Waste Creative
Waste Creative is a London-based fan-first creative agency serving gaming and entertainment publishers with strategy, animation, and community-driven campaign production. Now part of Keywords Studios, it operates from London and Tokyo.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
Waste Creative firmographics
Firmographics- Name
- Waste Creative
- Legal name
- Waste Creative
- Website
- https://waste-creative.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Waste Creative is a London-based fan-first creative agency serving gaming and entertainment publishers with strategy, animation, and community-driven campaign production. Now part of Keywords Studios, it operates from London and Tokyo.
- Ownership category
- akta.pro rank
Waste Creative industry classification
Industry- Product category
- Creative Marketing and Advertising Services
- NAICS
- Graphic Design Services (541430)
- SIC
- Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
- akta.pro secondary industries
- Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD), Animation Pipeline, Asset & Render Services (MPADACAM), Creator Content Production & Co-Creation Studios (BPAFAHAD)
Keywords
Where Waste Creative is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Waste Creative business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Creative Agency Services: Strategic creative agency services including brand strategy, campaign development, animation production, social content creation, and experiential marketing for gaming and entertainment clients.
- Production Partnerships: End-to-end production services spanning creative ideation, animation, live-action shoots, music production, and post-production for major entertainment brands.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Waste Creative product offering
Product offeringCore offering
Waste Creative is a fan-first digital creative agency that provides strategic brand, campaign, animation, and community marketing services to gaming and entertainment clients. The agency delivers end-to-end creative production spanning brand strategy, frame-by-frame and 3D animation, live-action shoots, stop-motion, social content, and community-driven campaigns designed to engage passionate fan communities. It operates the in-house "This Thing of Ours" animation studio and serves enterprise gaming publishers such as Supercell, Activision, Nintendo, Riot Games, EA, Ubisoft, and Sega.
Product overview
Waste Creative is a fan-first creative agency specializing in entertainment and gaming marketing. The agency operates as a single unified service offering rather than a platform-plus-modules architecture. Their portfolio spans brand strategy, creative production, animation services, social media campaigns, and experiential marketing for gaming clients. Key offerings include the This Thing of Ours animation studio, GameRefinery intelligence tool access for player motivation insights, and various campaign services including global game launches, community-driven content, and narrative storytelling for clients such as Supercell, Activision, Riot Games, and Nintendo. The agency also operates The Waste Foundation as its non-profit arm focused on industry wellbeing and diversity initiatives.
Differentiator
Problem solved
Functional benefit
Products and services
- This Thing of Ours (In-House Animation Studio) An in-house animation and design studio operated by Waste Creative, specializing in frame-by-frame animation, design, surreal vignettes, and mixed-media animation combining 3D and 2D illustrated textures for gaming and entertainment clients.
- Clashiversary Campaign (Clash of Clans) A two-month narrative-driven community campaign service for Supercell's Clash of Clans, featuring original character Barry, frame-by-frame animations, AR filters, and social media storytelling, achieving 109 million engagements and 21% uplift in re-engaged lapsed players.
- Brawlimation Community Animation Campaign (Brawl Stars) A community fan art challenge campaign for Brawl Stars where players colored individual animation frames at 12fps, stitched together into a community-made film, achieving 2.1 million organic YouTube views.
- Brawl Stars Global Launch Campaign A global launch campaign service for Supercell's Brawl Stars mobile game, driving pre-registration sign-ups (5 million in 8 hours), social channel growth, and #1 iPhone app position in 32 countries.
- Stories of Verdansk Campaign (Call of Duty: Warzone) A six animated films campaign for Call of Duty: Warzone's Verdansk map return, featuring celebrity players and unique animation styles, generating 58+ million views and 200% player base growth.
- Anime Clash Campaign (Clash of Clans) A frame-by-frame anime-style animation campaign for Clash of Clans' anime-themed season, leveraging the agency's craft-led animation production capabilities.
- GameRefinery Mobile Gaming Intelligence Integration Access to GameRefinery's mobile gaming intelligence platform integrated into Waste's strategy offering, featuring 100,000+ games database, 50 genres, 260+ features, and the proprietary Motivational Driver framework mapping eight player archetypes, providing data-driven player motivation insights for client strategies.
- Fan-First Creative Agency Services Strategic creative agency services including brand strategy, campaign development, animation production, social content creation, experiential marketing, and community-led marketing for gaming and entertainment brands, offered on a project and retainer basis.
Quantifiable outcome
- 58+ million views and 200% player base growth for Warzone Verdansk return campaign
- +4 more outcomes
Companies that use Waste Creative
Customer profileNamed customers15 records
Segments2 records
Ideal customer profiles3 records
Waste Creative technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Waste Creative partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, minor and flagship.
- Omeda StudioscoreUK-based game developer partnered with Waste for global brand strategy for Predecessor. Project covers brand positioning, audience segmentation, brand bible creation, and marketing assets following a three-way competitive pitch.
- Sea Turtle ConservancyminorEnvironmental partnership for Boom Beach Turtle Division campaign. Through sale of in-game Dr. T statues, Supercell donated to Sea Turtle Conservancy. Waste Creative produced campaign content supporting real-world turtle conservation.
