OneTeam Partners today announced that it has acquired esports consulting agency Theorycraft, further building out the team that will run its burgeoning gaming/esports vertical. The L.A.-based Theorycraft was founded in late 2019 by industry veterans Bryce Blum, Lauren Gaba Flanagan, Nathen McVittie and Christopher Mykles as a consulting agency for corporate sponsors, teams and leagues on marketing and media.
Mykles is no longer with the group, while Flanagan and McVittie will become part of the OneTeam games group. Blum, a 2018 Sports Business Journal Forty Under 40 honoree, will become a consultant for OneTeam. OneTeam was founded by the NFLPA, RedBird Capital and MLBPA and it has been building out a gaming strategy and team for the company to better monetize the growing space.
Flanagan will become director of strategy, while McVittie becomes director of creative. OneTeam Chief Product Officer Henry Lowenfels oversees the company’s gaming business, while Head of Competitive Gaming Marty Strenczewilk leads its esports and content creator initiatives and Former Disney Games exec Devin Radford recently joined OneTeam as senior VP/games. Terms of the acquisition were not disclosed.