Maxx Lundeen-Goldschlag’s Post

Right Click Culture is headed to gamescom in Cologne! We're headed out there with a large crew this year including Sam Alavi (CEO), Maxx Lundeen (President, Creative Agency), Tyler Malloy (President, Management), Willy Wright (Sr. Sponsorship Agent), and myself! We'd love to get some face time with all colleagues, old & new, and catch you up on what we've been up to here at RCC. Particularly interested in discussions with anyone looking to leverage the power of talent involvement to supercharge marketing campaigns in a holistic way. Hit us up here, on the Gamescom biz app, via e-mail meetwith@rightclick.gg , or via Meet2Match (we are everywhere you are) IYKYK but if you don't.... then here's some high level info on us 📽 Creative Agency: The team behind some heavyweight campaigns such as Amazon Prime Gaming's "Mr. Beast vs Ninja", Bella Poarch's "Level Up" series, and NRG x Rockstar Energy's Sound Series featuring artists such as The Kid Laroi, Don Toliver, That Mexican OT, -- AND, a brand new AAA campaign we are very excited to share with y'all 📈 Brand Partners: We represent some of the best and brightest creators in the games space (amongst other spaces), we pride ourselves in not just being another talent representation agency but an agency full of personailty looking to build meaningful relationships with brands and buyers alike. With over 50 creators totaling 150M+ followers, in-depth gaming focus via talent like Jynxzi, Will Neff, Caroline Kwan, PENTA, Noko, Jack Sather, and many more. 👨💻 Creator Management: Our approach to creator management is what sparked the inception of Right Click Culture just 4 years ago, our management company firmly believes that Agents and Managers are different jobs and creators should have access to both. Our full-service management approach starts from content and concept ideation, video/content packaging, proprietary editing technique and many other services 🎵 Music & Artist Management: Our backgrounds come from decades in the music industry, watching how the archaic system of labels and lack luster managers were constantly under-servicing talented and driven musicians/artists. Having only opened our music management arm just under 2 years ago we're tremendously proud of the roster of wonderful artists that choose to call Right Click their home, folks like; bbno$, YNG Martyr, Inverness (producer), Scene Queen, Rei Brown, and many more. cc: Sam Alavi 🔜 Gamescom Maxx Lundeen-Goldschlag 🔜 Gamescom Tyler Malloy Willy Wright 🔜Gamescom

Right Click Culture is headed to Gamescom in Cologne! We're headed out there with a large crew this year including Sahil Mehta (President, Right Click Brands), Maxx Lundeen-Goldschlag (President, Creative Agency), Tyler Malloy (President, Talent Management), Willy Wright (Sr. Sponsorship Agent), and myself (CEO). I'd love to meet a handful of new & old faces and continue to talk about how we can bridge the gap between Digital & Pop-Culture. Our mission when coming into this space 4 years ago was simple, and hasn't changed. Move. Culture. Forward. If you'd like to get some time together with myself or any of my remarkable team, please email meetwith@rightclick.gg and we'll make it happen! IYKYK but if you don't.... then here's some high level info on us 📽 Creative Agency: The team behind some heavyweight campaigns such as Amazon Prime Gaming's "Mr. Beast vs Ninja", Bella Poarch's "Level Up" series, and NRG x Rockstar Energy's Sound Series featuring artists such as The Kid Laroi, Don Toliver, That Mexican OT, -- AND, a brand new AAA campaign we are very excited to share with y'all 📈 Brand Partners: We represent some of the best and brightest creators in the games space (amongst other spaces), we pride ourselves in not just being another talent representation agency but an agency full of personailty looking to build meaningful relationships with brands and buyers alike. With over 50 creators totaling 150M+ followers, in-depth gaming focus via talent like Jynxzi, Will Neff, Caroline Kwan, PENTA, Noko, Jack Sather, and many more. 👨💻 Creator Management: Our approach to creator management is what sparked the inception of Right Click Culture just 4 years ago, our management company firmly believes that Agents and Managers are different jobs and creators should have access to both. Our full-service management approach starts from content and concept ideation, video/content packaging, proprietary editing technique and many other services 🎵 Music & Artist Management: Our backgrounds come from decades in the music industry, watching how the archaic system of labels and lack luster managers were constantly under-servicing talented and driven musicians/artists. Having only opened our music management arm just under 2 years ago we're tremendously proud of the roster of wonderful artists that choose to call Right Click their home, folks like; bbno$, YNG Martyr, Inverness (producer), Scene Queen, Rei Brown, and many more. CC: Sahil Mehta 🔜 Gamescom, Maxx Lundeen-Goldschlag 🔜 Gamescom, Willy Wright 🔜Gamescom, Tyler Malloy.

