eSports & Gaming

Esports: Bruin’s Engine Shop acquires The Gamer Agency

Strategic acquisition positions marketing firm in booming video gaming sector.

by Michael Long

Esports: Bruin’s Engine Shop acquires The Gamer Agency

Engine Shop, the Bruin Sports Capital-owned marketing agency, has made a significant foray into esports by acquiring The Gamer Agency (TGA), a leading strategy and event production company in the video gaming sector.

TGA, which operates exclusively in esports, specialises in strategy, tournament and event production, and broadcast production. By the end of this year, it will have produced and broadcast around 100 esports and other gaming events across various titles.

Previously owned by Las Vegas-based GameCo Inc, which launched the company in 2016, TGA's best-known project to date is its Mixer NYC Studio, a digital production facility located at Microsoft’s flagship store in Manhattan.

While terms of the acquisition have not been disclosed, a Bruin statement said the process of integrating TGA’s 25-strong workforce into the Engine Shop business will begin immediately, and reports in the US say the process will be completed in the first quarter of 2018.

Engine Shop’s client portfolio includes the likes of Anheuser-Busch, ESPN, Under Armour and Mercedes-Benz. As well as its New York headquarters, it also operates out of offices in Beverly Hills, Atlanta and Miami.

“We are very proud of the growth and development of TGA which has become among the foremost authorities bridging marketers into esports,” said GameCo chief executive Blaine Graboyes.

“Engine Shop’s expertise in engagement and experiential marketing will enhance its offering to the market. We look forward to continuing to collaborate with them to meet the needs of the global esports marketplace.”

Bruin’s statement added that advertising investment in esports is expected to surpass US$1 billion by 2020, according to the latest Newzoo research.

“This is a very strategic acquisition for Engine Shop and continues to fulfil their promise of staying at the leading edge as an agency,” said George Pyne, the founder and chief executive of Bruin Sports Capital, which acquired Engine Shop in 2015.

“It smartly positions the company to be the go-to resource for marketers, leagues, team owners, publishers and producers looking to maximise the opportunity to engage esports’ very impressive and growing fan base.”