Shinobi Group launches games agency, signs Smurfs deal with Peyo

Published 6 Nov 2026 · Games Atlas Editorial · Company Formation

Games Atlas summary: Wally Nguyen and Elin Jonsson launched Shinobi Group, a digital games agency. Shinobi signed an exclusive partnership with Peyo Company to develop a new Smurfs game. The agency guides IP holders from studio selection through launch and live operations. Shinobi is also seeking deals with entertainment brands, platforms and development studios.

Full-lifecycle model targets IP holders' platform complexity

• Shinobi's model spans early planning, studio selection, development, launch and live operations.
• This full-lifecycle scope targets legacy IP owners unfamiliar with interactive platforms and business models.
• Shinobi works across mobile, PC, console, VR and other interactive platforms.
• "There is an ocean of platforms, studios, technologies and business models to navigate, and not every opportunity is right for a brand." - Wally Nguyen, CEO, Shinobi Group

Peyo partnership marks first disclosed client

• Peyo Company's Smurfs deal is Shinobi's first named client partnership.
• The project is in early visual development and further details are undisclosed.
• Shinobi is also pursuing additional partnerships with entertainment brands and platforms beyond Peyo.
• "We're excited to explore a wholesome new way for players to enjoy that world, and to work with Shinobi to build an experience that feels true to the spirit of the brand." - Fabienne Gilles, CCO, consumer products & family entertainment, Peyo Company

What this means

• For Service Vendors: Pitch art and co-dev capacity to IP-holder agencies before their studio shortlists close.
• For Publishers & Developers: Add brand-side game agencies to licensing outreach for legacy family IP.

Sources

• Shinobi Group launches games agency and Smurfs project with Peyo | PocketGamer.biz (pocketgamer.biz)