What it takes to create a branded mobile game: Steps 1 - 5

What it takes to create a branded mobile game: Steps 1 - 5

It takes 15 legs to race through a fun and exciting track and create a branded mobile game. As usual — let’s start with the basics. In this blog post we are going to present the five very first, yet very significant, steps of producing a mobile game on the Pointvoucher platform.

Step 1. Business case: define goals, KPIs and make a business case.

So you believe a branded mobile game is a fantastic initiative to take? Cool, so do we. Though, now it is all about making clear why exactly you take up this initiative and what your brand is after. This step of setting KPIs is interrelated to the game pricing structure. For instance, the project may be all about gathering new permissions from a target audience or building up your brand engagement. After taking into account the things that matter most to the brand, and resources available, we present a business case. It includes a game concept, details on production and distribution, and a business model.

Step 2. Category: choose a game category that matches goals and the target group.

There is a whole bunch of games to be looked at which can talk to a huge audience of casual gamers and initiate different responses. Thus, the importance of being crystal clear about the purpose of this project proves the point again.

When brand engagement is the key goal, a game that spreads over multiple levels is a great choice. The branded content evolves over time and keeps a player engaged and motivated to play longer, like Far til 14. Whereas, if the aim is only to gather permissions, the best fit is a session-based game, like Tuborg Derby, which requires players to register in order to start a game and earn rewards.

Keep in mind, that a game genre is also dependent on the age and gender of an audience you wish to reach. The younger the audience the more competitive, action-filled and social gameplay is attractive. While female players mostly love puzzle and trivia, and males prefer more action-based games (Read more here).

Pointvoucher holds a great knowledge in match 3, endless runner and arcade genres that are of interest to a wide variety of consumers.

Step 3. Universe: design your game to fit the branded universe.

Another important determiner in this leg is a game universe. You may wish to build on an existing universe like Bilka did for its Far til 14 game, or come up with a totally new one. It definitely goes back again to the marketing goals and target audience of this initiative. In any case, we either take your existing storyline or create a new one and match it with other ingredients of your brand image like colours, style, sound, tone, etc.

Step 4. Prototype: build one or more prototypes and test it.

No worries — we have it covered by the Pointvoucher design team. In this step we often use Adobe XD which allows to conveniently show a prototype on smartphones and share with others. Other tools we usually use to complete this step: Flinto, Mirror.io, InVision, Prott etc.

Step 5. Name: Choose a great title for the game and keywords for app stores.

A name is a key part of the game’s identity and image. It is all about how players are going to talk about it to their families and friends. And how the game is going to appear on App Store and Google Play. Therefore, we put much effort on appstore optimization (ASO), which involves creating a sustainable ASO strategy so that the game delivers the desired results.

We recommend a keynote speech by Stefan Bielau that discusses do’s and don’ts of this step.

Tune in for the next five steps on a branded game production soon!


In Pointvoucher’s Let’s play blog, we’ve dedicated our time and space to give our readers in-depth articles on using gamification as part of marketing strategy. On top of that, we’ll bring you insights on what is happening in casual gaming, the basics of building a brand universe in games, the psychology behind gaming in marketing, case stories on branded entertainment and much more.

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