Creating an entertainment brand starting with a mobile game
summary
A mobile-first IP launches as a match‑three game built in 7 months with a 7‑person team, then grows by mixing product and marketing: integrated dev/marketing workflows via Slack, creative briefs with Pilot and composer Hat Perera, collectibles with Kid Robot, and influencer-driven installs. Results: 2 million daily active players early on, a charity race with a $120,000 prize pool, and long tail growth that leads to 60M+ downloads and 65M+ USD revenue while the studio expands the IP into other genres.
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chapters (8)
- 0:00Introduction
- 3:00Building mobile brand
- 13:28Best Fiends world
- 20:49Marketing strategies
- 27:52Charity and influencers
- 32:10Product and marketing
- 36:20Expanding IP
- 38:08Key takeaways & Q&A
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