Norris using gaming brand to ‘make people smile’

In addition to being one of the rising stars of the Formula 1 scene, McLaren driver Lando Norris is also extremely passionate about online gaming.

Norris highlighted that point to perfection in November 2020 when he launched a new lifestyle and gaming brand named Quadrant. According to ExpressVPN, the venture ‘blends gaming, content creation, apparel, and racing, and represents Norris’ ambition to create a versatile and expansive presence in the eSports world.’

Motorsports fans have been quick to jump on the Norris bandwagon, with his Twitch following increasing to more than 1.6 million followers. While streaming is at the heart of the Quadrant brand, Norris is eager for it to cross into other elements of the eSports industry.

His hopes of developing Quadrant were handed a massive boost earlier this year when the people managing the brand secured a significant seven-figure investment to fuel its growth. The driver’s new business partner, Lenney – more commonly known as WillNE – has more than seven million subscribers on his two main YouTube channels.

“This announcement is a great way to kickstart 2024, enabling us to supercharge the company and give us the best chance to fulfil our lofty ambitions,” said Lenney. “I am thrilled to have the chance to be a part of the exciting journey that lies ahead with Quadrant.

“Having been a fan of the brand since its conception, I am confident that we can work together to elevate it to the next level and provide real value to the Quadrant audience."

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Quadrant using positivity to build a brand

Lenney joins several other high-profile influencers who boast vast online audiences. Their reach goes beyond racing into several other gaming genres. The project is coordinated by ADD Management – Norris’ management company – and media specialists Veloce eSports.

Their collective efforts have delivered stunning results, with Quadrant well on its way to becoming one of the biggest brands of its type. Breaking into the lucrative North American market has driven Quadrant to new heights, but there is still plenty of scope for further growth.

While Norris remains the primary ‘face’ of Quadrant, the company is working hard to promote other eSports athletes under its banner. They have taken inspiration from the way Red Bull blends content creation with athlete promotion to build the profile of the Quadrant.

Underpinning the firm’s strategy is an ethos that is undoubtedly driven by Norris – to ‘make people smile’. The 24-year-old has previously spoken about his struggles with mental health issues, and he is eager to use his own experiences to inspire positivity in other people.

Jamie MacLaurin, Veloce’s chief gaming officer, believes this ethos will continue to serve Quadrant well as it continues to grow over the next few years.

“I think the way we’ve been successful is by producing content that makes people smile,” MacLaurin said. “From the outset of the company, that’s been our ambition.

“It’s that if someone watches our content, or someone’s on our social channels, or someone buys a nice product that they like to wear at home, they’re smiling, and they’re feeling better as a result of it. And I think if we continue to double down on that strategy, we’re going to continue growing the brand and making it a very successful global business.”

The final word

Quadrant’s commitment to creating light-hearted content has delivered the desired results, helping the brand gain a strong foothold in a hugely competitive sector. While profitability is a welcome bonus, it is clearly not the primary driving force behind Quadrant’s desire to engage with its followers.

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