What is the value of branding in the gaming world? Koto’s CCO, Jowey Roden, shares his thoughts

The gaming industry is one filled with so much excitement, competition, and visual wonder that you can be forgiven for not always paying meticulous attention to a game’s identity. However, whether it’s the logo of an e-sports team or a new wordmark for downloadable content (DLC), these brand assets play a crucial role in world-building and extend beyond the screen. But, in an ever-evolving, innovative and immersive digital field, conceptualising brands for the gaming world is not always as simple as creating a nifty symbol and colour palette. So, what do brands need to do differently in this space compared to other industries? Sharing his thoughts is Jowey Roden, Chief Creative Officer at Koto. Having worked with some of gaming’s most iconic names (Call of Duty for Activision, League of Legends for Riot Games), he knows a thing or two about capturing the attention of gamers and ensuring they return to their universes again and again. After all, 40% of total playtime goes to games over eight years old. What’s the secret sauce to this success? PT: Hey Jowey! So, starting from the top, how would you describe the role of the ‘brand’ in the gaming industry?