Keywords Studios has consolidated several of its marketing companies to form a global creative agency named FreeAnimal

Keywords Studios has introduced FreeAnimal, a new entity that aggregates seven creative agencies into a centralized hub for developers, publishers, and brands.

This consolidation includes the creative agencies Ichi, KWM, Fire Without Smoke, and Gnet, along with media production studios TrailerFarm, Maverick, and Big Farmer, establishing a network that spans major cities such as Los Angeles, London, Brighton, Montreal, and Quebec.

All seven agencies announced this development through LinkedIn, highlighting a new era as a unified creative company. Existing client relationships will continue, while future engagements will leverage the combined expertise of FreeAnimal.

John Rosenberg, the global head of FreeAnimal, remarked on the collaboration: "Collectively, we work with the world's most ambitious gaming brands."

He further explained their strategy, emphasizing that by merging the diverse insights and experiences of these agencies, they have formed an efficient creative organization that integrates niche expertise with worldwide capabilities.

Rosenberg described FreeAnimal’s method as "The Right Team for Every Game," aiming to assemble the best specialists at the opportune moment to address each client’s unique needs.

Keywords Studios, established in 1998, has expanded its reach by purchasing various related companies since 2014, starting with voice production entity Liquid Violet.

In pursuit of broadening its offerings, Keywords has acquired 70 businesses, adding a range of services from audio and art to localisation, quality assurance, engineering, player support, trailer creation, marketing, and data analytics to its portfolio.

The company's recent acquisitions include the Halo co-developer Certain Affinity and service provider Wushu Studios, both obtained in 2024.

Earlier in the year, Keywords merged its two PR agencies, Fortyseven Communications and Indigo Pearl, following the establishment of a new office by Fortyseven in London.