Former ESL Gaming Global Brand Partnerships Director Charlie Allen has launched a new gaming and esports-focused agency called Road House in London. The goal of the new company is to educate clients interested in getting involved in the gaming and esports space, with an aim toward “brands, agencies, rights holders, publishers, and tournament organizers from all over the sports, media & entertainment world.”
Allen, who will serve as the managing director of the new company, worked at ESL Gaming as the director of global brand partnerships of more than two years, working with endemic and non-endemic brand partners, game publishers, esports teams, and media owners. Allen has worked in similar roles at FOX Networks, Momentum Worldwide, Rainmaker Consulting, German television network SPORT 1, and CSM Sport & Entertainment.
In a release, the company said that it was in talks with various brands and companies during December, but did not make any formal announcements Friday on any new partnerships or clients.
