• by Richard Whitman , Columnist, January 17, 2021

Nearly two decades ago El Segundo, CA-based media agency Liquid opened its doors and has since become known for its expertise in video-game marketing, now estimated to be a $180 billion industry.

Along the way, the agency has expanded its offering, which now includes production, social media, digital and OOH campaign development, experiential and other capabilities.

Its data and analytics team is based in Ann Arbor, Michigan, and its Warsaw office serves clients throughout continental Europe.

Clients include Square Enix, 2K Games, SEGA and Corsair.

To reflect that broader service offering and evolving culture, the agency has rebranded to Liquid+Arcade.  

Going forward, the agency will be bringing its knowledge of the gamer audience to clients in other sectors.

According to Kevin Joyce, executive vice president, global media“We see ourselves as the connective tissue between gaming, entertainment and geek culture and marketers who want to authentically engage with that culture."

Patrick Runco, the agency’s Chief Creative Officer, added: "We chose to add Arcade to our name   because it reflects our company's personality and culture. It represents the way we gather to play, experiment, get better, and compete."