Former Enthusiast Gaming Chief Marketing Officer Alex Gonzalez has launched a new agency called XDOTG, along with former Enthusiast Gaming executives.
The new agency was formally revealed in a LinkedIn post on Monday. Gonzalez spelled out the mission statement of this new firm, and what he describes as the four pillars of the new company: Talent, Studios, Culture, and Distribution. He also notes that some former members of Enthusiast Gaming are joining the agency, but did not disclose who those people were. He will serve as the company’s president.
Speaking to The Esports Advocate on Monday, Gonzalez gave a little more insight on how this new company plans to make an impact in a rather competitive space these days; after all there are dozens of agencies that promise to put eyeballs on brands through influencer/content creator promotion, UGC marketing, and more, but most of these endeavors are pricey and often don’t deliver on their KPIs.
“I’m the President of XDOTG, joined by a team of former senior leaders from Enthusiast Gaming. Together we’ve delivered some of the largest gaming campaigns for global brands over the last few years. What sets us apart is our ability to do both creative and distribution at scale. We ideate, produce, and execute campaigns seamlessly so brands can work with one partner instead of juggling multiple vendors. We bring the speed and flexibility of a startup while delivering the reach and impact of the largest players in the space.”
As to how the company can deliver better performance for its clients and stand out amongst a rather busy space, Gonzalez added:
“Through our network and direct relationships, we can tap into thousands of creators across gaming, lifestyle, and esports. Roblox and Fortnite are also core to our offering, but unlike most UGC efforts that fizzle out after launch, we focus on designing fun gameplay experiences paired with creator promotion and media distribution to ensure brands see real engagement and long-term value.
“We make sure brands don’t just participate in culture, they help define it.”
XTDOG aims to utilize a growing talent network, expertise in designing in-game content (UGC), and targeting gaming culture on various platforms to bring client brand awareness to Gen Z, Gen Alpha, and Millennial audiences. Collectively the new company has worked with such brands as Cash App, Coca-Cola, Toyota, Amazon, Applebee’s, Nintendo, Kroger, Paramount+, McDonald’s, and Disney+, among others.
Gonzalez joined Enthusiast Gaming in October 2023 as SVP of talent & gaming after more than a year as an adjunct esports professor at adjunct esports professor Shenandoah University (Prior to that he spent more than three years at RESPAWN). He quickly climbed the ranks with a promotion in July 2024 to SVP of talent, gaming & marketing. But Gonzalez is best known for his time operating Enthusiast Gaming’s Luminosity Gaming, where as the head of the division, he helped put the brand in the spotlight and on the international stage with rosters in Apex Legends and Pokemon United, and secured multiple partnerships for the organization.
The agency launch comes on the heels of Enthusiast Gaming announcing earlier this month that it had divested Luminosity Gaming and related assets along with its direct-sales operation to Vertiqal Studios. The acquisition by Vertiqal led to widespread layoffs at Luminosity/ Enthusiast prior to the acquisition closing.
To learn more about the new agency, fans can visit www.xdotg.com, and also follow them on X/Twitter and LinkedIn.
Editor’s note: A previous iteration was inaccurate on the timing of layoffs. The story has been corrected for the sake of accuracy.