This article was originally published on GameSpot's sister site onGamers.com, which was dedicated to esports coverage.

　　After having only been a registered company for less than a half-year, Clutch Entertainment manage to make a statement with their first representatives; the undisputededly best team in CS:GO, Ninjas in Pyjamas. Clutch Entertainment, which is spearheaded by CEO Andreas Gillberg, Scream Mediabyrå AB consultant Ragnar Tingström, as well as former WoW superstar Gustav 'Marilyn' Käll who will act as the company's player manager.

　　In the press-release provided by Clutch on the eve of their website going live, the company proclaims that:

　　With this website we’d like to welcome you to Clutch Entertainment and the dawn of a new eSports era. The media landscape and the business of eSports will never be the same again. So check back frequently with Clutch.se for the latest on everything you need to know about the eSports business.

　　In a separate announcement on their website, we can read more on their goals as a company:

　　Gamers as a target audience have become an increasingly important element of a successful marketing mix. The younger audiences and especially men has become increasingly difficult to reach by commercial messages, because they are literally fleeing broadcast TV. Since 2005, in Sweden, the target group All 20-29 reduced their TV viewing by almost 25 % (minute average per day). eSports on the other hand, is going in the exact opposite direction, which is why most media houses are focusing their attention in this direction. And the only way to reach this audience is through intelligent and engaging marketing that speaks the gamers’ language ​​and reaches the audiences in their chosen forums.

　　Gamers are a huge and important audience to reach, but still very few companies know how to be successful and in the process major marketing budgets are wasted on wrong investments. Clutch Entertainment’s aim is to bridge this knowledge gap and to add to companies’ traditional ways of marketing by creating a unique brand of marketing with 100 % eSports focus.

　　The endeavour the company is embarking upon is not the first of its kind, as the eSports Management Agency was already established in 2012 and features esports-wide celebrities like Nick 'Tasteless' Plott, Dan 'Artosis' Stemkoski and Greg 'IdrA' Fields.

　　Image source: Clutch.se, Nip-gaming.se