SEG International has acquired Prodigy Agency, uniting two major players in the esports representation sector. The deal, finalised this week, marks a significant consolidation within the industry, aiming to create a comprehensive service powerhouse for esports athletes and creators. The integration seeks to blend SEG’s longstanding traditional sports agency network with Prodigy’s focus on personal brand building and marketing operations.
The merger is positioned as a strategic response to the evolving needs of top-tier esports talent. Prodigy Agency, noted for being one of the first to professionalise the agent role in esports, brings a roster of over 150 world-class champions and experience executing over 1,000 marketing campaigns for global brands.
Under the new structure, Prodigy Agency Founders Jérôme Coupez and Manon Lagarrigue will continue to lead the agency as CEO and COO respectively. Rowan Stroo, Division Director of SEG Esports, will join them on the management team to oversee integration. The merger brings together SEG’s 25-year history representing figures like Pep Guardiola and Cody Gakpo with Prodigy’s roster of esports talents, which includes players such as Counter-Strike star Mathieu “ZywOo” Herbaut, and VALORANT stars Tyson “TenZ” Van Ngo, and Erick “aspas“Santos.
In a press release, Jérôme Coupez commented on the shared vision: “This merger unites two powerhouses in sports and gaming. We share the same values: a family mindset and a talent-first approach. By combining our strengths, we’re creating a unique platform that bridges traditional sports and esports.”
Rowan Stroo stated the rationale in a LinkedIn post: “This merger isn’t just about scale. It is about combining SEG’s 25 years of expertise and world class network in talent representation with Prodigy Agency’s innovation.”
Kees Vos, Founder of SEG, stated: “Joining forces with Prodigy Agency is a natural step. Together, we will open new doors for our talent and provide partners with an unmatched platform connecting traditional sports and the global gaming ecosystem.”
The transaction also represents a notable exit for Trust Esport Capital, which had backed Prodigy for five years. Trust Esport’s CEO, Matthieu Dallon, noted the agency “managed to become profitable, demonstrate growth, and establish its brand” during what some term the ‘Esports Winter’—a period of market correction within the sector.
Looking ahead, the focus will be on integrating the two operations. Stroo confirmed the ongoing process, saying he is “look[ing] forwarded to work together with Jérôme Coupez, Manon Lagarrigue [Co-founder & COO at Prodigy Agency] and the entire Prodigy team to integrate our two operations.” The deal underscores a continued focus on the commercial potential of elite esports talent, with agencies seeking to provide a broad spectrum of support.
Editor’s note: A previous version of this story did not include quotes from Jérôme Coupez and Kees Vos. These have now been added. It also stated that Prodigy Agency brought 300 talents with it. While this is the total number of talents the agency worked with since foundation in 2019, the current roster actually rests at 150. Information has been amended accordingly.
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