In a significant development for the esports and gaming world, industry veterans Dominic Müller and Marco Niemann have announced the creation of Bright Up Agency.
A new venture poised to bridge the gap between esports, gaming, entertainment, and both endemic and non-endemic brands.
Müller and Niemann: A Formidable Duo
Dominic Müller, with his impressive background at SPORTFIVE and Razer, and Marco Niemann, the former Head of Global Partnerships at G2 Esports, bring to the table a wealth of experience and a proven track record. Müller, known for his role as Senior Director of Global Partnerships for Esports and Gaming at SPORTFIVE, and Niemann, with his significant stints at ESL and Freaks 4U Gaming, are well-respected figures both in the German and global esports scenes.
Bright Up Agency: Bridging Worlds
The new agency is set to capitalize on the expertise of its co-founders to forge meaningful connections between the worlds of esports, gaming, entertainment, and a range of brands. This move aligns with the duo’s renowned capabilities in crafting partnerships that resonate within the industry.
Supported by I3 Holding
Intriguingly, Bright Up Agency will operate with the backing of I3 Holding, a German holding company with ownership in the esports organization Eintracht Spandau. Johannes Gorzel, Co-CEO of I3 Holding, has expressed confidence in the venture, emphasizing the agency’s role in enabling Müller and Niemann to focus on their core competencies. This partnership highlights the growing synergy between various sectors within the esports ecosystem.
Reflecting on the launch of Bright Up Agency, Marco Niemann shared insights into the genesis of the venture. “When Dominic and I talked about this possibility, it quickly became clear that we have the same motivations and think very similarly,” he said.
Their decade-long camaraderie and mutual trust have been instrumental in shaping the agency’s vision and strategy.
Bright Up Agency: A New Chapter in Esports Commercialization
With the esports industry continually evolving and expanding, the launch of Bright Up Agency marks a new chapter in the commercialization of esports and gaming. The agency stands at a unique intersection of industry expertise, brand partnerships, and community engagement, promising to bring innovative and value-driven collaborations to the forefront of the esports world.
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