New Aussie gaming and esports marketing agency launches

June 11, 2024 8:00

A new gaming and esports marketing agency has launched, co-founded by Red Bull Australia’s former head of gaming, and the former Australian GM of one of the world’s largest esports companies.

Game Day Collective aims to forge authentic connections between brands and the gaming community, using co-founders James Lai and Josh Inman’s combined experience in consumer marketing, experiential gaming, and esports.

“Many agencies claim to be gaming and esports experts, but their experience often doesn’t go beyond watching their kids play Fortnite and Googling what flossing is. We’re different,” said Josh Inman, co-founder and chief operating officer.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.