Keywords Studios has announced the creation of FreeAnimal, a consolidated entity that brings together seven of its existing creative agencies under a single banner. This strategic move is designed to give developers, publishers, and brands a streamlined point of contact for all of 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 businesses operate out of key locations across the globe, including Los Angeles, London, Brighton, Montreal, and Quebec, forming a truly international network.
Each of the seven firms posted coordinated announcements on LinkedIn, signaling the launch of FreeAnimal and describing it as the beginning of a new chapter in the industry. While existing contracts with current clients will continue unchanged, future projects are expected to benefit from the combined expertise and resources of the unified 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 operates under a philosophy he calls "The Right Team for Every Game." This approach emphasizes assembling the appropriate specialists at the optimal moment to address each client’s unique challenge, ensuring that every project receives the precise mix of talent and insight it requires. Keywords Studios itself was founded in 1998 as an outsourcing specialist.
The company began expanding beyond its original focus in 2014, when it acquired its first related business, the voice‑production studio Liquid Violet. Since that initial acquisition, Keywords has pursued an aggressive growth strategy, purchasing roughly 70 companies to broaden its service portfolio. These acquisitions have allowed Keywords to offer a comprehensive suite of services that now includes audio production, art creation, localisation, quality assurance (both functional and functional‑testing), engineering, player support, trailer production, marketing, and data analytics. The most recent additions to Keywords' roster include Certain Affinity, a co‑developer of the Halo franchise, and Wushu Studios, a work‑for‑hire studio, both of which were brought into the group in 2024.
Earlier in the year, Keywords also merged two of its public‑relations agencies—Fortyseven Communications and Indigo Pearl—following the opening of Fortyseven's new London office. FreeAnimal’s formation reflects Keywords' broader vision of delivering end‑to‑end creative solutions under one roof. By consolidating the capabilities of Ichi, KWM, Fire Without Smoke, Gnet, TrailerFarm, Maverick, and Big Farmer, the new agency can provide everything from concept art and narrative design to high‑impact marketing campaigns and cinematic trailer production.
This integration is expected to reduce friction for clients, who no longer need to coordinate between multiple vendors, and to accelerate the development cycle by leveraging shared pipelines and collaborative workflows. The agency’s geographic spread also offers strategic advantages. With studios in North America (Los Angeles, Montreal, Quebec) and Europe (London, Brighton), FreeAnimal can tap into diverse talent pools, accommodate different time zones, and tailor its services to regional market nuances.
This global footprint is particularly valuable for large‑scale game launches that require coordinated marketing pushes across multiple continents. Industry observers have noted that the "one‑stop‑shop" model is becoming increasingly popular among service providers in the gaming sector. As games grow more complex and budgets expand, publishers are looking for partners who can handle a wide array of creative tasks without the overhead of managing numerous contracts. FreeAnimal aims to meet that demand by offering boutique‑level creativity backed by the scale and resources of a multinational corporation.
Looking ahead, FreeAnimal plans to leverage its combined talent to explore emerging trends such as interactive storytelling, live‑ops content, and cross‑platform promotional strategies. The agency also intends to invest in new technologies, including real‑time rendering and AI‑assisted content generation, to stay at the forefront of creative innovation. In summary, the launch of FreeAnimal marks a significant milestone for Keywords Studios and the broader gaming industry. By uniting seven specialized agencies into a single, cohesive entity, the company promises to deliver more efficient, integrated, and high‑quality creative services to the world’s most ambitious gaming brands.
The initiative underscores Keywords' commitment to growth through strategic acquisition and integration, positioning FreeAnimal as a leading force in the evolving landscape of game development and marketing.