Digital talent management company Fixated has acquired gaming-focused talent agency Ellify in a seven-figure transaction, per Deadline. The deal brings Ellify’s roster of Roblox and YouTube-native creators under Fixated’s broader talent and content services operation.

Founded in 2016, Ellify began as a YouTube-focused representation business before expanding into influencer marketing and brand partnerships. The agency provides creator management services, including dealmaking, negotiations, and back-office support, with a growing emphasis on gaming-driven creator formats. Its roster includes creators known for Roblox, “Minecraft,” and gaming-adjacent content, such as Foltyn, XiaomaNYC, Nevada, Steak, MandJTV, and The Besties.

Fixated said Ellify’s creators will gain access to its in-house content services, distribution infrastructure, and monetization processes. The acquisition also expands Fixated’s footprint in gaming, an area brands increasingly view as a pathway to reaching Gen Z and Gen Alpha audiences through creator-led formats rather than traditional media buys.

The transaction follows Fixated’s $50 million investment from Eldridge Industries in December 2025, building on an initial $10 million investment made in March 2025. Fixated has indicated that additional acquisitions are expected as it continues to scale its talent, content, and distribution capabilities.

Management Structure

Ellify co-founders Adam Ferguson, Kyle Hou, and Derek Howe will continue in leadership roles following the acquisition.

“After a decade of building Ellify and being fiercely independent, we have joined Fixated to build a new kind of creator business focused on creator success and growth,” Ferguson said.

Hou added that joining Fixated would allow the agency to operate “with larger impact and more agility,” while remaining closely involved with talent management.

Strategic Context

Zach Katz, co-founder and CEO of Fixated, said gaming has become an increasingly important cultural and commercial category as brands seek ways to connect with younger audiences through creators rather than traditional advertising channels.

“Ellify sits at the center of that ecosystem,” Katz said, adding that the acquisition aligns with Fixated’s strategy following its partnership with Eldridge.

Ali Adab, a Fixated partner and Chief Business Officer, described the transaction as “a full-circle moment,” noting his early professional relationships with Ellify’s founders during the formative years of the creator economy.

Fixated was founded in 2023 by Katz, formerly president of FaZe Clan, and Jason Wilhelm, co-founder of TikTok-focused creator management company TalentX. The company operates an in-house studio and a distribution network that spans more than 25,000 clipping and content distribution endpoints.