Hurrah establishes parent holding for communications services

French esports agency Hurrah has launched what it describes as the “first communications group” dedicated to the industry, will house production company, media-buying company, and ad agency business parent company

RELATED: Hurrah opens production house led by former Louis Vuitton producer

Mathieu Lacrouts, CEO of, spoke on the venture in a release: “We’ve always been committed to creating ads that we’d want to see as fans. Over the years, we realised it takes more than an agency to bring coherent work to life. Brands sometimes require a complete end-to-end solution, where everyone involved—from conception to production, and eventually to media, are passionate gamers who are also focused on their unique area of expertise. That is what we offer with”

Hurrah launched in 2015 as co-founders Angela Natividad and Mathieu Lacrouts “recognised a gap in the market for quality esports advertising.” A release explains that their understanding has developed over the years, with the realisation that “high-performing media buying” and quality production were needed in esports.

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Varick Loyer, Co-founder of, added “Expert pods designed to optimise in their unique corners, while monitoring how the mainstream and entertainment sectors are evolving, is a must for brands and agencies who want to make benchmark work in this sector. You don’t need to work within the full spectrum if you don’t want to, so clients have the option of flexibility without conflict—a solution that brings more to esports, and that helps other stakeholders, including agencies, create amazing things.”

Loyer, a former producer for Louis Vuitton, joined Hurrah in March to lead its newly-formed production house, It was described as an effort to “elevate production standards for content in esports and gaming.”

Esports Insider says: Hurrah seems to have a very good understanding of what’s needed in this particular area of esports and ensuring that it has all bases covered appears to be a smart move. The work that’s produced always speaks for itself and we’re excited to see what delivers with its end-to-end offering.

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