Former Machinima exec Amber Howard has joined talent agency Abrams Artists. At Abrams, Howard will serve as an agent in the alternative programming, digital media, licensing, and branding department — which is increasingly expanding its focus on esports and gaming. Her appointment is effective immediately.

Howard departs Machinima as the gamer-focused network is in the midst of a reorganization of sorts, whereupon the WarnerMedia-owned property has been folded into Ellation, the new direct-to-consumer division of Otter Media.

Howard is a veteran talent executive who has previously held roles at Discovery, the NFL, and IMG, according to Abrams. Most recently, she worked on content branding, oversaw talent development, and was involved in various game launches at Machinima. She helped female gaming star Natalie Casanova land a role on Fox’s survivalist reality series Kicking & Screaming, and also headed up casting for Machinima’s own Transformers: Combiner Wars.

Abrams formed a gaming division — that would live within its larger digital department — in Aug. 2017 to rep the likes of Jovenshire and Jesse Cox. Last month, the agency onboarded Henry Gordon to serve as an esports and gaming agent.

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