Wednesday, December 6, 2023

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    Stagwell-owned agency bets on new gaming partnership to target Gen Z

    Stagwell-owned business agency Gale on Tuesday formed a strategic partnership with gaming agency Moonrock Labs to expand its efforts around branded gaming experiences, from building in-person activations to in-game media opportunities.

    The gaming solutions partnership will allow both parties to leverage Moonrock Labs’ game development and design capabilities and Gale’s integrated marketing approach and client base. The two agencies have had ongoing collaborations involving clients such as Wells Enterprises, Bomb Pop and Truth Initiative.

    Ben James, Gale’s chief innovation officer, believes gaming is still an untapped market for brands — especially when it comes to creating content with the communities and creators on popular platforms.

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