Tech founder who set up business at home in Cardigan becomes millionaire in sale

A West Wales start-up tech firm has been acquired in a multi-million-pound deal by global gaming and electronic sports brand GiantX. Cardigan-based iTero Gaming was founded by Jack Joseph Williams at his cottage two years ago. The exact value of the sale has not been disclosed but is understood to be several million. As part of the deal, Mr. Williams is set to land a seven-figure payday and will become GiantX’s new head of gaming technology.

The deal signifies a significant milestone for the gaming and technology industry, showcasing the increasing integration of AI in esports. Mr. Williams’ company specializes in pioneering AI coaching solutions for competitive gamers. iTero Gaming’s League of Legends coaching app has garnered nearly a quarter million installs in less than two years, utilizing AI to identify player weaknesses and optimize pre-game strategies.

Mr. Williams, a former financial analyst at HSBC, diverted his passion for AI into developing predictive models for esports competition outcomes. With his interest evolving into iTero Gaming, the company offers decision-making tools for League of Legends players. To support his company’s growth, Mr. Williams joined Cardiff-based start-up accelerator Tramshed Tech.

Upon the acquisition of his company, Mr. Williams expressed his excitement to join the GiantX team, emphasizing the potential of data and AI to disrupt the esports landscape. GiantX, formed from the merger of Excel Esports and Giants Esports, aims to enhance player performance through innovation and excellence in esports. The co-chief executives of GiantX highlighted the significance of AI in advancing the gaming industry and providing tailored insights for players.

The acquisition of iTero Gaming by GiantX marks a substantial achievement in advancing AI technology in gaming. Both companies are enthusiastic about the positive impact this collaboration will have on the gaming community, aiming to elevate player performance through the utilization of new technology.