Acquisition Creates Specialist Games and Entertainment Marketing Group to Further Enhance Digital Services for Videogames, Tech and Entertainment.

BRISTOL UK - 7 October, 2022 - Fast-growing digital agency Fourth Floor announces that it has acquired highly regarded London-based creative video studio specialists, Explosive Alan. The newly formed Fourth Floor Group accelerates the Company’s growth strategy, creating a next-generation marketing services agency specialising in reaching and engaging with games, tech and entertainment-savvy Gen Z audiences. It extends Fourth Floor’s ability to reach new audiences and offer fully integrated global solutions across influencer marketing, events, social media sales, video production and animation. The acquisition follows a year-long partnership between the two companies, having collaborated on campaigns for clients including Square Enix, Red Bull and Electronic Arts.

Fourth Floor CEO Rich Keith will lead the newly formed Fourth Floor Group. The Company comprises the two agencies plus ecommerce division FRESH (freshstore.co); an online store that enables influencers and games brands to monetise their audiences with merchandise and collectables, and Bread (breadcreators.co), which offers a wide range of monetisation support for influencers.

Rich Keith, CEO Fourth Floor, said:
“I’ve been a long-time fan of Explosive Alan and this enables us to offer unrivalled integrated solutions to our global clients. The acquisition demonstrates our ambition to grow and become the first agency group to understand how influencers and social platforms have changed, alongside consumers’ habits to find, consume and engage with content.”

Dan Maher, Editorial Director, Explosive Alan Productions, added:
“We are delighted to join the rapidly expanding Fourth Floor family and offer our video production expertise and extensive industry knowledge to help take our global clients’ marketing activities to the next level. We join Fourth Floor at an exciting time in their development and can’t wait to see what our future together holds."

Fourth Floor has experienced 50% growth over the past 12 months, with a substantial increase in demand from clients and online audiences. UKIE - the games industry body, announced that the UK consumer games market reached a record figure of £7.16bn in 2021 - an increase of 1.90% from the previous record of £7bn recorded in 2020. For Fourth Floor, today’s announcement is another important strategic step toward delivering integrated solutions to clients worldwide.