Welcome to a special feature inspired by Real-Time Strategy, the gaming podcast by TriplePoint PR, where our very own CEO, Sean Murrin, shared his journey and insights on what it takes to create unforgettable game marketing experiences. At WAYPOINT, we’re passionate about bringing video games to life through unique creative assets, one-of-a-kind collectibles, and end-to-end e-commerce solutions tailored specifically for the gaming industry. In this episode, Sean dives into our work, our approach to creative challenges, and the future of physical collectibles in a digital-first industry.
With over 15 years in the industry, WAYPOINT has built a reputation for delivering creativity with impact. From designing animatronic figures like Elden Ring's Pot Boy to orchestrating memorable launch events, Sean’s conversation highlighted how WAYPOINT brings a creative and fan-centered approach to each project. What began as a Los Angeles-based marketing agency crafting trailers and key art has evolved into a multi-faceted video game creative agency producing exclusive memorabilia, high-quality influencer kits, and seamless e-commerce solutions.
As Sean put it, “Everything we do has to connect with the fan in a way that feels authentic, thoughtful, and reflective of the game itself.” In an era where most games are downloaded rather than purchased physically, our team remains committed to the value of physical collectibles. These items are more than just video game merchandise—they’re tangible extensions of the game’s world. As Sean explained, “With so much happening on screens, fans still want something they can hold, touch, and display—a piece of the game’s universe they can make their own.” From iconic figurines to unique in-game replicas, collectibles give fans a direct connection to the game’s lore and design.
Take, for instance, our Metal Gear Solid tactical backpack, designed for both functionality and fandom. This item wasn’t just about putting a logo on a bag; it was crafted with tactical elements that reflect the game’s intense themes, allowing fans to incorporate their gaming passion into everyday life. Similarly, our Kerbal Space Program plushies and squishies offer fans a tactile way to celebrate the adventurous spirit of the Kerbals, known for their light-hearted but daring journeys into space.
Creating collectible items isn’t just about aesthetics; it’s about curating a memorable experience from start to finish. Here’s a glimpse into our creative process and the steps we take to ensure each product feels as immersive as the games themselves:
1. Researching the Game’s Heartbeat: The first stage of any WAYPOINT project involves immersing ourselves in the game’s world, understanding the community’s emotional connections, and finding ways to reflect the essence of the game in our designs. For Silent Hill, this meant creating a replica jacket that included in-game details like a flashlight and folded note, drawing fans even closer to the game’s eerie and immersive world.
2. Designing with Intent: Rather than creating generic items, we focus on elements that feel truly representative of the game. WAYPOINT has found success with in-game replicas, such as jackets or props that could belong to the game’s characters. By adding details like hidden notes or iconic tools, we design these pieces to feel like a part of the game’s universe, blending imagination with reality.
3. Iterative Prototyping: Every item goes through numerous rounds of prototyping and testing. By refining materials, balancing functionality, and testing stability, we ensure each product not only looks amazing but also feels like a premium item worth treasuring. This approach also helps us meet high standards of quality and compliance, especially important for products distributed worldwide.
4. Enhancing the Unboxing Experience: For us, the packaging is just as important as the item itself. Creating a memorable unboxing experience, whether through protective packaging or immersive designs, sets the tone for a collector’s edition. Our Metal Gear Solid terrarium, for example, comes with both real and artificial plants, allowing fans to recreate scenes from the game in their own personal space. This level of interaction adds another layer of connection between the fan and the game. Read more about how WAYPOINT creates memorable unboxing experiences.
WAYPOINT’s gaming influencer marketing kits go beyond the ordinary by incorporating interactivity and personalization to foster authentic fan engagement. We develop unique kits that not only reflect the game’s story but also generate excitement among influencers and fans alike. In one recent collaboration for I Expect You to Die 3, the kit was designed to be opened only after the recipient cut specific wires—an experience that mirrored the high-stakes escape room challenges within the game.
“Influencer kits are a unique opportunity to create something experiential and memorable,” Sean noted. These kits provide influencers with a hands-on interaction that connects them to the game, encouraging them to share authentic reactions with their audiences. From detailed miniatures to interactive puzzles, our kits aim to inspire excitement, curiosity, and ultimately, memorable content. If you want insights on how to leverage influencer marketing to elevate your brand, check this article.
For gaming companies interested in merchandise, WAYPOINT offers a complete video game e-commerce agency pipeline. From product design and website setup to payment processing, fulfillment, and customer service, we manage every aspect of the process, allowing game studios to focus on creating while we handle the logistics. Through this end-to-end approach, WAYPOINT has built and managed stores for beloved brands, including Silent Hill and Castlevania.
“We started small and faced many challenges, but through persistence and learning, we’ve built a solid e-commerce foundation,” Sean explained. By anticipating fans’ preferences and embracing methods like open pre-orders, we reduce inventory risks and ensure fans receive the products they love while game studios see an efficient, seamless operation.
As the gaming world evolves, so do fans’ tastes, inspiring us to explore new trends and technologies in our work. From integrating LED lighting and magnetic parts to experimenting with interactive tech components, WAYPOINT stays ahead of the curve in creating products that resonate with today’s audience. Our upcoming Metal Gear Solid terrarium, featuring a miniaturized game scene, is just one example of how we’re pushing the boundaries of traditional collectibles.
And it’s not only about high-tech; sometimes, classic video game memorabilia adds a nostalgic twist that’s just as powerful. Inspired by retro designs and fan-favorite items, we create products that blend tradition with innovation, delivering items that connect with fans across generations.
At WAYPOINT, our mission is clear: to design and deliver quality products that bring players closer to the games they love. We see each project as a chance to inspire, delight, and build a deeper connection with fans. “The world of game collectibles is just as dynamic as the games themselves,” Sean shared. “We’re always looking for new ways to create something unique and meaningful that players can treasure.”
From gaming influencer marketing and e-commerce solutions to unforgettable video game collectibles, WAYPOINT is committed to innovating in ways that capture the imagination and elevate game marketing. To keep up with our latest projects and exclusive releases, stay tuned for more WAYPOINT updates and insights from our team as we continue our journey to bring gaming experiences to life.
We want to thank the amazing team at TriplePoint for the opportunity to make a guest appearance on their podcast. Find TriplePoint’s work here https://www.triplepointpr.com/, and watch the agency’s show everywhere here: https://realtimestrategy.carrd.co/. Follow the podcast on Twitter and YouTube @RealTimeStrats. Follow Kaitlyn and Sam on social media @KaitlynRedWing and @SamScotMosher.
