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LRWGreenberg Gaming Launches to Meet Growing Industry Need

In-house gaming research specialist team assembled to respond to the demand and bring insights to life

Emeryville, California, USA – WEBWIRE

“Games challenge us, they demand creativity, they tell us amazing stories. We take those qualities and bring them to all the work we do.” Collin Leirvik, LRWGreenberg Gaming

Research and strategy consultancy LRWGreenberg today announced the formation of LRWGreenberg Gaming. LRWGreenberg Gaming brings together a cross-functional team of gaming-savvy qualitative and quantitative researchers, strategists, designers and project managers. Versed in LRWGreenberg’s WholeHuman® approach to insights, and fueled by personal and professional passion for gaming, each member of the team has the experience and credibility of putting learning in context to identify breakthrough insights. Specialized areas of expertise include player segmentations, portfolio and product planning, title and platform launch positioning, and foundational brand and category insights.

Collin Leirvik, LRWGreenberg vice president, has been tapped to lead LRWGreenberg Gaming. “Our partners know that to be successful in the gaming industry you need to combine sharp strategy and killer products with an intuitive understanding of why gamers love to play. We have extremely talented team members who understand the gaming industry because they’ve been playing games their entire lives,” commented Leirvik. “Games challenge us, they demand creativity, they tell us amazing stories. We take those qualities and bring them to all the work we do.”

The introduction of LRWGreenberg Gaming is in response to sharp marketplace growth and increased demand from existing business and partners. The video games market generated $131 billion USD in 2018 and is poised to become a $300 billion industry USD by 2025. (GlobalData report, April 2019)  An increased number of non-traditional gaming companies are entering the space, and newer innovations like mobile, cloud and VR have helped drive expansion.

Added Iwan Thomis, chief strategy officer, LRWGreenberg: “With this growth comes an increasing importance for organizations to really understand what is now the dominant force in global entertainment. The LRWGreenberg Gaming team are both experts in the category and passionate gamers themselves. We’re excited to bring their experience to new challenges across the business.”

LRWGreenberg’s WholeHuman® research approach is key to keeping pace in this dynamic industry. It honors the head, heart and gut – the three centers of intelligence recognized in psychology and neuroscience. These centers work in conjunction with each other, but each have a unique dimension. The benefit to brands and organizations is a broader set of variables providing deeper insight to inform smarter marketing and engagement.

Businesses and marketers interested in learning more about LRWGreenberg Gaming can visit or email listening(at)greenberginc(dot)com.

About LRWGreenberg
LRWGreenberg (formerly Greenberg Strategy) is a research and strategy consultancy focused on helping businesses understand the WholeHuman® Experience inside and outside the organization.  Our approach integrates patterns thinking, insight and design in order to maximize companies’ value. We specialize in both qualitative and quantitative research around customers, brands, communications, products and organizations. Headquartered in Emeryville, CA, LRWGreenberg was awarded Women in Research’s (WIRe) inaugural Best Places to Work Award in 2018. Learn more at


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