Theorycraft is a new esports consulting and client services agency, founded by esports veterans Christopher “MonteCristo” Mykles, Bryce Blum, and Lauren Gaba Flanagan. Its creative director is Nathen McVitte.

The agency will provide guidance to teams, sponsors, and other esports entities in building or growing a brand. It will also consult on influencers, events, media rights, digital content, and merchandising.

MonteCristo has been casting esports since 2012 but also has worked as a writer, analyst, and as a coach, Blum founded esports law company ESG Law and is the president of Esports BAR, and Flanagan is a freelance creative strategist who previously worked at United Entertainment Group and Creative Entertainment Agency. McVittie is a freelance art director who has worked with likes of Nike, Disney, and Audi.

Blum spoke to ESPN about the venture: “We wound up in this conflict of circumstances where we had a bunch of different people who were independently doing consulting work in the space, all of whom have related to different core competencies. All four of us were independently doing work in and around the space, and we just all came together, got to know each other and realized there was an opportunity here to create something where the sum of all of us together was much better than the us all standing alone.”


iGaming expert - with over 10 years of experience in the retail market in Italy and knowledge of global online gaming. In the past he has worked with the largest national gambling companies and he managed some land-based shops on their behalf. Entrepreneur, investor and enthusiast of difficult challenges, in 2015 he founded The Betting Coach Group, an international news and social marketing agency geared towards sports, esports and gambling companies. He is currently the C.E.O of The Betting Coach and is a consultant for Mr. Dragone collaborates with providers (game developers) and event organizers with the aim of helping them develop networks and business across continents. Passionate about journalism, he is the creator and promoter of iGaming Cafè, the first talk show in Italy, dedicated to companies and delegates from the gaming world.

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