Rooster Teeth is eyeing international expansion. The Fullscreen-owned digital media company has announced plans to open up new offices based in London. Rooster Teeth, which is headquartered in Austin Texas, will look for new UK-based talent as it aims to strengthen its connection with European fans.
Eric Cherry, former CEO of Hannabee — the official licensor and distributor of Rooster Teeth merchandise in Australia and New Zealand — has been hired on at the company as its new Head of Global Business Development. Cherry will run the London outpost and build a team based in the English capital. He will be responsible for building a presence in the U.K. and in other international markets, across programming, licensing, consumer products, and live events. The industry veteran, who has been working with Rooster Teeth since 2008, will also be responsible for the international expansion of FIRST, the company’s SVOD service.
“Building communities is a goal and we’ve done a good job in the U.K. but know we could do more,” Hullum told Variety, which first reported on the news. “The talent and community piece in the U.K. has been underserved and we wanted to correct that.”
Why it matters:
The UK could prove to be a perfect place for the expansion the Rooster Teeth brand. Because the U.S. and U.K.’s programming tastes are closely matched, Rooster Teeth won’t have a tough time finding an audience. In fact, the company has already successfully tested its popularity in the U.K. with over 15,000 attendees to a U.K. edition of its RTX gaming event held in October 2017.