AltDex

Alexander Garfield, a leader in the esports industry known for helping build both Evil Geniuses and Alliance, announced today that he has co-founded a new esports startup called Popdog to develop products aimed at optimizing live streaming for tournaments, talent and publishers.

Popdog’s launch announcement comes on the back of a $9 million Series A led by Makers Fund and Korea Investment Partners.

In a letter highlighting the launch, Garfield touches on the immense potential, but also the unique pain points facing the esports industry.

“Despite this growth, our core problems persist. Industry businesses haven’t found themselves yet, and still struggle to find focus in a world where the ground is shifting beneath their feet. Revenue per viewer is down relative to where it should be, and advertisers have yet to commit budgets that reflect the audience’s true value,” Garfield said, adding that esports has distinct unity, transparency and efficiency problems.

Garfield isn’t the only industry leader who has identified the need for better backend support. As we reported last month, Major League Gaming (MLG) co-founder Mike Sepso recently decided to launch Electronic Sports Group (ESG), a global advisory firm to provide expertise and strategic insight into the esports industry. The firm is set up to act as a strategic business and financial advisor to the senior management of established and emerging media, entertainment, technology and finance companies.

Popdog was co-founded with a number of industry leaders and veterans, including Andreas Thorstensson, a former Counter-Strike world champion who co-founded SK Gaming.

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The Popdog Series A marks yet another venture round by an esports startup as capital floods into the quickly-growing industry.

More: A Letter From Popdog CEO
Related: MLG Co-Founder Mike Sepso Launches Esports Advisory Firm