We exist to help brands earn their place in gaming culture.
That means understanding platforms before they peak, respecting communities instead of exploiting them, and creating experiences people actually want to engage with.
Helping brands belong in fandom
Gen Z and Gen Alpha have "the attention span of a goldfish and the BS radar of a detective."1 They've grown up saturated with marketing and can spot inauthenticity immediately. 66% buy from brands they actually like, and peer recommendations outweigh celebrity endorsements 3 to 1.2
We're 30+ people who grew up with controllers in our hands, who still line up for conventions, who understand what makes a community thrive because we've been part of them our whole lives.
When brands come to us, they're gaining a partner that already speaks the language, already knows the platforms, and already lives in these spaces every day. That's the difference between inserting yourself into gaming culture and actually belonging to it. And that's why we can bring our clients to these audiences in ways that actually resonate.
Our clients, Walmart, Samsung, Tencent, Marvel, and many others, came to us because they wanted more than media buys and banner ads. They wanted to connect with audiences in meaningful ways.
That's what we deliver.
Our Founding
John Benyamine and John Gaudiosi founded Moonrock to fill a gap they'd seen for years: brands wanted to reach gamers, but they didn't know how to do it authentically.
Both founders came from decades in the industry. Benyamine from agency and brand-side marketing, Gaudiosi from gaming journalism and content. They knew that gaming wasn't just another media channel. It was a culture. And brands that treated it like one more ad placement were getting ignored.
So they built a creative shop that could actually belong in those spaces. One that explored branded content on emerging platforms like Roblox and Fortnite before they became obvious. One that created bridges between digital experiences and IRL activations. One staffed by people who were already part of the communities they were trying to reach.
“Brands should be looking at Roblox as a social media platform that targets Gen Z and Gen A audiences through interactive experiences.”
— John Gaudiosi
Milestones
Founded
Foray into UGC with experiences built in Roblox, Fortnite, and Minecraft, before these were mainstream tactics
Acquired Media Department
Inc. 5000 #1 Fastest Growing Media, PR & Advertising Agency
Doubled team size
Acquired Umbr growth marketing company
Meet the team
Real experts. Real gamers. A nimble creative team comprised of people who know their audience firsthand and have been connecting brands with that audience for decades.
- Inviqa — Key Trends Shaping Gen Z/Alpha Engagement 2025
- Inviqa — Key Trends Shaping Gen Z/Alpha Engagement 2025 (66% "brand I like"; peer recommendations 46% vs celebrity 15%)
Let's Talk
Whether you're looking to launch an in-game experience, activate at a convention, or just figure out how to reach your audience, we're here.