GamesMarkt

Business

**GamesMarkt: Let‘s start by taking a look back to the founding moment: what specific market gap did you see that convinced you to start 1SP Agency, and what was the first proof point that told you the thesis was right?** 
**Torsten Oppermann:** We saw a clear gap in the market for a partner that could truly merge social media, public relations, influencer marketing, retail activation, and experiential campaigns into one cohesive strategy — especially for gaming, consumer electronics, and tech. Many agencies specialized in one area, but very few could unify brand voice and community engagement across all touchpoints.

Our first proof point came when we delivered a campaign that combined PR outreach to tier-one gaming media with creator-driven social activations, all supported by in-store retail experiences. The result: a trending hashtag, dozens of media features, and a 30% uplift in foot traffic. That was when we knew the approach worked.

Back in 2020, at the height of the COVID pandemic, my Co-Founder Markus Oeller predicted that client-level decisions would increasingly shift to the international stage, while local budget and campaign management would decline. That foresight inspired our vision: to create Europe‘s largest agency for gaming, consumer electronics, and technology.

From day one, we structured 1SP Agency around three core segments: Awareness, Sales, and Tech. These are never siloed — they connect seamlessly within every campaign. For example, we might launch awareness through PR, social media, and creator campaigns, then drive sales with immersive retail showrooms and trained brand ambassadors at the point of sale and finally enhance the tech layer with online store optimization (such as Amazon) and modern AR/VR solutions.

**What were the top three key challenges you‘ve come across in the last years — and how did you solve them?** 
Our first hurdle was finding the right Private Equity partner to bring our Buy-and-Build strategy to life. We succeeded and today, BPE is an exceptional partner driving this journey with us. 

Secondly, we needed to create an M&A and integration playbook to ensure we select the right agencies to join our family and integrate them thoughtfully. As Markus and I often say: we integrate, we don‘t assimilate.

Another important step was convincing our banking partner of our vision — and why it made sense to finance our inorganic growth through acquisitions. We were fortunate to find exactly the right partner in Sparkasse Bremen, who believed in our strategy from the start. We wanted them to see that we‘re not “just another” finance-driven agency group, but one with a razor-sharp focus on gaming, consumer electronics, and technology. Our team is made up of highly specialized, passionate individuals — the very reason we‘re called 1SP Agency.

**Interview continued below**


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![](https://s3.eu-central-1.amazonaws.com/zone.busch.store.image/f7caba36-3b85-4378-82fd-ef3ddbbfefa9.jpg)
##### 1SP in a Nutshell
1SP Agency is an innovator in the global marketing of gaming, consumer electronics and technology, delivering impactful campaigns, crucial support services and ground-breaking technology to drive sales and build brand loyalty for clients.
- MSM.digital: PR, communications, AR/XR, and retail marketing
- FLZR: Retail promotion
- INSIGHT: Influencer and content creator 
- Studio CO2: Full-service creative studio
- Renaissance PR: Award-winning video game PR
- New Fluence: Leading influencer marketing agency
- Promopers: Sales promotion, communication, marketing, events
- FIJAK: Design, production, logistics and retail activation


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**Continued interview**

**Which services and capabilities are currently most in demand when working with publishers or developers?** 
Right now, publishers and developers are looking for partners who can deliver truly integrated awareness campaigns — campaigns that connect multiple touchpoints along the customer journey, from PR and social media to creator-driven content. Authentic creator marketing is in high demand because it genuinely moves the needle when it comes to engagement and brand loyalty. And increasingly, we‘re also developing solutions that help transform retail spaces into experience centers, places where players can connect with brands in memorable, immersive ways.

**How has games marketing changed in the last 5 to 10 years from your perspective — and how has 1SP Agency adapted?** 
Over the past decade, consumer behaviour in gaming has evolved significantly, and the industry has responded with an ever-growing variety of products to meet different gaming needs. From AAA single-player blockbusters to games-as-a-service, from mobile titles to VR experiences: each audience requires its own tailored set of marketing tools. At 1SP Agency, we‘ve adapted by keeping one guiding principle at the heart of everything we do: start with the consumer. We always ask, “Who is the audience, and how do we reach them?” Every campaign is built from that foundation.

**1SP Agency right now consists of 8 units that remain to have their own brand and individual market approach. The latest addition to the family being FIJAK. How do you make sure all agencies can also work together as one and come together for bigger client projects?** 
For us, everything starts with the client‘s objective — and our job is to deliver on that, regardless of which agency within the group is involved. In practice, our campaigns almost always span multiple units. In the past 12 months alone, more than 70% of our clients have worked with at least two or three of our agencies across different regions. We are, in essence, a house of brands, all connected under the 1SP roof. This structure enables each unit to work closely together while preserving its own brand identity and market approach. We encourage collaboration through shared processes, cross-agency project teams, and a culture that values the unique strengths each unit brings to the table. That way, our clients benefit from both the deep specialization of each brand and the collective power of the entire group. 

> "For us, everything starts with the client‘s objective — and our job is to deliver on that, regardless of which agency within the group is involved."

