Trailer Park Group, the global leader in entertainment marketing and content production spanning North America, Europe and APAC, today announces the launch of Mutiny, its dedicated and specialized global gaming division – driven by the tremendous growth and success of his gaming practice.

With an estimated 2.81 billion gamers worldwide by 2022 and a gaming industry projected to reach $250 billion by 2025, the launch of Mutiny bolsters Trailer Park Group’s ability to create content, campaigns and experiences that a market-changing culture for leading gaming is driving brands. Mutiny is an integrated creative agency focused solely on the gaming space, anchored by deep audience insights, integrated creative thinking, and proprietary data and strategy – all supported by Trailer Park Group’s premium content production assets on a global scale.

“Gamers make up a third of the population and include all genders, ages, income levels, ethnicities and devices. Aside from the largest entertainment franchises, there really is no other industry with fans as passionate as the gaming industry,” said Rick Eiserman, CEO of Trailer Park Group. “The launch of Mutiny is a logical evolution for Trailer Park Group given our unparalleled understanding of the world of entertainment, deep subscription and streaming experience, and unparalleled creative talent, and we have ambitious plans to grow it.”

Mutiny is led by SVP Geordie Larratt-Smith, who joined Trailer Park Group in 2021 with the vision to build a best-in-class creative agency focused solely on the gaming category. Over the past twelve months, Larratt-Smith has expanded the team to more than 25 full-time employees – all passionate members of the gaming community – while working with some of the most recognizable gaming brands, publishers, platforms, studios and services, including Xbox, Riot Games , Niantic and Ubisoft.

Larratt-Smith said: “As the game industry and media landscape evolves rapidly, we see an incredible opportunity to build a new type of gaming agency for the modern gaming audience – by providing channel-agnostic creative work coupled with deep-rooted audience insights. and flexible production solutions. To us, Mutiny is about taking on the unknown and finding opportunities within a rapidly changing market environment. This isn’t rebellion, it’s a proclamation for what we believe is possible when you combine relentless audience focus with relentless creative exploration.

Mutiny is supporting Xbox Game Pass’s marketing efforts worldwide as the subscription service continues to grow and recently passed the 25 million subscriber milestone. Other highlights of the Xbox campaign include the unveiling of the PC Game Pass brand refresh at the Game Awards with the help of Dave and GaTa, the launch of a TikTok Hashtag Challenge for Forza Horizon 5 with more than 11 billion views, and the making a mockumentary music video to highlight the PC game. Pass on the deal of the summer with the help of popular PC streamers Myth, QTCinderella and iiTzTimmy.

Craig McNary, director of global branding and integrated marketing for Xbox, said: “At Xbox, we believe that gaming is about fun, community and bringing people together. Our campaigns celebrate the diverse and inclusive Xbox community, highlighting the accessibility that brings great game experiences and exemplify creativity in games. When we think about creating global campaigns that deliver on that promise, it’s important that we have creative agency partners like Mutiny who understand our audience and the importance of building connection .”

Completely remote, the Mutiny team is made up of seasoned marketers and gamers inspired to create work that speaks directly to the gaming community. Mutiny’s Executive Creative Director, Noah Eichen, is an award-winning integrated creative leader and filmmaker who plays an integral role in the growth and evolution of game content marketing. Eichen has been leading teams in the game industry for over 17 years, building groundbreaking content and campaigns for Xbox, Mojang, EA, Ubisoft, Sega and more.

Eichen said: “With the speed at which game marketing evolves, it is imperative that Mutiny is built to be as agile and adaptive as the industry itself. Games are now synonymous with culture, as are fashion, music, movies and sports. And we see a huge opportunity with the content and storytelling needed to support and expand the vast, rich worlds of games.We believe that fandom should be born of deserved involvement, and that’s our sweet spot: our helping customers create rich, tailored experiences that deliver measurable results and build lifelong affinity and trust.”

The launch of Mutiny follows other recent strategic growth steps for Trailer Park Group, including the appointment of Tamagna Ghosh as APAC General Manager and Gina Grosso as SVP of Global Production, as well as the acquisition of White Turtle Studios in Mumbai and MXW Studios in London.

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