EXCLUSIVE: Digital talent house Fixated has acquired gamer-focused talent agency Ellify, marking the latest M&A play in the social representation space.

Ellify represents numerous YouTube, Minecraft and Roblox creators, including Foltyn, XiaomaNYC, Nevada, Steak, MandJTV and The Besties. It claims to represent the largest pool of Roblox creators globally.

The deal, which we understand is in the seven-figure range, comes soon after Fixated received a $50M investment from Todd Boehly’s Eldridge Industries. As such, the company will remain on the hunt for other companies to acquire.

Ellify launches in 2016 as a small YouTube rep business, but is now a major player in influencer marketing, which is increasingly crossing over into other media spaces such as film, TV and podcast.

“As brands compete for authentic access to younger audiences, gaming has become one of the most important cultural verticals in the world,” said Zach Katz, co-founder and CEO of Fixated. “Ellify sits at the center of that ecosystem.

“This acquisition is exactly what our Eldridge partnership was designed to fuel: strategic moves that strengthen our roster, expand our leadership, and give creators more power, infrastructure, and opportunity.”

Fixated pointed to Ellify’s model of managing brand partnerships, dealmaking, negotiations and back-office support while its talent focuses on content creation and audience growth. Ellify’s creators will now have access to Fixated’s content services, distribution infrastructure and monetization processes.

“After a decade of building Ellify, and being fiercely independent, we have joined Fixated to change the game and build a new kind of creator business, one focused solely on creator success and growth” said Adam Ferguson, co-founder and CEO of Ellify.

“Joining Fixated was a necessary step to build the platform, resources and infrastructure needed to support creators as real businesses, which is what made Ellify special.”

Ferguson and Fixated’s other co-founders, COO Kyle Hou and Chief Creative Officer Derek Howe will “continue to play key roles as the company integrates into the Fixated ecosystem,” the companies said in a statement.

Hou pointed to Ellify’s focs on “building the operational backbone that creators actually need,” and added: “By joining Fixated, we can do this with larger impact and more agility, while remaining deeply hands-on with our talent.”

For Fixated partner and Chief Business Officer Ali Adab, the deal marks “a full-circle moment,” he said. “Having worked closely with Ellify’s founders in the early days of the creator space, I’ve had a front-row seat to their evolution into one of the most influential creator representation firms in the industry. Partnering again to execute on an aligned vision feels like a natural next chapter.”

The deal comes after L.A.-based Fixated, which also monetizes digital content, hired Jason Russak as Chief Content Officer to work alongside founding partners Jason Wilhelm and Zach Katz. Fixated positions itself as a bridge between traditional entertainment infrastructure and the emerging creator economy.