The Story Mob, an esports communications consultancy, has announced a significant rebranding, repositioning itself as a "strategic player culture advisory." The move reflects the agency's broader ambition to serve the games industry beyond the esports space, offering social strategy, community management, marketing launches, and consultancy services for publishers, tech companies, and consumer brands.
"As gaming has moved further into sport, entertainment, identity and community, our work has moved with it," said CEO and founder Anna Rozwandowicz. "Gaming culture is where we started. Player culture is where the opportunity now sits: in the rituals, communities and sense of belonging shaped by play far beyond the game itself."
Launching Play Makers
As part of the rebrand, The Story Mob has also launched a new strategic consultancy service called Play Makers. The service aims to "help brands understand and navigate player culture" through immersive strategy sessions. These sessions are designed to help brands, rights holders, and leadership teams understand their place in player culture and engage relevant communities.
"Play Makers gives brands direct access to that perspective, helping them avoid the common pitfalls and build strategies that resonate with players rather than simply targeting them," said managing director Karen Low. The Story Mob has partnered with a wide range of organizations since its founding in 2018, including Riot Games, Square Enix, the Esports World Cup, Steer Studios, Omedia Studio, and the BAFTA Game Awards. This rebrand signals the consultancy's intent to capitalize on the growing recognition of player communities as a key driver of brand loyalty and commercial success in the entertainment industry.