North American esport firm Complexity Gaming has launched an organization-wide shift aimed at reflecting its continued commitment to the advancement of the esports industry and its push towards “Esports 3.0,” where, says the company, esports athletes are treated like professional sports athletes.

The overhaul includes an expanded company vision as well as a new logo, color scheme, and website uniquely aligned with its sister team, the Dallas Cowboys.

“We’re not just changing a logo. We are building upon Complexity’s legacy as an innovator in the space by paving the way yet again,” said Jason Lake, Founder and CEO. “This expanded vision takes everything we have learned over the course of the last 16 years as a premier esports organization and levels it up — setting a new standard and revolutionizing how esports organizations should operate.”

In conjunction with its shift in vision, Complexity’s manifesto “This is Our Game” represents a focus on inclusion, access and support for the next generation of esports players and fans, said the firm.

It added: “The organization’s unique brand narrative and player-centric mentality will only deepen with the anticipated opening of Complexity’s new headquarters the GameStop Performance Center, which will include state-of-the-art performance training and recovery facilities for players as well as a public space for fans and sponsors among other amenities.”