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Published: February 15, 2024

Written by: Stefan Velikov


  • The company will deliver “innovative and imaginative campaigns” to brands
  • It is headed by various veterans from the esports industry
  • The agency has already worked with various brands before, seeing much success

Newly-formed creative agency XL STUDIO will help various companies make various activations and engaging campaigns within esports.

XL STUDIO Announces Operations

As esports grow in popularity, many brands seek to invest in the field. To aid in these endeavors, certain companies offer their services for making various campaigns and activations. One such newly found company is XL STUDIO, a global creative agency that announced its operations recently.

Founded by industry veterans Mark Carter from GIANTX and Jason Spiller from Arcanist, the company promises to deliver “innovative and imaginative campaigns” to brands. It was also revealed that JRJ Group, a majority investor in GIANTX, will be supporting the new venture.

 XL STUDIO’s staff consists of professionals with over two decades of experience in gaming and esports. One of its leaders, Mark Carter is the Managing Director and Chief Commercial Officer of GIANTX, which was formed recently after the merger of UK-based organization EXCEL ESPORTS and Spanish organization Giants Gaming.

Its other leader, Jason Spiller, also has years of experience in the esports industry as the founder of esports agency Arcanist. The team is also comprised of Reagan May who has been appointed Creative Lead of the agency, as well as Craig Nimmo who was announced as XL STUDIO’s Operations Lead. Last, but not least, Jeffrey Marriott joins XL STUDIO as its Influencer Lead.

The agency has already collaborated with sports fashion retailer JD Sports. In 2023 it and the retailer joined forces to create interactive displays at the gaming trade fair Gamescom with the aim of raising brand awareness to those in attendance. The agency has also worked with game developer Drastic Games and telecommunications company EE for the VALORANT Women’s Cup which took place at the Insomnia71 gaming festival.

“With the foundations built by an incredibly talented and creative team, we’ve built XL STUDIO with the ambition of delivering versatile and engaging campaigns that put our clients’ projects in the spotlight,” commented Studio Director of XL STUDIO Jason Spiller.

“From social media experts to influencer managers, who have worked across the industry and with some of the biggest names imaginable, we’re excited to build and execute gaming and digital culture strategies and campaigns for brands around the globe.”

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