Spanish agency Play The Game expands into South America

Spanish gaming and esports agency Play The Game has expanded into South America, opening an office in Buenos Aires, Argentina.

The agency also has offices in Barcelona and Madrid.

Play The Game South America
Credit: Play The Game

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Play The Game’s operations in Argentina will be led by Agustín Cikes, Pablo Monti, and Daniela Rocha Aranzana. The agency will continue to work with brands to assist them with entering gaming and esports in a way that appears natural.

Oscar Soriano Mullor, Co-founder of Play The Game Barcelona, spoke on the expansion: “Four years ago, when Play The Game started, we had a clear goal: to help brands and organizations to understand gaming and esports. To understand it and to reach an audience that traditional media can’t. What we didn’t expect was to grow geographically this fast. We reach now LatAm’s Southern Cone willing to help the ecosystem and the organizations to climb to the next step.”

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Play The Game is said to have worked wit the likes of Danone, Chupa Chups, Nike, Citroën, Burger King, LG, Peugeot, and BBVA, helping them to navigate esports in Spain.

Cikes also commented: “Opening Play The Game’s office in Argentina sums up the work we started at Latam Media Group (LMG) more than three years ago. We covered the most relevant B2B esports events in the world, and that allowed us to witness the entrance of non-endemic brands to the ecosystem. We string along with this evolution that now has LatAm as a huge emerging market, closely followed by world’s best teams, tournaments organizers and other brands.”

Play The Game’s Pablo Monti will be speaking at ESI Digital Summer, the largest global B2B esports event to date, which starts on August 17th. Each day of the event will focus on a particular region, with Latin America indeed having its own focus.

ESI Digital Summer