A marketing, technology, and entertainment group
Three companies working as one team: The Catalyst (creative), Catalyst Labs (tech), and Chaos Theory (our record label), out of Singapore, London, and Dubai.
A global ecosystem for entertainment, tech, and culture.
The Catalyst
Campaigns, social, creators, and events for gaming's biggest brands.
Catalyst Labs
Community infrastructure, interactive reporting, and product builds.
Chaos Theory
Music, sync, and artist × gaming crossovers.
A 360° partnership, executed live.
Legion's full presence at the world's biggest esports event: global social, influencer programming, product marketing, and stakeholder management, run live from the ground.
A global product launch, built as entertainment.
We cast Brian Baumgartner in three review personas, filmed in LA, and briefed creators to carry the campaign across socials as entertainment rather than advertising.
An exclusive music video, released through our label.
XG shot an exclusive music video in Singapore with the Tourism Board. Chaos Theory, our record label, handled the worldwide release, with zero paid media across the campaign.
A standing creator programme, three years running.
Creators across Lenovo Legion and Yoga publish reviews, launch coverage, and always-on content. 144 of the 412 videos published were earned coverage, at no cost to the client.
A live series on Legion's own channel.
A monthly Twitch programme with a standing roster of creators streaming on Legion that also feeds 3 yearly standalone on-ground series, including EWC, CES, and ICE.
2026 awards at a glance.
Five ways to work with us.
01Social & Digital Marketing
Always-on channels, planning, and strategy: standing mandates for global brands.
02Creator Strategy
End-to-end creator programmes, from ambassador rosters to monthly live series.
03Experiential Events
Major-event execution (EWC, gamescom, Unreal Fest), from booth to broadcast.
04Creative Strategy
Entertainment-first campaigns built for gaming audiences.
05Music & IP
Chaos Theory, our in-house label: releases, sync, and artist × gaming crossovers.
Over to you. How can Catalyst help?
See our work: group.thecatalyst.gg