Fnatic has appointed Dominic Allinson as its new Head of Creative Strategy, as the London-based esports organisation looks to bolster its commercial and creative operations.

Announcing the move on LinkedIn, Allinson said he was “thrilled” to be joining the company, which he described as “a defining force in esports and culture.”

In his new role, Allinson will focus on developing creative and strategic initiatives that strengthen Fnatic’s work with partners.

“I’m incredibly excited to get working with Sam Mathews and the wider team to develop incredible partner strategies, sharpen our creative output, and ensure we deliver exceptional work for both existing and future partners,” Allinson wrote. “Fnatic has been a defining force in esports and culture for over 20 years and I’m excited to help shape what’s next.”

Prior to joining Fnatic, Allinson held senior strategy roles in agencies and creative studios, with experience across brand, entertainment, and digital.

With Allinson leading creative strategy, the organisation is expected to further strengthen its presence in the gaming and lifestyle space. It follows a wider trend in the esports industry, which in the last months opened business development and partnerships-related jobs across multiple organisations.

Fnatic is one of the most popular names in global esports, fielding teams across titles such as League of Legends, Counter-Strike 2, and VALORANT. Founded in 2004, it has built a reputation for being one of the most successful organisations in the world, with dominant runs in almost any title it enters.