Mentioned in this article
- aXiomatic Gaming, the owner of Team Liquid, has invested in startup agency AoE Creative.
- AoE Creative was co-founded by Infinite Esports & Entertainment veterans who worked on branding initiatives for the Houston Outlaws and OpTic Gaming.
- aXiomatic Gaming has disclosed $21.5M in funding so far in 2019, following more than $50M in disclosed funding in 2018.
aXiomatic Gaming 
, the parent company of Team Liquid and investor in various other esports-related companies, has announced an investment in startup agency AoE Creative.
AoE Creative was co-founded by CEO Simon Bennett and CCO Markel Lee, both of whom previously worked at OpTic Gaming and Houston Outlaws owner Infinite Esports & Entertainment , which was recently acquired by Immortals Gaming Club.
According to its website, AoE Creative worked on the original branding and marketing campaign for the Houston Outlaws ahead of its debut in the Overwatch League , and also handled a brand refresh initiative for OpTic Gaming in late 2018. The company has also worked with VR platform developer Sansar, as well as the Fan Controlled Football League (FCFL).
Related Article: Team Liquid Parent aXiomatic Adds $21.5M Investment
“In the future, when the current breathless hype surrounding esports eventually subsides, I believe the industry’s staying power will ultimately be determined by teams’ and brands’ ability to develop strong, multigenerational fanbases and to successfully monetize against these deep connections,” wrote aXiomatic Gaming director of business strategy Leo Hsu, in an announcement post. “In other words, the brand strategy groundwork laid by esports organizations today could have a decisive impact on the industry’s long-term viability. We’re confident the AoE team has the experience and expertise required to deliver on that promise and excited for them to work with fellow companies in the aXiomatic portfolio.”
Team Liquid competes in a number of games and is currently the top-earning team of 2019 in terms of prize winnings, with $3.7M collected so far this year according to Esports Earnings. aXiomatic has also invested in companies such as Epic Games , Matcherino , and Super League Gaming . The company raised $21.5M in funding from undisclosed investors in April this year, following a $26M round in October 2018 that included retired NBA star Michael Jordan. All told, aXiomatic had more than $50M in disclosed funding in 2018.
