Moore Kingston Smith hosts roundtable for marketing services agencies specialising in the video games industry

Our video games team hosted a roundtable for leaders from games-specialist marketing, PR and creative agencies on Thursday 16 April.

Held during London Games Week and chaired by George E. Osborn of Video Games Industry Memo, the session gave senior leaders from a vital part of the video games ecosystem the opportunity to openly share their experiences of working in the industry.

Key themes and wider implications

The discussion reflected an industry at an inflection point, as marketing services businesses in the games sector navigate tighter budgets, shifting client expectations and an increasingly competitive landscape. A recurring theme was the determination to avoid a race to the bottom on pricing. Rather than competing purely on cost, participants highlighted the growing importance of protecting value, articulating impact and being more selective about the work they pursue as margins are squeezed across the sector.

Viewpoint: RFPs

This shift was closely linked to evolving attitudes towards RFPs. Increasingly complex and performative procurement processes are prompting agencies to question whether all opportunities are worth pursuing. With time and resource under pressure, many are choosing to focus on relationships and business development channels that offer a clearer path to sustainable, mutually beneficial partnerships, even if that means walking away from potential short‑term wins.

Adaptability

Flexibility also emerged as a defining characteristic of success. As games businesses continue to evolve in structure and strategy, traditional agency categories are proving less relevant. Marketing service providers are being required to adapt constantly, often supporting models that blur the lines between marketing, publishing and commercial delivery. This adaptability is becoming a core differentiator, rather than an optional extra.

The role of PR and communications is also being reshaped. While traditional media relations are becoming more challenging amid a contracting press landscape, the demand for influence, trust and human relationships is increasing as the sector matures. At the same time, media outlets are placing greater emphasis on human‑led content in response to AI, while regulatory and policy considerations are becoming more prominent. Together, these forces point to an expanded and more strategic role for communications and public affairs expertise within games.

Talent

Talent development represents one of the most pressing structural challenges. Rising employment costs, the growing role of generative AI and limited awareness of careers within games marketing services are narrowing entry‑level pathways. During the conversation, there was a strong sense that the sector will need to take a more proactive, collective approach to developing junior talent if it is to sustain long‑term growth.

Infrastructure

The discussion highlighted the need for stronger representation of agencies within the games sector infrastructure. There was appetite for a dedicated forum of marketing professionals specialising in games; this would help in creating space for peer learning, leadership dialogue, talent development and, over time, more specialised events.

Future roundtables

Moore Kingston Smith runs a series of private roundtables throughout the year to offer senior leaders across all aspects of the games industry a chance to discuss the opportunities and challenges they face in the workplace.

If you are interested in joining one of our roundtables, please email Edwina Kesner at ekesner@mks.co.uk.

Or if you’d like to speak to our team of accountants and business advisers who have extensive experience of supporting video game businesses across the world, please email Rob Kersse at rkersse@mks.co.uk.