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UK and Spanish esports organisation GiantX have launched Night Mrkt, a creative marketing agency designed to help brands authentically connect with Gen Z and Gen Alpha through gaming and digital culture.
GiantX Chief Commercial Officer and Director of the agency, Mark Carter, confirmed to Esports News UK that it’s a rebrand of XL Studio, which was launched a year ago.
While Night Mrkt primarily focuses on brands looking to enter the gaming and esports space, the agency also works across multiple industries, including fashion, technology, film, hardware, automotive, and food & beverage.
Its client portfolio already includes the Esports World Cup (EWC), JD Sports, AGON by AOC, and Universal Pictures, among others.
The agency will also ‘work closely with GiantX to develop innovative content and activations, leveraging GiantX’s expertise and influence in the esports ecosystem’.
The Night Mrkt name draws inspiration from Valorant’s Night Market, an in-game event that offers players exclusive deals and opportunities.
The news comes after GiantX’s Valorant Game Changers women’s team narrowly missed out on winning the EMEA Stage 1 final yesterday, losing 3-2 to Karmine Corp.
According to a press release published today:
“Just as the [Valorant] Night Market grants access to coveted in-game content, Night Mrkt serves as a gateway for brands, providing unparalleled entry into the expansive world of gaming and digital youth culture.”
Night Mrkt press release
“After months of operating behind the scenes and collaborating with brands across various industries, GiantX is taking the next step by officially launching Night Mrkt as a strategic initiative aimed at equipping companies with the insights, tools, and campaigns needed to engage today’s digital-first audiences.”
With headquarters in London and Málaga, Night Mrkt will focus on international markets, particularly the UK, Europe and the United States.
The agency is built to navigate brands through the evolving entertainment ecosystem, offering strategic consulting, digital activations, and tailored content campaigns ‘that resonate with digitally native audiences who favour interactive experiences and online communities over traditional media’.
Night Mrkt is led by José Díaz, CEO of GiantX, alongside Mark Carter, Director of the agency and Chief Commercial Officer of the organisation.
“With over 20 years of experience in gaming, esports, and digital engagement, the team is dedicated to helping brands establish an authentic presence within this rapidly growing landscape,” according to a press release.
“With the launch of Night Mrkt, we are bridging the gap between brands and the digital-native generations who are shaping the future of culture. Gaming is no longer a niche interest—it’s a global movement at the intersection of entertainment, music, fashion, and digital experiences. Brands that fail to engage authentically in this space risk missing out on one of the most influential and engaged audiences in the world,” said Mark Carter, Director of Night Mrkt and Chief Commercial Officer of GiantX.
“By leveraging our deep expertise in gaming ecosystems, cultural trends, and digital engagement, Night Mrkt delivers bespoke, insight-driven strategies that help brands navigate this dynamic space with authenticity, creativity, and impact. We’re excited to help brands unlock the full potential of gaming and digital youth culture in ways that drive both cultural relevance and tangible business results.”
There’s more info on the Night Mrkt website
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