Gaming creators are no longer just promotional tools. 🎮 They're creating IP powerhouses on their own. 🚀 What does this mean for marketers? Let's dive in! 👇 The rise of creator-owned brands, businesses and IPs in gaming is reshaping the industry. We're seeing a shift from creators being mere promotional channels to becoming full-fledged entrepreneurs and IP owners. But why? And what does it mean for marketers?  Let's break it down: 🌟 The creator-to-IP pipeline examples: - Rachell "Valkyrae" Hofstetter launched Hihi Studios, an anime entertainment company -.they will release shows, merch and content based on new anime IPs. The choice criteria? Valkyrae said “We want to create and launch narratives that I can see myself being a fan of independently.” - OTK (One True King), founded by Asmongold and other famous streamers, created Starforge PCs and the OTK game publishing brand Mad Mushroom. - YouTuber Videogamedunkey established Bigmode Games, publishing indie titles like Animal Well - The best FPS streamer Shroud is developing his own FPS game (Project Astrid) with Splash Damage 💡 Why are they doing this? - Equity & control: direct stake in their projects and full creative control on how they promote them - Authenticity: promoting content that truly resonates with their audience - Long-term value: building sustainable businesses beyond personal branding 📊 POV FOR MARKETERS:  ⚡ Creators aren't just promo channels – they're potential competitors. The landscape is shifting, and creators with their IPs can now directly compete for audience attention and market share. You either work with them or they will eat your lunch. ⚡ Co-creation is key: Think Logitech x Shroud mouse collab. Successful partnerships will involve true collaboration, where creators have a say in product development. This approach ensures authenticity and leverages the creator's deep understanding of their audience's needs and preferences. Creators gatekeep access to their communities. [and they are right about that] ⚡ Authenticity is currency: Brands need to feel more human and creator-like. Traditional companies need to adapt in a world where creators are building their own brands. This means developing a more personal, relatable brand voice and creating content that feels genuine and adds value beyond just selling products In gaming, the line between creator and brand is getting blurred. To succeed, marketers need to think like creators and treat creators like partners, not just promotional tools. What's your take on this shift? Have you seen any great examples of brands created by gaming creators? Let me know in the comments! 💬 – Found this post interesting? Follow me ( Wiktoria Wójcik ) for more gaming insights for marketers 🎮 #gamingmarketing #creatoreconomy #Twitch #streamers #gaming #creators #influencers

As the CEO of Fixated focused on unifying the talent, gaming, and content sides of the digital entertainment business, I'm constantly fascinated by the ever-evolving world of content creation.   But there's one trend that's become increasingly clear: the gaming industry is at the forefront of innovation.   Games are no longer just a way to pass the time. They're interactive worlds where creators can weave narratives, build communities, and push the boundaries of storytelling in a way that was unimaginable a decade ago.   Here are just a few reasons why gaming is leading the charge in content creation:   ➡️ Unmatched Engagement - Games inherently capture and hold attention. Interactive mechanics and immersive experiences create a powerful connection between players and content.   ➡️ Limitless Creativity - The potential for game design is vast. From sprawling open worlds to character-driven narratives, games offer creators the freedom to bring their unique visions to life.   ➡️ A Community-Driven Ecosystem - The gaming industry thrives on community. Players actively participate in the creation and evolution of games through mods, user-generated content, and esports.    The rise of gaming as a content creation powerhouse has far-reaching implications. Let me share some key takeaways that brands, investors, and other thought leaders in the entertainment industry need to keep in mind:   ➡️ It pays to think interactive. Maybe try exploring interactive storytelling methods that can captivate audiences and make them feel like participants.   ➡️ You need to embrace community building. Foster two-way communication and empower your audience to participate in the creative process.   ➡️ The lines are blurring between gaming and traditional entertainment. Storytelling techniques and rich narratives are important elements that should be incorporated in game design.   The future of content creation is exciting, and the gaming industry is leading the way.   By embracing interactive experiences, fostering communities, and recognizing the power of games as a storytelling medium, we can all be part of shaping a new era of content.   #FutureofContent #GamingIndustry #InteractiveStorytelling #ContentCreation

