The global gaming audience now represents one-third of the world’s population: 3 billion people. [1] New agency Nightcap, launched by, plans to help innovative brands identify new marketplace opportunities and develop bespoke products to meet the diversity of needs presented by this global, multicultural audience.

For Max Ornstein, Senior Director of Client Services, that starts with developing a culturally inspired strategy born of data-driven insights on what ignites consumers’ passions for products and experiences.

“At Nightcap, we understand that the global gaming audience is one of the most diverse and highly coveted customer bases, and we take our expertise in reaching them and apply that to everything we do,” stated Ornstein. “We make it our mission to understand why people talk about what matters to them. This allows us to organically and authentically engage with the most relevant audience segments to achieve our partners’ goals.”

Nightcap is composed of veteran gamers, technologists, creatives, strategists, and analysts, all steeped in cutting-edge marketing trends and brand development with years of working with the world’s leading gaming and entertainment brands. Nightcap’s recent campaign wins include Ubisoft, Epic Games, Amazon, Electronic Arts, and Activision.

According to Rebecca Baroukh, Nightcap’s Director of Strategy, the company makes “Work That Thinks” – integrated, data-driven solutions that respond to and evolve per consumer needs and client objectives. 

“Strategy sits at the core of everything that we do. We believe that every choice that we make needs to have a clear answer to the age-old question of ‘why.’ Whether it’s something as creative as a trailer or as tactical as a go-to-market plan, we’ve got an insight to back it up!”

From research to the campaign positioning, from GTM planning to the creation of social assets, key art and video to media placement and influencer activations, Nightcap can integrate new solutions at any level, Baroukh states. 

Nightcap is backed by As Matt Bretz, Chief Creative Officer, explains:

“Nightcap shares the DNA of all business units that inclines us to listen first. Gauge the conversation. The sentiment. Only then decide what to create and how to share it. So our work is led by its audience. Sought by them. And shared by them. Nightcap’s defining personality trait is “work that thinks.” If you have a new product or a challenging product or a niche audience you need to cultivate, Nightcap will create bespoke solutions you won’t find anywhere else in the industry.”

Nightcap is led by Max Ornstein (Senior Director of Client Services), Daniel Krechmer (Group Creative Director), Rebecca Baroukh (Director of Strategy), Abhaya Hess (Director of Project Management) and supported by a team of more than 24 creatives and support staff.

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