The Gang

What The Gang does

The Gang is a Stockholm-headquartered game development studio founded in 2019 that builds branded immersive gaming experiences for global enterprise clients on user-generated content (UGC) platforms such as Roblox, Fortnite Creative, Minecraft, and Unreal Engine. The company operates as a B2B service provider rather than a consumer game publisher, with a portfolio of more than 100 branded titles delivered for clients including Spotify, Vans, IKEA, Netflix, Gucci, Ralph Lauren, Givenchy, Nike, Amazon, Warner Bros, the NFL, NHL, PGA TOUR, Wimbledon, and Paris Saint-Germain. Reported engagement across its experiences exceeds 2.5 billion visits and 12 billion minutes, with Vans World becoming the first branded Roblox experience to surpass 100 million visitors.

Its core capability is end-to-end branded experience production: concept, game design, multi-platform development, community management, and post-launch media support. The Gang is a Roblox Partner Program member and has extended delivery across Fortnite Creative (Philips, Wimbledon), Minecraft via a strategic partnership with Blockception, and Microsoft Mesh for enterprise mixed-reality work. The firm holds a 150+ person team across four offices in Sweden, Portugal, the UK, and Malaysia, with The Gang Asia operating from the former Common Extract studio acquired in April 2023.

Revenue is generated through project-based fees and retainer engagements with enterprise brands for bespoke gaming experiences, marketing activations, and ongoing community management. Pricing is not publicly disclosed and is structured per engagement. In October 2025 the company restructured, spinning off its original-IP development arm into a separate entity called The Gang Studio, which secured venture funding from Behold Ventures. The Gang has won a double Webby Award (Spotify Island), multiple Clio Music Awards, and recognition across Cannes Lions and D&AD.

Name

The Gang

Legal name

The Gang Sweden AB

Website

https://thegang.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

251–500 employees

Short description

The Gang is a Stockholm-based game development studio that builds branded immersive gaming experiences on Roblox, Fortnite, Minecraft, and Unreal Engine for global enterprise clients in sports, fashion, entertainment, and retail, with a portfolio of 100+ titles and 150+ employees across four countries.

Ownership category

akta.pro rank

Product category

Branded Game Development Services

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Game Server Hosting & Community Infrastructure (private servers, matchmaking communities) (MPAFAIAF)

akta.pro secondary industries

Fan Content Sharing & Media Hubs (clips, screenshots, replays, wikis) (MPAFAIAL), Creator Economy & Monetization Tools for UGC (tips, subs, rev share, payouts) (MPAFAIAI)

Keywords

• Branded gaming experiences
• Game development services
• Metaverse marketing agency
• UGC gaming studio
• Brand activation gaming

Headquarters

HQ city

Segeltorp

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Branded Game Development: Project-based development of custom branded gaming experiences for enterprise clients. Services include full game development, branded integrations within existing games, and standalone marketing experiences. Revenue generated through project fees and ongoing retainer relationships with major brands.
2. Marketing Activation Campaigns: Time-limited sponsorships and branded activations within high-performing UGC games, driving brand engagement and measurable impact on UGC platforms.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Gang is a B2B game development studio that designs, builds, and operates custom branded gaming experiences on user-generated content (UGC) platforms such as Roblox, Fortnite, Minecraft, and Microsoft Mesh. Services span end-to-end branded game development, marketing activations within existing UGC games, CRM and loyalty integrations, and ongoing community and media management for global enterprise brand clients.

Product overview

The Gang is an international UGC (User-Generated Content) gaming studio and marketing agency for brands, operating as a single unified offering centered on creating immersive branded gaming experiences. The core product portfolio spans branded experiences built on gaming platforms (Roblox, Fortnite, Minecraft) and original games. Notable branded experiences include Spotify Island (a Webby Award-winning parkour and music creation experience), Vans World 2.0 (the first branded experience to reach 100M+ Roblox visitors), Gabby's Dollhouse Official, Wimbledon WimbleWorld, Philips OneBlade Body Royale, and over 80+ other branded games for clients including IKEA, Ralph Lauren, Netflix, Crocs, Givenchy, PSG, and more. Services include branded integrations, standalone marketing experiences, full gamified brand games, and media & community management. In October 2025, The Gang spun off The Gang Studio as an independent entity focused on original IP development with plans to expand to Steam.

