[Industry news] The Story Mob rebrands

This is a press release posted in addition to our usual editorial content.

Eight years ago, The Story Mob was founded as a communications consultancy specialising in esports. Born out of the competitive gaming scene, the agency built its reputation helping teams, tournament organisers, players and publishers tell their stories, as esports navigated its space within the mainstream and esports fandoms.

Today, esports and gaming are no longer niche. They have become a defining part of mainstream culture, shaping entertainment, fashion, technology and the way younger audiences connect with brands and each other. As the industry has matured and player culture has expanded, The Story Mob has evolved with it.

That’s why, today, The Story Mob are proud to launch their new brand identity and website that reflects its broader focus, helping game publishers, technology companies and consumer brands authentically connect with gaming audiences. Alongside the rebrand, the agency is launching Play Makers, a new strategic consultancy designed to help brands understand, navigate and win in player culture.

Since the company was founded, The Story Mob has worked with a variety of esports teams, organisations, tech consumer brands, game publishers and studios – including, Riot Games, Square Enix, Team Liquid, G2 Esports, Fnatic, the Esports World Cup, Steer Studio, Fateless, Omeda Studio and BAFTA Games Awards.

Founder & CEO Anna Rozwandowicz said:

“Gaming was never a channel. It was always a culture. The mistake too many brands made was thinking access to players was the same as relevance with them. Relevance has to be earned through fluency, respect and a real understanding of what people care about when they play, watch, compete and belong. In the world of gaming, it is hard to compete, especially if you have not earned the right to play. That is the gap The Story Mob was built to close. And as gaming has moved further into sport, entertainment, identity and community, our work has moved with it. 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.”

The new Play Makers consultancy builds on that expertise through immersive strategy sessions for brands, rights holders and leadership teams looking to better understand gaming audiences and identify opportunities for authentic growth.

Rather than traditional marketing workshops, Play Makers combines cultural insight, audience mapping and strategic planning to help organisations understand where they fit within player culture, how to engage the right communities and what success should look like.

Managing Director Karen Low said:

“We’re players ourselves. That’s always been our advantage. We don’t just market to gaming communities – we’re part of them. 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.”

The launch marks the next chapter for The Story Mob as it expands from communications consultancy into strategic player culture advisory, helping brands move beyond simply reaching gaming audiences to becoming genuinely relevant within them.