Unsigned Group, a talent agency co-owned by Coldplay’s Guy Berryman, has announced its move into esports by signing Nicolai ‘dev1ce’ Reedtz to its roster of clients.
The signing coincides with the CS:GO player’s transfer to Ninjas in Pyjamas, with the contract co-negotiated by Unsigned Group.
According to the release, Unsigned Group will exclusively manage dev1ce’s professional contract, alongside the players branding, endorsement, and licensing deals.
Regarding the announcement, dev1ce commented: “Esports has been considered the Wild West in player management for too long. It’s been accepted as the norm: we are a partnership at Unsigned, working together to create real and interesting opportunities in the esports space. I’m really excited to be working together and for people to see our plans and for others to be on the journey with us.”
Earlier today dev1ce departed Danish organisation Astralis after a five-year tenure that saw the player win four major tournaments. NiP has confirmed that the CS:GO player has signed a three-year contract with the organisation.
Gavin Myall, CEO of Unsigned, added: “Unsigned has always had talent at the centre of what we do. The phenomenal and rapid growth of esports has not been mirrored in the way in which players and brands in the sport are represented. Unsigned want to address that.
“Player management and the IP that is created with and around them is paramount to building a long-term career in the business: gaining access to the sport, the clubs, players and the fans is essential for brands on a global scale. Dev1ce is a partner and a key signing for Unsigned. I couldn’t be happier.”
Esports Insider says: This is a huge move not only for CS:GO but the esports industry as a whole. Not only has dev1ce left Astralis to join NiP but the player has also become the first esports professional to be represented by Unsigned Group. The talent agency’s involvement in the negotiation is also very interesting and it’s likely as esports continues to professionalise, this becomes more common.