**You often mention the word “family” when talking about 1SP Agency. It‘s obviously a big goal to create such an atmosphere within an organization and it‘s easier said than done. What does the word family mean to you personally and what does it mean in the context of 1SP? What makes it feel like a family?** 
For me, family means sharing core values, looking out for one another, and trusting each other‘s expertise — without telling people how to do their job. That‘s exactly how we approach our agencies within 1SP. We partner with them for their specific know-how, offer advice when it‘s asked for, but never dictate. Our role is to help each unit perform at its best, so together we can deliver outstanding results for our clients.
We are an “ideas first, hierarchy last” agency. In a good family, people feel encouraged to speak their minds, challenge each other when they disagree, and at the same time make compromises for the greater good. Collaboration only works when egos are kept in check — because egos can destroy culture in any company, and especially in creative agencies.

**Looking back at your starting point as an agency entrepreneur: Was there a moment when you knew: “Now is the time to start my own agency”?** 
Hahaha. To be honest, I don‘t think there‘s ever a “perfect” moment to start the entrepreneurial journey — which also means it‘s always the right time to start one. When my former partner, Reza Abdolali, and I founded my first agency, Indigo Pearl, in 2001, it was just five days after 9/11. The world felt upside down. At the time, I had a big corporate role at Hasbro in London and Frankfurt, traveling constantly and moving a lot of needles — but something was missing. That feeling was my true starting point.
Looking back, it was invaluable to start the journey together. Reza and I complemented each other‘s strengths and perspectives, which helped us navigate challenges and grow the agency for many years.

**Looking back, which encounters or projects have had the biggest impact on you personally?** 
Over my 25 years as an agency entrepreneur, I‘ve been fortunate to work on some of the biggest game launches in history. Looking back, one that stands out personally is Anno 1503 – one of our very first AAA launches, almost 23 years ago. We went all in, convincing Adi Boiko, the founder of Sunflowers, on a bold plan to truly make an impact in the market. From PR and launch events to celebrity campaigns, even creating a board game with Settlers of Catan author Klaus Teuber and publishing a book, we pulled out all the stops. He was hard to convince, but we believed in ourselves and our ideas. In the end, so did he — and the rest is history. And of course, it was a fantastic game.

Another milestone was being part of the birth of an entirely new category: virtual reality. As a tech geek, launching the Oculus Rift in Europe with PR, social, and retail campaigns was incredibly exciting. It was also during that time that I met Markus Oeller, which set in motion the MSM.digital journey in 2018, before we evolved into 1SP in 2023.

**Which gaming moments – whether personal or professional – are truly unforgettable for you?** 
My first unforgettable gaming moment was getting an Atari VCS with Pitfall and soon after, my first Atari 400 computer. I still remember my best friend and I playing for more than 24 hours straight without sleep. Those moments sparked a passion that never left me.
Professionally, launching Sonic during my time at SEGA in the 90‘s was another defining highlight. That‘s also when I met Steve Cross, who was then Creative Director at SEGA in London and today runs Studio CO2, our creative studio in the UK. It‘s amazing how moments like that can shape both your career and lifelong professional relationships.

**Which qualities are essential for someone who wants to start their own agency in the gaming and marketing industry?**
I‘m not a big fan of giving advice, but for me, it has always been about following my passion. I love the industry I work in, the clients we work with, and the campaigns we create — and I genuinely wouldn‘t trade places with anyone in the world. I‘m grateful every day to be able to do what I do.

I‘ve also learned that you need a little bit of luck along the way, but just as importantly, you have to recognize it and seize it the moment it comes your way.

> "Right now, publishers and developers are looking for partners who can deliver truly integrated awareness campaigns — campaigns that connect multiple touchpoints along the customer journey, from PR and social media to creator-driven content."

**How do you stay relevant in such a fast-moving industry?** 
I like to say — and Markus shares this view — that we see ourselves as the coaches, not the players, to use a football analogy. We may not be the best players anymore, but we know where to place the best talent and how to enable them to perform at their best. That‘s our job and it‘s a big part of how the company stays relevant.

On a personal level, being a passionate geek makes it almost effortless for me to keep up with our fast-moving world. I genuinely enjoy staying on top of trends, technologies, and innovations, and that curiosity naturally keeps me connected to where the industry is heading.

**Finally, paint us a picture of 1SP Agency in the next 5 years — what are your goals for the future?** 
Let‘s take it even further — our “Big Hairy Audacious Goal” for 2035 is to build a global powerhouse of specialized agencies with strong footprints in Europe, Asia, and the US. We want to bring together the best talent, the most innovative thinking, and the sharpest expertise in gaming, consumer electronics, and technology — all under the 1SP roof. That‘s the vision we‘re working towards every single day.

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##### Torsten Oppermann…
… is the Co-founder and Co-CEO of 1SP Agency. 1SP Agency is his second successful buy-and-build venture, following the PIA Group, which he helped scale.

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1SP: Where Client Goals Meet Global Expertise