COUSIN Media Group Ltd
COUSIN Media Group Ltd is an independent UK media planning and buying agency specialising in gaming, film, streaming and live events. It serves enterprise entertainment clients across EMEA, North America and Oceania through audience intelligence, strategy, planning and buying services.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2B
- OfferingServices
What COUSIN Media Group Ltd does
COUSIN Media Group Ltd is a UK-incorporated, privately held independent media planning and buying agency that exclusively serves the entertainment industry. Its offering is structured as four integrated core services — Audience Intelligence (behavioural segmentation, platform and community analysis), Media Strategy (channel mix and budgeting frameworks), Media Planning (inventory, phasing and scheduling) and Media Buying (negotiation and execution across endemic gaming sites, mainstream digital, social, connected TV, OOH and audio) — delivered across three industry verticals: video games, film and streaming, and live events. The firm's go-to-market is enterprise field sales, engaging entertainment brands, publishers, studios, venues and event organisers on a project basis.
Underlying technology is best characterised as a proprietary audience intelligence and benchmarking layer rather than a software platform: there is no public API, SDK, or app, and no documented AI/ML capability. The agency's primary differentiator is direct distribution access to endemic gaming and entertainment media owners (including Future plc's PC Gamer portfolio, IGN, Epic Games Store, Sony Store and Funimation) combined with category-specific benchmarks accumulated through repeat campaigns. Revenue is generated through professional services fees on a quote-based model tied to campaign scope, duration, channels and territories; pricing is not publicly disclosed and no revenue figures are reported.
The customer base spans video game publishers (Devolver Digital, Rebellion, Private Division, Phoenix Labs, HoYoverse, Lilith Games, Avalanche Studios / Expansive Worlds, Nerial), film distributors (Kazoo Films, Kaleidoscope & Icon Film Distribution) and live event venues (Royal Albert Hall, Kiln Theatre, Hackney Empire, Tall Stories). Operations extend across 12+ countries covering EMEA, North America and Oceania. The firm is led by CEO & Founder Tom Wallace together with a Director team and a Partner, supported by roughly a dozen named team members across account management, strategy and operations.
COUSIN Media Group Ltd firmographics
Firmographics- Name
- COUSIN Media Group Ltd
- Legal name
- COUSIN Media Group Ltd
- Website
- https://cousinmg.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- COUSIN Media Group Ltd is an independent UK media planning and buying agency specialising in gaming, film, streaming and live events. It serves enterprise entertainment clients across EMEA, North America and Oceania through audience intelligence, strategy, planning and buying services.
- Ownership category
- akta.pro rank
COUSIN Media Group Ltd industry classification
Industry- Product category
- Entertainment Advertising Services
- NAICS
- Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418), Media Representatives (54184)
- SIC
- Services-Allied To Motion Picture Production (7819)
- akta.pro primary industry
- Full-Service Media Planning & Buying (MPAAABAA)
Keywords
COUSIN Media Group Ltd business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Media Planning and Buying Services: Professional services revenue generated through media planning and buying campaigns for entertainment clients. The agency charges fees for strategic media planning, audience intelligence, and execution of advertising campaigns across gaming, film, streaming and live events sectors.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
COUSIN Media Group Ltd product offering
Product offeringCore offering
COUSIN Media Group Ltd is an independent media planning and buying agency that specializes in the entertainment industry. It delivers four integrated services — Audience Intelligence, Media Strategy, Media Planning, and Media Buying — to game publishers, film studios, streaming platforms, venues, and event organizers across gaming, film, streaming, and live events sectors.
Product overview
COUSIN Media Group Ltd operates as a specialized independent media planning and buying agency for the entertainment industry. The company offers four integrated core services: Audience Intelligence (foundational audience research and segmentation), Media Strategy (channel strategy development), Media Planning (detailed campaign planning and scheduling), and Media Buying (negotiation and execution across media channels). These services are delivered across three industry verticals: Video Game Advertising, Film & Streaming Advertising, and Live Events Advertising. The integrated service model progresses from audience understanding through strategy and planning to execution, providing a full-funnel approach to entertainment marketing campaigns.
Differentiator
Problem solved
Functional benefit
Products and services
- Audience Intelligence Foundational research and segmentation service that builds a detailed understanding of target audiences for entertainment clients, covering platform behaviours, content consumption habits, community affinities, and decision-making signals across gaming, film, streaming, and live events verticals.
