Esports consultancy The Story Mob rebrands to “strategic player culture advisory”

Esports communications consultancy The Story Mob has rebranded as a “strategic player culture advisory” to better serve the broader games industry.

The company will offer social strategy, community management, marketing launches, and consultancy services for publishers, tech companies, and consumer brands.

“As gaming has moved further into sport, entertainment, identity and community, our work has moved with it,” said CEO and founder Anna Rozwandowicz.

“Gaming culture is where we started. Player culture is where the opportunity now sits: in the rituals, communities and sense of belonging shaped by play far beyond the game itself.”

The Story Mob has also launched a “strategic consultancy service” called Play Makers, which aims to “help brands understand and navigate player culture.”

Play Makers offers “immersive strategy sessions” instead of traditional marketing workshops, helping brands, rights holders, and leadership teams understand their place in player culture and engage relevant communities.

“Play Makers gives brands direct access to that perspective, helping them avoid the common pitfalls and build strategies that resonate with players rather than simply targeting them,” said managing director Karen Low.

Founded in 2018, The Story Mob has partnered with organizations such as Riot Games, Square Enix, the Esports World Cup, Steer Studios, Omedia Studio, and the BAFTA Game Awards.