Trailer Park Group, known for its entertainment marketing and content production, has launched a dedicated and specialized global gaming division called Mutiny.
With an estimated 2.81 billion gamers across the globe in 2022, and a gaming industry projected to hit $250B by 2025, the formation of Mutiny fortifies Trailer Park Group’s ability to create content, campaigns, and experiences that drive market-moving culture for leading gaming 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 backed by Trailer Park Group’s premium content production resources on a global scale.
“Gamers make up a third of the population, encompassing all genders, ages, income levels, ethnicities, and devices. Aside from the biggest entertainment franchises, there’s really no other industry with fans as passionate as the gaming industry,” said Rick Eiserman, CEO of Trailer Park Group.
Mutiny is led by SVP Geordie Larratt-Smith, who joined Trailer Park Group in 2021 with the vision of building a best-in-class creative agency focused solely on the gaming category. Over the past 12 months, Larratt-Smith has grown the team to over 25 full-time employees–all passionate members of the gaming community–while partnering 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 gaming industry and media landscape rapidly evolve, we see an incredible opportunity to build a new type of gaming agency for modern gaming audiences–providing channel agnostic creative work combined with deeply rooted audience insights and agile production solutions. For us, Mutiny is about taking on the unknown and finding opportunity within a fast-moving market environment. This isn’t a rebellion, it’s a proclamation for what we think is possible when you combine unwavering audience focus with relentless creative exploration.”
Mutiny supports Xbox Game Pass marketing efforts globally as the subscription service continues to grow, recently passing the 25 million subscriber milestone. Additional Xbox campaign highlights include unveiling the brand refresh of PC Game Pass at the Game Awards with the help of Dave and GaTa, launching a TikTok Hashtag Challenge for Forza Horizon 5 driving over 11Bn views, and creating a mockumentary music video to highlight the PC Game Pass deal of the summer with the help of popular PC streamers Myth, QTCinderella, and iiTzTimmy.
Craig McNary, director of global brand and integrated marketing for Xbox, said: “At Xbox, we believe gaming is about joy, community, and bringing people together. Our campaigns celebrate the diverse and inclusive Xbox community, highlight the accessibility that delivers great gaming experiences, and illustrate the creativity in games. As we think about creating global campaigns that communicate that promise, it’s important that we have creative agency partners like Mutiny who understand our audiences and the importance of building connection.”
The Mutiny team is fully remote and made up of seasoned marketers and gamers who are inspired to create work that speaks directly to the gaming community. Mutiny’s executive creative director, Noah Eichen has led teams across the gaming 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 is evolving, it is imperative that Mutiny is built to be as agile and adaptive as the industry itself. Games are now synonymous with culture just like fashion, music, movies, and sports. And we see a massive opportunity with the content and storytelling that goes into supporting and expanding the massive, rich worlds of games. We believe that fandom has to be born out of earned engagement, and that’s our sweet spot–helping our clients craft rich, bespoke experiences that drive measurable results and build lifelong affinity and trust.”
The launch of Mutiny follows other recent strategic growth moves for Trailer Park Group including the appointment of Tamagna Ghosh as managing director of APAC, and Gina Grosso as SVP of global production, as well as the acquisition of White Turtle Studios in Mumbai and MXW Studios in London.
