NOW PLAYING
GAME Creative
Team PROFILE
Agency Type
Creative
Ownership
Independent
tagline
Play to win
LEADERSHIP TEAM
Dan Beaumont
Founder and chief brand strategist
Key Stats
Offices
N/A
Headcount
1 (plus a cohort of freelance support)
Client book
Client Wins
7
Client Losses
0
Client extensions
2
Largest clients
Mirvac
Natio
Rugby Australia & NZ Rugby
Agency Scorecards report
Founded in 2024 by Dan Beaumont, formerly a director and partner at The Royals, GAME set out to challenge the traditional agency model.
It swapped office overheads for a senior-led collective of freelance specialists — hence why it has no office or proper workforce listed. That model was put to the test in 2025, and while this one man band of sorts is still warming up, there are early signs it can hold a tune.
GAME ended 2025 with nine clients. Of those clients, eight were project-based and one, Mirvac, was on retainer. EveryPlate and Rugby Australia and NZ Rugby are project clients that would carry over into 2026. The remaining seven were new wins in 2025.
Among GAME’s highlights was the launch campaign for home loan alternative business Midkey, ‘The Quest’. This cinematic, comedic campaign built around six knights on a mythical quest to find the ultimate solution to mid-life financial pressure.
Its EveryPlate ‘Get Stuck In’ platform showcased the agency’s ability to deliver a full brand transformation across multiple channels while GAME helped IT company launch a new brand, Rhubarb, for the agency sector.
No awards were entered in 2025 as the agency found its footing and is seeking to build a body of work before chasing trophies. 2026 will be the real test of whether GAME Creative can handle the pressure of the main stage.
The freelance-heavy model is a genuine point of difference, however, maintaining consistency and diversity long-term without a permanent bench will be a challenge as its client roster grows. Still, GAME isn’t chasing scale, it’s chasing quality.
Hightlights reel
Midkey: 'The Quest'
We’re proud of this campaign because it’s a very unusual way to launch and promote a new financial services product. The campaign needed to stand out in the category and help people understand how Midkey can help them.
So we chose to focus the story on the product features, just completely out of context to help the campaign slice through the clutter.
Hightlights reel
EveryPlate: 'Get Stuffed'
This campaign is a fantastic start to a new communications platform for the brand. ‘Get stuck in’ perfectly articulates what we want customers to do with the product. It’s not fancy food. The cooking process is simple and easy. There are no ‘airs and graces’ about the whole brand. We created an integrated campaign across film, radio, OOH and digital that’s helping to significantly raise awareness and consideration of the EveryPlate offer.
This includes an AI-generated film that has garnered over 18 millions views (it went old school viral).
Hightlights reel
Rhubarb Brand Creation & Design
GAME was asked by our client to create a new brand for the IT services market. A brand that needed to resonate with a discerning audience – agencies.
Rhubard (because it goes well with Apple) was created with strategy first then design. A digital ready brand with DBA’s galore.
GAME Creative's take on 2025
2025 was an establishment year. Build the model – adjusting and optimising it as we go (like an operating system).
Build clients, build great work, build revenue, so we can invest more in client’s business and work. We’re regularly collaborating with 10 clients now and co-creating with up to 15 people at any one time.
And while we had a good first year, we’ve quadrupled revenue in year two (and it’s not over yet).
The clients
How can the Most Valuable Player not be the one who pays you?
Without our clients, GAME doesn’t exist. They’re the founding member of every project team and the business is designed around them.
If we were a band, we'd be...
David Grohl
Dave Grohl going solo and playing with a whole bunch of insanely awesome session musicians from other great bands.
GAME Creative's
B&T's Agency Score
7.1
Previous season: N/A
Critic's Comment
“GAME Creative has found its rhythm early. Now it’s about converting one-off hits into a catalogue of long-term clients.”