Differentiator

Problem solved

Functional benefit

Brands

• The Gang Studio: Independent game studio spun off from The Gang in October 2025, focused on original IP development and porting popular Roblox games to platforms like Steam
• The Gang Asia

Products and services

• Branded Collaboration Services Full-service branded game development for global enterprise brands, including strategy, game design, development, community management, and media support. Includes branded integrations with existing games, standalone marketing experiences, full gamified brand games, and CRM/loyalty program integrations.
• Gaming Strategy for Brands Strategic advisory and platform guidance helping brands connect with audiences on Roblox, Fortnite, and Minecraft through immersive gaming experiences. The Gang has developed nearly 100 branded gaming experiences since 2019.

Quantifiable outcome

• 2.5B+ total visits across own games
• +6 more outcomes

Named customers25 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered strategic and core.

• BlockceptionstrategicTechnology or Integration · 23 September 2024The Gang partnered with Blockception to deliver innovative brand experiences inside Minecraft, expanding beyond their primary focus on Roblox into new virtual worlds. This partnership extends their UGC gaming capabilities to Minecraft's platform.
• Common ExtractcoreStrategic or Co-development Partner · 5 April 2023The Gang acquired Malaysian game development studio Common Extract to expand global capabilities. Common Extract (now The Gang Asia) was known locally as developers behind Ejen Ali video games, including Malaysia's first MOBA and first local game to have an esports tournament. The acquisition boosted The Gang's game development capabilities with an established team in Asia.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Gamefam: Gamefam is a leading direct competitor - a game studio and agency that creates branded experiences on Roblox, Fortnite, and other UGC platforms for major brands including Nike, e.l.f. Cosmetics, and others. Closest comparable in business model, customer base (enterprise brands), and platform focus (Roblox-led).
• Supersocial: Supersocial is a Roblox-focused game studio and agency developing branded experiences for enterprise clients including Walmart, Nike, and Clarks. Directly comparable in target customer (enterprise brands), platform focus (Roblox), and service offering (custom branded game development).
• Dubit: Dubit is a long-established digital agency and game studio specializing in Roblox experiences for brands including Netflix, BBC, and major entertainment companies. Comparable as a Branded UGC gaming agency targeting the same Gen Z audience and enterprise client base.
• Sawhorse Productions: Sawhorse Productions is a game development studio creating branded experiences on Roblox and Fortnite for major brands. Directly comparable as a studio developing custom branded gaming experiences for enterprise clients on UGC platforms.
• Landvault (formerly Everyrealm Metaverse Studio): Landvault is a metaverse content and experiences studio that builds branded virtual worlds and gaming experiences across Roblox, Decentraland, and other platforms for enterprise clients. Comparable as a B2B service provider creating branded gaming experiences for global brands.
• Jadu (formerly known as Jadu Hoverboards): Jadu is a gaming and entertainment company focused on creating digital identities and avatar experiences for brands across gaming platforms. Comparable as an emerging player in branded gaming/UGC experiences targeting fashion and entertainment brands.
• Melon Media: Melon is a gaming marketing agency that helps brands create campaigns and activations within gaming platforms including Roblox. Directly comparable as a B2B service provider focused on connecting brands with gaming audiences.

Emerging players

• Journee (Journee.ai): Journee is a metaverse technology company creating immersive brand experiences using web-based 3D technology. Comparable in targeting enterprise brands seeking immersive digital experiences, though uses different (web-based) technology stack than UGC platforms.

Broad incumbents

• Dept Agency: Dept Agency is a large global digital agency with capabilities in digital experiences, gaming, and creative technology for major brands. Comparable as a broader digital agency expanding into branded gaming/metaverse experiences for enterprise clients, though operating at much larger scale with broader service portfolio.
• Hogarth Worldwide (WPP): Hogarth is a global content production network (part of WPP) that includes gaming and digital experience production capabilities for major brands. Comparable as a larger incumbent expanding into branded gaming/content experiences, though operates as part of a broader agency holding company portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-gang-gaming
• Xx.com/TheGangSthlm

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors1 record

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 The Gang