WARSAW, POLAND — Group One, the Polish leading communication group and a part of the Serviceplan Group, has invested in Game Changer, a new company dedicated to the gaming and e-sport industry.
Group One emphasizes that this direction of competence development is a strategic decision dictated by the growing importance of these areas in the media and in marketing communication. Tomasz Przeździecki, who has been associated with the gaming and e-sport community for many years, will be responsible for building the new agency Game Changer in the role of CEO. Serviceplan Group holds 25.1% shares of Group One, with CEO Marek Żołędziowski driving Group One as Serviceplan’s House of Communication in Poland.
Marek Żołędziowski, CEO of Group One, comments on the launch of Game Changer, “In the range of competences that we develop under one roof as a House of Communication, we could not miss out gaming and e-sport services. Our idea for this company is to combine Tomasz’s truly unique skills with a huge expert base that we have built so far in Group One. From the very first day, we provide him with comprehensive resources – several hundred experts in creation, production, media, and technology, as well as access to the know-how of foreign partners, such as House of Gaming in Dubai. This is how we change the rules of the game – we open a start-up with the potential of a giant!”
Tomasz Przeździecki, who will lead Game Changer as CEO, has been interested in the gaming industry since 2001. His projects in this area have won many industry awards, including the prestigious Effie, Golden Arrow, and MIXX Awards. He regularly shares his knowledge as a speaker at industry conferences, including E-sport & Gaming Forum, Santander Universidades, MMP Insight Day, Social Media Convent, or appearing at the IAB podcast series “How To – Gaming.”
Tomasz has extensive knowledge in the field of media, gained throughout 13 years of work in GroupM companies: Guideline, Maxus, Mediacom. Over the last year, he has focused solely on gaming and e-sports – working for Polsat Games, Frenzy and Fantasy Expo. He has implemented projects for brands such as Netflix, Coca Cola, Play, P&G, Adidas, Łomża, Mars, FCA Group, Kenwood, Delonghi, Husqvarna, EA, RIOT, Huawei, Nikon, Mieszko Group, HBO, Wilkinson, Xiaomi, Alior Bank.
As he admits, the name of the company is not accidental, for he has challenged the market for years and wants to continue. Game Changer intends to introduce a new quality in the area of brand positioning and development in the world of games and e-sports, and the agency’s comprehensive services will include the creation of communication strategies in media (including sponsorship of e-sports events), creation and production of branded content and cooperation with influencers.
Tomasz Przeździecki comments, “We are not interested in template campaigns, which for many agencies are just another “non-standard”. We think wider – we plan to develop competences related to AI, we are interested in the use of robots and bots, cryptocurrencies, and NFTs (non-fungible tokens). We want to combine all of these tools together with the marketing activities of our clients.”
Game Changer’s CEO emphasizes that the e-sports and gaming market hates stagnation, so you need to be constantly up-to-date in order to become a guide and reliable partner for customers who will introduce their brands into this dynamic world. And here the second meaning of the company’s name is revealed – entering new ground for clients may become their game-changer in the fight for market shares. The company has ambitions to instill gaming and e-sport in the so-called mainstream, skillfully adjusting this market segment to the individual needs of various partners.
Game Changer is already implementing its first projects with large clients. One of them is BLIK, which became a broadcast partner of the tournament with the rank of the world championship in CS:GO – PGL Major 2021. The campaign under the slogan “Don’t blink or you miss the BLIK” took place from October 26 to November 7. The viewers watching the competition of the best players in the world, could compete for a prize pool worth 12 000 PLN. Game Changer is responsible for the concept and implementation of the entire project, while the creative materials were prepared by Change Serviceplan agency.
