Prominent New York City esports organization Andbox has hired filmmaker, businessman and controversial writer James Frey as its first CEO. In doing so, the organization hopes to continue its evolution from a competitive gaming team into a wide-ranging entertainment brand.
Andbox is the largest esports organization based in New York, fielding teams in Overwatch, Valorant and Call of Duty in addition to a roster of dedicated content creators. The org was founded by Sterling.VC, a venture fund under the umbrella of former New York Mets parent company Sterling Equities. Since its foundation in 2017, Andbox has mostly focused on its efforts as a competitor in some of the major franchised esports leagues — but over the past year, the company has increasingly borrowed from the entertainment industry playbook to produce its own video and podcast content.
Since joining Andbox in October 2021, Frey has largely worked from the shadows while familiarizing himself with both the company and the esports ecosystem in which it operates. “There’s been a gargantuan learning curve for me,” he said. “I’m not going to come in here and pretend that I’m a know-it-all about esports because I’m not.” With three months of esports-industry experience under his belt, Frey is ready for his debut as the esports organization’s front-facing CEO.