Esports Investment, Partnership and Growth Opportunities

  • Matt Archambault (Riot Games)
  • Greg Stangel (FMR Misfits Gaming)
  • Justin Varghese (Dreamhack)
  • Nicola Piggot (The Story Mob)
What you’ll learn
  • How the continued upward of trajectory of esports, even in the face of the coronavirus pandemic, presents a unique opportunity for stakeholders in traditional sports including teams, athletes and their partner brands
  • How non-endemic brands can dive deep into esports, due to accessible price points and richer data for validating impact. But also warnings on any involvement being part of a larger marketing program, not a silver bullet.
  • What’s the profile of a typical esports fan and how the perception of the industry and their fans are changing.
  • If there is longevity for both titles and athletes considering the short but dramatic growth in the industry.
Other Episodes

Matt Archanbault

Head of Partnership, North America

Riot Games

Matthew Archambault manages strategic partnerships, national sponsorships, media rights, and merchandising for the preeminent esports league in USA and Canada, the League Championship Series (LCS). Since joining Riot Games in 2017, Matt has doubled the roster of partners, adding Alienware, State Farm, and Rocket Mortgage to the LCS broadcast and live events. Behind the camera, he expanded the retail distribution of LCS jerseys and merchandise with Walmart.

Prior to joining Riot Games, Matt spent his career learning the intricacies of the media, marketing and publishing landscapes working at agencies GroupM & Omnicom, news publishers (BBC), streaming platforms (Tubi TV) and niche entertainment brands (We Are The Mighty). He has helped to develop process and build infrastructure in each role, leading to increased revenue and new monetization streams. As a passionate sports fan and gamer, he brings traditional media/marketing strategies into the sector and continues to push the limits on innovative partnerships and brand relationships for the LCS through new product identification and execution.

Matt graduated from Villanova University and is an avid college hoops fan. When not watching LCS or playing golf, you’ll find him glued to every ‘Nova basketball game.

Greg Stangel

(FMR) Chief Revenue Officer 

Misfits Gaming

Greg Stangel is formerly the CRO of international multi-game esports organization Misfits Gaming, based in Florida and Germany. Prior to joining Misfits, Greg spent the previous two years at Fox Networks Group serving as Senior Vice President on their Global Solutions team, an innovative sales team that worked directly with leading and emerging global brands to drive business leveraging Fox’s vast portfolio of assets across pop culture, including the FIFA World Cup, NFL on Fox, MLB on Fox, FX and National Geographic.

Before Fox, Greg led successful sports partnership sales efforts for iconic organizations such as Madison Square Garden, the Golden State Warriors, the San Francisco 49ers, Major League Baseball, FC Barcelona, Chelsea FC, Red Bull Racing’s Formula 1 Team and Riot Games at CAA Sports (a division of Creative Artists Agency). Prior to CAA, Greg worked for the New York Mets for five seasons and at the National Hockey League headquarters office, both in corporate partnership sales and development roles.

Justin Varghese

North America Marketing Manager


Player turned play-by-play commentator, Justin Varghese brings a unique perspective to the esports space. Now serving as the North American Marketing Manager for DreamHack, Justin’s role revolves around carefully planning and executing regional activations to galvanize key markets and demographics, while simultaneously scoping out larger plays to increase brand awareness on the western hemisphere.

“How I approach marketing is similar to how I approach play by play commentary: at the end of the day, it’s all about the narrative.”

Nicola Piggot


The Story Mob

After a 10-year career in brand communications, Nicola spent over five years at Riot Games, where she was leading global communication for Riot’s esports team and the most successful esports title in history. Nicola has given counsel and training to esports teams organizations worldwide. Named one of PR Week’s top Women in PR in 2015, she has managed communications around global events like the League of Legends World Championships which in 2017 was the most watched esports event to date with over 80 million unique viewers.