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 300 world-class champions and experience executing over 1,000 marketing campaigns for global brands.

This is combined with SEG’s 25-year history in talent representation across traditional sports and entertainment. Rowan Stroo, Division Director Esports at SEG, 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.”

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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 [Prodigy Agency Founder], 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.

The combined entity will service a client list including players such as Counter-Strike star Mathieu “ZywOo” Herbaut, and VALORANT stars Tyson “TenZ” Van Ngo, and Erick “aspas“ Santos.

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