The Path is a games marketing agency built on a simple belief: that brilliant people do brilliant work.

Meet the Team

The Path is an independent games marketing agency working exclusively with devs, studios, and publishers to help them find the right audience.

The Path’s ethos is built around the simple belief that brilliant people do brilliant work.

We specialise in creator marketing, media buying, community management, and consultancy.

The Path offers the experience and skillset of an established agency, with the agility of an upstart. Feel confident in taking your game to market in today’s uncertain world by letting us help you navigate The Path.

Our services

Gamer wearing a headset at a dual monitor setup during influencer live stream campaign.

Creator Marketing

Working with the carefully curated content creators to embed your game at the heart of their communities on YouTube, Twitch, TikTok. Creating bespoke content and using authoritative voices to get you in front of the right audiences.

Crowd celebrating at a gaming event, symbolising player community engagement. A joyful young woman with blue hair and pink accessories cheers at a crowded concert or event with purple lighting, surrounded by other excited attendees.

Community Management

The Path supports existing community teams, or we can design and implement programs from the ground up which grow and sustain player excitement. Our strategies retain players by keeping them engaged and interested across platforms like Discord, Reddit and more.

Stack of vintage monitors with with neon purple and blue lighting, displaying 'AD' and a smiling face with X eyes, representing The Path’s media buying capabilities

Media Buying

By leveraging the relevant platforms, channels and ad formats, The Path can reach your audience at the right time and in the right place.

Contact Us

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Testimonials

  • A man with glasses and a beard, wearing a checkered shirt, smiling against a gray background.

    “Michael has a rare combination of smarts and empathy. He’s commercially minded, rational and well-informed, but just as importantly, he leads with integrity and a deep sense of care for the people around him. If you have the chance to work with him, take it..”

    Tom Whitaker | Marketing Director @ PlayStation

  • A young woman standing next to a large black statue of a warrior riding a ferocious animal, likely from a video game or fantasy setting, outside a modern building with palm trees and gaming banners.

    “Michael’s understanding of how important our community was but also the gaming ecosystem enabled us to develop a player first campaign and bring it to life in under a month. The results speak for themselves and still remain some of our most successful campaigns of the past couple of years reaching and engaging players globally.”

    Cathy Prowde | Global PMM for Hearthstone @ Blizzard

  • A smiling man with glasses and a beard, wearing a black zip-up jacket, standing in front of a white paneled wall.

    “Michael has been a constant partner at whatever company he has represented, delivering exceptional quality work, high levels of creativity, and among the best service of all the agencies and vendors I have worked with. He is a trusted confidant, and someone I can turn to whenever needed. I would recommend working with him without hesitation.”

    Kevin Flynn | Head of Marketing @ NaturalMotion Games

  • Close-up of a young woman with dark hair wearing a black top and white earphones, smiling in front of a dark bookshelf.

    “Michael is a leader who leaves a lasting impact—not just on your career, but on how you think, work, and grow as a professional. If you get the chance to work with him, take it. He’s an instinctive sales leader, a trusted mentor, and someone you’d be lucky to have in your corner.”

    Nicola Clarke | Gaming Account Director @ Twitch

  • A man with a beard wearing a black jacket and a dark knit beanie, standing in front of a space-themed background with planets and stars.

    "Michael is a top tier operator and one of the highest integrity to boot. He is buttoned up on the details, he always knows his numbers and he is able to cut through noise in both small and large organisations to deliver for stakeholders be they internal or external."

    Chris Thomas | Creator of the Galaxies video game showcase

  • A woman with curly brown hair and blue eyes wearing a yellow and blue sweater, looking at the camera with a slight smile against a cloudy blue sky background.

    "Michael's leadership skills are second-to-none - I've noticed others have sign posted his integrity, and kindness and I have to do the same - he has a unique and effective combination of skills. Others in the gaming industry might say they know what they are doing and promise what they can't deliver, but you can believe that Michael will - and he does.

    Frankie Ward | Presenter

  • Man in a black suit and tie posing in front of a backdrop with various logos and the hashtag #AdventureWriting.

    I wish I had encountered more people like Michael during my career as I would have been far better off for it as working with him was a constant learning experience. His ability to build a team, an ethos, a momentum and a professional purpose......all whilst being a supportive and motivational colleague meant that our year together was a masterclass in how to do business 'right' and helped me thrive and develop.

    Jeremy Conrad | Digital Media Consultant

  • A smiling woman in a black sleeveless dress standing on a balcony with an urban cityscape in the background.

    "Michael’s vast breadth of experience and knowledge in the gaming industry, combined with his strategic vision, and an unwavering commitment to clients, creators and audiences drove huge success. He was confidently able to align needs across creators, clients and colleagues to ensure all parties were working towards a common goal."

    Sarah Deas | Head of People @ Sunhouse Creative

  • A smiling man with dark hair and a beard wearing a black T-shirt with white pixelated text, sitting in front of a black geometric wall.

    "I had the pleasure of working with Michael for many years at Twitch, and he is unquestionably one of the best in the business. His collaborative leadership style, strategic thinking and genuine curiosity to learn and recognise the nuances of the business benefitted not just the teams he worked with but ultimately Twitch's clients the most - brands and creators alike."

    Chris Mead | Business Officer @ RTS

  • A smiling man with a shaved head, wearing a dark denim shirt, stands against a plain white background.

    "As my agency partner at Electronic Arts, Michael and his team weren’t just 'the agency', they were a trusted part of the EA team; bringing energy, creativity, and showing up daily with a clear desire to succeed with us. And the result? - Together we delivered memorable and effective marketing campaigns across franchises like Battlefield and Mass Effect, and I have no hesitation in recommending him and his work to any prospective client."

    Colin Blackwood | Head of Marketing @ Team 17