McKinney Snares Major League Gaming

CHICAGO Major League Gaming, a professional videogame league, has tapped Havas’ McKinney as its first marketing agency, the shop confirmed.

The Durham, N.C., shop will look to help the 5-year-old company market itself as both a destination for casual and professional gamers, as well as a media company serving those markets, said agency president Jeff Jones.

“[The primary work will be] all about trying to define for them where they need to focus in terms of target both in terms of their audience and how they grow the business as a media company,” Jones said.

In addition to online tournaments, the New York-based company hosts live competitions and handles player representation. The company also produces entertainment based on those tournaments for national television, broadband and mobile distribution.

“Our goal is to bring the excitement and passion of gaming to a broad global audience,” said MLG evp, digital Todd Unger. “McKinney clearly understands the reality of big gaming and the many distribution channels we will tap to bring this white-hot sport to the masses.”

According to Jones, the shop had targeted the videogame industry as one it wanted to get into. A previous connection with Unger opened the door to the company, he said.

Billings on the assignment were not disclosed.