Aim Lab is the virtual gym all the kids attend. It wants to be more than that.

But as the app grew, so too did the vision. Training and warming up was a core part of Aim Lab's appeal. Could data gathered to that end be leveraged for matchmaking, with players' skill profiles used to place them into more satisfying games? There were brief flirtations with fantasy and sportsbetting, which Mackey says "weren't really exciting." In November, Statespace purchased Pro Guides, which operates something like a MasterClass program for esports, as well as coaching that matches professional players with paying clients.