London-based creative company Gravity Road has announced the launch of its gaming and esports marketing practice, which is to be primarily operated from the firm’s headquarters in New York.
According to the release, the move builds on the company’s experience of ‘delivering successful work for brands through gaming, esports and entertainment vehicles’. Further details of the initiative are yet to be disclosed.
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“Some brands still pretend gaming is a subculture, when it is now a culture itself,” commented Mark Boyd, Co-founder of Gravity Road. “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.”
In addition to the launch of its new practice, Gravity Road has made a strategic investment in gaming venture fund Griffin Gaming Partners (GGP), through its holding company You & Mr Jones. This investment is expected to provide the firm with strategic access to key partners across the gaming industry. The firm’s other investments include gaming messaging platform Discord, interactive virtual concert business Wave, and mobile competition platform Skillz.
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Founded in 2011, Gravity Road has worked on a variety of projects, including building audiences across gaming communities and game development. Moreover, the company has been a strategic partner of Mastercard’s League of Legends sponsorship and esports programme since 2019.
Esports Insider says: It’s probably a smart move for an experienced entertainment company, such as Gravity Road, to set itself up to enter the esports industry. It’ll be intriguing to find out more about this practice and what its role is going to be in the near furture.