Esports infrastructure company Allied Esports concluded a strategic review of its business operations and announced a rebrand which will see its corporate name changed from “Allied Esports Entertainment” to “Allied Gaming & Entertainment Inc.”

The restructure will see the company retain its esports operations and also diversify the company's focus to a wide range of entertainment and gaming products and services.

The company appointed Robert Proctor to lead the restructuring of its esports business (housed under Allied Esports International) as its new CEO. Proctor has three decades of experience in the entertainment, technology, and media industries and has held multiple C-level positions.

Analyst QuickTake : The restructure will allow Allied to focus on growth areas while it aims to achieve profitability in its esports operations. In its Q3 2022 earnings release , Allied Esports reported improved adjusted EBITDA losses of USD 1.8 million, compared with a loss of USD 3.0 million in the previous year.