UTA Enters Esports With Acquisition Of Press X, Everyday Influencers

– UTA

United Talent Agency is adding esports into its stable of services, as it has acquired talent and marketing agency Press X and management company Everyday Influencers. 

The company announced June 27 that it had acquired the sister companies for an undisclosed amount, paving the way for UTA’s new esports group.

Press X and Everyday Influencers co-founder Damon Lau will head UTA’s esports group, which boasts more than 90 esports athletes and streamers. Lau will report to the head of UTA Games, Ophir Lupu, and the head of UTA Ventures, Sam Wick.

“As we identify and adopt early trends within the digital ecosystem, we recognized that the acquisition of Press X and Everyday Influencers would be a forward-looking opportunity for us,” UTA CEO Jeremy Zimmer said in a statement. “The gaming sector is projected to reach over $135B this year and esports and streaming are critical components of any strategy for growth. For UTA, these categories are complementary to our existing gaming practice and our business overall.”   

Some specific clients now entering the UTA stable include professional League Of Legends players Aphromoo and sOAZ, streamers Imaqtpie, and pokimane, and Hearthstone player Disguised Toast.

“Our agency represents an amazing roster of talent that truly personify the best of the esports community and streaming culture,” Lau said in a statement. “With UTA’s vast resources and track record of establishing talent in entertainment and music, we are thrilled to lead this seismic change in the industry and to drive the convergence of games, sports and culture.”   

Esports has been the new frontier in live events, with everyone from MSG Co. to WME to ESPN jumping in on the action. 

Steve Kirsner, VP of booking and events at the SAP Center in San Jose, Calif., previously told Pollstar said his experience with esports events had been positive and the benefits of the events extend beyond just the ticket gross.

“The big thing about esports and video-gaming is [that] the profitability for the promoter is not necessarily in the [event gross], it’s in how they can convert people who are online to use their gaming service and sign up for their live streams.” 

There are also new venues dedicated to esports popping up, as Populous announced plans for one such “esports stadium” in Arlington, Texas, and an “esports arena” is scheduled to open in Las Vegas this year.