GUT Lands Turtle Beach Gaming Accessories AOR

GUT New York and GUT Design won the Agency of Record assignment for Turtle Beach, the gaming accessories brand. The appointment was announced March 22, 2026.

The scope spans brand strategy and creative across GUT's New York office and its design practice. Turtle Beach, known for gaming headsets and controllers, briefed the shop to build presence beyond endemic gaming channels.

GUT was founded in 2018 by Anselmo Ramos and operates offices in Miami, Buenos Aires, São Paulo, Mexico City, Los Angeles, and New York. The agency has grown to roughly 400 people across its network. Recent client wins include Mercado Libre, Michelob Ultra, and Powerade.

Turtle Beach is owned by Turtle Beach Corporation, a publicly traded company reporting $306 million in revenue for fiscal year 2023. The brand competes in the gaming peripherals category alongside Logitech G, SteelSeries, and Razer.

The win expands GUT's gaming-adjacent portfolio. The agency previously worked with Twitch and has produced work for brands targeting gaming audiences through non-endemic channels.

No incumbent agency was named in the announcement. Turtle Beach has historically worked with smaller shops and direct-to-consumer marketing tactics rather than traditional AOR relationships.

The assignment comes as gaming hardware brands push into lifestyle positioning. Competitors like HyperX and Razer have moved advertising budgets toward culture and music partnerships rather than pure performance messaging. Turtle Beach's brief to GUT follows that pattern.

GUT Design, the agency's in-house design practice, will handle packaging, digital assets, and brand identity work. The New York office leads strategy and campaign creative.