- The veteran gaming and esports agent Amber Howard recently took the helm as TalentX Gaming's new head of talent.
- Business Insider spoke with Howard to learn more about how she got started in the business, her thoughts on recent allegations of sexual misconduct and discrimination in the industry, and her plans to build a diverse roster of gaming creators at TXG.
- "There are opportunities with houses and gaming and entertainment and fandom and music, and all of the different verticals and businesses and partnerships that TalentX has," Howard said.
- Subscribe to Business Insider's influencer newsletter: Influencer Dashboard.
Amber Howard was first drawn into the world of esports and gaming in the mid-2010s when she learned that a "League of Legends" tournament had managed to sell out the Staples Center in Los Angeles (a stadium that can fit nearly 20,000 fans).
"I'm a huge Lakers fan, obviously being in LA. I know they don't even sell out the Staples Center," Howard said.
With her curiosity piqued, Howard began researching "League of Legends" and its developer, Riot Games, and eventually began playing the game with the goal of applying for a talent-development role at the company.
"I became that person that was going to YouTube to watch videos to get better at the game," Howard said. "I didn't know that what I was doing would literally set the foundation for what I can now call a career."
While Howard didn't end up working at Riot Games, she did find a job as a talent manager at the now defunct gaming-content company Machinima and eventually became a talent agent in the gaming division at A3 Artists Agency (formerly Abrams Artists Agency).
And last week, Howard left A3 to take on a new position as the new head of talent at TalentX Gaming, a joint venture between the esports company ReKTGlobal and the TikTok-focused talent-management company TalentX Entertainment.
The two companies joined forces in May with a goal of building a roster of gamer and esports influencers and tapping into TalentX's existing talent pool of TikTok creators who already have an interest in video games.
Howard is stepping into a leadership role at TXG at a time when the gaming and esports industry is under increased scrutiny after a series of accusations of sexual misconduct and discrimination emerged on social media against some of the industry's top players. SayNoToRage, a gamer that Howard worked with as an agent at A3, was among those accused of misconduct such as "nonconsensual touching" and "harassment," according to The New York Times.
For Howard, who said she no longer works with SayNoToRage, some type of reckoning in the largely male-dominated gaming space felt inevitable.
"In gaming specifically, and even with the internet as a whole, there's always been that facade that you can say what you want because you're behind a computer screen and no one is ever really going to find you, and it's never going to catch up to you," she said. "With social media and people finding their voices, that's happening. And so we have to learn from it, and people have to be better and they have to be accountable."
Recruiting underrepresented gamers to the TalentX roster
As TalentX's new gaming-talent lead, Howard said she hoped to elevate female gamers and other underrepresented players in a category traditionally dominated by 18- to 34-year-old white men.
"We as talent managers need to go out and find and really look for those underrepresented talent," she said. "I think we all collectively have to do our parts to make sure that we are reaching out across the aisles and making sure that we are elevating other people in the space."
At the onset, Howard is bringing to TalentX Gaming an existing roster of diverse clients, including P2istheName, Natalie "ZombiUnicorn" Casanova, Mari "AtomicMari" Takahashi, and Soleil "Ewok" Wheeler, a 14-year-old gamer who is deaf and plays "Fortnite" for the esports organization FaZe Clan.
Both Howard and TXG CEO Jason Wilhelm told Business Insider that they planned to focus on onboarding gaming talent who can reach audiences across a variety of social-media platforms.
"I always look for what I call multihyphenate talent, so a talent who is interested in doing more than one thing," Howard said. "When I'm looking at gaming content creators, I need someone who is on multiple platforms, who wants to be on different platforms, and who is creating different types of content on each platform."
For esports creators, Howard said she studies their personalities in addition to their performances as competitive gamers.
"Are they engaging?" she said. "Are they funny? Is there an element to them that makes me want to watch them rather than just being a hardcore competitor?"
TalentX is eyeing TikTok for its gaming talent
The timing looks favorable for an upstart like TalentX Gaming to create a roster of esports and gaming stars.
Investors have poured billions of dollars into esports companies in recent years as the number of gamers and professional teams has exploded (though some investors say the category is due for a correction).
And interest in video games has spiked among at-home consumers looking for alternative forms of entertainment during the coronavirus pandemic.
"We have people helming the company who are creators themselves who understand all the opportunities that are available," Howard said of TalentX's leadership.
One growth area that TalentX is eyeing for its gamers is TikTok, the short-form-video platform where most of the company's nongaming creators got their start.
"A lot of TikTokers are massive gamers," Wilhelm told Business Insider in May. "A lot of them want to be involved in the gaming side of things."
Howard said the company was considering a variety of crossover opportunities with TikTok, including a TikTok esports team.
"All of my creators that I have on my roster have TikToks," Howard said. "There are opportunities with houses and gaming and entertainment and fandom and music, and all of the different verticals and businesses and partnerships that TalentX has."
She added: "TikTok really wants to double down on gaming, and gamers are already on TikTok streaming, so there's an opportunity to really bridge the gap between the two of those."
For more information on the gaming and esports industry, check out these other Business Insider stories:
- A TikTok talent group and esports team are betting that gaming will be the app's next break-out category. Here's their plan to connect video game brands with TikTok's Gen-Z audience: Business Insider spoke with RekTGlobal's chairman and the CEO of TalentX Gaming to learn more about their strategy for growing gaming talent on TikTok.
- New TikTok CEO Kevin Mayer highlights music and gaming as focus areas in his first statements after being poached from Disney: As a newcomer to the social-media scene, TikTok's had an outsize impact on the music industry and has recently drawn interest from gaming companies.
- Twitch will make 80% of its 2020 revenue from subscriptions, according to a Wall Street analyst. Here's how much money 8 of its top streamers make every month from subscribers: Business Insider estimated how much subscription revenue creators generate on Twitch based on data compiled by the analytics site TwitchTracker.
- Twitch is setting viewership records and proving its dominance as the top streaming platform, but it faces an uphill battle to increase advertising revenue: Twitch has reached record viewership while traditional media adapts to the pandemic, giving the platform an opportunity to court advertisers.
Join the conversation about this story »
NOW WATCH: What makes 'Parasite' so shocking is the twist that happens in a 10-minute sequence