Electronic Sports Games

What Electronic Sports Games does

Electronic Sports Games, operating as ESG Gaming Agency, is a privately held B2B marketing agency headquartered in Lima, Peru, with stated coverage of Peru and the broader Latin American region. The company was founded in 2012 (with operating history traced back approximately 15 years) and employs 11 people. It specializes in experiential and gaming-focused marketing services for two primary customer segments: consumer brands seeking to reach gaming and esports audiences, and university institutions seeking modern entertainment and student-engagement programming. Named clients and partners include UPC (Universidad Peruana de Ciencias Aplicadas), Moonton (publisher of Mobile Legends: Bang Bang), Doritos, and Lancenters.

The company's offering is structured around four service pillars: Activaciones BTL y Eventos (brand activations and events), New Entertainment (integration of modern entertainment trends), Gaming Marketing (specialized campaigns targeting gaming audiences), and Traditional Marketing (conventional marketing services). Underpinning the agency model are three owned event properties: ESG Arena (a presencial esports tournament, executed with sponsor Doritos and infrastructure partner Lancenters), Begamer Talks (free semi-annual multi-discipline tournaments in Lima), and the Multicultural Festival (an annual multicultural festival). There is no proprietary technology platform; the agency's assets are its team, recurring event IPs, and a catalog of more than 250 completed projects.

The revenue model is project-based professional services with quote-based pricing and multi-year contracts possible. Go-to-market is direct sales via the company website, LinkedIn, and personal outreach to corporate and institutional buyers. The agency is co-founded by Marcos Chang (Legal) and Edwin Palacin (CEO). Revenue, funding, and forward-looking pipeline figures are not publicly disclosed; the company highlights a "+350K soles delivered" cumulative metric across its project portfolio.

Name

Electronic Sports Games

Legal name

Electronic Sports Games

Website

https://esglatam.net

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

ESG Gaming Agency is a Lima, Peru-based B2B marketing agency delivering BTL activations, esports tournaments, and gaming-focused campaigns for consumer brands and universities across Peru and Latin America, with 15 years of operating history and more than 250 completed projects.

Ownership category

akta.pro rank

Product category

Esports and Gaming Marketing Services

NAICS

Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Esports & Gaming Events (THAJAFAG)

akta.pro secondary industries

Esports & Competitive Gaming Programs (EDALAIAO), Mobile Esports Tournaments & Leagues (MPAKANAK)

Keywords

• Esports marketing agency
• Brand activation services
• Gaming marketing campaigns
• Experiential event marketing
• Esports tournament organization

Headquarters

HQ city

Lima

HQ country

Peru

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Event Activation Services: Design and delivery of BTL activations and esports events for brands, including tournament organization, brand experiences, and experiential marketing campaigns.
2. Gaming Marketing Campaigns: Specialized communication campaigns targeting gaming audiences, developed for brand clients seeking to reach new generations through esports and gaming channels.
3. New Entertainment Experiences: Integration of modern entertainment trends for brand activations, including gaming marketing and entertainment experiences for diverse audiences.
4. Traditional Marketing Services: Conventional marketing services complementing digital gaming marketing efforts for holistic brand campaigns.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Electronic Sports Games (ESG Gaming Agency) is a Peru-based gaming and esports marketing agency that designs and delivers BTL brand activations, live esports tournaments, gaming-audience marketing campaigns, and new entertainment experiences for brands, universities, and game publishers across Peru and Latin America. The company also operates its own recurring community event properties, including ESG Arena (presential esports tournament with Lancenters and Doritos), Festival Multicultural (annual multicultural festival), and Begamer Talks (free semi-annual tournaments in Lima).

Product overview

ESG Gaming Agency is an esports and gaming marketing agency based in Peru and Latin America that operates as a unified service offering rather than a platform-plus-modules architecture. The company's core products include ESG Arena FT Doritos (a presencial esports tournament), Festival Multicultural (an annual in-person festival), and Begamer Talks (free semi-annual multiplayer tournaments in Lima). These are complemented by four main service pillars: Activaciones BTL y Eventos (brand activations and events), New Entertainment (modern entertainment integration), Gaming Marketing (specialized gaming campaigns), and Marketing Tradicional (traditional marketing). The company has 15+ years of experience and has delivered over 350K soles across 250+ projects.

