How ITB Shuffle has restructured The Goose House one year on

It has been just over one year since UK-based esports organisation ITB Shuffle (Into The Breach) acquired part ownership of UK grassroots esports organisation The Goose House.

Following the purchase, ITB Shuffle reached out to Esports Insider highlighting multiple changes that have been made to The Goose House in the hope to rebuild its reputation among the esports and gaming community.

Building upon The Goose House’ existing assets, ITB has aimed to help professionalise the organisation, reducing its reliance on volunteer work and establishing official guidelines.

To discuss The Goose House’s changes over the past year, Esports Insider spoke to ITB Shuffle CEO and Founder, Sam Cook.

The Goose House is an esports community in the UK that runs grassroots tournaments and community events. The organisation became first known for its involvement in the VALORANT scene including the Birds of Prey Series, which allows qualification to VCT Game Changers Contenders.

However, in September last year, many staff and streamers collectively left The Goose House amid sexual misconduct allegations against former co-owner Dan ‘eLSD’ Ellis. As a result, the organisation was removed from the UK Esports Team Committee (UKETC). One month later, ITB Shuffle bought Ellis’ shares directly, becoming a co-owner alongside existing co-owners David ‘dave’ Taylor and ‘dËk’.

Following the acquisition, ITB Shuffle’s subsidiary, loungewear brand beCosy, became a primary sponsor and the official clothing line of The Goose House. The brand helps fund The Goose House with a monthly sponsorship while launching a goose-themed collection that will be on sale permanently.

Sam Cook provided additional insights regarding beCosy’s role in The Goose House: “beCosy was the lead sponsor for the Game Changers VALORANT roster that won first place at Insomnia 72. We also support The Goose House events and streamers via merch supply, prizes and general promo – hope to do more of this as both brands evolve.”

According to Cook, The Goose House has remained a largely independent organisation, with ITB Shuffle primarily acting as a ‘support base’ for the community to grow: “I’ve been focused on background support related to business development, finance, visuals/graphic design and general administration – professionalising it where needed.”

Part of this professionalisation process included hiring full-time, paid staff as well as a stream-team manager to address any questions and concerns from streamers associated with The Goose House. The organisation has further provided employees with handbooks that outline expectations and procedures.

Whilst not officially back into the UKETC, The Goose House is a member by proxy since ITB Shuffle joined the committee in November last year.

The changes made to The Goose House followed a general Q&A with the community and feedback forms from veteran members and the wider community, realigning the organisation’s developments with community desires. The adjustments were also documented in The Goose House’s new rulebook.

The rulebook states The Goose House’s principles, code of conduct and essential guidelines. Individuals may also express feedback via an anonymous form. Complaints will be handled via a new formal investigation procedure, ensuring the inclusion and safety of all staff and community members.

Looking ahead, The Goose House is looking to collaborate with VALORANT publisher Riot Games again throughout late 2024 and the following year. At the same time, the organisation aims to pivot towards becoming a more generalised gaming community that is not entirely focused on VALORANT and its publisher.

To conclude, Cook summarised his vision for The Goose House: “In a nutshell, The Goose House will be a community where you game, find friends and are rewarded for it. The world can be a lonely and stressful place. I ultimately want The Goose House to be a positive place for chilled gaming.”