Play The Game Agency

What Play The Game Agency does

Play The Game Agency is a Barcelona-based B2B marketing and consulting firm founded in 2016 that specializes in brand activation within digital entertainment ecosystems, including gaming, esports, anime, K-pop, and streaming communities. Operating under the legal entity MAGIC PRODU EVENTS, SL (registered in Terrassa, Barcelona), the company maintains operational presence in Barcelona, Madrid, Miami, and a LATAM regional contact channel. Its stated mission is to help brands reconnect with target audiences through digital communities and entertainment, addressing the challenge of authentic engagement with Gen Z and younger digital-first consumers who reject traditional advertising.

Name

Play The Game Agency

Legal name

MAGIC PRODU EVENTS, SL

Website

https://playthegame.agency

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Play The Game Agency is a Barcelona-based B2B marketing firm founded in 2016 that helps enterprise brands authentically engage digital entertainment communities—gaming, esports, anime, and streaming—through influencer marketing, event activations, sponsorship brokering, and custom gamified experiences.

Ownership category

akta.pro rank

Product category

Marketing Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Esports marketing agency
• Influencer marketing services
• Brand activation events
• Gamification solutions
• Digital community consulting

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Consulting and Strategy Services: The agency provides independent analysis, consultancy, and strategic guidance to brands seeking to enter or navigate digital communities, gaming, and new entertainment ecosystems. This encompasses market entry timing advice, community identification, and brand positioning strategy.
2. Influencer Marketing Campaigns: End-to-end management of influencer/creator marketing campaigns including creator identification, briefing, coordination, content approval, and performance reporting. The agency acts as an intermediary between brands and digital creators.
3. Sponsorship Brokering and Activation: Facilitating sponsorship deals between brands and broadcasting properties (e.g., La Velada del Año, Esland awards, Kings League, Marbella Vice) and managing on-ground activation at those events. Includes cross-promotion and sales promotion management.
4. Physical and Phygital Event Activations: Design and execution of physical events (some with 100,000+ attendees) and hybrid phygital experiences for brands within digital communities. Includes experiential marketing, pop-ups, and community events.
5. Custom Content Creation: Production of branded content tailored to specific digital communities, including video, social media content, and storytelling pieces that authentically connect brands with target audiences.
6. Disruptive/Gamified Solutions: Development of custom advergames, gamification systems, and immersive VR/AI-powered marketing experiences on a project basis for clients.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Play The Game Agency is a B2B marketing services firm that helps brands engage digital communities (gaming, esports, anime, K-pop, music, sports) through analysis, influencer marketing, custom content, physical/phygital event activations, sponsorship brokering in broadcasting properties, and disruptive gamified/VR/AR experiences. The agency operates as an independent intermediary between brands and digital entertainment ecosystems, with over 500 projects delivered for 70+ brands since 2016.

Product overview

Play The Game Agency operates as a marketing and consulting firm specializing in brand activation within digital communities and esports ecosystems. Founded in 2016, the company offers a portfolio of interconnected services including community Analysis, Influencer Marketing, Content Creation, Physical Events, Promotions, and Disruptive Solutions (gamification, advergames, VR/AI experiences). The core offering centers on helping brands reconnect with audiences through digital communities in gaming, anime, sports, music, and K-pop verticals. Services are delivered through specialized modules including broadcasting sponsorships and activations and specialized consulting, all unified by the agency's independence and conflict-free positioning.

Differentiator

Problem solved

Functional benefit

Products and services

• Análisis (Digital Community Analysis) Digital community identification and analysis service using proprietary methodology and software to identify digital communities relevant to client brands, providing independent and unbiased recommendations for brands seeking to enter gaming, esports, anime, K-pop, music, and sports communities.
• Influencer Marketing End-to-end partnership facilitation with content creators across gaming, anime, sports, music, and K-pop verticals, including creator identification, briefing, coordination, content approval, and performance reporting. Leverages the agency's independence to provide unbiased recommendations for brands on Instagram, TikTok, Twitch, and YouTube.
• Contenido (Branded Content Creation) Content creation services focused on storytelling that genuinely connects with target audiences in digital communities, including branded video, social media content, and narrative pieces that build relationships and create authentic engagement rather than recycled content.
• Eventos Físicos (Physical Events) In-person event activation services for digital communities, including large-scale events with over 100,000 attendees that bring digital passions to life and create direct brand touchpoints (e.g., Gamepolis, Gamergy, Dreamhack activations).
• Promociones (Promotions) Promotion campaign execution with proper timing, tone, and value, leveraging knowledge of correct digital coordinates and market anticipation to drive action for brands within their target digital communities.
• Soluciones Disruptivas (Gamified & Immersive Solutions) Development of custom advergames, process gamification systems, and immersive VR/AI-powered marketing experiences on a per-project basis for clients. Example: 'Aventura en la Ciudad' cybersecurity education game developed for CESICAT.
• Patrocinios y Activaciones en Broadcasting (Broadcasting Sponsorships & Activations) Sponsorship brokering and activation services for broadcasting platforms including La Velada del Año, Esland awards, Kings League, and Marbella Vice, with on-ground activation execution and cross-promotion between brands and digital entertainment properties.
• Consultoría Especializada (Specialized Consulting) Custom analytical reports and strategy consulting for brands and institutions seeking to integrate into the esports, gaming, VR, and AI ecosystems, delivered with complete independence from conflicts of interest.

