Fuse kindles esports-focused consultancy Fuse Ignite – Esports Insider

London-based marketing and commercial services company, Fuse has launched Fuse Ignite, a new consultancy service that focuses on esports rights holders.

The agency, which specialises in ‘partnerships and experiences in sport and music’, has also expanded its offerings into esports and lifestyle through the service.

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Fuse, part of New York-based Omnicom Media Group, shared with Esports Insider that the new consultancy will look to ‘enhance and support’ the commercial capabilities of esports rights holders, specifically through its ‘Proposition and Ecommerce offering’.

According to the release, rights holders will be able to enhance commercial proposals and increase its ability to sell more ‘effectively’ to brands, through Fuse Ignite’s Proposition product. Moreover, the consultancy’s E-commerce offering will look to ‘optimise the online platforms of rights holders’ in an attempt to generate more revenue from merchandise and brands partners.


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Speaking to ESI, Fuse’s Head of Strategy, Data & Insights, Alex Charkham, highlighted that Fuse Ignite can ultimately help the esports industry meet the demands of modern marketing.

“We know that there is still a challenge for non-endemic brands to get approval on investing long-term into esports,” he said, “so we want to help rights holders within this space to create more compelling and credible investment opportunities.

“The rise of esports has disrupted our industry and provided some really viable alternatives to sport and music in particular. We believe we can use our understanding of what brands want to ensure rights holders are capitalising on this growth opportunity.”

Esports Insider says: More and more agencies are extending into esports after being heavily rooted in the sports, music, and entertainment sector. Fuse Ignite wants to ensure that IP rights holders can capitalise on investment opportunities in esports, and so it’ll be interesting to see what new partnership will be formed through the consultancy. 

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