CAA Expands into Gaming Industry
Christopher Erb, the founder of Tripleclix, a strategic marketing firm focused on connecting consumers, brands, and the video games industry, is set to join CAA. Tripleclix specializes in helping advertisers establish direct relationships with consumers through gaming. As part of the agreement, Erb and his team of 16 members will become part of CAA Brand Consulting, the agency’s marketing division managing over $5 billion in strategic partnerships worldwide.
CAA recognizes the growing influence of gaming in people’s lives, according to Aubree Curtis, Global Co-Head of CAA Brand Consulting. She mentioned that more clients are seeking assistance in creating strategies within the gaming space.
The financial details of the collaboration have not been disclosed.
Tripleclix, established in 2014, focuses on bridging gaming publishers and their content with various brands. The firm has worked with publishers like Xbox, SEGA, and Skybound Entertainment, as well as brands such as Kellogg’s, Ferrara, and Swarovski. Erb’s background includes marketing roles at Wizards of the Coast and EA Sports before launching Tripleclix. He also served as the executive vice president of brand marketing for Legendary Entertainment.
In the past, advertisers approached video games with caution, but Erb notes that this mindset has shifted. Many clients now seek guidance on how to navigate the gaming landscape. Erb advises brands to commit to the space long-term rather than treating it as a short-term venture.
CAA’s expansion into gaming follows its recent acquisition of licensing agency Beanstalk. The company has assisted brands like Diageo’s Guinness, Kellanova (formerly Kellogg’s), and Dole in expanding their products into new markets. Founded in 1992, CAA operates globally with offices in various locations.
