Fixated, a content creator representation company, has acquired Ellify, another creator representation firm with a strong foothold in gaming and youth culture, as it accelerates its M&A strategy following a recent $50 million investment from Eldridge Industries.
The acquisition expands Fixated’s presence in gaming-focused creator communities, particularly on Roblox, a key platform shaping Gen Z and Gen Alpha audiences. Ellify represents one of the largest pools of Roblox creators globally and has a strong roster across other gaming verticals, including Minecraft and Pokémon, with well-known, brand-safe creators on YouTube such as Foltyn, XiaomaNYC, Steak, Nevada, MandJTV, and The Besties.
Ellify’s business model allows creators to focus on content and audience growth while the company manages brand partnerships, negotiations, and operational support. Under Fixated, Ellify’s creators will gain access to expanded content production, distribution, and monetization infrastructure.
The deal also reconnects longtime collaborators with ties to Vancouver’s creator economy. Fixated’s chief business officer and partner Ali Adab, who is based in Vancouver and has deep roots in the city’s tech and media ecosystem, previously worked closely with Ellify co-founder Adam Ferguson at BroadbandTV—one of Canada’s early creator-economy success stories—before both went on to build global platforms in the space.
“As brands compete for authentic access to younger audiences, gaming has become one of the most important cultural verticals,” said Fixated co-founder and CEO Zach Katz, adding that the acquisition reflects how the company is deploying new capital to strengthen its creator-first ecosystem.
Ellify’s leadership team—including Ferguson, co-founder and COO Kyle Hou, and co-founder and chief creative officer Derek Howe—will continue in key roles following the acquisition.
The move reinforces Fixated’s ambition to build a one-stop shop for creator monetization, spanning talent representation, content production, distribution, and creator infrastructure, as it continues to invest in platforms shaping the future of the creator economy.