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League/Tournament Brands:
- Tournament platform provider Battlefy has welcomed new GM of business Yohan Sengamalay, who spent six years with Amazon.
- The company also recently hired Zach Hahn as head of global sales, who moved over from Sony Pictures Entertainment.
- Battlefy is a partner on the upcoming Apex Legends Global Series, and works with tournament brands such as ELEAGUE, the Hearthstone Masters Tour, and College League of Legends season.
Battlefy, a management platform for esports competition organizers, has announced two new hires. Yohan Sengamalay joins as general manager of business, while Zach Hahn also recently came on board as head of global sales.
A Battlefy spokesperson told The Esports Observer that Sengamalay will further the company’s B2B program, including its relationship with game companies and brands, and building its PR strategy. He joins after more than six years at Amazon, managing advertising for Amazon devices, and helping to build the company’s gaming strategy for its Alexa brand. Prior to this he held product manager roles at Microsoft, and oversaw all in-game advertising for first-party games for the Xbox.
“Companies are now, more than ever, trying to find their voice in this space to engage competitive gamers, streamers and viewers,” Sengamalay said, in a statement. “I have spent the last 13 years working in sports, technology and gaming and am excited to bring that experience to Battlefy.”
Hahn was previously national VP of video sales and strategic partnerships at Sony Pictures Entertainment, managing the company’s media portfolio—including PlayStation Vue and FUNimation.
“I’m excited to join Battlefy and esports in general, taking my personal passion for sports and turning it towards bringing brands into this world organically,” said Hahn. “We’ve seen sports, in particular, do such a phenomenal job interacting with brands and audiences, and I believe the future of esports is truly doing that.”
Over the years, Battlefy has worked with game publishers including Riot Games, Blizzard Entertainment, and Electronic Arts, as well as brands including Coca-Cola and GEICO. Most recently, it was listed as a partner of the upcoming Apex Legends Global Series by EA and Respawn Entertainment.
