Theorycraft Marketing
| File:Theorycraft Marketing Logo.png | |
| Private | |
| ISIN | 🆔 |
| Industry | Video game marketing |
| Founded 📆 | |
| Founder 👔 | Nick Ellis |
| Headquarters 🏙️ | United Kingdom |
Area served 🗺️ | Worldwide |
| Services | User acquisition, influencer marketing, performance marketing, creative strategy, paid media, celebrity partnerships |
| Members | |
Number of employees | |
| 🌐 Website | www |
| 📇 Address | |
| 📞 telephone | |
Theorycraft Marketing is a British video game marketing agency specializing in user acquisition, performance marketing, influencer campaigns, paid media, and creative strategy for the video game industry.[1]
The company works with video game publishers and developers across the mobile, PC, console, and live-service sectors. Its services include paid advertising, social media marketing, influencer campaigns, creative production, brand partnerships, and international market expansion strategies.[2]
Theorycraft Marketing has worked on campaigns for games including Last War: Survival, Frostpunk 2, PUBG: Battlegrounds, and inZOI.[3][4][5]
History
Theorycraft Marketing was founded by Nick Ellis, a marketing strategist working in the video game industry.[6]
The company was established as a specialist agency focused exclusively on the gaming sector, with an emphasis on performance-driven advertising and international publishing support. Theorycraft Marketing later expanded into creator-led campaigns, celebrity partnerships, and entertainment-focused promotional strategies.
The agency has worked with publishers and developers across Europe, North America, and Asia, particularly on campaigns aimed at expanding Asian-developed games into Western markets.[7]
Services
Theorycraft Marketing provides services related to video game publishing and audience growth, including:
- User acquisition
- Performance marketing
- Paid media buying
- Influencer marketing
- Celebrity partnerships
- Creative strategy
- Social media advertising
- Video production
- Community-focused campaigns
- International publishing support
- Western market expansion strategies
- Brand collaborations
The company develops campaigns across platforms including TikTok, YouTube, Twitch, Meta platforms, Reddit, and Google advertising networks.[8]
Theorycraft Marketing also produces advertising creatives for game launches and live-service campaigns, including gameplay trailers, short-form social media content, creator-led promotions, and platform-specific advertising formats.
Campaigns
Last War: Survival
Theorycraft Marketing worked on promotional campaigns for the mobile strategy game Last War: Survival, including collaborations featuring actor Antony Starr and actor Daniel Wu.[9][10]
The company also collaborated with German content creator Knossi on promotional activities related to the game.[11]
The Antony Starr campaign received a Gold award at the NYX Game Awards.[12]
PUBG: Battlegrounds
The company participated in promotional campaigns connected to PUBG: Battlegrounds, including collaborations with automobile manufacturer Aston Martin.[13][14]
Frostpunk 2
Theorycraft Marketing supported promotional activities connected to the release of Frostpunk 2 by 11 bit studios.[15]
inZOI
The company worked on marketing support for inZOI, a life simulation game published by Krafton.[16]
PlayStation Schools' Cup
Theorycraft Marketing participated in promotional work related to the PlayStation Schools' Cup, an esports and education initiative involving schools and competitive gaming.[17]
Industry involvement
Theorycraft Marketing is a member of several gaming industry organizations and initiatives, including:
- Ukie
- International Game Developers Association (IGDA)
- Games Made in Europe
- Interactive Digital Entertainment Association (IDEA)
- Safe In Our World
- PlayAid
The company has supported organizations and initiatives related to mental health awareness, accessibility, and professional development within the global games industry.
Industry appearances
Nick Ellis has spoken at gaming industry conferences including Pocket Gamer Connects Shanghai, where he discussed Western marketing strategies for Chinese game publishers and celebrity collaborations in gaming marketing.[18][19]
Recognition
Theorycraft Marketing received a Gold award at the NYX Game Awards for its Last War: Survival campaign featuring Antony Starr.[20]
Nick Ellis was selected as a judge for the Netty Awards.[21]
External links
References
- ↑ "Theorycraft Marketing Official Website". Theorycraft Marketing.
- ↑ "Theorycraft Marketing Official Website". Theorycraft Marketing.
- ↑ "Frostpunk 2 Global Release". Theorycraft Marketing.
- ↑ "PUBG x Aston Martin". Theorycraft Marketing.
- ↑ "inZOI Campaign". Theorycraft Marketing.
- ↑ "How Nick Ellis is Changing Game Marketing with Theorycraft Marketing". Muse.World.
- ↑ "Theorycraft Marketing Headlining PGC Shanghai". Theorycraft Marketing.
- ↑ "Theorycraft Marketing Official Website". Theorycraft Marketing.
- ↑ "Last War: Survival x Antony Starr". Theorycraft Marketing.
- ↑ "Last War: Survival x Daniel Wu". Theorycraft Marketing.
- ↑ "Last War: Survival x Knossi". Theorycraft Marketing.
- ↑ "NYX Game Awards Winner Info". NYX Game Awards.
- ↑ "PUBG x Aston Martin". Theorycraft Marketing.
- ↑ "PUBG: Battlegrounds Campaign". Theorycraft Marketing.
- ↑ "Frostpunk 2 Global Release". Theorycraft Marketing.
- ↑ "inZOI Campaign". Theorycraft Marketing.
- ↑ "PlayStation Schools Cup". Theorycraft Marketing.
- ↑ "Understanding Chinese games and gamers". PocketGamer.biz. 10 July 2025.
- ↑ "Theorycraft Marketing Headlining PGC Shanghai". Theorycraft Marketing.
- ↑ "NYX Game Awards Winner Info". NYX Game Awards.
- ↑ "Nick Ellis – Netty Awards Judge". Netty Awards. 16 December 2024.
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