Gaming Specialist Liquid + Arcade Expands International Footprint

El Segundo, CA-based agency Liquid+Arcade has announced the second phase of its international expansion plan--adding to their existing footprint in the US and Poland--with a new office in Mexico City as well as outposts in London and São Paulo.

The international growth is a result of an uptick in assignments and responsibilities outside of the U.S. Liquid’s 2022 non-U.S. billings are projected to double year-over-year, with sustained growth projected into 2023.

The agency--known for its expertise in video-game marketing--said the expanded international footprint will offer clients regional intelligence and capabilities delivering its integrated services, including creative, data analytics and media strategy and execution. 

“Gaming is a global network of passionate fans,” stated Will Akerlof, CEO of Liquid+Arcade. “Our goal is to build a cohesive team of worldwide marketing and gaming experts who work together seamlessly to speak to those fans – wherever they live - and deliver superior results for our clients.”



Eduardo Mora, a veteran agency executive who has served with Dentsu, Starcom and IPG, will lead the Mexico City office as Director.

Taking charge in London will be James Lloyd as Director, an agency pro joining from Publicis. Lloyd is tasked with building out an integrated team. Key clients there include Sega and NCSOFT.

“We’ve been very fortunate to find people with the right combination of marketing expertise and a passion for gaming,” explained Kevin Joyce, Partner and EVP Media at Liquid+Arcade. “Getting diverse regional perspectives on gaming fans and how they use media to inform their decisions will provide our clients better returns on their marketing investments.”

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