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Irish esports agency Epic Global has announced it’s rebranding as Feenix Group following an investment raise of €1.5m with partners Quintas Capital and Beach Point Capital Management (BCP).
The rebrand also sees the former gaming and esports consultancy expand into four service offerings catering to talent, brands and IPs looking to establish a foothold in the gaming and esports markets:
- Feenix Talent – Esports player and gaming creator management agency
- Feenix Agency – Gen-Z/Gen Alpha focused gaming marketing agency
- Feenix Esports – Esports consultancy and commercial brokerage
- Feenix Studio – Game development studio with a key focus on brand and IP integration into Roblox and Fortnite and PUBG
Feenix Group was formed following a decision by co-founders Sinead Hosey and Trev Keane to upweight their service offering in response to market demand, according to a press release.
The previous key business functions that Epic Global operated under will continue through the Feenix Agency and Feenix Esports divisions.
Feenix Studio will be led by gaming development executive Ciaran Warren in his newly appointed role as Director.
Feenix Talent will operate as a talent agency that connects brands, rights holders and talent with gaming fans, aiming to bridge the gap between the sports and entertainment industries. Partnering with UK law firm Lawrence Stephens, its focus is on cultivating youth engagement. This is headed up by MD Michael Djan, previously at TikTok, Meta and the United Talent Agency.
Sinead Hosey, co-founder of Feenix Group, said:
“We’ve long been recognised as one of the most trusted and reputable agencies in the gaming and esports industry and with this rebrand we’re excited to cover new ground as we establish more brands and talent figures in the gaming space.”
Sinead Hosey, Feenix Group
“We’ve already signed some groundbreaking deals that are sure to cause ripples once announced so stay tuned for more.”
The company is not to be confused with former UK esports organisation Feenix.
Epic Global was founded in 2020 when co-founders Sinead Hosey and Trev Keane consolidated their backgrounds in consumer technology and esports to create an agency that worked with international sports IP, athletes and brands.
They have since worked with the likes of PSG, Munster Rugby, P Money, Virgil Van Dijk and Jesse Lingard (helping with his Jlingz Esports org).
Feenix Group’s senior leadership team has also expanded to include more top talent from across the industry, including executives from DAZN, Adidas, TikTok and X.
Feenix Group’s advisory board includes people across business leadership, esports and traditional sports, led by investor Jim Mountjoy (Board Chair). He will be supported by former MD of leading esports tournament organiser Blast, Charlotte Kenny, CEO of Rest of World Manju Kygonahally and ex Irish rugby player Gordon D’Arcy.
Lawrence Stephens partners with esports agency to launch Feenix Talent
Update: September 25th 2024
London law firm Lawrence Stephenshas announced its partnership with Feenix Group to launch gaming and influencer talent management agency Feenix Talent.
Building on Lawrence Stephens’ established sports and esports practice, the firm’s partnership with Feenix Talent will ‘focus on cultivating engagement by providing a combination of legal strategy and commercial advice, enabling talent to grow efficiently and sustainably’, according to a press release.
The teams at Lawrence Stephens and Feenix Group will assist esports professionals and influencers ‘to cultivate long-term success’, advising on their career planning, contractual and legal matters, branding and wealth management.
The initial talent roster already includes the likes of rapper P-Money, EA FC streamers The Gara Show and RoccosEleven and professional Fortnite player Hen, amongst others and the teams look forward to working with further talent from across the entertainment industry.
William Bowyer, Associate in the Sports & Entertainment team at Lawrence Stephens, commented: “The esports and influencer markets have never been more competitive – or more exciting! Elite gamers and content creators must stand out from the competition and build their unique brands to ensure long term success.
“We are delighted to partner with Feenix Group to bolster their offering by enhancing their suite of services for young professionals and top talent within this growing industry.”
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