Creators will hate this post, but I’m prepared for the backlash. The days of charging $750 for a video are over. The last 6 months, I've noticed a harsh shift. Brands will spend $300k on Meta, but refuse to pay $500 for a video. They are doing everything in their power to drive down the cost-per-asset. Instead of fighting this reality, try these 5 steps instead: 1. Work with brands within similar categories It’s easier to shoot for 3 beach brands. Than 1 beach brand, 1 cooking brand, and 1 supplements brand. 2. Bulk shoot your content Build a shot list and maximize content capture in 1 overall shoot day. 3. Work smarter, not harder Walk & Talks, Podcasts, Car Stories, Organic Moments. All of these formats probably take less than 30 minutes to create, and are often more effective than complex, multi-location shoots. 4. Use creative volume to keep costs higher To keep your overall partnership cost high, give a higher volume of deliverables. 5. Set up whitelisting Offer whitelisting to the brand as added value, but only for a limited amount of time. If your ads work, this gives the brand a reason to re-up. --- If you're a creator in this environment, it's best to stop fighting costs. The supply is too high. You won't win this way. Instead, innovate your creation process. So that you can deliver more volume of high-quality creative. For the same amount of your time.

This is How Kortifo's First Kickoff Went! Our DEBUT AD for KORTIFO marks the launch of its most ambitious campaign yet! As Growth Manager for Kortifo and PR Lead for this project, I’m thrilled to showcase the energy and creativity that brought this campaign to life. Kortifo might be free to play, but it’s no ordinary experience—it’s the ultimate challenge crafted for true football fans! This campaign represents our team’s full commitment to bringing Kortifo from concept to final production, delivering an unforgettable football quiz adventure. About The Ad: This ad blends the vibrant essence of Egyptian street culture with the high-energy action of Japanese anime. You’ll be amazed! It was an exhilarating journey for the entire team, and we hope it’s just as exciting for viewers! The campaign wouldn’t be complete without the collaboration of a talented lineup of influencers. The team, all partners, and influencers helped us craft a campaign that truly highlights the heart of Kortifo. __Ad Core Production Team: - Directors: Mostafa Ihab & George Ashraf Helmy - Executive Producer: Omar Elsayed - Producer: UMAMI Games - Creative Director: George Ashraf Helmy - PR Lead: Hagar Khaled Special thanks to the incredible football influencers, dedicated crew, and everyone who brought this project to life—it’s a privilege to work alongside you. I Believe in This Team! This Is Only the Beginning—Stay Tuned For What’s Next! For Partnership Download The Game. Can't wait to discuss further opportunities. Game Link: https://lnkd.in/dwW-YWRq Thanks to: - Ahmed Seif El-Din (UMAMI Games Co-Founder) - Hatem Askar (UMAMI Games Co-Founder) - Ahmed Ghonim (UMAMI Games Co-Founder) Core Team: - Steven Nassef Henry - Lead Game Programmer - Ahmed Mostafa - Game Programmer - Adham Ayman - Game Programmer - George Ashraf Helmy - Art Director - Shrouk Selim - Game Artist - Naira Nawar - Game Artist - Leena Tarek - Game Designer & Data Lead - Game Director - Omar Elsayed Production Team: - Ahmed Elshaar - Backend Developer - Mostafa Nasr - DevOps Engineer - Abdulrahman EL-Gohary - Data & Content Writing - Adham Galal Eldeen - 3D Artist - Mark Boshra - Composer - Ibrahim Abulata - Sound Designer Marketing Team: - Ahmed Nagy - Marketing Manager - Hagar Khaled - Growth Manager - Omar Moussa - Social Media Manager - Nour E. Khaled - Graphic Designer - Mohammed Nabil - Marketing Executive - Mostafa Abo Gamil - Video Editor Contributors : Mohamed Alaa - Game Programming Ahmed Yaqout - Art Direction Naiier Eldeeb - Animation Direction Tayseer Abd Elbaset - Animation Heba Hassan Maharek - Card Illustrations Zaynab Hamza - Market Research Yahia Zaian - Graphic Design Samar Mohamed🍉- Content Writing #KortifoChallenge #FootballTrivia #MobileGameLaunch #CreativeProduction #GrowthManager #Partnership #Gaming #PR #FanEngagement

