Creative62 appointed Chief Brand Agency for Game Nation
Added by Love Business East Midlands | 1 June 2026
UPDATED: 2 June 2026
Award-winning creative brand agency to lead comprehensive brand transformation across 42 gaming venues in London and the south of England.
Creative62, the brand and design agency with vast expertise in the gambling sector, has been appointed as the chief brand agency for Game Nation, a 42-site gaming operator with venues spanning London and the south of England.
Through reputation, Game Nation invited Creative62 to conduct a thorough brand fact-finding exercise. The resulting insight, combined with a clear assessment of Game Nation's positioning, made a compelling case for change. The quality and ambition of Creative62's strategic thinking won them the appointment outright.
The work represents a significant change of direction for the brand and one that stands apart from anything currently seen in the sector. Creative62 has developed a dynamic, location-based approach to each site's facade, ensuring every venue has its own distinct visual identity rooted in its surroundings. Alongside this, a channel-based mentality has been introduced for screen content across the estate, moving away from static messaging towards a purposeful, programmable communications model that can flex by location, time, and audience.
Work commenced at Game Nation's flagship Chinatown site, where Creative62 delivered a full facelift to the building's façade alongside new digital screen content, setting the creative benchmark for every venue to follow. The engagement will ultimately extend to both the interior and exterior of all 42 locations across the estate.
Adam Lister, Senior Designer at Creative62, commented:
"Game Nation is a brand with real potential, and this is exactly the kind of brief that gets us fired up. The sector research revealed a clear opportunity to cut through the noise and create something genuinely distinctive. Starting at Chinatown lets us prove the concept at scale, and we can't wait to roll it out across the full estate."
Mark Jepp, CEO of Game Nation, added:
"From the very first conversation, Creative62 demonstrated they understood our business, our customers, and the opportunity in front of us. Their sector experience is second to none, and their creative vision for Game Nation is exactly what this brand deserves. We're delighted to have them leading this transformation."
The appointment marks a significant milestone for Creative62, cementing the agency's reputation as a go-to partner for operators in the gambling and gaming sector. With a proven track record of delivering brand work that performs as well as it looks, Creative62 brings both creative firepower and commercial rigour to the Game Nation relationship.
The Chinatown project is now complete, with the wider estate rollout programme scheduled to follow.
