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XLIVE Interview Series

XLIVE Interview Series - Greg Skasko, COO of eGency Global Interview

Watch XLIVE’s interview with Greg Skasko, Chief Operating Officer of eGency Global, from the XLIVE Annual Conference & Expo, December 9-12, 2018 in Las Vegas.

eGency Global is one of most experienced esports firms in North America, offering a full suite of services from event production, customer/fan engagement, sponsorship and talent marketing to data analytics, media and strategic marketing. eGency Global is the leading strategic partner in helping brands, event and media properties, and teams looking to navigate and capitalize on the rapidly expanding esports ecosystem.

[00:03] We’re here with Greg Skasko with eGency Global. You guys are pretty young, a baby company in the space, about six weeks as you shared before the cameras started rolling.

[00:14] That’s right. I’ve been on the team for six weeks. We have two parent companies. One is LST Marketing out of Dallas, Texas. They really specialize in sponsorships and talent management. They’re backed by Starke Taylor, and Roger Staubach was one of the founders of LST Marketing, and then my other parent company is The Trade Group. They’re based also in the Dallas area and they have a really long heritage of trade shows. They’ve gotten really into the gaming side of things with live event production, exhibits for Facebook, Twitch, Riot Games, Blizzard, and more. So the two companies got together and said, let’s combine. So six weeks on the job, it’s been exciting. I joined from AT&T where I was in the sponsorship organization there, and previously at AT&T had been in the games for organization. So kind of a natural outlet, or natural next position for me would be something within esports because it’s booming right now.

[01:12] It is! So let’s talk a little more about what your company actually does, for the people watching who may not have already heard. Could you give us, in your own words, an overview of the company and what you guys do?

[01:26] Sure! What we’re building here is a full service agency, specifically focused on esports. So we’re guiding brands into the space similar to how we at AT&T were looking at it from a new way to reach customers within esports. We’re also advising the team organizations that are there currently on sponsorships, on their assets, how to build sponsorships and their rate cards. And then the last part, which is part of the heritage from The Trade Group, is we’re working the live event production. There are a huge amount of opportunities across the world, which is one of the reasons we’re called global in the sense of eGency Global, is we’ve got events that we’ve been asked to put on in Dubai, and Thailand, and we’re building esports arena in Amsterdam. There are huge opportunities around the world and so that’s our last bit that we’re not turning a blind eye to. Making sure those live events are are pulled off professionally.

[02:15] Right and of course at XLIVE here, we’re all about the live events.

[02:16] That’s exactly right. That’s why I’m here. And I think there’s a huge opportunity, as we’ve had a lot of different conversations while we’ve been here, with people who have the greater sports bureau of certain areas, or municipalities, or even esports or gaming boards for new countries or countries that are getting into it, they all want to bring tourists and bring people to their country and in some cases they want to elevate themselves, not just from a tourist destination but also as a tech platform. And that’s kind of what this brings, when you have an esports event come to you. It’s not just the tournament. Obviously the tournament makes sense, it’s like traditional sports, but it’s more like a festival. And that comes with everything that’s coming with it from the tech side of learning about how to make technology, how to stream properly because obviously the influencers are there as well, so it’s almost like a music festival focused on gaming.

[03:10] Beautiful. So we’re coming up to the end of the year, 2019 is right around the corner. What are some of your goals for the future? Maybe you can even share some exciting projects, announcements, or give us a little sneak peek into 2019?

[03:24] I think 2019 is a year where there’s going to be a bigger increase in sponsorship of non-endemic brands into esports. I think that there’s been a good amount of brands coming into the space in 2018, a lot of them were kind of vetting what they were going to do and they were looking at getting the most bang for their buck by going with the league organizations or major event producers. But this year in 2019 I think it’s going to be more about specifically targeting teams and special events, one time events, that they hadn’t done previously. And I think one of the things that we’re building, and we’re pleased to announce, is the fact that we’ve launched an agency media company. Everything is really wrapped in analytics, because so much of what people are doing within esports is trackable. So adding that capability to our full suite of services has been huge for us because we can not only say, ‘this is a great sponsorship’, but we can really tell them why. We can actually execute on the brands we have, specifically targeting to a certain customer they’re looking for, and then read out on it. And that’s tailor made for sponsorship and medium.

[04:33] Speaking of targeting that specific customer, who watching this should be reaching out to you? Who are your clients and how can they get in touch with you?

[04:42] Well I think at this point it’s really anybody who’s been watching this space an is interested to learn more. If it’s a brand, we have services for that, if it’s team organization that’s looking to new revenue, that’s one as well, but then just different municipalities and people who have different venues and they’re just not quite sure how to put on an event, that’s people we can talk to as well. We really run the full gamut because this is an industry that is ‘blowing up’ as everyone said, and it’s creating huge amounts of opportunity for anybody. Right? There’s a lot of talented incumbents who know the space really well, there’re a lot of professionals coming over from the sports leagues, traditional sports, and media companies, and that professionalism and passion together are making custom made opportunities for anybody.

[05:30] Love it. What’s the website?  Where can people learn more?

[05:34] www.egencyglobal.com

[05:39] Thank you so much for taking the time to speak with us today.

[05:42] Thank you!

[05:42] We’ll see you guys next time!

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