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venturethree

Core disciplines: Brand strategy, Branding / design, Customer experience

 

 

KING

THE MAKING OF A BILLION DOLLAR MARKET

King.com were makers of global gaming mega-hits like Candy Crush Saga. Mobile gaming was about to explode. But King itself did not have a strong purpose or identity. In anticipation of IPO, King was looking to find it. We helped its leadership to think bigger.

 

 

THINKING

In 2011, smartphones were moving from communication, to social to entertainment devices. Mobile apps were about to reconfigure our lives.

To refresh the brand, we re-invigorated the business. We created a pathway for longevity and growth positioning King as ‘the entertainment leader for the mobile world’. We created ‘snackable entertainment’, a new category that turned mobile gaming from a throwaway distraction to a moment of pleasure – a quick, quality experience anytime, anywhere.

 

 

King Animation from venturethree on Vimeo.

 

REALISING THE IDEA

We created ‘Bitesize Brilliance’. From this idea King could own the category and establish itself as a leading creative enterprise. The values we defined and embedded seeded a new culture and spawned new games.

The singular architecture and powerful identity positioned King in the playful world of gaming and entertainment culture, and future-proofed the business.

 

IMPACT

Following an IPO of $7bn, King was acquired in 2016 by Activision Blizzard. It is one of the single biggest deals in the history of the gaming industry.

King now has a stable of titles in the top 50 grossing apps worldwide and a loyal fan base of over 500m users a month.

 

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