Paris-based esports organization Team Vitality announced that it has launched a new marketing agency division called RushBee.
The company said that this new agency is aimed at brands that want to have a deeper involvement in gaming, entertainment, and esports, and that it will help clients deliver “high-impact, culturally relevant campaigns that meet the evolving expectations of Gen Z and Alpha.”
The company believes it can help endemic and non-endemic brands bring awareness of their products and services the the over 3.3 billion (Gen Z and Alpha) gamers worldwide, that have shifted away from traditional media—cable television, print magazines, web—in favor of social media and content creation platforms such as X, Kick, Twitch, YouTube, Instagram & Reels, and TikTok.
This new division will be led by Team Vitality Head of Content & Activations François-Xavier Roux, who has served in that role for nearly six years. He also brings his extensive experience at Viacom Networks France, where he spent more than 14 years as senior content producer.
“Through RushBee, we want to channel the expertise we’ve developed in esports to service more traditional brands,” explains François-Xavier. “The high expectations of gaming and esports communities have pushed us to move faster, think sharper, and execute with greater precision than traditional agencies, especially when it comes to creativity and data. RushBee is uniquely equipped to tell powerful stories and help brands create bold, engaging campaigns that resonate.”
Like other organizations that are shifting to this business model, such as G2 Esports, Team Vitality sees this move as an important step in generating additional revenue outside of just fielding competitive teams or sponsorship deals.
Team Vitality currently competes in Counter-Strike 2, Valorant, League of Legends, Teamfight Tactics, and Mobile Legends: Bang Bang, and operates a fan engagement platform called V.HIVE. The organization is also a partnered team of the Saudi Arabian government-funded Esports World Cup Foundation Club Partnership Program.