“New York is the greatest city in the world, and I’m going to ensure that it will also be home to the world’s greatest esports organization in Andbox,” Frey said.
Frey is the founder and CEO of Full Fathom Five, a book, TV, and film production company that’s overseen 40 New York Times bestsellers and has worked on projects with HBO, Netflix, Amazon, Warner Brothers, and Niantic, and more. He’ll now oversee growth for Overwatch League founding franchise New York Excelsior (NYXL), the New York Subliners (NYSL) of Call of Duty League, NYSL Mayhem in Call of Duty: Mobile, and a team that competes in Valorant.
“New York is the greatest city in the world, and I’m going to ensure that it will also be home to the world’s greatest esports organization in Andbox,” Frey said in an official release. “Esports has become a massive convergence point for the modern world of culture and entertainment. Andbox is going to put New York at the very center of that new universe with an array of content series, apparel collaborations, and brand partnerships that no other organization will be able to match.”
Andbox has a wealth of investors, including Thirty Five Ventures, actor Michael B. Jordan, former Turner president David Levy and executives from companies like Dapper Labs, Warby Parker, Harry’s, and GIPHY.
“Bringing on James as our first-ever CEO caps off four years of foundation building as New York’s flagship esports organization, and positions us perfectly to grow as an entertainment brand,” said Farzam Kamel, Andbox Co-founder and President. “He is a truly unique talent who will do things that are unprecedented in our industry. That’s what we were looking for in this role, and we couldn’t have found a better fit.”