Bedroom esports company goes public

Tamworth-based Birmingham entrepreneur Ben Woodward has started an esports agency in his bedroom. The company has now been sold and is even listed on the stock exchange.

A Birmingham entrepreneur who started an esports business in his bedroom describes the “surreal” moment he made it to the NASDAQ. Eight years ago, Ben Woodward founded an esports agency with his business partner and friend Luke Cotton after years of experience in this thriving industry.

The beginnings of the esports agency

The company’s idea was simple – they wanted to represent the best broadcast talent in the esports world, including presenters, analysts and commentators, who would appear at major events and tournaments. Dubbed Code Red Esports, the company managed talent from various video games, from big franchises like League of Legends, Dota 2, and Minecraft to more obscure titles.

Ben, now 39, said the company, like many other startups, didn’t make much profit at first:

“We did it all part-time – we didn’t pay ourselves anything for the first year.”

The company grew steadily and Ben was soon able to bring more employees into the team. At that time, they discovered a new way to grow the business by starting representing influencers and youtubers in the esports industry.

He said:

“We then stumbled into the world of influencers. We represented them and looked after their business interests – we became the middleman between them and the advertisers. Then the business really exploded.”

Ben, who now lives in Birmingham, admits that despite its success, his company has been slow to break into the influencers industry:

“We had to work doubly hard to get into this space – we’ve done well.”

The entrepreneur went on to say that his vast experience and passion for esports was perhaps the most important reason for his success. He said:

“We have a long history in esports in general. A lot of people who have been influential are people we grew up with. We were just there and did it. We have already done everything that has to do with esports.”

Company goes public

After years of growing, the esports agency was finally acquired in 2020 by Gamesquare, an international gaming and esports company that also has professional teams and influencer networks. Earlier this month, Gamesquare was officially listed on NASDAQ – the American Stock Exchange in New York City.

Ben and his business partner Luke flew into town to attend a ceremony in Times Square marking this “surreal” occasion as they are among the companies that make Gamesqaure what it is. Ben said:

“We all went on stage one after the other. They rang the bell, confetti flew everywhere and we were listed on NASDAQ. It was surreal. I just thought, ‘This is NASDAQ, this is the Holy Grail – enjoy it’. 

I can’t imagine there being many Birmingham and Tamworth entrepreneurs who started a business in their bedroom and then found themselves on NASDAQ.”

Ben went on to say that a key reason for his agency’s success has been their “drive and determination.” He added:

“It’s about focusing too much and having a goal. There will always be obstacles that get in the way, but I put in 10 to 12 hours a day, especially in the beginning. It’s all about hard work and dedication. You can do it and you can reach the Holy Grail.”

Photo credit: @BenWoodward | Twitter