- GameRefinery (Liftoff Company)coreWaste gained full access to GameRefinery, the world's leading mobile gaming intelligence tool. GameRefinery provides an active database of over 100,000 games, 50 genres and 260+ features, plus proprietary Motivational Driver framework mapping eight player archetypes. This supercharges Waste's fan-first approach with data-driven insights.
- WizcorpcoreTokyo-based Game Development studio, also part of Keywords Studios family. Waste is partnering with Wizcorp to cultivate its marketing offering and help nurture their relationship with existing clients in Japan. This provides Waste's first footprint in Asia.
- Keywords StudiosflagshipWaste became part of the Keywords Studios family at the end of 2021. Waste sits within Engage - Keywords Studios' Marketing Service Line that brings together experts from across Keywords into an end-to-end marketing solution. This provides global reach and cross-sell opportunities.
- This Thing of OurscoreWaste's in-house animation and design studio specializing in surreal vignettes and mixed-media animation. Creates distinctive creative content for client campaigns using innovative techniques combining 3D and 2D illustrated textures.
- Emma Jayne Cake DesignminorCake design studio that created the edible Boom Beach diorama for the 10-year anniversary campaign.
- 100 Content CreatorscoreContent creators invited to Brawl Stars launch event in Helsinki, with bespoke Brawl Stars character transformations earning thousands of shares and engagement.
- CosmicDuominorContent creators who traveled to Panama with Waste Creative to capture Sea Turtle Conservancy work for Turtle Division campaign.
Scale indicators13 records
Recent moves8 records
Expansion highlights6 records
Waste Creative competitors and assessment
Company assessmentDirect peers
- Buck: Independent design and animation studio with deep gaming and entertainment experience, specializing in motion, 3D, and mixed-media production. Closely mirrors Waste's 'This Thing of Ours' animation studio model.
- Anomaly: Independent creative agency with strong gaming, entertainment, and consumer-brand client roster. Comparable to Waste as a creative-led shop delivering integrated campaigns for major entertainment and consumer brands.
- Jam3: Independent digital creative agency specializing in interactive, animation, and experience design with strong gaming and entertainment clients. Direct craft-level comparison to Waste's animation and experience capabilities.
- Mother London: Independent creative agency with notable gaming and entertainment clients, known for culturally resonant campaigns. Comparable to Waste on independent creative pedigree and entertainment vertical depth.
- 72andSunny: Creative agency known for entertainment, gaming, and consumer-brand campaigns with a culture-led, fan-engagement orientation similar to Waste's fan-first approach.
Broad incumbents
- Droga5 (Accenture Song): Global creative agency within Accenture Song, with extensive gaming and entertainment work. Comparable on creative ambition and enterprise client base, though at significantly greater scale.
- Wieden+Kennedy: Major independent creative network with deep gaming and entertainment credentials (e.g., Nike, EA, Riot). Sits above Waste in scale but competes for the same enterprise entertainment briefs.
- MediaMonks (Monks): Global digital production and creative network with significant gaming and entertainment work. Comparable on digital creative, animation production, and multi-region delivery for enterprise clients.
- R/GA: Digital and innovation-focused agency with experience across gaming and entertainment clients. Comparable to Waste on digital creative production and experience design but operates at network scale.
Emerging players
- Unit9: Independent production and experience studio with interactive, film, and gaming-marketing capabilities. Comparable on craft-led production and gaming-adjacent content, with a slightly different mix of immersive and interactive work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Waste Creative social profiles
Digital presenceWaste Creative financial estimates
Financial estimateRevenue estimate
Valuation estimate
Waste Creative leadership team
Management profileNumber of profiles
Profiles18 records
Waste Creative funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Waste Creative M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Waste Creative
What does Waste Creative do?
Waste Creative is a fan-first digital creative agency that provides strategic brand, campaign, animation, and community marketing services to gaming and entertainment clients. The agency delivers end-to-end creative production spanning brand strategy, frame-by-frame and 3D animation, live-action shoots, stop-motion, social content, and community-driven campaigns designed to engage passionate fan communities. It operates the in-house "This Thing of Ours" animation studio and serves enterprise gaming publishers such as Supercell, Activision, Nintendo, Riot Games, EA, Ubisoft, and Sega.
Is Waste Creative a public or private company?
Waste Creative is a private company. It is classified as corporate owned and is currently operating.
When was Waste Creative founded?
Waste Creative was founded in 2006. It employs 51 to 100 people.
Where is Waste Creative based?
Waste Creative is headquartered in London, United Kingdom, in the Europe region.
How does Waste Creative make money?
Two revenue lines are on record. Creative Agency Services are the primary driver. The others are production Partnerships.
Who are Waste Creative's main competitors?
Direct peers on record are Buck, Anomaly, Jam3, Mother London and 72andSunny. Broad incumbents are Droga5 (Accenture Song), Wieden+Kennedy, MediaMonks (Monks) and R/GA. Unit9 is listed as an emerging player.
Does Waste Creative have an API?
No public API is recorded for Waste Creative.
What industry is Waste Creative in?
Waste Creative's product category is Creative Marketing and Advertising Services. Its primary akta.pro industry code is MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX), with a secondary code of MPAAAHAD, Content & Creative Studio for Creators (Concepting/Production). Its NAICS code is 541430 and its SIC code is 7311.