LRWGreenberg Gaming will include qualitative and quantitative researchers, strategists, designers and project managers.

Led by LRWGreenberg vice-president of strategic planning, Collin Leirvik (pictured), the team will work on player segmentations, portfolio and product planning, title and platform launch positioning, and brand and category insights.

The move follows LRW Group’s acquisition of Greenberg Strategy, announced earlier this month (July).

LRWGreenberg says it has launched the gaming team in response to growth in the marketplace and increased demand from existing clients.

Leirvik said: “Our partners know that to be successful in the gaming industry you need to combine sharp strategy and killer products with an intuitive understanding of why gamers love to play.”

Iwan Thomis, chief strategy officer, LRWGreenberg, added: “The LRWGreenberg Gaming team are both experts in the category and passionate gamers themselves. We’re excited to bring their experience to new challenges across the business.”