Games Branding – Holistic Overview
Bringing transparency to games branding understanding is of the utmost importance since you need to be sure about the impact and results. In our brief we collected the most essential information that is related to determining the meaning of identity-building efforts for you to be aware of the tasks that need to be executed to carve the niche.
Researching the topics connected to branding for game, we couldn’t bypass shedding light on the elements, composition of which ascertain the aha moment, deeply reflected on the importance of trailers and, of course, highlighted numerous examples to illustrate our point of view.
Utilise a full range of branded game perks. Put into practice the methods we explored in our overview and make your proposition unique and appealing to your customers. See with the cases to assess how caring attitude toward your brand image pays back.
What is games branding?
Looking for means that will help you build your game legacy, which will be well accepted and supported by players, recognised through different channels, competitive in the bustling world of daily novelties and established giants that have been in the industry for decades, your worries in all likelihood will be handled by completing game brand image creation.
Carrying out branding for games, businesses resolve a series of paramount matters, without which marketing efforts won’t be as effective as you want and the acceptance of the game won’t reach new heights. Brand defining solutions are typically provided by agencies, delivering an extensive list of branding services. You always have the choice of requesting one or two offerings that are needed for your game differentiation or the entire package of deliverables.
Crafting your brand helps form emotional connections with customers even before they immerse themselves into the fantastic worlds, created for them; change their perceptions, turning scepticism into anticipation. When a brand is true to itself and every part of it perfectly aligns with the major idea, a significant part of the job that lies in evolving potential players into loyal audiences that actively engage in every possible initiative, is done.
Core elements of a successfully branded game
While some key particles are common for any kind of brand characterisation – visuals, naming, a roadmap of tactical actions, there are still some basics that are peculiar only for the mentioned kind of branding we are explaining in our synopsis – making promo videos or throwing conventions where fans can meet and be heard. All of them are equally important and are explained further:
First, the strategy and positioning should be determined – they are like an adhesive force that ensures connecting all of the elements and forming unified pictures across different platforms, easy to comprehend. A game to be well branded, must undergo this procedure and in result, the owner obtains vital data that can be implemented in marketing campaigns, used as game promotion.
Note: The trend that is picking up speed is involving stars in the process of game creation.
After, when the strategic data is obtained and the main features of the brand are settled, designers approach logo crafting. A small picture that can be used as an icon on the work desk, attached to the social media resources, be a part of merchandising and collateral. Embracing the main sense of the game, the logo can be as dark as The Witcher’s, with the wolf in dark tones or as bold as Doom’s.
Without any doubts, consolidated games branding encompasses designing distinctive visuals. One logo can’t serve for every possible purpose, it will look bland. With the meaning of enhancing brand’s memorability and recall, components like shapes, figures and characters are painted, fonts and colours are chosen, photos – if it’s necessary – taken, posters designed and any possible visuals that will be of use.
In addition to imagery, another significant particle of the full picture is suitable voice and messaging. As latest trends dictate, the incorporation of storytelling makes magic happen. The variation of alternatives is colossal – touching some points of the main character’s quest, coming up with side stories, pivotal moments in the game creation process and so on. The same about choosing the style of voice – playful, serious, dramatic.
On top of that, games branding experts proceed to developing a comprehensive online presence. It incorporates such stages as website creation where a player can buy a game and find out essential information about it. Also, it can be a space for gamers to leave their reviews and developers posting news. Additionally, taking care of social media – Instagram, YouTube, X – are parts of the web brand persona. A good deal of modern games are followed there.
Alongside all the mentioned essentials, glued together to get an authentic product, promo videos are attributes that can’t be overlooked. Like a great number of people watching trailers before going to the cinema, countless players do the same, opting for a game. Since some of them are pricey, they need to weigh pros and cons and see a bit more than description and one picture. The promo is your chance to reveal the benefits to the potential customers.
Lastly, necessary for your brand establishment and promotion are experiential events. In the context of this industry, players can expect some seasonal perks like giving away equipment or VIP status for free, in the game itself. However, brands have many options, for example, participating in conventions, setting exhibitions, celebrating launching through inviting guests and even having competitions, raising awareness.
What’s the impact of trailers on game branding?