Differentiator

Problem solved

Functional benefit

Brands

• ESG ARENA: In-person esports tournament with sponsors
• BeGamer Talks
• Multicultural Festival

Products and services

• ESG Arena FT Doritos Presential (in-person) esports tournament organized by ESG with Lancenters as the tournament platform/center and with Doritos as a sponsor. The event operates as a recurring showcase property for brand activations and serves B2B clients seeking engagement with gaming audiences.
• Festival Multicultural Annual in-person multicultural festival organized by ESG, featuring gaming and entertainment activations for diverse audiences. Used as a recurring community property and brand activation showcase.
• Begamer Talks Free semi-annual esports tournaments held in-person in Lima across multiple gaming disciplines, open to participants. Operates as a recurring community property and brand activation showcase.
• Activaciones BTL y Eventos Brand experience design and development services along with family-friendly BTL (Below-the-Line) activations suitable for all audiences. Sold as a professional service to brand and institutional clients.
• New Entertainment Integration of modern entertainment trends to impact new generations through innovative experiences. Sold as a professional service to brand clients seeking to engage younger audiences.
• Gaming Marketing Specialized and direct communication campaigns targeting the gaming audience, developed by ESG for brand clients seeking to reach gaming and esports demographics.
• Marketing Tradicional Traditional marketing services complementing ESG's gaming and entertainment offerings, providing holistic brand campaign support across conventional and digital channels.

Quantifiable outcome

• +350K Soles delivered across projects
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• MoontoncoreStrategic or Co-development PartnerMoonton, the developer/publisher of Mobile Legends Bang Bang (MLBB), collaborated with ESG on the UPC University Week esports event. ESG created a unique experience for the university featuring a live MLBB tournament with 13 teams from different faculties. This partnership enables Moonton to reach university audiences in Peru through ESG's local execution capabilities.
• LancenterscoreStrategic or Co-development PartnerLancenters partnered with ESG for the ESG Arena live esports tournament, providing tournament infrastructure and sponsorship support. The partnership focuses on delivering professional live esports events with brand activation opportunities.
• DoritosminorGTM or Marketing PartnerDoritos served as a sponsor for ESG Arena esports tournaments, associating the snack brand with gaming and esports events targeting youth audiences in Peru.
• UPC (Universidad Peruana de Ciencias Aplicadas)coreStrategic or Co-development PartnerUPC university partnered with ESG and Moonton to deliver an esports week experience featuring Mobile Legends tournament. 13 teams from different faculties participated in the live event at the San Miguel campus in Lima.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gfinity: Gfinity operates esports events and gaming-marketing services for publishers and brands globally, mirroring ESG's combination of owned tournament IP and brand activation services.
• LVP (Liga de Videojuegos Profesional): LVP operates the principal Spanish-language esports leagues and is the most directly comparable esports competition and activation operator to ESG in the Hispanic market, with overlapping publisher relationships and tournament-execution services.
• Freaks 4U Gaming: Freaks 4U Gaming is a Germany-based esports marketing and tournament-operations agency that delivers brand activations and competitive gaming services to publishers and consumer brands — a closely aligned business model to ESG's gaming-marketing agency.

Broad incumbents

• ESL FACEIT Group: ESL FACEIT Group is the world's largest esports tournament and competitive gaming platform operator; it competes broadly with ESG's tournament-execution capability while serving the same publisher and brand clients at much greater scale.
• Riot Games (Esports Division): Riot Games runs global esports leagues (LoL, VALORANT) and engages local activation partners in Latam; while primarily a publisher, Riot's tournament operations and regional partner programs overlap with ESG's publisher-facing work.

Emerging players

• IESF (International Esports Federation): IESF is the global governing body for esports federations and organizes international competitions and national federation development, making it an adjacent peer in regional esports programming and event delivery.
• BigBola: BigBola is a Latin American esports media and tournament operator headquartered in Mexico; it overlaps with ESG in delivering regional esports content, tournaments, and gaming-audience activation services.

Others

• Moonton: Moonton is the publisher of Mobile Legends: Bang Bang and is both an ESG client and partner; as the upstream supplier of tournament demand in the region, Moonton is the principal commercial counterpart rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/electronic-sports-games

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Electronic Sports Games