided fans with tangible connections to their favorite creator and team but also served as promotional tools to expand the team's reach.

Beyond merchandise, Vikkstar's role encompassed hosting esports competitions, including independently operated ReKTGlobal tournaments and prominent Call of Duty: Warzone events. His involvement brought a fresh perspective to the team's promotional activities, leveraging his extensive experience in content creation to produce behind-the-scenes looks at team operations and training sessions. This approach aimed to humanize the players, fostering deeper connections between the team and its fans.

The collaboration between Vikkstar and the London Royal Ravens also emphasized the importance of personality-driven content in esports. He believed that showcasing players' personalities and creating engaging narratives were crucial for the growth of the esport. Drawing parallels to behind-the-scenes documentaries in traditional sports, Vikkstar advocated for similar content in the CDL to help fans understand players' motivations and rivalries, thereby enhancing viewer engagement.

The strategic move to involve Vikkstar as a co-owner was met with optimism from ReKTGlobal's leadership. Amish Shah, co-founder of ReKTGlobal, remarked, "When we searched the UK to see who could be the face of the London Royal Ravens, Vikkstar was the unanimous choice for what we are building with the brand going into the 2021 season and beyond."

In conclusion, Vikkstar's co-ownership of the London Royal Ravens marked a pivotal moment in esports, demonstrating the power of combining content creation with professional gaming. Through innovative content, exclusive merchandise, and a focus on player narratives, this collaboration aimed to enrich the fan experience and contribute to the growth of the Call of Duty esports scene.

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