Como 1907 Launches the Como Gaming Club as Part of Its Digital Expansion Strategy.

Roger Hampel

Image: Como 1907

Como 1907 has announced the launch of the Como Gaming Club, a new project that moves the club into the gaming and digital culture space — but notably not as a conventional esports department. Instead, the initiative functions as a creative extension of the club’s brand identity, designed to connect Como with younger audiences, digital creators and contemporary cultural communities.

The project reflects a broader strategic direction pursued by Como under its current ownership: blending football with lifestyle, design, culture and the aesthetic identity of Lake Como in order to differentiate the club within an increasingly competitive global market.

A Strategic Move Beyond Traditional Esports Models Como 1907

Como positions the Gaming Club as a cultural platform rather than a competitive esports unit.Instead of focusing solely on results and tournaments, the space is designed to bring together:

• fans,

• young people,

• families,

• creators and collaborators.

The decision is unusual in a market where most football clubs simply launch esports teams under standard competitive structures. Como is instead framing gaming as an additional expression of the club’s broader brand ecosystem — similar to how it has approached fashion, design and community-facing projects over the last several seasons.

This strategy fits Como’s wider attempt to present itself as more than a football club, aligning with its Lake Como identity: design-driven, community-oriented and culturally fluent.

Anders Vejrgang Joins as First Professional Player

The project’s launch is anchored by the signing of Anders Vejrgang, one of the most recognised young players in the EA SPORTS FC scene. He will represent Como in:

• the EA SPORTS FC eSupercup 2025,

• the eSerie A Goleador 2026.

His signing signals ambition, but the club is careful to position the Gaming Club as something broader than competitive esports. Vejrgang will participate in Milan Games Week alongside the club at the DNSTY stand — an activation that highlights Como’s intention to embed itself in digital culture spaces rather than simply chase tournament exposure.

A Brand-Driven Gaming Ecosystem Inspired by Lake Como

The Como Gaming Club launches with its own identity system:

• dedicated logo,

• visual language inspired by Como’s calm, design-led aesthetic,

• an official Instagram page,

• and a first merchandise line developed in collaboration with Team Falcons, current Esports World Cup champions.

The merchandise debut at Milan Games Week — including a gaming jersey, hat, t-shirt and sweatshirt — indicates Como’s attempt to treat gaming as a lifestyle vertical, not an isolated esports activity.

For a club building a brand around elegance, design and Lake Como’s global appeal, the gaming initiative fits into a growing portfolio of cultural touchpoints.

Internal Adoption: Gaming Becomes Part of Club Culture

An unusual aspect of the project is that it is already integrated into the club’s internal life.Como 1907 employees have competed in the League of Brands, a national tournament for Italian companies, and have reached the Final Four.

Their involvement underlines the club’s messaging: gaming is not a PR add-on, but part of a broader cultural and community concept within Como’s organisational identity.