SEED, the AI-native creative production studio, announced the acquisition of Karta, the award-winning UGC gaming studio behind branded experiences inside Fortnite, Roblox and ZEPETO at today’s Roblox Developer Conference in San Jose, California. Karta’s clients include Unilever, HUGO, Amazon Music and more.

Karta joins SEED as part of Tomorrow Group, which also owns digital marketing agency Found, influencer marketing agency Disrupt and data & AI consultancy Braidr.

The acquisition comes as audience attention is shifting, with UGC and social gaming platforms emerging as priority channels for brands. Activations on Roblox and Fortnite aren’t experimental spend anymore, but an essential part of the media and cultural mix.

Karta was founded in 2021 and has since earned a reputation for creating unique gaming experiences and activations for brands that players choose to spend time in.

It has created the number one official artist experience “TWICE Square” on Roblox, which has had 100 million plays. Its work also includes Beat Builder, a build-based rhythm game in Fortnite and a gamified version of Spotify Wrapped.

SEED is a creative entertainment studio for the AI era, creating advertising content, music and now gaming experiences for brands including Mercedes-Benz, Stella McCartney and FIFA.
Combined, SEED and Karta can supercharge social gaming experiences and integrations for clients, taking them to the next level by amplifying them beyond the platform.

“We started Karta because it was clear brands would need to show up inside video games the way they once needed to show up on television”, says Tony Barnes, co-founder of Karta. “Five years on, the audience is there, the platforms have matured, and the client question has moved from whether to build to what to build. Joining SEED gives us the production capability and the backing to answer that at a scale we could not have reached alone.”

Cameron Gunn has been appointed Managing Director of SEED and Karta combined.

“UGC Gaming isn’t a specialist experiment within a marketing strategy anymore,” says Cameron Gunn. “Karta has years of knowledge about what actually works inside these worlds. SEED has built one of the most advanced AI production capabilities in the market. Together we can give clients something the market has been asking for but so far struggled to find in one place.”

“Karta is SEED’s first acquisition, and it is a deliberate one,” says
Tina Judic, Founding Partner and Chairman of Tomorrow Group. “We want our clients to be fully integrated inside these platforms rather than experimenting cautiously, and that requires a team that has been doing it seriously for years. Karta is that team."

Karta is set to be fully integrated into SEED and Tomorrow Group.