Brand Strategy
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Why switching main characters for your game's sequel might be a mistake
Consultant Christian Fonnesbech argues that switching main characters in game sequels is a significant business risk, as characters are a primary emotional connection for players and a valuable IP asset. While artistic choices like introducing female protagonists in Hades 2 can be successful, Fonnesbech questions their long-term business impact and suggests maintaining character continuity is crucial for franchise success, citing examples like Tomb Raider and James Bond.
Sonic The Hedgehog 35th anniversary interview - the persistence of an icon
Sega's Takashi Iizuka and Ivo Gerscovich discuss the enduring appeal of Sonic The Hedgehog on its 35th anniversary. They highlight the character's core identity of freedom and speed, the importance of balancing legacy with innovation, and the franchise's expansion into various media like movies, comics, and audio dramas. The interview also touches on future game development, potential spin-offs for supporting characters, and the strategy behind successful brand collaborations.
Xbox gets a new logo, a new mission, and reports of more changes to come
Xbox has unveiled a new translucent logo and the slogan "We are Xbox" as part of a significant brand overhaul led by new CEO Asha Sharma. Reports indicate potential collaborations with Discord, a rebranding of Microsoft Gaming back to Xbox, and a re-evaluation of game exclusivity and release windows. The company also aims to expand into China and is reportedly offering voluntary buyouts to up to 7% of its US employees.
‘We are Xbox’: New leadership further pledges to bring brand back to its previous glory
Microsoft Gaming is rebranding back to Xbox, with CEO Asha Sharma and Chief Content Officer Matt Booty pledging a renewed focus on the brand's core ideals. The company aims to build a global platform connecting players and creators, emphasizing console as foundational while extending the experience to any device via cloud gaming. Key focuses include daily active players, hardware, content, player experience, and services like Game Pass.
New Xbox CEO reveals why she axed 'This Is An Xbox' ad campaign
New Microsoft Gaming CEO Asha Sharma has reportedly shut down the 'This Is An Xbox' advertising campaign, stating it 'didn't feel like Xbox'. The campaign, which promoted playing Xbox games without a console, was seen as confusing and potentially damaging to the brand. Sharma is leading a brand reset, with speculation of a return to exclusives.
Microsoft's weird "This is an Xbox" marketing appears to be getting quietly swept under the rug amid…
Microsoft appears to be phasing out its "This is an Xbox" marketing campaign, with related content being removed from official Xbox channels. This shift follows leadership changes within Microsoft Gaming, including the exits of Phil Spencer and Sarah Bond, who reportedly championed the campaign. The effectiveness and internal reception of the 'Xbox everywhere' initiative remain subjects of discussion.
Ubisoft announce a trio of Assassin's Creed veterans will lead the series' "next era"
Ubisoft has appointed three veteran Assassin's Creed developers—Martin Schelling, Jean Guesdon, and François de Billy—to lead the franchise into its next era under the newly formed Vantage Studios. Schelling will head the brand, Guesdon will lead content, and de Billy will focus on production excellence, aiming to shape the series' long-term vision and creative direction.
Ubisoft picks series veterans for new Assassin's Creed leadership team
Ubisoft's subsidiary Vantage Studios has appointed Martin Schelling as Head of Assassin's Creed Brand, Jean Guesdon as Head of Content, and François de Billy as Head of Production Excellence. These series veterans will lead the brand's strategy, creative direction, and production practices.
