Esports veterans collaborate to form powerhouse agency


Esports veterans collaborate to create a leading esports tech and services company

Popdog, a new technology and service company is focused on optimizing esports and gaming live streaming for “brands, publishers, talent, teams, tournaments, and other stakeholders.” Three of the most prominent esports organizations in the industry teamed up to create Popdog, and received 9 million dollars in venture capital.

The company was founded with Alexander Garfield, the founder of Evil Geniuses and Alliance. Alexander sold the parent company that owned the teams, Good Game, to Twitch in 2014. Andreas Thorstensson, CTO and CPO of Popdog, is a former professional Counter-Strike player, and World champion. Andreas is known for co-founding one of the most prominent Esports organizations, SK Gaming. Niles Heron, CSO of Popdog, is known for mentoring startups. Colin DeShong, CCO of Popydog, is the former COO of Evil Geniuses and Alliance.

The merger brings together Loaded, a columbus, ohio-based esports management firm that oversees LIRIK and Shroud. The company deals with sponsorship sales, creative, and merchandising servicices.

The esports division of brand adviser Catalyst Sports & Media was founded to advise businesses that are seeking to enter the Esports industry. Josh Swartz, co-founder, will now act as the COO of Popdog.

NoScope, an analytics platform focused on Twitch’s live-streaming platform. Justin Malara and Kyle DeWitt states that NoScope will, “evolve product’s data and reporting toolset” as it begins to cater to Esports.

Based on recent analytics announced my NewZoo, Esports business worldwide will generate around $1.7 billion in 2018. This depicts a small but growing share of the $137 billion game industry. Marketing, brand relations, analytics, and management services will become vital in the ever-changing, and growing Esports industry.

Alexander Garfield, Founder and CEO of Popdog:

“We’re building our company around the core belief that esports and gaming video content, born more from technology than any other sports or entertainment verticals we’ve seen, need better technology in order to be properly understood, monetized, and optimized. The industry needs a backend, and our mission is to be that backend by supporting the ecosystem as a whole with a comprehensive offering of technology and services.

“This funding brings us one step closer to fulfilling that mission. We’ve already assembled an incredible team of industry leaders, product experts, and esports veterans, and we’re excited to begin rolling out a suite of products that we think will make operating in the space transparent and scalable, as opposed to opaque and speculative.”


 The core backers include Makers Fund, a venture capital fund focused on interactive entertainment.

Makers founding partner Jay Chi said the VC “believes gaming influencers will usher a new era of growth and engagement in live, interactive entertainment. Popdog is well positioned to pioneer new methods of engaging users and creating value for influencers and ecosystem stakeholders across the globe.”


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