How we’re leading the evolution of gaming 


As you may have seen in Campaign this week, we’ve appointed Rachel Rakowski as Global Head of Gaming. In this blog, Stefano Maggi, Regional Lead for EU, explains how the We Are Social Gaming team is ready to take social gaming to the next level for brands. 

It’s been two years since we launched We Are Social Gaming, and it’s fair to say that what’s happened since has surpassed our expectations. 

Our aim was to deliver creative gaming solutions for brands through decoding gaming culture and crafting meaningful experiences in gaming and esports environments – and with this in mind, we’ve delivered campaigns, won awards and have seen a growing revenue stream. Our Gaming Squad – skilled gaming and esports experts – have been working with our local offices across our entire client portfolio to identify gaming opportunities for brands in all sectors and industries.

With gaming at the forefront of our offering to clients, many of our teams are now regularly creating exceptional gaming-focused work. We’ve worked alongside Activision on its global social approach, and made campaigns like Xbox’s Pop off with Pizza Pops, Lavazza Arena and Botaniquest with Klorane. Our League of Legends work for Riot Games is currently sweeping the boards at multiple award shows, and we’ve been shortlisted – and won – for our gaming work at The One Show, Webbys, Clio Awards and the Epica Awards, to name but a few. 

But this is just the beginning – We Are Social Gaming is about to reach the next level. 

2023 Gaming Upgrade: Welcome Rachel Rakowski

It’s off the back of all this amazing work that we’re excited to introduce our new, and first, Global Head of Gaming – Rachel Rakowski. 

Rachel has an extraordinary background in gaming and a deep understanding of gaming culture, with a non-conventional approach to briefs and experience in building teams both agency and client side. She’s a gaming and esports leadership specialist, having worked with the likes of Red Bull and McLaren, as well as AAA developers, Blizzard and Jagex. In her most recent role at Logitech G, she helped create Logitech McLaren G Challenge, increasing brand visibility and market share in the simulation space for Logitech G; she also launched the brand’s new PRO Racing Wheel and PRO Racing Pedals – the first direct drive wheel system Logitech ever produced, with groundbreaking TRUEFORCE feedback technology. 

As Global Head of Gaming, Rachel will ensure our teams all over the world are equipped to continue delivering exceptional gaming-related work. Work that’s rooted in culture, driving connections between people, communities, and brands, all while crafting messages meaningful to our clients’ audiences. She’ll also lead our global gaming team, working alongside our Gaming Squad leaders Peter Mazloumian, Luca Della Dora and Nathan Pillot. 

We Are Social Gaming is undergoing continuous evolution. Now with an even bigger dedicated team, we’re looking forward to being able to create even more ideas worth talking about for our clients through gaming. Watch this space. 

To find out more about working with We Are Social Gaming, get in touch.