Former ESL Director Charlie Allen launches commercial esports agency

25 January 2021


Former ESL Global Brand Partnerships Director Charlie Allen has launched Road House, a new commercial esports and gaming agency.

According to the release, the company will focus on working with clients to help them understand ‘the mass potential of brand partnerships’ in the industry. The agency also looks to navigate its clients through the esports and gaming ecosystem.

Photo credit: Road House

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Prior to his time at ESL, Allen spent over two years at FOX as the company’s Commercial Partnerships Director in EMEA. In addition, his career also includes tenures at UK-based company Rainmaker Consulting and advertising agency Momentum Worldwide

“Despite the challenges the industry has faced due to the pandemic, it is still a very promising time for esports right now,” commented Allen. “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.”

Allen’s official title at the agency will be as Founder and Managing Director of Road House.

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He continued: “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?” 

According to the release, Road House plans to use Allen’s experience in sponsorship, media and business development in order to ‘provide holistic solutions to brands seeking to join or further develop their presence in the esports space’.

Esports Insider says: As the esports sectors continue to develop and professionals, sponsorships and commercial partnerships rise in importance. This is highlighted by new agencies, such as Road House, tailoring themselves specifically to esports and gaming to help brands, both endemic and non-endemic, attract a sought-after demographic. 

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