LA-based digital advertising agency Modop has announced a new partnership with the Agency for Professional Esports (APE), a talent agency for professional eSports players.
Under the new partnership, Modop will utilize APE's client roster to facilitate brand activations and create engaging campaigns that expand brands’ messaging and outreach to the audiences of eSports influencers.
“Professional gamers are the next generation of athletes. Children whose parents had Michael Jordan, David Beckham and Tiger Woods are looking at eSports athletes in the same way as future sports celebrities. Recognizing this unique vision, we are working with modop to help connect brands with this valuable audience in the most human way possible,” said Jason Moore, president of APE.
ESports, or competitive gaming, is the fastest growing youth marketing channel projected to reach $1bn in global revenue in 2017. 213 million people watched professional eSports competitions in 2016 with major events in sports venues like Staples Center in LA and KeyArena in Seattle selling out in 24 hours. As the eSports platform continues to grow, the stars of eSports have accumulated immense social media followings and become as well known in younger demographic categories as mainstream athletes. Brands are also partnering with eSports leagues more and more, like Allianz partnering with the Drone Racing League, and Gillette sponsoring the League of Legends world championship. Will Ferrell is even getting into the trend, as he is set to play an older eSports gamer in an upcoming movie.
Founded in partnership with veteran League of Legends player Alberto “Crumbz” Rengifo and Jason Moore, the former president of Paris Hilton Entertainment, APE is entering the arena as an eSports athlete agency focusing on those within the eSports world that are being increasingly sought after for sponsorship opportunities.
“Modop is always looking at trends that are emerging over the next 12 months to help our clients get ahead of the curve in breaking through the clutter to reach new audiences quickly and efficiently, and APE’s roster provides a palette of unique personalities with huge followings that are perfect for our roster of brands,” said Modop President Jeff Suhy.
Modop’s broad client list includes game companies (including EA, Warner Brothers, Sony Playstation), tech businesses (including Akamai and Intel) and broadcasters (E!, Seeso and NBCUniversal).