In a bold move marking a new chapter, esports organization Team BDS has officially rebranded as Shifters, a shift designed to reflect the company’s evolving identity and broader ambitions. The rebrand, which was unveiled through a visually striking video on X (formerly Twitter), introduces a fresh new purple visual identity and a message centered around transformation and collective energy.
The rebrand is part of a broader strategy by the organization, which includes recent leadership changes and a renewed focus on strengthening its connection to Switzerland. The new branding emphasizes the idea of transformation with the tagline: “Every shift begins with a pulse. A spark born from those who dared to challenge the game… From the heart of Switzerland, home of precision and mastery, we shift everything.”
Shifters, which has grown into one of Switzerland's most recognized esports teams since its founding in 2018, will also be making a significant move to a new headquarters in the Bel-Air district of Geneva. The 730-square-meter office is currently being renovated and is set to open before the end of 2025, solidifying the organization’s ties to the city.
A Shift in Leadership
The rebranding follows the appointment of Alexandre Lopez as the CEO of Shifters earlier this year. Lopez, who transitioned from his role as Head of Strategy to the CEO position in June, has expressed that the rebrand and move to Geneva reflect the organization’s ambitions for the future. In a statement, Lopez shared, “We are preparing for the next chapter of growth and innovation, aligning our organization with new opportunities in the esports ecosystem.”
Shifters, formerly known as Team BDS, has made a name for itself by competing in popular esports titles like League of Legends, Rainbow Six Siege, and Rocket League. With more than half of its staff composed of professional players and coaches, the team continues to dominate in various competitive arenas.
But the organization’s ambitions go beyond esports. As part of its rebrand, Shifters is also expanding into esports consulting, offering expertise to Swiss and European brands looking to integrate into the growing esports industry. Additionally, Shifters is launching philanthropic initiatives through its Play&Share association, which aims to bring gaming spaces into pediatric hospital wards, further enhancing its community impact.
The rebrand also comes with a significant investment in Shifters’ visual identity, which includes the creation of new online and promotional assets. The total cost of the rebranding process is estimated at CHF 300,000 (approximately £265,000), with a portion of the work being done in-house to reduce expenses.
Shifters is not just focusing on its competitive esports teams but also on its larger role in shaping the future of the gaming industry in Switzerland and beyond. The organization plans to open both a new headquarters and a dedicated gaming house in Geneva by the end of 2025.
The move is part of a broader strategy that includes plans for nonprofit initiatives aimed at using gaming to create positive social change, including bringing gaming experiences to underserved communities and hospitals.
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