Games industry veterans Pontus Mahler and Jacques Benchetrit have raised $600,000 to launch a publishing and fundraising advisory service for games companies.
AGP will focus on M&A, financing, publishing and co-development advisory for PC, console and software-as-a-service companies, and will subsequently expand into mobile, co-development and other related industry sub-verticals.
AGP has raised the funding to expand its services with the backing of several gaming-focused angel investors, and the company is starting out with six clients already on board.
Each partner brings their own unique experience: Marler comes from an eSports background, having played professionally in various strategy games such as Heroes of Newerth, before leading over 30 seed stage investments during his time at GTR.
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Meanwhile, Benchetrit comes from the London-based investment banking industry, having held roles at HSBC and Houlihan Lokey, before leading M&A for Zordix, a Swedish-listed serial video game acquirer. Their combined expertise gives AGP unique insight and capabilities in client selection, intelligence gathering and presentation, negotiation and creative deal structuring.
“We are excited to launch Agora Gaming Partners to work with some of the most talented entrepreneurs in the gaming industry,” Managing Partner Mahler said in a statement. “The combined experience of Jack, myself and our team will provide our clients with the tools they need to succeed in today’s competitive environment.”
Specifically, the company will focus on publishing, acting as agent and lead negotiator for PC and console publishing deals for development budgets ranging from indie to double-A (budgets up to $50 million), as well as acting as an intermediary in IP licensing negotiations.
The firm also works in M&A: AGP leverages its relationships and global network to find ideal long-term partners on behalf of major companies valued at up to $100 million.
And it helps with fundraising: AGP maintains an extensive global network of PE, VC and strategic investors.
The total assets under management available for deployment in video games and video game related companies exceeds $40 billion.
“We have built many great relationships within the games industry. Our partners and customers are our friends. AGP is our way of giving back by providing our insight, connections and time to help our friends achieve their dreams,” managing director Benchetrit said in a statement.
