Assess Brand Health for a Game Developer

W5’s client, a leading mobile-first game developer and publisher, sought to assess its brand health and market position ahead of broader brand-focused marketing efforts. While the company’s portfolio enjoyed high awareness, recognition of the developer itself is significantly lower. Research aimed to generate strategic recommendations for strengthening the brand.

Approach

W5 conducted a custom quantitative online survey with 2,000 gamers, including 1,500 dedicated mobile gamers, 250 occasional gamers and 250 PC/console-only gamers. The survey examined awareness of the client brand, awareness of games in the client’s portfolio, developer reputation in game selection, and preferred mobile game attributes. Testing the client’s brand slogan also provided insights into brand positioning.

Results

The research confirmed strong market awareness of the client’s games, but low recognition of the brand itself. Among those familiar with the company, brand favorability was high, with gamers viewing the brand as a market leader in gameplay and visual presentation― two key developer attributes. The research also highlighted segment-specific engagement strategies. Insights from the research are guiding the client’s marketing strategy, reinforcing its strengths while improving brand recognition.