What Experience12 does

Experience12 is a London-based, privately held B2B experiential marketing agency founded in 2013 that creates brand experiences, events, exhibition stands, PR stunts, press and influencer programmes, and gift boxes for entertainment, gaming, and non-endemic brands. The agency's client roster spans tier-one entertainment and gaming names including Sony PlayStation, Disney and Disney+, Netflix, LEGO, Paramount+, eBay, SEGA, Amazon Prime Video, Universal, Warner Bros, Bethesda, Sky, Konami, Jagex, 2K, eOne, Kodansha, and All The Anime, with campaigns delivered globally from the UK to the US, Japan, China, and continental Europe. Engagement is delivered through project-based and retainer arrangements acquired via enterprise field sales, industry relationships, convention presence (Comic Con, Gamescom, EGX, Tokyo Game Show, China Licensing Expo), thought-leadership content, and the agency's owned Popcultr industry platform.

The agency's underlying capability set combines creative and experience design, global fabrication and logistics (including in-house 3D printing using recycled ocean and industrial plastics for props such as Netflix's 3.5m Witcher Myriapod), immersive technologies including 360-degree digital screens and holograms, and AI-driven feature layers such as the AI Photo Booth deployed at the Paramount+ Star Trek: Strange New Worlds launch and the AI Trading Card Generator used at eBay Live events. The firm maintains a decade-long proprietary fan dataset covering over 30,000 respondents in the UK and US to inform campaign strategy, holds Cyber Essentials certification and a Modern Slavery Act compliance statement under its operating entities Popcultr Ltd and WhittleMedia Ltd, is backed by the UK Government's Department for Business and Trade, and counts AIA, IPM gold, and FMBE New Agency of the Year (2019) recognitions among its industry awards.

Commercially, Experience12 monetises through professional-services fees on experiential campaigns and exhibitions; pricing is custom and not publicly disclosed. The GTM motion is enterprise-led, anchored by senior client-side relationships in entertainment and gaming marketing functions, while the Popcultr sub-brand functions as both a community layer and an indirect acquisition channel. Senior leadership is founder-controlled, with Chris Whittle as Founder and CEO, George Bateman as Managing Director, and a non-executive directorship providing governance; the firm shows no disclosed institutional funding and operates as a bootstrapped private company.

Name

Experience12

Legal name

Popcultr Ltd

Website

https://experience12.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Experience12 is a London-based B2B experiential marketing agency creating brand activations, events, exhibitions, and PR stunts for entertainment, gaming, and non-endemic brands globally. It serves clients including PlayStation, Disney, Netflix, LEGO, and eBay using in-house fabrication, immersive technologies, and AI-driven photo and trading-card features.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Other Amusement and Recreation Industries (7139)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Event Strategy & Experience Design (BPAFAGAA), Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

Keywords

• Experiential marketing agency
• Brand activations
• Pop culture events
• Exhibition design build
• Creative experience design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Experiential Marketing Services: Project-based and retainer contracts for creating brand experiences, events, and activations for entertainment and gaming brands. Services include creative strategy, exhibition design and build, experiential events, PR stunts, and press/influencer engagement.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Experience12 is a pop culture experiential marketing agency that creates live events, roadshows, exhibition stands, PR stunts, press and influencer events, and themed gift boxes for entertainment, gaming, and streaming brands. The agency combines creative strategy, in-house fabrication (including 3D printing), and AI-powered fan engagement tools such as an AI Photo Booth and AI Trading Card Generator to deliver campaigns for clients including PlayStation, Disney, Netflix, LEGO, SEGA, Sky, BBC Studios, Marvel, and Red Bull.

Product overview

Experience12 is a pop culture experiential marketing agency offering a comprehensive suite of brand experience services. Their core offerings include Creative & Experience Design (strategy, ideation, concept development, 3D visualisation), Experiential & Roadshow Events (activations, logistics, immersive technologies), Exhibition Design & Build (global exhibition management), PR Stunts (large-scale installations, projection mapping), Press & Influencer Events (venue sourcing, social amplification, PR), and Gift Boxes (custom and off-the-shelf promotional packaging). The agency specialises in delivering campaigns for entertainment brands including PlayStation, Disney, Netflix, LEGO, Paramount, and eBay, spanning pop-ups, trade shows, product launches, and fan engagement activations globally.

