Omeda Studios picks Waste Creative to lead Predecessor brand strategy

We’re partnering with Omeda to evolve the Predecessor brand – aiming to unlock new levels of fame, fandom, and success in the MOBA space. The project covers brand positioning, audience segmentation, building a brand bible, and creating marketing assets – all designed to pull in new players and grow daily active users.

"From the outset, Waste showed a clear understanding of our ambitions for Predecessor and the challenges of standing out in the MOBA space. Their fan-first mindset, straight-talking approach and ability to back up thinking with rich data and clear insights really stood out. We were looking for a partner who could support us end to end, from strategy through to delivery, and Waste gave us confidence they could do exactly that. Their connection to the Keywords Studios network is another strength we’re excited to tap into as the partnership develops." — Ben Noskeau, Brand Lead at Omeda Studios

Predecessor is a third-person, next-gen Multiplayer Online Battle Arena (MOBA) built in Unreal Engine 5, playable on console and PC. Inspired by the legacy of Paragon and powered by its community, the game is carving out space in a genre dominated by League of Legends, DOTA, and SMITE. Backed by millions in Epic Games funding and already attracting over 2 million players early on, Predecessor has serious momentum. Now Omeda wants a brand that’s as bold and globally resonant as the game itself.

The new brand look is set to roll out later in 2025.

"The Omeda team is a dream fit for Waste. They’re ambitious, keen to innovate, and share our belief that a thriving game brand only sustains if you build it with the fans. They’ve already achieved so much with Predecessor, so it’s a privilege to help them look to the future and evolve the brand. Together, we’re developing a strategy that builds on their unique appeal without tethering them to the past. We’re so excited to see this game thrive and move the MOBA genre forwards." — Christian Perrins, Head of Strategy at Waste Creative