The Path is a games marketing agency built on a simple belief: that brilliant people do brilliant work.

Meet the Team

  • Founder at The Path

    Experienced business leader and gaming industry specialist.

    Ex-Managing Director at Fourth Floor, a full service marketing agency for the games industry. Twitch's first commercial hire outside the US, starting the UK sales office in 2014.

    With 19 years of experience split between agency and commercial roles, Michael has worked on countless games over the course of his career, from AAA to indie, and everything in between. Throughout this time he has been at the forefront of the industry, building award-winning teams, and delivering award-winning work.


  • Community Lead at The Path

    Ever since John started to play games online, he has loved and enjoyed being a part of many different communities and helping them grow and expand in different ways. Whether creating his own within a game, competing or running events, he has always tried to help the community he was a part of to make it better for himself and others.

The Path is an independent games marketing agency working exclusively with devs, studios, and publishers to help them find the right audience.

The Path’s ethos is built around the simple belief that brilliant people do brilliant work.

We specialise in creator marketing, media buying, community management, and consultancy.

The Path offers the experience and skillset of an established agency, with the agility of an upstart. Feel confident in taking your game to market in today’s uncertain world by letting us help you navigate The Path.

Our services

Creator Marketing

Working with the carefully curated content creators to embed your game at the heart of their communities on YouTube, Twitch, TikTok. Creating bespoke content and using authoritative voices to get you in front of the right audiences.

Community Management

The Path supports existing community teams, or we can design and implement programs from the ground up which grow and sustain player excitement. Our strategies retain players by keeping them engaged and interested across platforms like Discord, Reddit and more.

Media Buying

By leveraging the relevant platforms, channels and ad formats, The Path can reach your audience at the right time and in the right place.

Contact Us

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Testimonials

  • “Michael has a rare combination of smarts and empathy. He’s commercially minded, rational and well-informed, but just as importantly, he leads with integrity and a deep sense of care for the people around him. If you have the chance to work with him, take it..”

    Tom Whitaker | Marketing Director @ PlayStation

  • “Michael’s understanding of how important our community was but also the gaming ecosystem enabled us to develop a player first campaign and bring it to life in under a month. The results speak for themselves and still remain some of our most successful campaigns of the past couple of years reaching and engaging players globally.”

    Cathy Prowde | Global PMM for Hearthstone @ Blizzard

  • “Michael has been a constant partner at whatever company he has represented, delivering exceptional quality work, high levels of creativity, and among the best service of all the agencies and vendors I have worked with. He is a trusted confidant, and someone I can turn to whenever needed. I would recommend working with him without hesitation.”

    Kevin Flynn | Head of Marketing @ NaturalMotion Games

  • “Michael is a leader who leaves a lasting impact—not just on your career, but on how you think, work, and grow as a professional. If you get the chance to work with him, take it. He’s an instinctive sales leader, a trusted mentor, and someone you’d be lucky to have in your corner.”

    Nicola Clarke | Gaming Account Director @ Twitch

  • "Michael is a top tier operator and one of the highest integrity to boot. He is buttoned up on the details, he always knows his numbers and he is able to cut through noise in both small and large organisations to deliver for stakeholders be they internal or external."

    Chris Thomas | Creator of the Galaxies video game showcase

  • "Michael is a true professional, highly personable and incredibly commercially minded due to his wealth of knowledge and experience in the gaming and media space. Michael was always there for me to offer help and support and I feel lucky to have had the opportunity to work with and learn from him."

    Beth Wain | Head of Influencer Campaigns @ Disobey

  • "Michael is an excellent leader who truly cares about the teams that he manages both directly and indirectly. He taught me a considerable amount about business, and leadership, in a way that cut through jargon."

    Chris Spearman | Head of Creator Success @ Fourth Floor

  • "Michael’s vast breadth of experience and knowledge in the gaming industry, combined with his strategic vision, and an unwavering commitment to clients, creators and audiences drove huge success. He was confidently able to align needs across creators, clients and colleagues to ensure all parties were working towards a common goal."

    Sarah Deas | Head of People @ Fourth Floor

  • "I had the pleasure of working with Michael for many years at Twitch, and he is unquestionably one of the best in the business. His collaborative leadership style, strategic thinking and genuine curiosity to learn and recognise the nuances of the business benefitted not just the teams he worked with but ultimately Twitch's clients the most - brands and creators alike."

    Chris Mead | Business Officer @ RTS