Crucial Path

Crucial Path was launched in 2014 having recognised a need for expertise in marketing, publishing and strategy in the gaming sector.

Our expertise helps you find the most effective way to establish the correct strategic direction to reach your customer.

Dirk Metzger
Dirk Metzger / Founder & Director

Having worked extensively for agencies and games publishers in his career, Dirk has a full understanding of every element of games publishing. He’s passionate about solving client challenges and finding the best route to customer engagement across multiple mediums.


Crucial Path is a unique agency that offers a bespoke range of services focused on achieving a client’s needs.

Understanding user engagement, acquisition and retention are the key ingredients to any successful product. We take a creative approach to problem solving and user understanding, immersing ourselves in your product so we can understand the best way to market and position it to the relevant audience.

Contact us for a conversation so we can understand your situation or challenge, and see where our knowledge and resources can be best placed to enable you to achieve your goals.

Some of the specific areas we cover:

Creative Strategy

Finding unique solutions to real world problems from an external perspective can generate substantial gains. Our experience and viewpoint allows us to help see a clear, strategic route to the most straightforward answers.


Understanding gaming, technology and online business is part of the Crucial Path DNA. We have experts in monetization, strategic marketing, mobile, creative, copywriting, media buying or product management. Whatever challenges you’re facing we can support you with the right partner to implement change.


If you’re looking to find the right tone for your game, product, marketing assets or website, Crucial Path has experience across all consumer facing channels both creatively and from a business standpoint.


Riot Games
Bandai Namco Games
Radiant Worlds
Splash Damage
Hi-Rez Studios
Gardiner Group


Need answers? Get in touch!

If you’re ready to put our expertise to work, or are interested in finding out more about how we can help, we’d love to hear from you.

Do feel free to reach out, we’re always happy to talk and connect: