Nicole LaPointe Jameson, 26, was charged with revitalizing a two-decade-old esports brand when Peak6 Investments acquired Evil Geniuses in May 2019. A member of Forbes 30 under 30 for gaming, LaPointe Jameson built her career in private equity with Peak6 and told The Washington Post her expertise in fixing “distressed businesses” led to her being chosen as EG’s new CEO.
While Evil Geniuses has seen consistent success competing in legacy games like “Call of Duty” and “DOTA2” throughout its 21-year history, the company lacked the financial backing to compete with up-and-coming organizations. Amazon’s Twitch had acquired Evil Geniuses through its parent company Good Game Agency in 2014, but divested from the esports team two years later to avoid conflicts of interest.
With LaPointe Jameson’s leadership and Peak6’s investment, Evil Geniuses acquired a franchise slot in the League of Legends Championship series, America’s most lucrative esports league, in September 2019.
LaPointe has fully embraced her role as the team’s leader, appearing in promotional videos and making her Twitter feed a hub for the legions of dedicated EG fans. She told The Post she’d prefer to run the team from behind the scenes, but after years of shared ownership between players the team was in need of a new public face.
As a Black woman in an industry dominated by young white and Asian men, LaPointe Jameson has been vocal about her desire to make Evil Geniuses a diversity leader. In March, LaPointe Jameson and Evil Geniuses successfully recruited 2018 Esports Player of the Year Dominique “SonicFox” McLean, an outspoken advocate for LGBTQ+ people and people who identify as furries.
In June, the company removed two members involved in inappropriate conduct: a longtime broadcaster accused of sexual harassment and a top fighting game player accused of making comments denigrating Black women in 2017.
Expanding beyond the world of competition, Evil Geniuses has launched a podcast to discuss issues of race and gender in gaming called "Live Proud." The show is hosted by "Street Fighter" champion Ricki Ortiz, who has been a member of Evil Geniuses since 2010, and Erin A. Simon, a Black woman who has hosted programs for ESPN esports and Cheddar esports.