The U.K.’s sole Overwatch League team currently has a title: The London Spitfire. Esports company Cloud9 possesses the group, which will be just one of 12 which is competing in Blizzard Entertainment’s inaugural Overwatch League because of its hugely popular team shooter. The Spitfire roster will be declared sometime in early November.

Cloud9 lately increased $25 million in a Series A plus it is among the very well-known esports associations in North America according to a new Nielsen report. Its groups compete across an Assortment of games, including League of Legends, Rocket League, Counter-Strike: Global Offensive, Hearthstone, and Vainglory.

It was a collective effort to think of this Overwatch League team title. Cloud9 president Daniel Fiden states that they brainstormed internally, as did the group at Blizzard. As soon as they developed a couple alternatives, they asked fans to submit ideas and also vote. Spitfire has been an overwhelming favourite, and it’s a little background to it also. It is the title of a 1940s aircraft at the British Royal Air Force, which includes the additional bonus of being applicable to personality Lena “Tracer” Oxton’s in-game backstory. The Spitfire also offers personal significance to the Cloud9 team.

Fiden states that the title was internally suggested by a colleague.

“I asked him, ‘How can you think about that? What made you think about the thought?'” Stated Fiden. “He shared a story about his grandfather, who had been a Spitfire pilot in World War II and something of a war hero. It had been such an inspirational and cool narrative. The simple fact that it had a personal connection with someone on the team really made it not only, from a strictly advertising and branding standpoint, feel as a powerful option, but it also gave it that private grounding for us that I believe is important in getting a psychological connection with the name.”

Since its home base is currently in Los Angeles, Fiden states that a great deal of individuals consider Cloud9 as a North American group. But he states that its fanbase is global, which partially contributed to its decision to buy the Overwatch League group in London.

“Our decision to invest in London and in England is a manifestation of all of the fantastic work which the men and women in the esports sector more than there have already done,” explained Fiden in a telephone call with GamesBeat. “Over the span of my time around, speaking to all of those individuals and others about ventures, it has really made us all at Cloud9 eager to turn into a more profound part of the neighborhood.”

Fiden cites folks like commentator Paul “Redeye” Chaloner; Overwatch participant Stylosa; and esports company Fnatic creator Sam Mathews as with developing a lively community. Cloud9 has also got a warm welcome by the mayor of London and also the U.K. authorities, which Fiden states has provided logistical support in receiving the London Spitfire setup.

“They’ve provided us all from helping us navigate the immigration procedure for gamers to knowing how best to install our company to function from the U.K. and make sure that we are thinking through the many legalities and taxation consequences and everything,” explained Fiden.

The very first order of business is to construct a facility which will act as house and training grounds for your Spitfire staff, in addition to the neighborhood Cloud9 staff. However, Fiden states that they have bigger plans than this — such as an online cafe, an esports pub and cafe, and a retail shop.

“The notion being that lovers, 365 days per year, can visit this area,” explained Fiden. “They could view games on the large screens if there is not an event occurring live there. Or they could go and visit a live event — not only our Overwatch staff, but possibly other matches and other sorts of esports contest”

It’ll be a fan-focused place where anybody can perform competitively, and possibly even combine a youth group later on. The thought will not be a reality anytime soon, however Fiden claims that Cloud9 co-founder and CEO Jack Etienne is enthusiastic about making a space where young people may play with esports within an organized fashion, such as linking a sports team. San Francisco Giants outfielder Hunter Pence, among Cloud9’s shareholders who also recently joined as a board observer, is also excited about that notion.

“[Youth sport] helps children learn the way to be trained, find out how to triumph, and find out how to shed,” explained Fiden. “Really only foundational character-building stuff. I believe that esports must play the identical function. And I also feel that it’s already playing the exact same function online. I simply feel that using an in-person sort of component to it could be an improvement.”

The concept of childhood esports is just another instance of the type of cross-pollination from conventional sports, which includes associations such as Little League Baseball which offer that chance. Fiden claims that the esports sector is still figuring a great deal of things out and contains lessons to learn from conventional sports. But the exact same is also true in reverse. Specifically, he points to the way esports teams and athletes participate with fans.

“I’m not very certain that conventional sports, many conventional sports companies and franchises, have figured out the way to offer that identical degree of directness and familiarity because of their fanbases,” explained Fiden. “But to be able to effectively participate the younger and millennial viewers that I’m speaking about, they are likely to have to understand how to do this within the upcoming few decades. I believe that is one of those basic things they are considering about esports.”