Trailer Park Group launches new agency ‘Mutiny’ to tap into gaming industry
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 considerable growth and success of its gaming practice.
With an estimated 2.81 billion gamers worldwide in 2022 and a gaming industry expected to reach $250 billion by 2025, the launch of Mutiny strengthens Trailer Park Group’s ability to create content, campaigns and experiences that drive market culture for leading games. 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 the premium content production resources of Trailer Park Group globally.
“Gamers represent one-third of the population, encompassing all genders, ages, income levels, ethnicities and devices. Aside from the biggest entertainment franchises, there really is no other industry with such passionate fans as gaming industry,” said Rick Eiserman, CEO of Trailer Park Group. “The launch of Mutiny is a logical next step for Trailer Park Group given our unparalleled understanding of the entertainment world, our deep experience in subscription and streaming services and our 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 a vision to create a premier creative agency focused solely on the games category. Over the past twelve 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 brands, publishers, platforms, studios and most recognizable gaming services including Xbox, Riot Games, Niantic, and Ubisoft.
Larratt-Smith said, “As the gaming industry and media landscape rapidly evolves, we see an incredible opportunity to create a new kind of gaming agency for the modern gaming audience, providing channel-agnostic creative work combined with deep-rooted audience insights and agile production solutions. For us, Mutiny is about facing the unknown and finding opportunities in a rapidly changing market environment. It’s not a rebellion, it’s It’s a proclamation of what we believe is possible when you combine an unwavering focus on the audience with relentless creative exploration.
Mutiny is supporting Xbox Game Pass marketing efforts globally as the subscription service continues to grow, recently surpassing the 25 million subscriber milestone. Other Xbox campaign highlights include unveiling the PC Game Pass brand refresh at The Game Awards with the help of Dave and GaTa, launching a TikTok Hashtag Challenge for Forza Horizon 5 generating more than 11 billion views and the creation of a mockumentary to showcase the PC game. Spend the 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 diversity and inclusion of the Xbox community, highlight the accessibility that delivers great gaming experiences, and exemplify creativity in games. As we think about creating global campaigns that communicate this promise, it’s important that we have partner creative agencies like Mutiny who understand our audience and the importance of connecting.
The Mutiny team is fully remote and comprised of marketers and seasoned gamers who are inspired to create work that speaks directly to the gaming community. Mutiny’s Executive Creative Director, Noah Eichen, is an embedded creative leader and award-winning filmmaker who has played a critical role in the growth and evolution of gaming content marketing. Eichen has led teams across the gaming industry for over 17 years, creating groundbreaking content and campaigns for Xbox, Mojang, EA, Ubisoft, Sega and more.
Eichen said, “With the speed at which games marketing evolves, it is imperative that Mutiny is designed to be as nimble and adaptive as the industry itself. Games are now synonymous with culture in the same way as fashion, music, cinema and sport. And we see a huge opportunity with the content and storytelling that helps support and expand the huge and rich game worlds. We believe fandom should be born out of earned engagement, and that’s our forte: helping our customers create rich, tailored experiences that drive measurable results and build lasting affinity and trust.
Mutiny’s launch 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 Vice President of Global Production, as well as the acquisition of White Turtle Studios in Mumbai and MXW Studios in London.