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Charlie Allen, the former ESL Global Brand Partnerships Director, has announced the launch of his new commercial esports agency. The agency, called “Road House”, will be working with clients in order not just to generate profits, but also to discover the mass potential of brand partnerships in the industry. Road House will also try to help its clients to better understand the gaming industry and market.
Before coming to ESL, Charlie Allen worked for FOX, and before that was employed at UK-based company Rainmaker Consulting and advertising agency Momentum Worldwide as well.
Mr. Allen commented:
“Despite the challenges the industry has faced due to the pandemic, it is still a very promising time for esports right now. I’ve learned a great deal from working in this fascinating sector over the past few years and it felt like the right time to launch Road House.”
Charlie Allen will hold the position of the Founder and Managing Director of Road House.
He added:
“During my years at ESL, I spoke with many C-suite-level executives from across many different sectors in the traditional marketing world, and what I discovered is that the broad, open ecosystem of esports can prove rather daunting to them. They really needed it explaining to them – like about how esports is consumed, who plays where, how many people are tuning in, and how can we positively engage with them?”
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