The businesses behind the teams

Partnerships and content

Triggerfish Partnerships was the sponsorship agency within the group. Its role addressed a central requirement of esports businesses: creating commercial relationships between brands and the audiences around teams and games. The agency structure gave partnerships a dedicated business identity and a specialist remit.

No Scope Media was the content production arm. Content connected the organization to fans between competitions and gave players and creators a way to build recognizable identities. Placing production expertise alongside team operations reflected the importance of entertainment and audience relationships within the company’s wider model.

Talent and performance

GG Esports Academy focused on player development through a residential academy model spanning Overwatch, League of Legends and Call of Duty. It added a developmental setting to a group whose professional teams competed at the top of their respective games.

Innovative Performance Institute complemented that work with a focus on player performance. Taylor Johnson, Infinite’s Vice President of Performance, built out the institute after connecting with Chaney. It brought experience from traditional sports into esports while adapting to players’ schedules and demands. Together, the academy and performance institute organized specialist capabilities around different stages of a competitor’s development.

Events and merchandise

NGAGE Esports addressed event management. Live events provided another setting in which gaming communities, commercial partners and competitive entertainment could meet. Event operations required their own planning, delivery and audience experience capabilities.

Sector Six Apparel added a merchandising business through acquisition. Apparel offered a physical expression of team affiliation and a commercial activity connected to the fan community. Together with sponsorship and content, it broadened the types of business activity represented in the group.

The thinking behind the structure

Chaney’s approach combined acquiring existing businesses with establishing new ones. He also recruited the executive team and directed the creation of shared corporate functions in finance, legal, marketing and operations. This connected specialist company leadership with the practical requirements of running a wider group.

In his later reflections on esports, he emphasized businesses that could develop their own identities and leadership, revenue diversification, and the strength of local communities. The Infinite portfolio provides a concrete example of those interests: competition, media, services and products brought together around a connected audience.

That experience forms part of his broader work in greenfield venture development. It involves defining a specific need, choosing a business model, finding the people to deliver it and creating the organization around them. Infinite illustrates how those tasks can take place across several complementary businesses at once.

A virtual home for the Greenwall

In August 2018, Infinite and OpTic announced Greenwall VR with Sansar. The virtual clubhouse extended the fan experience beyond watching a match: supporters could meet in a shared space, encounter fan art and merchandise, and connect around their teams. The announcement identified Chris Chaney as Infinite's founder and president.

Teams with distinct identities

Allegiance and Obey Alliance joined Infinite in 2018. In his 2020 Ultimate Gamer conversation, Chris described how their intended positioning complemented the wider group: Allegiance’s focus included mobile and family audiences, while Obey brought a strong content identity. The portfolio combined different communities and capabilities.