Esports & Gaming
THE NEW GAME PLAYER
Always keen to meet a new kid on the block, PCR caught up with Roddy Burns Head of Partnerships for AgencyGMR’s recently launched ByGamersForGamers.
T
ech, gaming and esports digital publisher By Gamers For Gamers (BGFG) launched AgencyGMR in February. Te digital agency
was set-up to help brands reach new audiences across the globe via live commerce, playing on BGFG’s existing connections to create content that resonates with gaming and hardware audiences. Here’s the latest from Roddy Burns.
We’re keen to hear more about BGFG and its launch of AgencyGMR? What spurred this and how, does the company fit the current marketplace? By Gamers For Gamers was launched back in 2019, starting out life as a digital media publisher with a focus on PC hardware, peripherals, gaming and esports. Aſter a series of acquisitions, we developed a portfolio of 8 websites including our flagship sites, WePC and PCGuide. Aſter significant growth with the sites in our network we started
to forge close relationships with the brands we featured in our editorial and video content. We started working on tactical ad-hoc campaigns and soon realised we had an opportunity to create strategic relationships with these brands beyond our own digital media. We have a very experienced and talented in-house team, allowing us to offer a wide variety of marketing services outside of our publisher offering. As a result of this realisation, AgencyGMR came into existence. We wanted to have a sub brand that allowed us to promote a wider suite of marketing services without blurring the lines with our publishing arm. We believe that we have a unique position as an agency as we are
creating content for the audiences that the brands want to reach. We understand what works and we have the first party data to support
38 | March 2022
this. Our brands exist across all the major channels as we know our audience don’t stick to one platform. Tis puts us in good stead to offer truly multi-channel campaigns for the brands that we work with.
Which tech and gamer brands would this appeal to? Our strength and appeal to clients is in our knowledge of the sector, and content creation ability. Having learnt a lot of lessons about how to create engaging, and commercially successful content with our own brands, we’ve come to understand the best ways to utilisie different platforms and how to create content that resonates
with the audiences that brands want to target. Te gaming, tech and esports markets are massive with record-
breaking growth rates. Te scope of brands we can work with is vast and near limitless. We currently work with the major players in the PC component and peripherals markets, with ambitions to expand this into wider tech niches outside of gaming tech.
What areas does AgencyGMR focus on? Focusing on three core areas, strategy, creative and content, AgencyGMR’s service offering covers everything from video production to full-scale brand campaigns. Our in-house team have a wide range of experience across specialisms, managing projects from industry leading brands and key industry players. We are also really excited about our strategic e-commerce
partnership with TikTok. Tere is no one else in our sector offering a full suite of TikTok content and ecommerce solutions to help brands easily transition onto the platform. Tis is going to be a big focus for our agency as we believe there is a green field of opportunity for
www.pcr-online.biz
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