UK and European esports fans have been awaiting the announcement of the name of the London-based Overwatch League team.
The Cloud9-owned franchise will be called the London Spitfire.
A number of names were in the mix to be chosen, but Spitfire ended up being the pick as the most memorable and iconic.
London Spitfire will play in blue and orange, much like British Overwatch character Tracer
The Overwatch League is starting on January 10, 2018, but the preseason begins in December
Cloud9's president Dan Fiden told the Mail Online exactly how the decision came about.
'Both the marketing folks from the Overwatch League and some key members like Jeff [Kaplan] from the Overwatch development team did some brainstorming on their own,' said Fiden.
'They came up with a list of their favourite names, and independently the Cloud9 team was doing the same thing.
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'We came together with the Overwatch team, and by happy accident, London Spitfire was at the top of both lists.'
Cloud9 also ran an informal online contest where they asked people to submit their own names for the team.
'Once again, Spitfire was at the top of the list of submissions,' said Fiden. 'Then we ran a vote, and it won the vote. So we were confident it was a great name.'
The way the Cloud9 team themselves came up with the name is actually quite a personal one.
One of the team members brought up the idea of Spitfire.
'It turns out his grandfather actually flew spitfires in World War II... He told us this amazing story, and his grandfather is something of a war hero.
'The spitfire represents so much about the UK and London... this dedicated, scrappiness which resulted in the pilots performing so well in the Battle of Britain.'
Hearing some of the team names which weren't selected gives you much more of an appreciation about how difficult it is to choose something evocative.
'There were a number of names that came up which we thought were cliched... Things like the London Knights, the Lords, the Lions. We all felt they weren't very memorable.'
Some other names which tried to incorporate Cloud9 included the London Fog, the London Tempest, and things which were weather related.
The Cloud9 roster, which is yet to be officially announced, is probably glad they won't be wearing dull, grey uniforms to their upcoming matches.
London Spitfire's logo has a simple design based on badges of Premier League football teams
The team's logo is in the form of a badge, which Fiden says mimics the style of a lot of Premier League football clubs.
It's a simple, yet evocative blue and orange design, with the word 'London' across the top