Rabbit's Foot Studios drives gaming innovation

Rabbit’s Foot Studios was launched as a specialist studio for gaming, craft and connected content

When PAKT first looked at the gaming market, the opportunity was clear. Gaming was no longer a niche entertainment category. It had become a cultural force, a global attention platform, and a place where brands, audiences and communities were beginning to meet in new ways.

But there was a gap.

The right kind of partner did not quite exist in the market. On one side were traditional production companies, often built around trailers, cinematics and individual campaign assets. On the other were agencies with strategic thinking, but limited ability to translate that thinking into gaming-native content at speed and scale.

So PAKT built the company it could not find.

Rabbit’s Foot Studios was launched as a specialist studio for gaming, craft and connected content, bringing PAKT’s creative and production ecosystem into one of the fastest-moving markets in the world.
Three years later, Rabbit’s Foot Studios is thriving. It has grown, become profitable, and established itself as PAKT’s gaming and entertainment hub. But perhaps more importantly, it has also changed.

Because starting a company is one thing. Adjusting its course once the market starts speaking back is something else entirely.

Akram Janzi, Head, PAKT Nordics and one of the initiators behind Rabbit’s Foot Studios: “The realisation grew slowly over time that the strategy was only a few degrees off. But when we saw it clearly, it felt completely right. We had not built the wrong company. We had built the foundation for something bigger.”

That shift has now taken shape under new leadership, with Sara Sundgren stepping in as CEO. Her mandate is not simply to grow the studio, but to sharpen its role in a market where gaming, brands and culture are increasingly overlapping.

Sundgren: “At Rabbit’s Foot Studios, we start with the client challenge, not the asset list. The question is not just ‘what should we make?’ It is ‘what does this need to achieve, who does it need to move, and how can every piece of content strengthen the next?’”

That perspective marks a natural evolution for the company. Rabbit’s Foot Studios began with a clear belief in high-end gaming craft. Today, that craft remains central, but it is no longer the starting point. The starting point is strategy.

The studio describes its model simply: think like an agency, execute like a studio. Strategy is translated into production from day one. Trailers are built for the big moments. Social and community content carries the story in between. Key art, capture, CGI, OOH, digital twins, Minecraft Marketplace experiences and campaign toolkits are not treated as separate outputs, but as connected parts of one content system.

This approach reflects a wider shift in both gaming and brand marketing. Gaming companies are operating in a more competitive attention economy, where launch campaigns can no longer rely on the same go-to-market playbook used ten years ago.

At the same time, brands are no longer competing only with other brands. They are competing with streaming platforms, social feeds, mobile entertainment, creator culture and constant content oversaturation.

For Rabbit’s Foot Studios, that is where a broader perspective becomes valuable. The studio sits between categories. It understands the expectations of gaming audiences, but also the pressures facing modern brands. It can bring gaming logic into brand content, bring technology closer to brand storytelling, and help gaming companies think more strategically about how they show up beyond the trailer.

That perspective has shaped work across gaming, entertainment and brand-led projects, including the studio’s ongoing collaboration with Mojang. For Rabbit’s Foot Studios, the relationship has been an important example of how deep category understanding, creative continuity and scalable content thinking can support a major gaming brand over time.
But the broader point is not about any single client or output.

It is about a way of working: combining strategic clarity with creative craft, technical fluency and an understanding of how modern audiences engage with content before, during and after the big campaign moments.

Maurice Wenneker, CEO and founder, PAKT: “Gaming has matured enormously, but marketing around games is still too often treated as something separate from the experience itself. Rabbit’s Foot Studios helps close that gap. It brings together strategy, technology and craft in a way that allows clients to move faster without losing creative quality.”

Looking ahead, Rabbit’s Foot Studios is driven by solving more complex challenges for its clients. Sometimes that may mean creating an original experience for Minecraft Marketplace. Sometimes it may mean a digital twin solution, a global OOH campaign, a cinematic trailer, a social content engine or a full content ecosystem around a launch.

The answer changes. The method does not.

Start with the challenge. Define the role of content. Build the system. Then execute with craft. For PAKT, Rabbit’s Foot Studios has become proof that creating a company is not about locking in a fixed idea. It is about listening carefully enough to know when that idea needs to evolve.

The market did not need another traditional CGI trailer company. It needed a strategic content partner that could bridge gaming, brands and technology.

That is where Rabbit’s Foot Studios has found its place. And that is why it continues to grow.

www.rabbitsfootstudios.se

www.pakt.co

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