GALE announced a strategic partnership with renowned gaming design specialist Moonrock Labs. The collaboration combines Moonrock Lab’s industry-leading game development and design capabilities with GALE’s award-winning integrated marketing approach, bringing advanced gaming solutions to the agency’s client base.
Moonrock Lab’s specialty capabilities include crafting curated activations within video game titans Fortnite, Roblox, Minecraft, and ARK: Survival Evolved. These playable worlds have amplified the reach of partners, including Coca-Cola, Fanta, Burger King, and Macy’s. By leveraging Moonrock Lab’s expertise in these realms, GALE further solidifies its commitment to the gaming space while offering unparalleled access in three key areas:
- Emerging products and technology. GALE will transform emerging products into interactive, accessible experiences for clients, bringing opportunities for innovation upstream through Moonrock’s experienced product team.
- Research and development. The partnership will deliver thought leadership and bespoke research to accelerate industry understanding of gaming’s impact and effectiveness.
- Access to gamers. GALE will leverage Moonrock’s extensive network of millions of real gamers, many from the key Gen Z demographic, to promote activations to a broader audience.
The alliance follows a number of collaborations with GALE clients, including Truth Initiative, Wells Enterprises and MilkPEP. Most recently, GALE engaged Moonrock to build three original Fortnite maps for MilkPEP launched at VidCon, integrated Bomb Pop® into Restaurant Tycoon II on Roblox, and in coming weeks will host several Minecraft events with creators and community members, including free custom items for Truth Initiative.
“Marketers are still grappling with how to integrate into gaming ecosystems and communities authentically. To do so, they must transition from a strategy of mere impressions to one of complete immersion. GALE’s partnership with Moonrock Labs allows us to accelerate marketers on that transformative journey,” GALE Chief Innovation Officer Ben James said.
“Our previous projects with GALE have proven it’s possible to build long-form, immersive, interactive commercials consumers will line up to experience. Even more exciting is the fun, communal feeling generated before, during and after each event. These are effectively short-term, branded theme parks in the cloud that can be accessed from any device anywhere in the world – and admission is free.” John Benyamine - Co-founder of Moonrock Labs
Earlier this year, GALE unveiled Advance Party, an innovation practice to integrate emerging and innovative formats into its storytelling machine, driving exponential growth for clients. The partnership with Moonrock Labs marks the first of several exciting announcements to come.
Want to know more? Reach out to ben.james@galepartners.com