- Media Strategy Channel strategy development grounded in audience behaviour data. Delivers bespoke frameworks covering audience definition, channel selection, campaign phasing, budget allocation, and endemic/non-endemic channel split for gaming, film, and live events campaigns.
- Media Planning Translates media strategy into detailed channel frameworks including budget allocation, campaign phasing, channel mix, inventory planning, and scheduling across paid, digital, print, broadcast, OOH, and reporting frameworks.
- Media Buying Execution of media plans through negotiating, purchasing, and managing advertising inventory across gaming, entertainment, film, streaming, and live events channels including endemic gaming sites, mainstream digital, social, connected TV, OOH, and audio.
- Video Game Advertising Services Industry-vertical media planning and buying offering for AAA publishers, indie studios, and developers, covering game launches, remaster campaigns, pre-order campaigns, DLC, and live service player acquisition across console, PC, and mobile gaming platforms.
- Film & Streaming Advertising Services Specialized advertising services for film, TV, and streaming clients including theatrical releases, streaming platform campaigns, on-demand releases, indie film promotion, and subscription-driving campaigns.
- Live Events Advertising Services Specialized event advertising services for venues, event organizers, promoters, and brand sponsors covering theatre, comedy, dance, ballet, family shows, immersive experiences, ticket sales campaigns, and sponsorship activations.
Quantifiable outcome
- Night of the Zoopocalypse reached #7 box office opening weekend - first top 10 for Kazoo Films
- +10 more outcomes
Companies that use COUSIN Media Group Ltd
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
COUSIN Media Group Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
COUSIN Media Group Ltd partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, flagship and minor.
- Kazoo FilmscoreNight of the Zoopocalypse film release campaign across Ireland, VOD, OOH, and Radio. Film reached #7 box office opening weekend - first top 10 for Kazoo Films.
- Royal Albert HallflagshipPaid media campaign for The Grand Sumo Tournament - a historic 5-day event at Royal Albert Hall. OOH campaign across Central London with high-impact placements, complemented by social-first digital strategy including TikTok premium positioning.
- Kaleidoscope & Icon Film DistributioncoreMr Burton biographical film UK-wide media campaign across social, YouTube, Connected TV with Welsh audience targeting. National radio campaign on Classic FM plus 8 regional Welsh stations achieving 25%+ reach of Welsh adults.
- Kiln TheatrecoreTwo Strangers theatre production campaign across social and programmatic display. Production ran October 2023 to January 2024 and was so successful it transferred to the West End.
- Phoenix LabscoreAssisted Phoenix Labs across 8 EMEA territories (Spain, Italy, Germany, France, UK, Netherlands, ANZ, Canada) for Fae Farm release spanning 5 campaign phases from audience testing in May through September launch.
- Avalanche Studios / Expansive WorldscoreCall of the Wild: The Hunter Emerald Coast DLC campaign with phased approach generating interest and driving wishlists, followed by launch awareness. Ongoing partnership for subsequent DLC updates and always-on player acquisition strategy.
- RebellioncorePartnership on Sniper Elite 5 launch campaign across 9 territories (Germany, France, UK, GSA, Belgium, Italy, Spain) spanning social, video, programmatic, display and broadcast media. Extended to Sniper Elite: Resistance and new IP Atomfall.
- Tall StoriescoreWest End run promotion for The Gruffalo's Child at Garrick Theatre with audience testing and group bookings focus. Campaign far exceeded in-house sales targets. Ongoing partnership for West End and regional shows.
- Hackney EmpireminorAnnual pantomime Mother Goose paid digital media campaign tracked through to ticket sales ROI. Successful partnership led to follow-on campaign for Aladdin panto in 2023.
- Private DivisioncorePartnership for The Outer Worlds Murder on Eridanos DLC launch, expanded to include Ancestors Humankind Odyssey and OlliOlli World campaigns.
- HoYoversecorePartnership on Genshin Impact 2.0 launch campaign and ongoing patch update promotions across console, PC and mobile platforms.
- Lilith GamescoreAFK Arena x Assassin's Creed franchise crossover launch campaign across Germany and France. Continued partnership on AFK Arena x Persona 5 crossover, new game mode introduction, and anniversary promotions. Also partnered on Dislyte mobile RPG launch.
- Devolver DigitalcoreLong-standing media planning and buying partnership across multiple game launches including Cult of the Lamb, Fall Guys Ultimate Knockout, Loop Hero, Carrion, Weird West, Card Shark, Terra Nil, and The Talos Principle II. Relationship spans several years of repeat partnership.
