Wicked Games: Crafting a brand that breaks the iGaming mold

How do you stand out in a loud, undifferentiated, and saturated industry? How do you finely balance wickedness with trustworthiness? How do you convince an industry flooded with similar offerings that Wicked Games are the next big thing and not just another lookalike?

You flip the script: Brand first, slot games developer later.

This doesn't mean going back to the same 3x5 or 4x5 slot and changing colors; it means developing a holistic narrative that merges online, offline, in-game, and out-of-game experiences into a cohesive brand story. It's about creating an ecosystem where every touchpoint reinforces the brand’s identity, making it unforgettable and impossible to ignore in a crowded market.

Great businesses need even greater brands, like a rocket needs its boosters…and we are pretty damn good with (brand) rockets at the Factory.

But to launch to new heights, everyone from the ground crew to the mission commander has to be on the same page.

We kicked off by aligning the entire Wicked Games team with a three-day brand strategy workshop in Limassol, bringing in key players from across Europe. And let’s be honest—there aren’t many better places than Limassol in the spring for getting some serious strategy work done…and some less serious beers by the beach after.

We always involve all the key stakeholders, because

The new brand platform of Wicked Games lays the foundation for a proposition that extends far beyond slot games, directly into the minds of customers. It delivers simple entertainment that remains memorable due to a visual and verbal identity that is impossible to ignore or forget.

Each project brings its own excitement, but this one allowed us to really step outside the usual boundaries and try something different…or should we say darn right weird.

With this project, we had the ideal brand strategy platform to build on, enabling us to create a brand that leaves a lasting impression, turns a few heads, and truly stands out.

For the logo, we used not one, not two, not three, not four but seven different fonts…something unheard of and a big punch in the face to classic graphic design rules. Why? Because THAT’S WICKED OFC!

The same rebellious attitude was then applied to the visual, motion and verbal assets.

The creative brief was simple: generate as many WTF moments as possible.