2004 Web and Downloadable Games White Paper 

IGDA Online Games SIG 

Find creative ways to allow certain features or elements in a game unlock over time. For 

example, when creating a game that is a retro style space arcade shooter, perhaps certain 

power up elements or creatures or worlds will only be available as the player progresses 

through the game.  

Features that are shared among multiple titles (e.g., Hall of Fame) 

Similar logo, character/mascot, or name/font. When done properly, developers can leverage 

their existing successful brands to help sell new products. When implementing this, care must 

be taken not to dilute or degrade the original branding. A good example of this is Nintendo's 

use of Mario across product lines. 

e) 

Additional Factors Related to Brand Equity 

In addition to branding a piece of content, other areas in which users interact with a game developer, 

publisher or product line influence the success or failure of building brand equity. Direct marketing, a 

strong Internet presence, press coverage and also the quality of user experience in e commerce or 

customer service situations can influence the value of a brand.  

(1) 

Business Plan 

Building brand equity requires a plan. In addition to creating highly entertaining and accessible 

content in the online gaming space, starting off with a solid business and production plan, with 

enough built in flexibility to respond to market forces, is key. 

Rather than seeing each title as a one off game, take a lesson from the  traditional  game 

industry and regard each brand as potentially spinning off any number of sequels, extension 

packs and add ons. 

In addition to seeing each game as a brand for which to cultivate longevity and interest among 

players, it is also extremely important to view each game brand as an interlocking network of titles 

associated with both the development studio and all the other games they release. 

(2) 

Brand Equity Measurement & Analysis 

On both the front  and back end, establishing measurement tools for assessing whether brand 

equity has been achieved, beyond anecdotal buzz factor, is also key. The additional value that 

brand equity lends to an online game or company can be generally understood as a network of 

interrelated indices. 

Customer acquisition and retention:  

Is the developer taking every opportunity to capture as many new customers as possible?  

Are the existing customers likely to become repeat purchasers because of the strength or 

the brands? 

Do customers buy a variety of games or are they just loyal to one brand? 

Revenues and cash flow 

Is the developer making money? 

Can the business be run on the revenues generated with the brands? 

Does the developer have enough cash flow to maintain the brands (and pay competitive 

wages to the staff)? 

Is there enough revenue to continue developing new products? 

Product line lifespan 

Is the game good enough to warrant an investment in branding? 

Overall presence in the online gaming space among peers, competitors 

and the public at large.  

Page 57 of 93