Coming up with ideal promos for game-makers is as important now as creating good characters. The significance is explained by the way people choose new games, involvement of bloggers who possess a interested audience and the power of social media platforms. Let’s explore more deeply how trailers worked with some cases to consider:
| Well-made videos fuel anticipation | |
| The hype pointed out: Branded games usually amplify curiosity before people even have the opportunity to dive into a new story as we have already stated before. Such an effect can be achieved through collaboration with celebrities or with other companies. | |
| Cyberpunk 2077 hype: Even those who never played video games couldn’t help but hear about Cyberpunk, especially when Keanu Reeves joined the promotion. The page of this game has more than 1.5 million subscribers on YouTube, who actively watch new videos released. The teaser stirred up buzz and made a great number of people wait for the launch of the game for months. | Waiting for GTA 6: There’s maybe nothing as awaited as a new part of this game. The trailer’s views have already gone beyond 200 million. Even in small details GTA is a matchless example of creative branding. |
| Trailers provide cinematic experience | |
| The feeling is detailed: Companies applying for games branding services for their brand to be unified, adjusted with audio branding that uplifts, powerful storytelling that captures imagination and establish the right pictures in customers’ minds. | |
| Like in the cinema with The Witcher 3: The promo made for the part Wild Hunt offers much more than just some entertaining hours. With the music that expands thinking, the characters considering moral norms, the colours and a captivating plot, the teaser could complete with promos to movies. | Dramatic settings of Halo 3: Believe: The combination of a frozen battlefield, a devastating picture that is accompanied by Shopen’s music and a spark of hope causes a burst of emotions. |
| Videos are good teasers that spark social media engagement | |
| The boost summarised: As soon as a preview is published, even those who don’t play games much see a plethora of custom made content with reviews, expectations, discussion and guessing. Every detail, from graphics to characters – their functionality and looks are being meticulously scrutinised by reviewers, whether it’s a launch of a new product or presentation of updates and mods. | |
| Pokemon Go custom-made content: This iconic game was a true breakthrough in 2016, with more than 500 million downloads. Players shared their ideas on Twitter and published videos on YouTube and Instagram. Almost 50 million people watched the trailer. | Genshin Impact’s fanbase activeness: Through the years the game is on the rise and is a distinguished demonstration of video game branding. Plenty of promos have already been published – character demos, concept trailers, new versions. All of them reach millions of views. Additionally, customers actively create TitToks with cosplays, briefs and their own stories based on the game storytelling. They also write fanfics, spreading awareness on fanfiction platforms. |
| Level up the possibility of good first impression | |
| The opportunity explained: Having been shown the main points of a game in the video, a few significant concerns in the product promotion are addressed. First of all, credibility rises since gamers know what to expect, memorability enhances as a good trailer remains in memories and in some cases, such games stand out from the competitors. | |
| Promise: With the Legend of Zelda customers could see graphics and glimpses of an open world that influenced their perception. | Emotional engagement: Dead Island’s perfectly thought-out storytelling secures good acceptance of the game with a zombie plot. Dead Island trailer has got more than 35 million views on Youtube. |
Thriving examples of branding for game
We’ve already brought up a bunch of exemplary cases in our outline, but now let’s asses those titans of the field whose products reached worldwide popularity and became undying classic:
Minecraft
Since the game’s appearance in 2011, Minecraft is still the choice for numerous fans. The company fosters creativity, stating that people can build anything and the sense of community – the players actively publish their achievements on platforms like YouTube. With the focus on simplicity, they manage to stay relevant while the industry has been reshaping through the years.
The essence of the product is displayed in the fonts that resemble the game’s pixels, in the colours and visual elements. Uploaded 12 years ago, the trailer was watched more than 172 million times, with 13.8 million subscribers on YouTube. In 2025 the movie based on the game with Jason Momoa, Jack Black and Jennifer Coolidge being parts of the cast is going to be shown.
Fortnite
Certainly, it’s impossible to find an epic games branding example that will match Fortnite’s efforts. The producer has collaborated with a plethora of brands such as Star Wars, Nike and DC. Apart from this, there was a huge concert in the game with Travis Scott as a headliner that wasn’t just a big event, but blazing a trail of immersive digital festivals that break new ground of acquiring unique customers.
As opposed to Minecraft’s stable image, Fortnite is ever changing, with new visual illustrations of logos that are supplemented by different pictures depending on phase of the game. With tight engagement with customers, special events they succeed in being up-to-date. Find out more about the diverse collaborations that made this game its reputation.
Chex Quest
Regarding corporate game branding, we couldn’t help but mention Chex Quest, a game that was introduced in 1996. The Chex company that sells cereal, came up with the idea of putting free CDs in the packages of their products so children had the opportunity to play this game. Being a tool that was used to spread awareness, it was a fascinating demonstration of innovativeness and helped the brand improve its reach.
Chex Quest hasn’t been forgotten. In 2020, a new, enhanced version was brought to the public that evoked the feeling of nostalgia. Well-formulated, storytelling and characters appealed to children. Combining them with fantastic logos in bright colours, in result it was a profitable method to expand market presence through digital technologies.
The Sims
From the second game, the most recognisable part of the brand is a green sign in the diamond form that is included to the logos of all following parts. The game branding of The Sims embraces such topics as customisation, wide abilities, integrity and support of creativity. Mostly warm, the colours create cosy ambience, offering unforgettable hours. Embracing new trends and sticking to the past, the website is in the perfect sync with the vibe of the game.
Being easily memorable, the name is also a part of a broad language – simlish that is used instead of English for audio. Made up words allow customers to be fully absorbed in this simulator of real life. In the matter of trailers, Electronic Arts issue viral teasers of every new part and regularly, doing updates, incorporate all of the changes in the video, growing recognition and creating anticipation.
Conclusion
Having familiarised yourself with a wide range of notable industry cases, knowing the sides that need to be polished and possessing the knowledge of the trailer power, we’re sure, your originative project will be treated properly. Yet, there are still a myriad of centrepieces that must be thought out, such as determining the scope of work, deciding on the objectives you want to reach and, of course, selecting the company you would like to entrust your project to.
We’ll help you remove any doubts on the way of improving your game image through the brand characterisation. You can make the first step right now in order not to put off your grandiose launch by counting the approximate budget of a brand identity for your product, employing our calculator. It’s time to light the spark!
