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Sam Cooke

Co-Founder
Sam Cooke founded Esports Insider and now leads Insights Group, working across Cyberlabs and Uneven GG. Sam is regularly featured in outlets such as The Drum, Business 2 Community, Esports Insider, and SBC News, focusing on the intersection of esports, entertainment, and finance.
Sam Cooke
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EXPERTISE

Sam focuses on long-form esports industry analysis, leadership commentary, and market-shaping developments. His work covers the future direction of esports, major infrastructure projects such as dedicated esports venues, and the growth of leagues, teams, and prize pools. He also brings authority to sensitive industry topics, including governance, ethics, and misconduct, while closely tracking commercial partnerships, advertising trends, and the evolution of esports business models.

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