GG Group combines digital media, celebrities, esports, and gaming culture

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Gaming has become the center of the entertainment universe, but it doesn’t necessarily have home-grown media companies that reflect that. That’s why some early esports entrepreneurs have returned to the startup life to form GG Group.
The Toronto entity is a holding company that will own a variety of media entities, such as esports teams, celebrity gaming influencers, content production, fashion, and other digital media businesses.
It’s the brainchild of Zach Zeldin and Billy Levy, who have been rather skeptical of many esports and game culture companies that were part of the wave of the esports boom of the last few years. They’ve seen companies with absurdly high valuations, non-viable business plans, and lots of fluff with no substance. That led them to decide they should start their own company and help others get off the ground through investments, acquisitions, and partnerships.
“We were wary of the pitches we were getting. It became very clear to us that either the valuations were too high or business models weren’t realistic. Ultimately, we saw the opportunity to create an ecosystem of companies that fed off each other,” Levy said. “So we’re not just looking to build …

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