European esports organization GIANTX announced Thursday the official launch of a new division called Night Mrkt, described by the company as “a creative marketing agency designed to help brands authentically connect with Gen Z and Gen Alpha through gaming and digital culture.”
The company said in a release that it has been operating the new agency “behind the scenes” for months collaborating with various brands, but today’s public announcement serves as the next logical step in its evolution. According to public testimonials on its official website, the agency has already been working with ESL FACEIT Group and Opel.
With offices in London and Málaga, Night Mrkt plans to focus on international markets such as the UK, Europe, and the United States. Services offered by Night Mrkt include strategic consulting, digital activations, and tailored content campaigns aimed at digitally native audiences, many of whom are young, spend the majority of their time being connected online, and traditionally are fans of gaming and esports.
“With the launch of Night Mrkt, we are bridging the gap between brands and the digital-native generations who are shaping the future of culture. Gaming is no longer a niche interest—it’s a global movement at the intersection of entertainment, music, fashion, and digital experiences. Brands that fail to engage authentically in this space risk missing out on one of the most influential and engaged audiences in the world,” said Mark Carter, Director of Night Mrkt and Chief Commercial Officer of GIANTX.
“By leveraging our deep expertise in gaming ecosystems, cultural trends, and digital engagement, Night Mrkt delivers bespoke, insight-driven strategies that help brands navigate this dynamic space with authenticity, creativity, and impact. We’re excited to help brands unlock the full potential of gaming and digital youth culture in ways that drive both cultural relevance and tangible business results.”
Formed in December 2023 following a merger between UK-based Excel Esports and Spain-based Giants Esports, GIANTX currently fields competitive teams in League of Legends EMEA Championship (LEC), Valorant Champions Tour EMEA (VCT EMEA), Superliga (Spain ERL), and Valorant Game Changers EMEA. Its current partners include Goodfella’s Pizza, Opel, KitKat, HSBC UK, Maggi Fusian, Costa del Sol Málaga, Fitchin, Hotwheels, and PCSpecialist.