Marketing firm Open World launches new division to work alongside game publishers

It’s been a busy week for Loaded Holdings. Two days after announcing the acquisition of GG Talent Group, the parent of management company Loaded has unveiled a new division for its Open World consultancy. The marketing firm is adding a Game Dev unit that will work alongside developers and publishers on go-to-market strategies for titles ranging from indie games to AAA blockbusters.

Game Dev has already assembled a diverse list of clients, ranging from major studio EA to casual gaming titan Scopely. The unit helped EA devise its marketing strategy for the battle royale smash hit Apex Legends while also working with Scopely on a long-term campaign related to the mobile game Monopoly GO.

Open World arrived in 2022 as a complement to Loaded, the management firm that works with streaming stars like Myth and DrLupo. Loaded often deals with game publishers and developers, and the industry knowledge that has been accumulated through those interactions is informing Open World’s new wing. Game Dev is looking to provide a “competitive edge” by leveraging Open World’s services, which range from paid media to audience analytics to social media.

“In less than two years, Open World has helped global brands and media companies reach new audiences and build communities at the nexus of gaming and youth culture,” said Irina Shames, the Chief Commercial Officer for Open World and Loaded, in a statement. “Leveraging that same community-first focus to help game developers and publishers, whether through game development, launch, or ongoing retention, was a natural expansion.”

Additional Game Dev projects will launch throughout the coming year. Brands interested in working with Open World can get in touch with the consultancy through its website.