Dulcedo acquires gaming and esports startup C4G Agency

Toronto-based talent agency Dulcedo Management has acquired esports marketing agency C4G Agency.

The acquisition will see C4G combine with Dulcedo’s existing gaming and entertainment division, which already represents esports, gaming and streaming talent. Financial details regarding the purchase have not been disclosed.

Dulcedo aims to blend its talent representation model with C4G’s Social Selling approach to offer a better solution for Dulcedo’s clients. As a result of the purchase, C4G Co-founders Louis-Philippe Dalpé and Alexis Jacques-De Vries will also join the company as talent agents.

While Dulcedo has been in operation for nearly a decade, its gaming division is a relatively new addition to the Canadian company. Dulcedo already represents over 25 gaming and esports talents including Twitch streamers Michael ‘McPlayGT’ Chen and Rob ‘BigRobEnergy’ Tramonte.

In the release, Dulcedo Partner and Gaming and Entertainment Director, Karim Rekik, highlighted that C4G’s business model had been generating revenue for less than a year and that it ‘made sense’ to partner up.

Rekik commented: “It was a no-brainer on our side to partner up. With Dulcedo’s name recognition and prominent roster along with C4G’s selling model, we are going to create a stronger foothold in the market.”

C4G helps its clients develop connections in the esports and gaming space, providing assistance with coaching, branding and targeting to increase potential interest. Past clients include South Korean non-profit International Esports Federation and Amuka Esports, a Canadian esports venue manager.

Esports teams represented by Dulcedo and C4G Agency will be disclosed publicly later this summer when Dulcedo’s new website launches.

Outside of esports and gaming, Dulcedo’s portfolio includes the likes of UFC fighter Dustin Poirier, 2022 Winter Olympics silver medalist Karen Chen and NHL player Alex Killorn