Artists need to stop renting & start owning. Their audiences. Their channels. Their context. It's the best way to create a sustainable artist business that's less reliant on outside platforms. Here's my framework on how to think about it: There are 2 types of channels: 1. Rented Channels = discovery & growth 2. Owned Channels = nurturing & monetization Both are important. But they must be used in balance… RENTED CHANNELS This is your top of funnel. → Streaming (Spotify, Apple) → Social (TikTok, IG, FB, X) → Video (Youtube, Twitch) ✅ They offer scale & virality to reach a wide audience. ❌ But, the platform owns the relationships. Your songs are just content & you’re always competing for eyeballs (even from your own followers). OWNED CHANNELS This is where you nurture & monetize. → Email → SMS → Website → Pre-Sales → Storefront → *Community → *Membership ✅ You own the fan relationship, data & context. ❌ But, they lack immediate scale & shareability. HERE'S HOW TO THINK ABOUT YOUR CHANNELS 1) Don’t dismiss Rented Channels. Just understand what they are: Advertising. Use them for growth, but don't build your home on rented land. 2) Move everyone you can from Rented to Owned Get great at converting to where you're the context & own the relationship. This is how your wins compound. 🛠️ Use Openstage, Laylo or SymphonyOS 3) Owned Channels take longer to build, but have far greater value. It may have lower conversion. The numbers may feel small at first. But it's worth it in the long run. An email is worth 1,000 streams. 4) Owned Channels aren't just about collecting names They're about creating fans. These people opted-in. Give them the first, best, direct & exclusive experience. Not just "buy my album" 6 months later. --- As the reach of Rented Channels becomes less & less reliable, the value of building Owned Channels becomes even more crucial. It’s how you build a lasting artist business. Stop Renting. Start Owning. --- More on this, including tools for the job, in today's Where Music's Going: https://lnkd.in/evV93bux

𝐁𝐫𝐚𝐧𝐝𝐬 𝐅𝐮𝐞𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐓𝐫𝐚𝐧𝐬𝐦𝐞𝐝𝐢𝐚: 𝐀 𝐍𝐞𝐰 𝐄𝐫𝐚 𝐨𝐟 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 As the lines between content, gaming and commerce blur, brands like Suntory Holdings Limited are stepping up to finance creative projects through Iconic Arts that extend beyond traditional formats, transforming how stories are told and consumed. What’s driving this shift? In part, it’s the changing expectations of today’s audience. Traditional advertising methods have become less effective as consumers seek authentic, engaging experiences. Younger generations, in particular, demand more interactive and meaningful content. To meet this demand, brands are financing entertainment that doesn’t just sell products but tells compelling stories that resonate emotionally with their target audience. 𝐇𝐨𝐥𝐥𝐲𝐰𝐨𝐨𝐝 𝐚𝐧𝐝 𝐁𝐫𝐚𝐧𝐝𝐬: 𝐀 𝐒𝐲𝐦𝐛𝐢𝐨𝐭𝐢𝐜 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩 Hollywood, long reliant on traditional funding models, is increasingly embracing brand partnerships as a way to finance ambitious transmedia projects. Brands, in turn, are finding Content and Gaming to be fertile ground for experimentation, allowing them to reach larger, more diverse audiences through storytelling. At Iconic Arts, brands are no longer just product placement opportunities. They are our co-owners of the IP, financing the stories that align with their values and that can unfold across multiple platforms. While blockbuster franchises dominate the headlines, smaller, independent creators are also benefiting from brand financing in the transmedia space. Streaming platforms and digital channels have opened up opportunities for more diverse voices and stories, allowing brands to invest in niche, fan-driven transmedia projects that might not have been possible in the traditional studio system. It’s a way for brands to tap into highly engaged fanbases while supporting fresh, original content. 𝐓𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐁𝐫𝐚𝐧𝐝-𝐃𝐫𝐢𝐯𝐞𝐧 𝐓𝐫𝐚𝐧𝐬𝐦𝐞𝐝𝐢𝐚 Brands are increasingly seeing value in creating content that extends beyond a single medium, giving rise IP-driven experiences that allow audiences to engage with stories on their terms. In this new era, the power of a story lies not just in its plot, but in how it can be told across the many facets of media. With big names like Suntory Holdings Limited leading the charge, it’s clear that the next wave of transmedia storytelling will be built on brand-driven financing. For Hollywood and beyond, the marriage of commerce and creativity is opening up limitless possibilities, shaping the future of entertainment as we know it. And as other brands continue to invest in transmedia projects, one thing is certain: the stories we love will no longer be confined to one screen—they will live and breathe across platforms, creating a world of interconnected narratives that captivate and engage like never before.

