aXiomatic Gaming, the parent company of Team Liquid, has invested in creative and marketing agency AoE Creative.
The agency has counted the likes of Cloud9, GG Esports Academy, OpTic Gaming, and Boston Uprising as clients since its inception in 2018. The amount that aXiomatic Gaming invested wasn’t disclosed at the time of writing.
The agency was founded by former employees of Infinite Esports & Entertainment, Simon Bennett and Markel Lee. During their stint at the parent company of OpTic Gaming, the duo worked on branding and marketing initiatives for Overwatch League franchise Houston Outlaws.
Leo Hsu, Director of Business Strategy at aXiomatic Gaming discussed the decision in an announcement: “Investment dollars continue to pour into esports, with each passing quarter generating a new round of headlines touting the industry’s ‘record’ growth. While a majority of investment capital continues to flow primarily into professional team organizations, game developers/publishers, and leagues, we at aXiomatic are excited to be waging a different kind of bet.
“Today, we’re announcing our investment in AoE Creative, a startup agency supporting the oft-overlooked but critically important area of brand strategy and marketing within the esports ecosystem.”
aXiomatic Gaming also invests in Team Liquid, Epic Games, Super League Gaming, and Matcherino, among others. It announced that it had raised $21.5 million (£16.6 million) in funding from several undisclosed investors in April.
Esports Insider says: The folks at AoE Creative have proven, in a relatively short period of time, that they’re incredibly talented and capable of producing great work. aXiomatic is an experienced investor at this point and this seems like a solid move – as to be expected.
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