MDRN Logic is painting GLHF as a bold, creative expansion into gaming—one of the most culturally influential spaces in entertainment. CEO Erica Coates frames it as a defining moment, touting incredible partners and bold, entertainment-first campaigns that push the boundaries of what gaming marketing can be.
Insiders note this rollout feels fast-tracked—the acquisition by Terry Hines & Associates closed, and within days GLHF had a live campaign with major PlayStation MLB branding. That's not coincidence; that's velocity. The real question is whether Coates—who left her role as President of MOCEAN to lead MDRN Logic—can actually deliver on the hype acrossEpic Games/Fortnite, CD Projekt Red, Riot Games and Warner Bros Games simultaneously.
GLHF launched Thursday, May 7, 2026. The debut project is the PlayStation MLB 'Future You' campaign featuring former pro baseball player Austin Schultz and comedian Justice Alexander (a.k.a. LGND). MDRN Logic CEO Erica Coates previously served as President of MOCEAN before joining MDRN Logic. Terry Hines & Associates chairman Grant Nemirow confirmed the acquisition in a public statement.
MDRN Logic didn't just pivot into gaming—it made a power play under Terry Hines & Associates' umbrella, and Coates is clearly playing to win. Whether GLHF can convert those marquee partnerships—Epic Games, Riot Games, CD Projekt Red, Warner Bros Games—into campaigns that actually move the needle remains to be seen, but one thing's certain: someone wanted this announced fast.
MDRN Logic has officially entered the gaming arena, and they're not tiptoeing in quietly. The marketing agency unveiled its new gaming division, Good Luck Have Fun (GLHF), on Thursday, debuting with a high-profile PlayStation MLB "Future You" campaign that features former pro baseball player Austin Schultz and comedian Justice Alexander—better known by his handle LGND. It's a statement of intent wrapped in sports-meets-gaming crossover appeal, and it's landing just weeks after Terry Hines & Associates completed its acquisition of MDRN Logic.
The timing is worth noting. Terry Hines & Associates chairman Grant Nemirow confirmed the deal publicly this week, describing Erica Coates and her team as people who "continue to push boundaries in creativity and distinct storytelling." That's warm language for an acquisition announcement, but it also signals that THA views MDRN Logic—and now GLHF—as a centerpiece of its expanded portfolio. The question is whether Coates can back up the hype with actual execution across multiple gaming titans simultaneously.
GLHF's partner roster reads like a who's-who of the gaming industry: Epic Games/Fortnite, CD Projekt Red, Riot Games, and Warner Bros Games are all listed as current partners. That's an impressive client list for a division that launched Thursday with exactly one visible campaign. Chief growth officer Michael Bennett will continue in a leadership capacity within GLHF alongside Coates, providing continuity from MDRN Logic's existing team.
Coates herself is no stranger to high-stakes marketing—her resume includes a tenure as President of MOCEAN before stepping into the CEO role at MDRN Logic. For Terry Hines & Associates, GLHF represents more than just a new vertical. The parent company's broader portfolio already includes entertainment digital marketing agency Homebrew, out-of-home and print services through THA|Create, live event specialist MAKR, and sister agency The MRKT Co.
Adding a dedicated gaming division with deep ties to PlayStation, Epic Games, and Riot Games gives THA a direct on-ramp to one of the most lucrative and culturally dominant entertainment sectors right now. Nemirow put it plainly: "The premiere of Good Luck Have Fun signals a groundbreaking expansion into one of the most sought-after spaces in entertainment." Whether GLHF can sustain momentum with those heavyweight partners while proving its creative chops beyond a single PlayStation campaign will be the story to watch. For now, MDRN Logic has made its move—and the gaming marketing space just got a lot more crowded.
