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Published: February 14, 2024

Written by: Stefan Velikov

  • The new department is led by Director of Communications Steen Laursen
  • Its announcement is part of a larger restructuring within Astralis
  • The newly appointed Director talked about some of the plans the organization has

Astralis will focus on its digital presence, PR, and media content with the aid of its newly-announced department of Communications and Community.

Astralis Announces New Department

Publicity is paramount for every esports organization as it plays a major role in gathering a larger fandom as well as being more visible for potential partnerships and collaborations. For this reason, larger franchises often have dedicated staff to take care of this matter. Danish esports organization Astralis is one of them as it has recently announced the creation of a new department called Communications and Community.

Headed by Director of Communications Steen Laursen, the department will focus on the company’s digital presence, PR, and media content. Astralis explained that a key aim for this is to enable a closer relationship between it and its fanbase.

Laursen joined Astralis in 2017 and was an important part of the creation of Astralis Group and Astralis, making him an obvious choice for the new position. He has formerly worked in sports and entertainment, notably by leading communications and media departments in Danish football clubs FC Nordsjælland and Brøndby IF.

Interestingly, the announcement of the new department coincides with another new role inside its marketing team – the Tactical Partner Marketing Manager. According to the esports organization, the movement of marketing functions to the commercial group enables Astralis to “offer a more integrated service to partners”. The esports franchise has a rich portfolio of big names as its partners, such as Red Bull with whom Astralis extended its sponsorship last month after signing a multi-year deal.

What Astralis Plans

Thanks to the previously-mentioned structure changes, some resources in the Social and Digital teams were freed. This made it easy to create a new department inside Astralis that will combine several existing teams and streamline existing processes.

According to the newly appointed Director, Astralis’ new department will facilitate an improved partner marketing service. Increased focus on fan communication is a central point of the department as more resources will be directed at growing the community.

Laursen further explained that the esports organization plans to expand and deepen its digital presence with projects similar to Astralis Watch. This is a dedicated broadcast platform, which has been received quite well by the community. Other future expansions might include “extended or new presence on existing external media platforms or new direct-to-fan media”.

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