dentsu has announced the launch of its new initiative, “House of Creators,” designed to support the next generation of creators who produce and share content on global online platforms. This groundbreaking project aims to empower these creators by providing them with the necessary tools and resources to thrive in the evolving landscape of virtual content production. The first phase of the initiative will debut on Roblox, a prominent immersive platform with a vast global community of next-generation creators. The launch of the “House of Creators” comes at a time when virtual content production and distribution are undergoing a significant transformation. The rise of technology has democratized content creation, allowing individuals, not just large corporations, to produce and share content through platforms like online games and the metaverse. To read more, click link below 👇 https://lnkd.in/ekGkNq9T • • • #marketingedgem #marketingedge #industrynews #imc #branding #adverting #marketing #digitalmarketing

🎥 In-House Production: Maximizing IP & Elevating the Fan Experience 🏀 At Combat IQ, we’ve worked with promotions across the spectrum—those that outsource and others that handle their production in-house. The verdict? In-house teams have the edge. They not only streamline operations but also unlock the full potential of intellectual property (IP) to captivate audiences and drive revenue. Why In-House Matters: Seamless Collaboration: In-house teams know their brand inside-out, enabling quicker decision-making and real-time adjustments. This means less back-and-forth and more time enhancing the fan experience. IP Maximization: From iconic fighter moments to historical archives, in-house teams can better leverage proprietary footage and assets for revenue-driving opportunities like sponsorship activations, custom content, and exclusive behind-the-scenes footage. Efficiency at Scale: With centralized operations, productions can handle high-volume schedules without compromising quality. Amazon’s NBA expansion is a prime example—they’re gearing up for 100+ games annually with a dedicated home studio. The Numbers That Prove It: $1.8 Billion Deal: Amazon’s 11-year agreement for NBA and WNBA rights showcases the ROI of controlling production pipelines. 12 Hours of Sports Content: This coming Black Friday, Prime Video will roll out non-stop coverage, from NFL games to NBA doubleheaders, all powered by in-house teams. Global Distribution: Starting next season, Amazon will stream NBA games worldwide, proving how in-house setups enable better IP utilization and scalable operations. How Combat IQ Helps Production Teams Maximize IP: We provide cutting-edge tools that enhance in-house production capabilities: - Real-time fighter analytics to make every broadcast more engaging. - Data-driven insights that allow teams to better monetize their proprietary assets. - Enhanced storytelling capabilities to transform raw footage into compelling, sponsor-ready narratives. 💡 The Future of IP-Driven Broadcasts In-house production isn’t just efficient—it’s a strategic move to protect and monetize IP. What are your thoughts on this trend? And how do you see IP playing a bigger role in sports broadcasts? Let us know below! 👇