ABOUT

Mobile gaming is exploding. We helped King to claim ownership of a new category defined by their smash-hit games, played by 143 million people every day.

We worked in close partnership with King’s CEO Riccardo Zacconi and his management team, to transform the digital entertainment sector.

Our task was to make King number one and create a brand that could sit alongside loved entertainment companies such as Pixar and HBO; as a globally-known mark of quality and fun bigger than its hit game, Candy Crush Saga.

Right from the off we got to know King in-depth. We ran workshops with their teams in London, Stockholm, Barcelona and the States, and spoke to industry experts around the world. We talked to their players, looked at the competition and played lots and lots of games.

The sector was experiencing a big shift. Mobile was exploding and players were increasingly looking for anytime, anywhere, any-device experiences - something fun, fresh and easy.

King’s culture was geared to deliver this. Their passion lay in storytelling and fun, not ‘spreadsheets with graphics.’ Their games too, were designed with dip-in, dip-out in mind.

With them we defined a whole new category - snackable entertainment. It gave King the focus to behave in a different way and a real sense of purpose; to provide players with special moments of magic throughout the day – life in three minutes.

With a big new focus for the future we created an idea to sit at the heart of the business – “Bitesize Brilliance”. We held workshops and brainstorms with King’s marketing, development, HR and design teams, to identify the key opportunities and touch-points where we could bring this idea to life.

We created new brand values and behaviours for the company, and the creative ideas and tools to help them embed the thinking into their culture.

We created a new brand architecture fit for growth and designed an iconic new logo, identity and communication system, fit for seamless multi-platform experiences.

We developed the assets and guidelines to guide the King team, and help them manage their brand. We travelled across King’s offices to share the new purpose and brand identity with employees. And we worked on materials and communications for the external brand reveal at GDC in San Francisco in 2013.

Since the new brand was introduced, King has thrived. They’ve developed new entertainment properties, grown to over 340 million unique users per month and had a successful IPO on the NYSE valuing the company at $7.5bn.

Riccardo Zacconi said of working with us, “You guys are super creative, very focused, think strategically and are always very quick to get what we’re about as a business, how we can stand out, and then crystallise it with the brand.”