In a bid to provide better game-based marketing solutions to its clients, Stagwell agency Gale has formed a partnership with gaming design specialist Moonrock Labs.  

Moonrock Lab’s capabilities include crafting curated activations within video game titans Fortnite, Roblox, Minecraft, and ARK: Survival Evolved. It has worked with clients such as Coca-Cola and Burger King.  

The alliance follows several collaborations between the two firms for Gale clients.  

Most recently, Gale engaged Moonrock to build three original Fortnite maps for MilkPEP launched at VidCon. It also worked with the company to integrate Bomb Pop (a Wells Enterprises brand) into Restaurant Tycoon II on Roblox.  

Plans are also being finalized to host several Minecraft events with creators and community members, including free custom items for Gale client Truth Initiative. 

Gale said research developed via the partnership would be shared publicly to “accelerated industry understanding of gaming’s impact and effectiveness.” 

The agency will also leverage Moonstruck’s network of gamers to promote activations to a broader audience.  

“Marketers are still grappling with how to authentically integrate into gaming ecosystems and communities,” said Gale Chief Innovation Officer Ben James. “To do so, they must transition from a strategy of mere impressions to one of complete immersion.” The partnership will advance that transition, he added.