Zach Eller is Co-Founder of POV Gaming, a marketing and creator strategy agency serving game publishers, esports organizations, and non-endemic brands. With 18-plus years of combined team experience, POV Gaming bridges the gap between brands and the gaming audience through creator-led campaigns, social strategy, and community activations.
Tell us about POV Gaming and what makes your agency’s approach distinct.
POV Gaming is a marketing and creator strategy agency focused on gaming, esports, and digital culture. We work with game publishers, esports organizations, and non-endemic brands looking to reach the gaming audience through creator-led campaigns, social media, and community activations — both online and IRL. Our unique value proposition is straightforward: we are the gaming audience experts because we are the audience. We have 18-plus years of combined experience across titles like Call of Duty, Halo, Overwatch, and VALORANT, and we’re still within the demographics that most brands are trying to reach. That’s not something you can fake, and brands feel the difference.
What are some of the programs and accounts you’ve built out?
We’ve led social media strategy for Str8 Rippin and the Esports World Cup — now heading into our third year. We also own and operate CDL Intel, which we’ve grown to 520K followers. Through CDL Intel, we’ve partnered with brands like PrizePicks, Red Bull, and Polymarket. We also work with GameSquare as a strategy consultant, which has led to some exciting projects — including work with Paramount’s Running Man and Roblox.
Tell us more about the Roblox Creator Showdown. How did that come together?
Roblox came to GameSquare looking for a scalable, repeatable, creator-led program that could boost positive sentiment, highlight the platform’s competitive depth, and activate the community. We collaborated with their team to develop the Roblox Creator Showdown as a new IP for the brand. It’s now in its second iteration — which is a great sign that the format is resonating. That project is a good example of how we approach brand work: not just placing logos, but building something the community actually wants to engage with.
What brought you to the Esports Trade Association?
Honestly, it was a conversation with Erik Anderson that pushed us over the edge — he was inspiring. We joined to stay closely connected to the esports ecosystem and to collaborate with others who are working to grow the industry in North America. We’re brand new members, but that’s exactly the kind of energy we want to be around.
