Launching a gaming studio sub-brand to compete with real game studios

The challenge

A large technology consulting firm wanted to expand into the gaming industry and build its own gaming studio. Under its corporate brand, it looked like an IT consultancy, not a studio. That made it hard to compete with established game studios for video game work, and even harder to attract game developers, who want to work somewhere that feels like a studio.

The approach

Kady created a sub-brand that spoke the gaming industry's language while keeping the strength of the parent company behind it.

• A gaming studio sub-brand: developed branding that stayed in line with the corporate brand identity but was designed for the gaming industry's look, tone and audience

• A dedicated microsite: built a microsite reachable from the company's main website, giving gaming clients and developers a home that felt built for them

• Proof of past work: created case studies and examples from the firm's existing gaming client work, so prospects could see real results instead of promises

• A talent story for game developers: the microsite gave developers a clear picture of the studio and the kind of work they would do there

• A partnership with the IGDA Foundation: partnered with the IGDA Foundation, the nonprofit arm of the International Game Developers Association, to give the studio credibility inside the game development community

The results

• Industry legitimacy through the IGDA Foundation partnership, connecting the new studio with the game developer community

• A new gaming studio sub-brand launched alongside the corporate brand

• A dedicated microsite connected to the main company website

• Gaming case studies and work examples that gave the studio instant credibility

• A stronger position to compete with established studios for both projects and game development talent

Why it matters for technology and consulting firms

When a firm moves into a new industry, its corporate brand can work against it. A focused sub-brand lets you meet a new market on its own terms while still drawing on the reputation and resources of the parent company.

Expanding into a new industry? Let's build the brand that gets you in the door.