Player Research

Until we met them, Player Research’s brand development had been reactionary. In need of a unified thread between visual expression and in-person experience, the experts in gaming psychology came to us to articulate their awesomeness and clearly define their messaging. Hidden in a generic office building in the heart of Brighton, it wasn’t obvious to an outsider that they were producing work that is reshaping a global industry. We dived into their business to redefine their brand – positioning the science of gaming without losing any of the fun.

The work of Player Research helps game designers to reach new levels of player satisfaction by reviewing game play from a scientific perspective, providing unrivalled insight into the psychology of gameplay. The new brand needed to focus on the transformational value they brought to the games industry. It had to speak to the game designers who would feed their research into production but also appeal to people who wanted to become playtesters.

Positioning Player Research as bold explorers blazing a trail within the emerging game-testing industry, we needed to communicate their ability to understand what makes people play. Through an in-depth research phase with the gaming research experts, we devised a new strategic mission and vision for the business – showcasing them as the premier games user research partner and highlighting their committed energy. Our strategic and creative teams threw Player Research’s purpose back and forth, launched informed ideas and landed at the intersection ‘where gaming instinct meets scientific insight.’ – bouncing the brand to shape the future of gameplay.

With the ball as a universal signifier of play, we propelled Player Research’s brand personality to provide the momentum they needed to go the distance. Energised by our concept of play, we developed a suite of balls, spheres and rounded lozenges as a toolkit to express to animate visual communications. Whether putting players at the forefront of campaign imagery and capturing an individual sense of play, or tracking Player Research’s measured, balanced and assessed gameplay reporting, the ball suite rolled their brand image into view.

Through the development of a new 3D linear logo, we allowed the brand to show their ability to provide a space that puts players in the picture when it comes to research. We connected a ‘P’ and ‘R’ to create an environment – indicative of a games room – that flexes, stretches and unfolds, just as player journeys morph into different stages. The geometric, transparent logo also transitions through multiple angles, representing the varied perspectives that a wide pool of playtesters will bring.

To entice players to take action and sign up, we developed a digital environment that represented gamers’ intrinsic aptitude for play by simulating gameplay on Player Research’s website. We personified their brand personality through playful colourful spheres that bounced with user interaction – championing the energy of inquisitive gamers.

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This strategy created an essential framework for growth for Player Research and provided them with a confident platform to play on the worldwide game-testing stage, streamlining their future operations, people management and marketing under one unified thread.

As well as enhancing their digital offering we helped Player Research to dig deeper – from advising them on ways to improve their working environment to more targeted messaging that is aspirational to both clients and testers alike. Building a foundational brand for Player Research allowed them to integrate targeted global campaigns, playing on nostalgia and gamer archetypes to connect to potential playtesters.

Now that Player Research is better positioned to showcase the ‘voice of the player’ and scientific expertise, the rebrand has helped to strengthen collaborations with game industry giants such as EA Sports and SEGA.