Esports industry veterans Bryce Blum, Lauren Gaba Flanagan, and Christopher Mykles have formed a consulting agency to unlock more value in the space for sponsors and other entities.
The agency, to be announced this week, is called Theorycraft and will be based in Los Angeles. Theorycraft draws its name from the term used in esports to mean the creation of strategies to win a game. Theorycraft will advise corporate sponsors, teams, and leagues on topics such as marketing and media in competitive gaming.
Blum, a Sports Business Journal Forty Under 40 honoree in 2018, said the Theorycraft founders think that with guidance, both sponsors just entering the space and already established esports properties can do a better job of growing their brands to obtain more loyalty, exposure, or money.
He said Theorycraft will use the traditional structure of consulting fees, which sometimes will be based around a “success fee” where the consultants get paid only if and when the objective they were hired to help reach is accomplished.