FIXING A COMPLEX BRAND ARCHITECTURE
As the market leader in online gaming software, Microgaming has been providing content for the world’s biggest online gaming sites since 1994. As part of their growth plan Microgaming wanted to introduce a series of new partner studios to consolidate their position within the industry and broaden their offering
We worked closely with the senior team to unpack the existing brand architecture and review the master brand, sub-brands and product portfolio. This identified a complex structure that needed to be simplified before new partner brands could be incorporated, whilst allowing the Microgaming master brand to retain its prominence. We also delivered a series of workshops with the new partner studios to define their unique personalities.
We delivered a new brand structure with a refreshed purpose, which allowed Microgaming to offer more bespoke content aimed at a wider range of players and take a greater share of the available market. Our new architecture and evolved creative direction delivered a brand model which re-ignited the business from the inside out. The first of the new partner studios will be launched at ICE Totally Gaming, the world’s biggest gaming event in February 2018.