Swedish esports production company Black Molly Entertainment (BME) is taking full ownership of Frame Gaming AB, the marketing agency it helped set up a few years ago. The deal combines the two businesses under a new umbrella, BME Group, which the companies describe as one of Sweden’s largest players in esports and gaming.

As part of the deal, Frame’s owners are being given shares in Black Molly Entertainment AB in exchange for their stake in Frame. Once the transaction closes, BME will own 100% of Frame. For now, the two companies will keep operating separately day to day, but they’ll share a joint management group, and the plan is to eventually align their sales teams too.

Under the new structure, BME Group’s offering will span three areas: Production, BME’s original core business with media, event and tournament production; Agency services which is Frame’s specialty with strategy, concepts and campaigns; and Owned IP and formats, a set of BME’s own properties, including the LAN event Glitched, the Counter-Strike tournament Journey, the online channel Esportstudion, and the Red Bull GIBAWAY gaming event.

The company specifically noted that Black Molly Entertainment and Frame generated combined revenue of more than SEK 50 million (approximately USD 5.23 million) in 2025. Tomas Lyckedal, Chairman of the Board of Black Molly Entertainment AB, said the company aims to increase this figure to SEK 100 million (approximately USD 10.46 million) within the next few years.

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John Uggla, CEO of Frame Gaming AB and part of the joint management group, said, “This is a natural next step after four years of close collaboration. Together, we become a more stable company with a more complete offering, from strategy and creative campaigns to high-quality production and proprietary formats. We significantly strengthen our position and can offer customers a total solution that no other player in Sweden matches today.”

Tomas Lyckedal, Chairman of the Board of Black Molly Entertainment AB, said, “By joining forces, we create a company that can better offer customers comprehensive solutions within gaming and esports. We gain a stronger network of owners, more stable revenues, and greater opportunities to develop our own products and formats. The goal is clear: we are growing organically and aim to reach 100 MSEK within a few years.”

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The merger brings together firms that were never really strangers. BME was founded in 2013 and built its business producing broadcasts, events and tournaments for esports organisations, brands and publishers. Frame was founded in September 2021 by Uggla, along with BME itself, as a dedicated agency helping brands develop strategy, concepts and marketing campaigns for gamers. In effect, BME is now absorbing a company it co-founded rather than buying a competitor.

BME has been active in Swedish esports for over a decade, working with organisations including Ninjas in Pyjamas and Dignitas, and brands such as ASUS ROG and Red Bull, which became a partner across BME’s event portfolio earlier in 2026. Frame’s client list has included companies outside gaming as well, such as Länsförsäkringar, JBL and H&M.

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