![]() ![]() It wasn’t a branded game per se, but it became a playground to promote brands. Part of Car Town’s success was attracting big name licenses. It’s an isometric racer where the cars look like chubby, toy-like versions of themselves. Car Town became a hit, with millions of players drawn to its very Facebook-like treatment of a racing video game. In 2010, it released Car Town on Facebook, which it published under its officially labeled game division Cie Games. From there, Cie decided to try its hand at making its own game. It made a series of successful branded racing games on Facebook for Nitto, a popular performance tire brand. Cie’s 15-year old legacy is working on marketing campaigns for car and auto parts brands. The California-based ad firm turned digital playground is now also a bona fide game developer as it launches Racing Rivals, an iOS drag racing game that hits the App Store today . ![]() If Designers Republic had digital chops and access to SDKs, like many marketing firms do today, they might have moved from there right into game making. ![]() The way the story goes, the firm essentially helped build the WipEout IP by designing a look and feel that game maker Psygnosis adopted for much of the game universe, from UI and iconography for race teams to the game’s billboard-studded futuristic speedways. Designers Republic’s influence on the venerable racing game franchise WipEout is one of the game industry’s most well-known examples of how a marketing firm did more than just brand a game. If now defunct marketing firm Designers Republic had endured to this day, they might have followed the same path as Cie. ![]()
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