Shinobi helps entertainment brands build a clear strategy for digital games and guides the entire game production cycle.
Shinobi Group founders Wally Nguyen, Chief Executive Officer, and Elin Jonsson, Chief Brand Officer, announced the launch of Shinobi Group, a digital games agency working with entertainment brands, platforms and select development partners to shape game opportunities around the right audience, creative vision, and commercial model.
Working across console, PC, mobile, VR, and emerging interactive platforms, Shinobi helps partners identify where an IP can succeed in games, guide the creative vision and commercial opportunity, and position it for the right development and funding partners.
As part of its launch, Shinobi announced that it is working with the Peyo Company on an exclusive game featuring The Smurfs, the beloved characters created by Belgian cartoonist Peyo. Together, the teams are developing a charming, playful visual style that brings the characters’ familiar world to life for an interactive experience. Further details about the project will be shared at a later date.
Fabienne Gilles, CCO, Consumer Products & Family Entertainment, Peyo Company:
The Smurfs’ world is filled with good vibes, humor and charm. We’re excited to explore a wholesome new way for players to enjoy that world, and to work with Shinobi to build an experience that feels true to the spirit of the brand.
For entertainment brands, entering games can mean navigating a fragmented landscape of developers, platforms, business models and funding opportunities. Identifying the right opportunity—and the right path to bring it to life—can be challenging.
Wally Nguyen, CEO of Shinobi Group:
“Games have become one of the most important ways for entertainment brands to reach and engage audiences, but the ecosystem is complex. There is an ocean of platforms, studios, technologies and business models to navigate, and not every opportunity is right for a brand.”
Shinobi’s role is deep and embedded. The agency works alongside its partners from early strategy and opportunity development through studio selection, concept development, platform positioning and pitching, and remains actively involved throughout development, production, launch, scaling, and ongoing game operations. Shinobi helps guide creative direction, review key milestones, work through brand and platform feedback with development teams, and keep the audience, product vision and commercial opportunity aligned as a game takes shape. The goal is to help build the strongest possible game and position it for long-term success.
Elin Jonsson, Chief Brand Officer of Shinobi Group:
“Many entertainment brands don’t have a dedicated games team internally. We work as an extension of the brand team, protecting the IP, shaping the creative direction and staying closely involved throughout development. The goal is to make sure each game feels authentic to the brand, resonates with the right audience and is being built with the right creative partners.”
