Esports and Gaming Marketing Veterans Launch Bright Up Agency

Key insights

7 takeaways

01
Industry veterans Dominic Müller and Marco Niemann have launched Bright Up Agency, a new firm focused on connecting brands with the gaming and esports ecosystem.
02
The agency is supported by I3 Holding, the parent company of entities including Eintracht Spandau and influencer marketing agency INSTINCT3, which provides administrative and operational backing.
03
Bright Up Agency aims to act as an intermediary between rights holders in entertainment and gaming and both endemic and non-endemic brands, emphasizing transparent and independent advisory services.
04
Co-founder Dominic Müller brings experience from senior roles at SPORTFIVE, Riot Games, and Razer, while co-founder Marco Niemann has held leadership positions at G2 Esports, ESL, and Freaks 4U Gaming.
05
Laurin Hußmann, formerly of SPORTFIVE and Legardère Sports, has joined the agency as head of rightsholder management.
06
The agency’s launch partner network includes I3-affiliated entities as well as external organizations such as Freaks 4U Gaming, Shikenso Analytics, TakeTV, MYI Entertainment, and gamescomLAN.
07
Despite industry discourse regarding an 'esports winter,' the founders maintain that the current market offers significant untapped opportunities for marketing and sales growth.

Summary

Industry veterans Dominic Müller and Marco Niemann have launched Bright Up Agency, a new marketing firm focused on bridging the gap between brands and the esports and gaming sectors. The agency aims to provide a balanced approach to partnerships, prioritizing both results-oriented sales strategies and values-driven community engagement. By acting as an intermediary between rights holders and both endemic and non-endemic brands, the agency seeks to offer transparent, independent advisory services to the market.

The founders bring extensive experience from prominent industry organizations, including SPORTFIVE, G2 Esports, Riot Games, and ESL. The agency is supported by I3 Holding, which provides administrative infrastructure and operational expertise. This partnership connects the agency to a broader ecosystem that includes influencer marketing agency INSTINCT3, the esports team Eintracht Spandau, and creative studio Z1MT. At its launch, the agency secured partnerships with several notable entities, including Freaks 4U Gaming, Shikenso Analytics, and gamescomLAN.

Despite prevailing industry narratives regarding an "esports winter," the founders maintain a positive outlook on the current landscape. They argue that the market remains rich with untapped opportunities for strategic growth. By leveraging their deep-rooted professional networks and emphasizing objective, non-exclusive marketing deals, the agency intends to redefine how brands integrate into gaming culture. The leadership team is further bolstered by the addition of Laurin Hußmann, who serves as the head of rightsholder management, bringing additional commercial experience from his previous tenure at SPORTFIVE and Legardère Sports.