Differentiator

Problem solved

Functional benefit

Brands

• Popcultr: Industry media and community platform operated by Experience12, including the Popcultr Marketing Summit at MCM Comic Con London.

Products and services

• Creative & Experience Design End-to-end creative concept and experience design service that translates entertainment, gaming, and consumer brand IP into live, fan-facing activations for brand marketers.
• Experiential & Roadshow Events Design, production, and delivery of touring roadshow events and live experiential campaigns for entertainment and gaming brand clients, including multi-market launches.
• Exhibition Stand Design & Build Design, fabrication, and build of exhibition stands for entertainment, gaming, and consumer brand clients at trade shows and consumer events, supported by in-house 3D printing.
• PR Stunts Concept, production, and delivery of PR stunts and earned-media moments for entertainment and consumer brand campaigns, designed to generate press and social amplification.
• Press & Influencer Engagement Events Press launches, influencer previews, and media engagement events built around entertainment IP for brand marketers seeking coverage and influencer amplification.
• Gift Boxes Custom-designed gift boxes and press kits themed around entertainment IP, delivered to press, influencers, and stakeholders as part of brand campaigns.

Quantifiable outcome

• 99% of MCM visitors surveyed found Alien: Earth experience extremely engaging; 99% said positive brand experience increased their decision to watch the show
• +5 more outcomes

Named customers24 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• UK Government's Department for Business and TrademinorStrategic or Co-development PartnerExperience12 is backed by the UK Government's Department for Business and Trade, representing UK Creativity on the global stage.
• All Independent AgenciesminorGTM or Marketing PartnerMember of All Independent Agencies organization representing independent marketing agencies.
• UKIEminorGTM or Marketing PartnerMember of UKIE (UK Interactive Entertainment) trade body for the UK games and interactive entertainment industry.
• UKAEGminorGTM or Marketing PartnerMember of UKAEG (UK Association for Exhibition Grafter) industry organization.
• Cyber Essentials CertifiedminorOthersCyber Essentials certified for cybersecurity standards compliance.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sparks: Sparks is a global experiential marketing agency with a long track record in entertainment and gaming clients (including PlayStation, Epic Games, and major streaming services). Direct competitor to Experience12 for large-scale pop culture and consumer brand activations across conventions and tour-based roadshows.
• Circle Agency: London-based experiential and influencer marketing agency with a strong entertainment and gaming client roster (PlayStation, Xbox, EA, Hasbro). The most direct UK-based competitor to Experience12; Nick Swift joined Experience12 from Circle Agency, underscoring the talent overlap.
• MKG: New York-based experiential marketing agency known for pop culture and brand activation work, including entertainment and streaming clients. Comparable in scale and creative positioning to Experience12 with strong US presence and growing global ambitions.
• Amplify London: London-based brand experience agency combining creative, content, and live experiences for entertainment, tech, and consumer brands. Mid-sized UK peer with overlapping capability set in immersive installations and convention activations.
• Sense Worldwide: London-based innovation and brand consultancy that delivers insight-led activations and pop culture work for entertainment clients. Overlaps with Experience12 in fan insight research and adjacent creative activation engagements.
• Amplified Group: London-based brand experience and entertainment agency delivering live events, content, and immersive activations for streaming, gaming, and consumer brands. Operates in the same UK experiential niche as Experience12 with comparable client caliber.

Broad incumbents

• George P. Johnson Experience Marketing: One of the world's largest independent experiential marketing agencies, serving enterprise technology, automotive, and consumer brands with global event programs. A scaled incumbent that competes for large brand experience RFPs Experience12 targets, often as the lead bidder rather than a boutique alternative.
• Jack Morton Worldwide: Global brand experience agency (IPG-owned) producing events, exhibits, and immersive experiences for major brands including entertainment clients. Operates at a larger scale than Experience12 but competes for the same enterprise experiential RFPs across streaming, gaming, and consumer brands.
• The Marketing Store: London/Chicago-headquartered brand activation agency serving global brands with shopper, experiential, and event marketing programs. Broader shopper-marketing focus but a recurring competitor on enterprise brand experience work for consumer and entertainment clients.

Emerging players

• Wizard of Oz (experience agency): Specialist experiential agency with strength in entertainment, gaming, and immersive activations across Europe. Smaller and more boutique than Experience12, but routinely pitches on the same conventions and pop culture event programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/experience12hq
• Facebookfacebook.com/Experience12HQ

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Experience12