The talent agency that represents Lady Gaga just made a big move into esports

One of esports‘ biggest talent agencies just became a part of one of the entertainment industry’s biggest players.

WME | IMG has acquired Global Esports Management (GEM), the agency currently representing the likes of Christopher “MonteCristo” Mykles, OnGameNet, and Cong “StrifeCro” Shu, as well as many other big names in esports. WME | IMG will incorporate GEM’s expertise in the field of esports to provide management services to players, personalities, and organizations, according to the company’s press release.

While GEM’s clientèle constitutes a considerable swath of talent in the esports world, WME | IMG boasts a veritable who’s-who of entertainment acts. Its music and entertainment acts range from Lady Gaga, Beastie Boys, Calvin Harris, and Deadmau5, to actors and writers, including Hugh Jackman, Hugh Laurie, and Seth McFarlane.

The partnership provides GEM agents and clients with access to a broader ecosystem of sponsorship and marketing opportunities. While details of the press release were vague, WME | IMG’s talent portfolio suggests considerable reach within the entertainment sphere—the type of influence from which the often niche world of esports can certainly benefit.