Keywords Studios has introduced a new entity called FreeAnimal, which brings together seven of its previously separate creative agencies under one umbrella. This strategic move is designed to give developers, publishers, and brands a single, streamlined point of contact for all their creative needs.
The newly assembled group consists of the creative agencies Ichi, KWM, Fire Without Smoke, and Gnet, as well as the media production studios TrailerFarm, Maverick, and Big Farmer. Together, these teams operate from a network of offices located in Los Angeles, London, Brighton, Montreal, and Quebec, providing a truly international presence. Each of the seven firms announced the merger on LinkedIn, framing it as the beginning of a new chapter in which they will operate as one cohesive creative agency. Existing contracts with current clients will remain intact, while future projects will benefit from the combined expertise and resources of the FreeAnimal organization.
"Collectively, we work with the world's most ambitious gaming brands," said John Rosenberg, Global Head of FreeAnimal. "By fusing seven agencies' perspectives, geographies, and experiences from across the games industry, we've created a wildly effective creative organisation that combines boutique strike teams with global scale." Rosenberg added that FreeAnimal follows a philosophy he calls "The Right Team for Every Game," which means assembling the appropriate specialists at the optimal moment to address each client’s unique challenge. Founded in 1998, Keywords Studios began as an outsourcing firm and started expanding its portfolio through acquisitions in 2014, beginning with the voice production studio Liquid Violet.
Since that initial purchase, Keywords has added roughly 70 companies to its roster, broadening its capabilities across a wide spectrum of services. These services now include audio production, art creation, localisation, quality assurance, functional testing, engineering, player support, trailer production, marketing, and data analytics. The company's most recent acquisitions highlight its continued focus on the gaming sector. In 2024, Keywords acquired Certain Affinity, a co‑developer of the Halo franchise, and Wushu Studios, a work‑for‑hire studio that also joined the Keywords family that same year.
Earlier in the year, Keywords merged two of its public‑relations agencies—Fortyseven Communications and Indigo Pearl—after Fortyseven opened a new office in London, further consolidating its PR capabilities. FreeAnimal’s formation is more than a simple rebranding exercise; it represents a strategic integration of talent, technology, and geographic reach.
By aligning the creative strengths of Ichi, KWM, Fire Without Smoke, and Gnet with the production power of TrailerFarm, Maverick, and Big Farmer, the new agency can offer end‑to‑end solutions for game marketing campaigns, from concept development through to final trailer delivery and launch promotion. The combined agency is positioned to handle a variety of project types. For instance, Ichi and KWM bring deep expertise in brand strategy and visual identity, while Fire Without Smoke excels at narrative design and community engagement. Gnet contributes a strong background in digital marketing and performance analytics.
On the production side, TrailerFarm is known for high‑quality cinematic trailers, Maverick offers live‑action production and motion capture services, and Big Farmer provides specialized services such as influencer outreach and experiential events. With offices spread across North America and Europe, FreeAnimal can coordinate cross‑regional campaigns that respect local market nuances while maintaining a consistent global brand voice.
This geographic diversity also enables the agency to tap into talent pools in different time zones, ensuring rapid turnaround times and around‑the‑clock support for clients. Clients can now approach a single point of contact at FreeAnimal and receive a coordinated plan that leverages the full suite of services. Whether a publisher needs a compelling teaser trailer for an upcoming release, a developer wants to craft a cohesive brand narrative across social media, or a brand seeks to sponsor an esports tournament, FreeAnimal’s integrated model promises to deliver tailored solutions efficiently. The agency’s leadership emphasizes that while the internal structure has changed, the quality of work and the relationships built with existing clients will remain unchanged.
Existing contracts will continue under the same terms, and the new organization will simply augment those relationships with additional capabilities. In summary, FreeAnimal stands as a testament to Keywords Studios’ broader strategy of growth through acquisition and integration. By consolidating seven distinct agencies into a single, globally distributed creative powerhouse, Keywords aims to provide a more seamless, effective, and scalable service offering for the gaming industry's most ambitious brands.