Waste is an agency with a curious name that saw a gap in the market it could seize and own. It makes “ads” (more about why that is in quote marks coming) for gamers. It looks after the needs of entertainment brands. After conquering Europe from its base in London and following a learning experience in North America, Waste has expanded into gaming hub, Japan. Waste co-founder & creative partner, Mike Petricevic, took The Stable behind the scenes of the agency that took on a most elusive audience.
The Stable: What makes the marketing needs of entertainment brands different from other brands?
Mike Petricevic: With the hype of e-sports, web 3 and the cultural shift in gaming in recent years brands have been flocking to the gaming space. Understanding the audience and speaking to them as humans is paramount. Gamers can sniff out a rat in a second. Brands must enhance the gamer experience, not plaster it with logos and lazy, pointless collaborations.
TS: Excluding Japan, where does Waste have offices and where does it work?
MP: Pre-pandemic, we had an LA office which was part of our strategy to expand into the US. While I believe you need to be on the ground to be taken seriously, especially in the States, the pandemic taught us new ways of working and brought the world closer together. So after the pandemic, we moved to a virtual presence in the States, moving production to the UK and only placing client services on the ground.
TS: Why did Waste join the gaming industry services provider, Keywords?
MP: Certainly not for the name. (Jokes.)
We weren’t looking for a new home. We were approached by a very charming CEO, who pitched us the vision of becoming part of the largest creative and technical provider for the gaming industry. “It was an offer we couldn’t refuse.” The man kept his word. The KWS family is the best in the business and cool as fuck.
TS: Why Japan?
Gaming.
We’re in a very unique position where we can take 16 years’ experience launching video games in Europe and North America and use this knowledge to help support Eastern video game publishers to launch their products in the West.
TS: Three pieces of work that show off what you can do?
Brawl stars: Global Launch:
Clash of Clans: KIng of Clash:
Waste is an agency with a curious name that saw a gap in the market it could seize and own. It makes “ads” (more about why that is in quote marks coming) for gamers. It looks after the needs of entertainment brands. After conquering Europe from its base in London and following a learning experience in North America, Waste has expanded into gaming hub, Japan. Waste co-founder & creative partner, Mike Petricevic, took The Stable behind the scenes of the agency that took on a most elusive audience.
The Stable: What makes the marketing needs of entertainment brands different from other brands?
Mike Petricevic: With the hype of e-sports, web 3 and the cultural shift in gaming in recent years brands have been flocking to the gaming space. Understanding the audience and speaking to them as humans is paramount. Gamers can sniff out a rat in a second. Brands must enhance the gamer experience, not plaster it with logos and lazy, pointless collaborations.
TS: Excluding Japan, where does Waste have offices and where does it work?
MP: Pre-pandemic, we had an LA office which was part of our strategy to expand into the US. While I believe you need to be on the ground to be taken seriously, especially in the States, the pandemic taught us new ways of working and brought the world closer together. So after the pandemic, we moved to a virtual presence in the States, moving production to the UK and only placing client services on the ground.
TS: Why did Waste join the gaming industry services provider, Keywords?
MP: Certainly not for the name. (Jokes.)
We weren’t looking for a new home. We were approached by a very charming CEO, who pitched us the vision of becoming part of the largest creative and technical provider for the gaming industry. “It was an offer we couldn’t refuse.” The man kept his word. The KWS family is the best in the business and cool as fuck.
TS: Why Japan?
Gaming.
We’re in a very unique position where we can take 16 years’ experience launching video games in Europe and North America and use this knowledge to help support Eastern video game publishers to launch their products in the West.
TS: Three pieces of work that show off what you can do?
Brawl stars: Global Launch:
Clash of Clans: KIng of Clash:
Brawlimation: Epic Fan Art Challenge:
