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Giulia Palmieri, Massive Entertainment - om branding Giulia Palmieri, International Product Manager, på Massive Entertainment berättar om hur man arbetar med branding - ur olika perspektiv.
Texten är på engelska, för att behålla intervjuns nyanser: What distinguishes a good game brand?
For a gamer, a good brand may be the one that keeps its promise.
For a marketer, it needs to sell well.
You have to think of it as a question and answer games for adults online />Most of the times a product can only appeal to question and answer games for adults online specific audience, while a universe can be attractive to many.
When we started building The Division as a brand, we never thought of it exclusively as a video game: the brand had to be strong enough to work as a movie, a TV show, a novel, a board game or a set of toys.
How do you protect your Massive game brand?
We have a strong creative vision for our brand that comes with some specific brand pillars.
These pillars are our filter for everything we do.
No matter what opportunity comes knocking at our door, it always has to pass the test of our brand pillars.
What were your main challenges in creating a new intellectual property?
Massive as a studio had to face multiple challenges, not only linked to the creation of a new IP, but also connected to its growth.
Massive jumped from being a Swedish based 40-people PC focused group, to a more than 300-people Lead Studio, coordinating multiple co-development teams across the globe for a multi-platform monster game.
Then there was the mandate: create a Clancy, open world, online, RPG game which was a premiere as well.
We needed to marry several genres betting under and soccer over one cohesive gameplay experience and at the same time draft a plausible narrative, design fun missions, build the most realistically recreated New York City ever and so forth.
Brand wise a lot of research had to be made.
I mentioned the brand pillars before, but identifying those was a real challenge too: we had to go through hundreds of hours of consumer researches, market trends analysis and several iterations of prototyping.
Giulias three best tips!
Listen carefully to what players want today and involve them as much as possible since the very beginning of your project.
Look closely to the current market trends and identify your niche.
Tell question and answer games for adults online about your professional career in the gaming industry!
I have been a journalist win bet odds and joining the game industry.
After all, my job is still a sort of investigation: we never stop searching.
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