LRWGreenberg Forms Specialist Gaming Team

In the US, research and strategy consultancy LRWGreenberg has announced the formation of LRWGreenberg Gaming, a team led by Vice President Collin Leirvik and focused on what the firm says is 'now the dominant force in global entertainment'.

The new offer consists of a cross-functional team of gaming-savvy qual and quant researchers, strategists, designers and project managers, all versed in the firm's 'WholeHuman' research approach. Specialized areas of expertise within the team include player segmentations, portfolio and product planning, title and platform launch positioning, and foundational brand and category insights.

The launch is in response both to increased demand from existing business and partners, and rapid marketplace growth. The video games market generated $131bn in 2018 and is forecast to more than double in the next six years, with new, non-traditional gaming companies entering the space, and newer innovations like mobile, cloud and VR helping to drive expansion.

Leirvik, who joined the company in 2012 and was promoted to VP Research and Strategy in 2017, comments: 'Our partners know that to be successful in the gaming industry you need to combine sharp strategy and killer products with an intuitive understanding of why gamers love to play. We have extremely talented team members who understand the gaming industry because they've been playing games their entire lives. Games challenge us, they demand creativity, they tell us amazing stories. We take those qualities and bring them to all the work we do'.

Iwan Thomis, the company's Chief Strategy Officer, says that the sector's growth makes it increasingly important for organizations 'to really understand what is now the dominant force in global entertainment. The LRWGreenberg Gaming team are both experts in the category and passionate gamers themselves'.

The company is headquartered in Emeryville, CA and online at www.lrwgreenberg.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.