Bruin's Engine Shop acquires eSports specialist The Gamer Agency
Engine Shop, the engagement and experiential marketing agency owned by Bruin Sports Capital, said today that it has acquired The Gamer Agency, an eSports strategy, event production and development company headquartered in New York.
Bruin, the international media, sports, marketing and branded lifestyle investment company led by George Pyne, said that the acquisition puts Engine Shop, which Bruin acquired in November 2015, “at the forefront of this exploding genre where, according to the latest Newzoo research, advertising investment in eSports is expected to surpass $1 billion by 2020.”
Bruin said: “TGA operates exclusively in eSports specialising in strategy, tournament and event production, and broadcast production. Among its work, the agency designed and continues to operate the state-of-the-art Mixer NYC Studio digital production facility at the flagship Microsoft Store in New York. This year alone, the studio will produce and broadcast approximately 100 eSports and other gaming events across various titles. Through these activations, Microsoft Store and TGA have mobilised the NYC eSports and gaming communities at the flagship Microsoft Store.”
Engine Shop acquired TGA from GameCo, Inc. and will integrate the company into the business immediately.
Engine Shop works across the entertainment, sports, fashion, consumer and lifestyle sectors, and puts on more than 1,000 events a year. It counts the likes of Mercedes-Benz, ESPN, Johnson & Johnson, Anheuser-Busch and Motorola as high-end clients.
Brian Gordon, Engine Shop’s chief executive, said: “By acquiring TGA, we are adding a team with profound expertise and connections in eSports to our existing consumer engagement business model. It will enable us to create and activate eSports solutions for brands looking to tap in to this passionate community of fans and endemics seeking to broaden their offering and expand their fan base.”
George Pyne, the founder and chief executive of Bruin Sports Capital who was formerly president of IMG Worldwide Sports and Entertainment, said: “This is a very strategic acquisition for Engine Shop and continues to fulfill their promise of staying at the leading edge as an agency. It smartly positions the company to be the go-to resource for marketers, leagues, team owners, publishers and producers looking to maximize the opportunity to engage eSports’ very impressive and growing fan base.”