The launch of XL STUDIO, a global creative agency, takes place

XL STUDIO, a global creative agency co-founded by industry veterans Mark Carter (GIANTX) and Jason Spiller (Arcanist), has officially announced its launch. The agency specializes in developing a wide range of campaigns and activations tailored for brands venturing into the esports industry.

According to the announcement, the venture will receive support from JRJ Group, a majority investor in EXCEL ESPORTS (now rebranded as GIANTX), in delivering “innovative and imaginative campaigns” to brands. GIANTX was established in December 2023 through the merger of UK-based organization EXCEL ESPORTS and Spanish organization Giants Gaming.

XL STUDIO consists of professionals with more than twenty years of experience in games

XL STUDIO brings together a team of gaming and esports professionals with over twenty years of collective experience. Leading the charge are Mark Carter, the Managing Director and Chief Commercial Officer of GIANTX, and Jason Spiller, the founder of Arcanist, an esteemed esports agency.

The agency has recently expanded its team with strategic appointments. Reagan May has joined as the Creative Lead, Jeffrey Marriott brings his expertise as the Influencer Lead, and Craig Nimmo takes on the role of Operations Lead at XL STUDIO.

XL STUDIO has already forged successful partnerships with prominent brands. Notably, they collaborated with JD Sports, a popular sports fashion retailer. Their joint efforts resulted in the creation of interactive displays at the prestigious gaming trade fair, Gamescom. The main objective was to enhance brand awareness and captivate attendees with engaging experiences.

In addition to JD Sports, XL STUDIO has also teamed up with Drastic Games, a renowned game developer, and EE, a leading telecommunications company. Together, they organized the VALORANT Women’s Cup, a captivating esports event held at the Insomnia71 gaming festival.

The trend of opening eSports agencies

The esports agency landscape continues to witness a flurry of new launches. In January, Streams Charts, an analytics platform, unveiled MIRAI, an influencer and marketing agency that offers creator partner programs and comprehensive consulting services. Meanwhile, Dominic Müller and Marco Niemann, seasoned professionals in esports commercial ventures, joined forces to establish Bright Up Agency.

Jason Spiller, the Studio Director of XL STUDIO, shared his perspective on the agency’s launch: “With an exceptionally talented and creative team as our backbone, XL STUDIO has been built with the ambition to deliver versatile and captivating campaigns that truly highlight our clients’ projects.

“Our team comprises accomplished social media experts and influencer managers who bring a wealth of experience working with some of the industry’s biggest names. We are genuinely excited to craft and execute gaming and digital culture strategies and campaigns for brands across the globe.”

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