Get your brand game on!

Gaming studios have had it tough recently.

After soaring sales and investment during COVID, the market has since reset. Now that people’s finances are squeezed, those smaller inconsequential micro-purchases are much less frequent, and investors have been burned.

Gaming is not really what you think it is.

The image conjured up is one of a console, a gaming chair, and a Bluetooth headset — but the reality is much different. 3.6 billion people play games in one way or another, and playing on mobile is by far the most popular device. This is where the bulk of revenue comes from.

Sony, Microsoft and Nintendo have spent years building their own gaming console brands, but these are dwarfed by people playing on iOS and Android.

And this represents a massive opportunity.

The studios creating for mobile need to build their own brands and connect their game content to their masterbrand. Players playing Royal Match need to know that it comes from Dream Games. Players playing Bloons need to know that it is produced by Ninja Kiwi.

[Our work on Playtika’s masterband]

Why does this matter?

The market is currently tough, but it will bounce back. When it does, the strongest brands with a proven track record will attract the most investment. The top talent — there is a lot in the market right now looking for their next role — will seek out the strongest studio brands.

Gamers will be more likely to give new titles a chance from the studios whose brand names they recognise and associate with good content, helping studios break out of their ‘one-big-hit’ portfolio into multiple income streams.

The studios that invest in their brand to match their business ambitions will be best placed to accelerate their growth and ride the bounceback’s rubber band effect.

Now is the time to be bold!

Gen AI will redefine the gaming experience as we know it, drawing us deeper into the experience and bonding us tighter to the characters and worlds we meet there.

See our work for gaming giant Playtika here