Public Relations agency The Story Mob has unveiled a rebrand and new website, alongside the launch of Play Makers, a strategic consultancy designed to help brands, rights holders, and leadership teams navigate what the agency calls “player culture.”
Founded eight years ago as a communications consultancy specialising in esports, The Story Mob built its early reputation helping teams, tournament organisers, players, and publishers tell their stories as competitive gaming moved further into the mainstream. The agency says the rebrand reflects how both its client base and the wider industry have evolved since then, with gaming now shaping entertainment, fashion, technology, and how younger audiences connect with brands.
Alongside the new brand identity, Play Makers marks the agency’s expansion from a communications consultancy into strategic advisory. Rather than traditional marketing workshops, the new offering combines cultural insight, audience mapping, and strategic planning through immersive sessions, aimed at helping organisations identify where they fit within player culture, which communities to engage, and how to measure success.
Since its founding, The Story Mob has worked with esports organisations, technology and consumer brands, and game publishers and studios including Riot Games, Square Enix, Team Liquid, G2 Esports, Fnatic, the Esports World Cup, Steer Studio, Fateless, Omeda Studio, and the BAFTA Games Awards.
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The Story Mob Founder and CEO Anna Rozwandowicz said the rebrand reflects a shift in how the agency defines its role for brands entering gaming spaces.
“Gaming was never a channel. It was always a culture,” Rozwandowicz said. “The mistake too many brands made was thinking access to players was the same as relevance with them. Relevance has to be earned through fluency, respect and a real understanding of what people care about when they play, watch, compete and belong.”
She added that the agency’s focus has shifted in step with the industry it serves. “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 direction behind the rebrand had already been signalled earlier this year, when Rozwandowicz spoke to The Esports Radar about the agency’s shift toward “player culture” — the wider ecosystem surrounding people who play games, beyond competitive esports alone. In that interview, she argued that esports fans are “players themselves” who “sit within a much larger cultural ecosystem,” a framing that now sits at the centre of both the new brand identity and the Play Makers consultancy.
Managing Director Karen Low said the new consultancy is built on the agency’s standing within the communities it advises brands on: “We’re players ourselves. That’s always been our advantage. We don’t just market to gaming communities — we’re part of them. 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.”
The launch comes as The Story Mob has expanded its remit beyond esports, recently growing its work with Riot Games across EMEA to cover publishing and entertainment communications alongside competitive gaming. The agency’s new website, along with further information on Play Makers, past client work, and its team, is now live at thestorymob.com.
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