- NerialminorCard Shark action-adventure game launch campaign with audience analysis and multi-platform targeting. Game released June 2022 for Windows and Nintendo Switch.
- CroteamminorThe Talos Principle II puzzle-adventure game launch campaign. Title became Devolver Digital's biggest selling Steam title of 2023.
- ToppsminorMatch Attax media strategy campaign targeting Boys 6-12 using multi-media touchpoints with strong video focus using Lionel Messi creative.
- Future plccoreHigh-impact display partnerships with Future's gaming media portfolio (PC Gamer, etc.) for custom interactive activations including Sniper Elite: Resistance competition takeover and Terra Nil bespoke interactive skin.
- IGNcoreEndemic gaming media partnerships for game launches including high-impact display and video placements across IGN's gaming properties.
- Epic GamesminorFirst-party presence on Sony Store and Epic Games platform for delivering both awareness and purchase conversions for game launches.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
COUSIN Media Group Ltd competitors and assessment
Company assessmentBroad incumbents
- Wavemaker: Global WPP-owned media agency network with a dedicated Entertainment practice spanning gaming, music, film and streaming. Larger scale, broader portfolio but overlapping entertainment client base.
- Zenith: Publicis-owned global media agency with strong entertainment and gaming planning/buying credentials. Overlapping capabilities on multi-territory entertainment campaigns but at much larger scale.
- PHD Worldwide: Omnicom global media network with established entertainment, gaming and streaming capabilities. Competes for the same publisher and studio budgets but as part of a much wider portfolio.
- Initiative: IPG Mediabrands global media agency with an Entertainment & Gaming practice. Competes for the same AAA publisher and streaming platform media budgets as COUSIN, with greater global reach and proprietary data assets.
Direct peers
- Amplify: UK-based independent agency specialising in entertainment, sport and gaming marketing with planning, buying and creative capabilities. Closest like-for-like independent peer in geography, scale and category focus.
- The7stars: Independent UK media agency competing for similar entertainment and consumer clients with a comparable independent, non-volume-driven buying proposition. Direct overlap on mid-sized brand budgets and entertainment campaigns.
- Wink: Independent creative and media agency with a strong entertainment and gaming vertical practice. Comparable in combining strategic, creative and media execution for entertainment clients.
- Goodstuff Media: Independent UK media planning and buying agency operating with similar independence-led positioning. Competes with COUSIN for entertainment and consumer brand media planning mandates in the UK market.
- Target Media Group: UK-based entertainment and games media buying agency explicitly referenced as a strategic partner by COUSIN. Closest functional peer for indie games and entertainment campaigns in the UK.
Emerging players
- Player Two: Boutique marketing agency focused specifically on gaming and esports campaigns. Highly comparable vertical specialism and client base though smaller and earlier-stage than COUSIN.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
COUSIN Media Group Ltd social profiles
Digital presenceCOUSIN Media Group Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
COUSIN Media Group Ltd leadership team
Management profileNumber of profiles
Profiles14 records
COUSIN Media Group Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
COUSIN Media Group Ltd 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 COUSIN Media Group Ltd
What does COUSIN Media Group Ltd do?
COUSIN Media Group Ltd is an independent media planning and buying agency that specializes in the entertainment industry. It delivers four integrated services — Audience Intelligence, Media Strategy, Media Planning, and Media Buying — to game publishers, film studios, streaming platforms, venues, and event organizers across gaming, film, streaming, and live events sectors.
Is COUSIN Media Group Ltd a public or private company?
COUSIN Media Group Ltd is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was COUSIN Media Group Ltd founded?
COUSIN Media Group Ltd was founded in -1. It employs 1 to 10 people.
How does COUSIN Media Group Ltd make money?
One revenue line is on record: media Planning and Buying Services.
Who are COUSIN Media Group Ltd's main competitors?
Broad incumbents on record are Wavemaker, Zenith, PHD Worldwide and Initiative. Direct peers are Amplify, The7stars, Wink, Goodstuff Media and Target Media Group. Player Two is listed as an emerging player.
Does COUSIN Media Group Ltd have an API?
No public API is recorded for COUSIN Media Group Ltd.
What industry is COUSIN Media Group Ltd in?
COUSIN Media Group Ltd's product category is Entertainment Advertising Services. Its primary akta.pro industry code is MPAAABAA, Full-Service Media Planning & Buying. Its NAICS code is 541830 and its SIC code is 7819.