Global creative agency XL STUDIO launches

Image of XL Studio logo and white text with person playing video games in background
Image credit: XL Studio

XL STUDIO, a global creative agency founded by industry veterans Mark Carter (GIANTX) and Jason Spiller (Arcanist), has announced its official launch.

The agency specialises in creating a range of campaigns and activations for brands looking to embark on projects within the esports industry.

ESI London 2024

The release states that JRJ Group, a majority investor in EXCEL ESPORTS (which later rebranded to GIANTX) will support the venture to deliver ‘innovative and imaginative campaigns’ to brands. GIANTX was formed in December 2023 when UK-based organisation EXCEL ESPORTS and Spanish organisation Giants Gaming merged.

XL STUDIO consists of professionals with over two decades of experience in gaming and esports. Managing Director and Chief Commercial Officer of GIANTX, Mark Carter, and founder of esports agency Arcanist Jason Spiller will lead the new venture.

In addition, Reagan May has been appointed Creative Lead of the agency, Jeffrey Marriott joins as its Influencer Lead and Craig Nimmo has been announced as XL STUDIO’s Operations Lead.

The agency has already collaborated with sports fashion retailer JD Sports. In 2023, XL STUDIO and the retailer joined forces to create interactive displays at gaming trade fair Gamescom to raise brand awareness of the brand to those in attendance.

Alongside JD Sports, the agency has also worked with game developer Drastic Games and telecommunications company EE for the VALORANT Women’s Cup which took place at the Insomnia71 gaming festival.

The trend of esports agencies launching shows no signs of slowing down. In January, analytics platform Streams Charts launched MIRAI, an influencer and marketing agency offering creator partner programmes in addition to consulting services. Meanwhile, esports commercial veterans Dominic Müller and Marco Niemann co-founded Bright Up Agency.

Jason Spiller, Studio Director of XL STUDIO, spoke on the launch: “With the foundations built by an incredibly talented and creative team, we’ve built XL STUDIO with the ambition of delivering versatile and engaging campaigns that put our clients’ projects in the spotlight. 

“From social media experts to influencer managers, who have worked across the industry and with some of the biggest names imaginable, we’re excited to build and execute gaming and digital culture strategies and campaigns for brands around the globe.”

Jonno Nicholson
Jonno is a Freelance News Writer for Esports Insider and has been part of the ESI team since 2019! His interests include the rapid rise of sim racing and its impact on the wider industry.