Every team participating in the Overwatch League is required to distinguish itself from other “competitive initiatives” by taking on a new name. For endemic esports organizations, that means creating an entirely separate brand.
Taking to its official social media channels earlier today, Cloud9 put out a request to help find a suitable name for its team in the Overwatch League. A survey page is already live and allows fans to put in a maximum of three suggestions.
Similar to the naming convention in traditional sports, names of teams in the Overwatch League must be preceded by location. Since Cloud9 is setting up shop in London, its name must be London something.
“Be a part of history and help us name the London Overwatch franchise,” reads an announcement. “The naming format will be ‘London [TEAM NAME]’ and the team will be a standalone franchise that we welcome into the Cloud9 family.”
There are already a few notable suggestions out there such as London Cloud Knights, London Nimbus, London Cavalry, London Niners, among others. The organization has not mentioned how much time it has to finalize a name or until when the survey will last.
Cloud9 hails from North America, which is why it was surprising to know that it had purchased the first European slot in the Overwatch League. The team hopes to create new fans in the region, and would love to see its previous ones follow their journey as well.
According to Blizzard, every team in the league must start with a clean slate. It is why they must all shed their previous identifications and take on new representation. The developer believes that doing so will not harm the original brand for established esports organizations.