The Story Mob rebrands, launches Play Makers consultancy

The Story Mob, a public relations agency founded eight years ago, has rebranded and launched Play Makers, a strategic consultancy focused on what the agency calls player culture. The agency also published a redesigned website with information on the rebrand and its services.

Play Makers offers strategic advisory work that combines cultural insight, audience mapping and planning. The consultancy runs immersive sessions designed to help organisations identify where they fit within player culture, which communities to engage and how to measure success.

The service is aimed at clients entering or expanding in gaming-adjacent sectors, including entertainment, fashion and technology, where people’s relationship with games extends beyond competition to social rituals and group belonging. The agency said the new offering moves beyond traditional esports communications into broader strategy work for brands and rights holders.

The Story Mob said it developed the consultancy from its work with teams, publishers and events. Clients named by the agency include Riot Games, Square Enix, Team Liquid, G2 Esports, Fnatic, the Esports World Cup and the BAFTA Games Awards.

Founder and CEO Anna Rozwandowicz described the rebrand as a change in how the agency frames its work. “Gaming was never a channel. It was always a culture,” she said, adding that brands should build understanding of how people play, watch, compete and belong.

Managing Director Karen Low highlighted the agency’s internal connection to the communities it advises. “We’re players ourselves. That’s always been our advantage,” she added, saying Play Makers gives brands access to that perspective and helps them avoid common pitfalls.

The Story Mob said it has recently expanded projects with Riot Games across Europe, the Middle East and Africa to include publishing and entertainment communications alongside competitive gaming. The agency did not disclose financial terms or detailed timelines for the new consultancy.

Further information on the rebrand, Play Makers, past work and the team is available on the agency’s website at thestorymob.com.