Robert Gaxiola steps down from Ampverse, launches creative consultancy

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Ampverse's head of creative for Southeast Asia and India, Robert Gaxiola (pictured), has stepped down from the role after two years and has started his own gaming and esports creative consultancy, PLAYBOOK XP.

In his role at Ampverse, Gaxiola spearheaded the esport company's creative direction and product evolution into original gaming content and Web3. This included overseeing team branding, apparel design, social media marketing, and bespoke metaverse experiences with NFT product development across various meta platforms.

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Gaxiola will now run PLAYBOOK XP as its managing partner. PLAYBOOK XP is a new creative consultancy that shows clients how to win in the gaming space through education, research and creativity. The consultancy is being launched by Gaxiola and Jenny Hall who was previously head of strategic partnerships at Ampverse.

PLAYBOOK XP aims to help brands and marketers tap into the power of the gamers here in the APAC region.

"Our sole purpose is to show brands how to enter the space and win," said Gaxiola.

It's core services include education and training, strategy building, creative ideation and execution of winning gaming activations.

"I learned a lot at Ampverse, but while I was there, I think we identified a niche opportunity in a market," said Gaxiola in a conversation with MARKETING-INTERACTIVE.

"In the course of our work with clients, we felt we could bring more creative and advertising solutions to brands who specifically want to target gamers within the gaming ecosystem," he explained. "Using our experience in gaming, esports, and branding we aim to help clients up their game within the gaming space. This could be by developing creative activations, content or advertising solutions through gaming and esports across APAC."

He said that he hopes to help brands write their own playbook on engaging consumers through the gaming ecosystem.

"Gaming is really a new space for brands, and we know it very well. We know the games, the ecosystems and what you can create with game developers, publishers, and platforms," said Gaxiola.

"We have a unique combination of creative agency and gaming experience. Our team is made up of players and fans. It is a creative offering that will focus on bringing clients and their brand’s value to life within the gaming ecosystem of content, KOL activations or events,” he explained.

He added that he will continue his partnership with Ampverse's esport teams and their KOL talent.

"We will work with other esport teams and talent as well," said Gaxiola, adding that the team is also putting education and training first with short workshops with brands and professional training for marketers through a Skillsfuture-approved course at SMU Academy.

"The course we created for the SMU Academy is designed to help brands and marketers target gamers," said Hall. "Marketing within the gaming ecosystem is complex and can seem daunting, which would explain the significant gap that still exists between the size of the gaming industry and the proportion of advertising spend in this space.:

She added that the agency's mission is to simplify the complexities and highlight clear pathways for engagement. "By doing so we will empower brands to leverage the vast opportunities across gaming effectively and connect with their target audience in meaningful and impactful ways," she said.

PLAYBOOK XP is already working on projects in the USA, Japan, and APAC.

Prior to his stint at Ampverse, Gaxiola worked at Something Else, the digital content and NFT studio for Vogue, Esquire, and Robb Report, where he was director of creative and content.

At Something Else, he was responsible for the commercial development of its team, production services, and creative resources, reporting to Media Publishares' president Michael von Schlippe. Before that, he was heading content production house KellerMedia, which he co-founded with broadcast presenter Denise Keller.

Gaxiola is a well-known name in the adland, having helmed leadership roles at Mangham Gaxiola, which was acquired by the dentsu network in 2015, as well as Ogilvy.

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