SCALABILITY
Maverick Media is a veteran and award-winning creative agency for the games industry. It is comprised of people who live, breathe, and work with a passion for video games - but with the knowledge, experience, and skills of world-leading advertising professionals, and, over the last few years, Maverick has been on a massive growth mission.
In 2021, the agency’s revenues grew by nearly 90% and their team expanded by 100% in terms of personnel, with growth accelerated since their acquisition by games tech giant Keywords Studios - an international services provider to the video games industry with 60+ facilities in 21 countries.
In 2021, the agency
As a result, Maverick has been able to shape their growing business around industry trends and the needs of clients, particularly around creating channel, audience, and brand-authentic content at scale. Doing this has required Maverick to prioritise its ability to handle large sized partnerships and meet rising demand for quality creative support at scale for its clients.
But what does this scalability mean? Well, while Maverick still executes standout singular creative campaigns for many of clients, it also knows what it takes to handle massive video game IPs and relationships on an ongoing basis – working alongside large entities such as Pokémon, EA, Bandai, Ubisoft, Koch Media and more. It’s a bigger partnership model which involves dedicated teams of specialists and long-term strategic planning.
But what does this scalability mean?
From Maverick’s perspective, successful video game publishers are not just looking for a quality trailer or ad campaign anymore. Instead, they require creative partners who know how they work, the complexities of their brand and audience, and can scale according to their needs as a business.
From Maverick
AUTHENTICITY Another aspect of Maverick Media
Another aspect of Maverick Media’s efforts to support a scalable, bigger partnership model is in its approach to authenticity. Authenticity has been a consistent pillar of Maverick’s own story over its 27-year history and is a facet which has become even more relevant to its clients as the audiences for their games have grown. Delivering authentic content across a diverse range of games, audiences and clients has become a central tenet of Maverick
clients has become a central tenet of Maverick’s growth according to Seamus Masterson, Executive Creative Director at Maverick:
"Creating authentic connections to game audiences involves us having a deep understanding of online communities and their behaviours, knowing the brand or IP back to front, understanding how to speak to the target audiences on their level, and tailoring content accordingly.
Doing all that at scale, and with authenticity across all channels requires huge attention to detail and having the right people to execute and deliver the content; people who possess specific knowledge behind that IP. This is backed up with a strong production process and expertise, alongside sense-checks at all levels. The result is that we can deliver effective and authentic content whether we’re working on FI
working on FIFA or Dark Souls.”
This principle applies across all Maverick projects and clients, but a perfect example would be the agency's knowledge of the Pokémon IP - a brand and universe that spans multiple products, gaming, entertainment, and licensing properties. With a relationship spanning over 10 years, the team’s skills range from competitive TCG players, active daily 'GO' players and core console game collectors that directly inform creative campaigns.
According to Andrew Boswell, one of Mavericks Business Directors “It’s all about talking to the target audience on their level, something which is doubly important for the passionate, digital-savvy gaming community that talk among themselves. There’s a deep level of knowledge in Maverick’s team that enables us to respond appropriately and authentically when dealing with these complex products and audiences – this confidence allows the teams to do great creative work, at scale, on time, and on budget. Our clients understand the value of this to their process,
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