GRAVITY ROAD LAUNCHES DEDICATED GAMING, SPONSORSHIP & ESPORTS PRACTICE

London-based creative agency Gravity Road has launched a new dedicated gaming, sponsorship, and esports marketing practice. 

Operating out of the Gravity Road’s New York office, the new company says the new venture will build on the company’s experience of “delivering successful work for brands through gaming, esports and entertainment vehicles.”

Established in 2011, Gravity Road has been involved in the gaming and esports space in recent years, including as a strategic partner of Mastercard for its League of Legends activation in 2018 – a partnership which has since expanded considerably. 

The agency has also worked with the gambling industry, including with PokerStars for its camping featuring Usain Bolt and Kevin Hart. 

Discussing the news Co-founder of Gravity Road, Mark Boyd, said:

“Some brands still pretend gaming is a subculture, when it is now a culture itself. It is where audiences and customers choose to spend their time and where they socialise. It is the single most potent cultural aesthetic shaping fashion, video, sport, music and beyond. To not be factoring a gaming dimension into your marketing plan is increasingly reactionary.”

Gravity Road’s parent company, You & Mr Jones, has also made a strategic investment in California-based gaming venture fund Griffin Gaming Partners (GGP) – a move that should give it access to key players in the gaming industry. 

You & Mr Jones acquired Gravity Road in 2018, and also owns MoFilm, 55, Mobki, Oliver and Collectively. Additionally, it has invested in 19 other companies, including Gfycat, Pinterest, Niantic (Pokémon Go developer). 

Griffin Gaming Partners has investments in 13 companies, including VoIP/social media giant Discord, mobile competition platform Skillz, AI game content creation solution Latitude, and game development studios Tactile, Funzy, SuperSocial, and Frost Giant Studios. As previously reported, in November 2020, GGP raised $235M for its gaming and tech-focused fund.

AYO.NEWS says:

Over the past year we’ve seen several marketing and advertising agencies, including DBB Worldwide, establish dedicated gaming and esports divisions – something that illustrates just how important the space is to contemporary culture (and how much money is now involved). 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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