X1 Esports and Entertainment Ltd. (CSE:XONE) has closed the previously-announced planned acquisition of Tyrus LLC, an influencer management firm empowering gamers, content creators and influencers.
On closing, X1 holds all issued and outstanding securities of Tyrus, which will operate as a subsidiary of the Vancouver-based X1, a video games and creator economy portfolio company which owns and operates a growing Esports franchise.
"The Tyrus transaction offers tremendous opportunity for X1 to partake in the growing global creator economy which is an industry of over 50 million individual content creators where Tyrus is extremely well-positioned," said Mark Elfenbein, CEO of X1, in a statement. "The video game category has been a top category of the creator economy and has largely benefited from the growth of the video game industry recently."
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Tyrus CEO Amanda Solomon will join the X1 Advisory board. Solomon is an accomplished leader specializing in gaming and Esports, and has driven brand integration, influencer marketing campaigns, and talent partnerships with well-known companies and brands, including Epic Games, OnePlus, and Gucci.
Since 2017, Tyrus has built a client roster of over 60 high profile content creators – such as iambrandon, Catiosaurus, Kalief (Spawn on Me) and Friskk – with a combined reach of over 20 million followers.
Tyrus provides comprehensive management of YouTube, TikTok, Twitch and other social media channels as well as consultation on personal brand growth strategies and partnership management, and has grown from a roster of seven talents in April 2021 to 65 talents in August 2022.
"Becoming part of the X1 family will allow Tyrus to extend its reach and engage with new and exciting talent in the gaming and esports community," said Solomon. "The talent and diversity of our influencer roster is something we take great pride in. I look forward to growing our presence in this space and providing unique access for global brands to a highly influential Gen Z audience," she added.
Contact the author at susie@proactiveinvestors.com