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Looking to encourage brands to consider engaging with the growing opportunities in esports, Game Focus Consulting has launched to bridge the gap between players, brands and esports experiences, and create passion-led brand experiences.

The new games and esports marketing, partnerships and events company has been created to specialise in strategic esports initiatives, brand partnerships, community engagement, event management, and Australian and New Zealand market analysis.

The consultancy has been founded by PJ Russell, a gaming industry professional with over a decade of experience working at Blizzard Entertainment, Activision, and more recently Microsoft.

Speaking about the launch to marketing publication Mumbrella, Russell stated “following 14 years in the games industry first at Blizzard Entertainment in Ireland, then ANZ, I’ve seen first-hand the emergence of esports as a significant force of entertainment and fandom with gamers.

“While the scene in ANZ is smaller than Asia and the US, the passion is 100% there and an opportunity for local brands to connect and engage with this unique gamer audience. We want to provide creative, compelling ways for consumer brands to connect with esports audiences with a local flavour.”

According to an iGEA report, 81% of Australians play video games, and 75% of those play to connect with other people. Esports has already cemented itself as a significant part of Australia’s entertainment landscape, with events sponsorships from brands including Pepsi, LG and adidas.

Russell (pictured) added “Australia’s passion for games as both players and competition spectators provides the perfect opportunity for Game Focus to provide tailored solutions that drive success and innovation for brands wanting to engage in the ever-evolving gaming landscape, with unique specialisations in esports and education.”

Game Focus Consulting will deliver expert guidance and innovative strategies to brands, providing comprehensive consulting services to help brands and individuals connect in the esports industry. It will also empower clients with insights and support, utilising its vast network of industry contacts to offer solutions to the specific needs and challenges of brands.

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