Gaming & Esports Veterans Launch Dallas Agency To Help Brands Engage with Gamers

POV Strategy and Research will offer services ranging from audience research and influencer marketing to paid media campaigns and "world-building strategy" in platforms like UEFN and Roblox.

Co-Founders Zach Eller and Justin Palacios have announced the launch of Dallas-based POV Strategy and Research. They plan to use their “deep gaming & esports industry experience and gaming audience expertise” to assist brands with insights and gaming-focused marketing strategies.

“We’re the subject matter and audience experts. We know how gamers will respond to your brand, your product, and your messaging,” Eller said in a statement. “Our goal is to help you understand the opportunities in the space and give you our completely honest and impartial advice and recommendations as the subject matter and audience experts. We at POV are the connective tissue between your vision and reality.”

POV’s services range from audience research and influencer marketing to paid media campaigns and “world-building strategy” in platforms like UEFN and Roblox.

The agency said that gamers are a “vast, vibrant, yet notoriously difficult-to-reach” demographic.

By recognizing that, POV’s co-founders aim to capitalize on more than a decade of combined experience in gaming and esports, having worked with leading organizations such as OpTic Gaming, GameSquare, and ZONED.

By leveraging industry insights and an authentic understanding of gamer culture, POV said it aims to “bridge the gap” between brands and this untapped audience, offering strategies that resonate on a level beyond traditional marketing efforts.

The founders have previously partnered with brands including Domino’s, Jack in the Box, Oakley, PRIME Hydration, and Samsung.

Beyond brand consultancy, POV Strategy and Research said it’s committed to fostering growth and education within the gaming community such as with Private Lobby, a newsletter delivering the most relevant gaming and esports news to advertisers, marketers, and industry professionals. POV said it will also host a series of gaming camps aimed at introducing students to game development, gaming, and esports.

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