Quantifiable outcome

• 500+ projects completed for 70+ first-tier brands since 2016
• +6 more outcomes

Named customers36 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• ESADE Business SchoolminorStrategic or Co-development Partner · 21 February 2019ESADE Madrid hosted the second edition of eSmarcon (February 2019), the industry conference organized by Play The Game. ESADE provided the venue and academic credibility for the event which covered marketing and esports from a professional perspective.
• Madrid Games Week (IFEMA)minorStrategic or Co-development Partner · 21 February 2019IFEMA's Madrid Games Week served as a sponsor and venue partner for eSmarcon 2019, providing the break area and contributing to event organization. The agency also regularly activates at Madrid Games Week for client brands.
• Melindatown, eSports Bar, eSports BureauminorStrategic or Co-development Partner · 21 February 2019Collaborative partners in organizing the eSmarcon 2019 conference alongside Play The Game Agency. Each contributed expertise in different aspects of the esports and marketing ecosystem.
• Vodafone GiantsminorGTM or Marketing PartnerThe agency has executed multiple activations involving Vodafone Giants esports team, including Port Aventura Beat the Pro, Font Vella Gamer bottle sponsorship, and other brand activations that leveraged the Giants team and its creators.
• La Velada del Año (Ibai)coreGTM or Marketing PartnerPlay The Game Agency facilitates brand sponsorships in La Velada del Año broadcasts, a major streaming event organized by Ibai. The agency has managed multiple brand integrations into this property for clients including El Pozo King.
• Kings League (Ibai/Piqué)coreGTM or Marketing PartnerThe agency facilitated El Pozo King Upp's entry into the Kings League, a new digital entertainment football format co-created by Ibai and Gerard Piqué. Multiple activations have been executed within this property.
• Esland Awards (The Grefg)coreGTM or Marketing PartnerAgency has managed Doritos sponsorship activation within the Esland awards, a major esports/gaming content creator awards show hosted by The Grefg.
• Marbella VicecoreGTM or Marketing PartnerAgency facilitated brand integrations (DIA España, Iberia Express, El Pozo King) within the Marbella Vice streaming series on Twitch, which featured 150+ creators in a 30+ day narrative. The agency managed the challenge of organic brand integration into a community-sensitive format.
• GRUP QUALIminorImplementation/ SI/ Consulting PartnerGRUP QUALI provided advisory services for compliance with data protection regulations and LSSI-CE (Spanish digital services law) for the company website. The relationship resulted in a compliance certification being displayed on the website.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Regional players

• BeRepublic: Spain-based independent marketing and communications agency. Comparable because it serves Spanish-market brands with digital, influencer, and content marketing capabilities overlapping with Play The Game's Spanish-market core, though without the dedicated gaming/esports specialization.
• Cheil Spain: Spanish arm of Cheil Worldwide, the creative agency network known for tech-forward marketing including Samsung and gaming-adjacent work. Comparable because it pursues experiential, influencer, and digital marketing for Spanish brands, with more holding-company resources but less gaming-specific specialization.

Broad incumbents

• Publicis Play: Publicis Groupe's gaming, esports, and entertainment marketing practice. Comparable because it offers end-to-end brand activation in gaming/esports to enterprise clients, but as part of a larger network with broader media-buying scale than Play The Game.
• Havas Sports & Entertainment: Havas's specialist practice for sports, entertainment, and experiential marketing. Comparable because it offers brand activation, sponsorship management, and community engagement across entertainment properties — overlapping directly with Play The Game's sponsorship brokering and event activation services.
• WPP Spain Gaming Practice: WPP's Spain-based gaming and entertainment marketing capabilities assembled across GroupM, Ogilvy, and VMLY&R. Comparable because it competes for the same enterprise brand budgets in Spanish gaming marketing, but with bundled holding-company scale and cross-discipline capabilities.
• Ogilvy Gaming: WPP-owned agency's gaming and experiential marketing practice. Directly comparable because it serves enterprise brands seeking authentic engagement in gaming communities, but operates with global holding-company resources and a multi-market footprint that dwarfs a 17-person specialist.
• Dentsu Gaming: Global holding company's dedicated gaming and esports marketing practice. While Play The Game is a specialized indie, Dentsu Gaming competes for the same brand-into-gaming marketing budgets at much larger scale and with holding-company cross-platform capabilities.
• Octagon: Global sports and entertainment marketing agency under IPG. Comparable because it brokers sponsorships, manages brand activations, and executes experiential events at sports and entertainment properties — including esports — for enterprise brands worldwide, with broader geographic reach than Play The Game.

Direct peers

• The Story Mob: Independent gaming marketing agency serving enterprise brands in gaming, esports, and entertainment. Direct peer because it targets the same brand marketing decision-makers seeking authentic engagement with gaming and entertainment communities, with a similarly independent, non-platform-aligned positioning.
• Goodform: UK-based independent creative agency specializing in sports, gaming, and esports marketing. Direct peer because it competes for the same brand-sponsorship-and-activation budget in gaming/esports, with similar positioning as an independent specialist rather than a holding-company agency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/play-the-game-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Play The Game Agency