PROJECT: Name a new mobile gaming platform that delivers casual, competitive games for money.
SPARCADE: An invented compound name that connects “Spar” — to fight with an opponent in a short bout or practice session, as in boxing or the martial arts — and “arcade,” a public area containing mechanical or electronic games. An Arcade can also be an arched or covered passageway, usually with shops on each side.
BRAND POSITIONING: GSN Games (a subsidiary of Game Show Network (GSN), which is owned by Sony Pictures Television and AT&T Entertainment Group) hired us to name their new mobile gaming platform that enables players to compete for money playing popular games like Pac-Man, Scrabble, and Tetris, directly from their mobile devices. As GSN noted in the Sparcade press release:
This platform leverages the huge market for casual and mobile games, taps into the energy and enthusiasm around competitive video gaming, and delivers an experience unlike any other — a single, free-to-download destination, offering high-quality, skill-adapted versions of the biggest and most popular mobile game franchises of all time.
After exploring a half dozen concepts in our Brand Positioning Workshop we began developing names that mapped specifically to the Engagement and Destination brand positions. Engagement: This brand position encompass all aspects of engagement at every skill level. All are welcome to play and compete in this space, and nobody should be scared off or intimidated. The emphasis here is on friendly, co-play, and a collaborative experience. Destination: The focus here is on names that evoke physical or metaphorical places that define the parameters of this gaming environment. This concept is all about creating a sense of place that becomes associated with the most exciting game environment, the way “Amazon” is now seen as the online shopping “destination.”
Sparcade is a wonderful name that maps to and supports the brand positioning, as it playfully evokes a positive, empowering, exciting, and immersive collaborative gaming experience, all while literally being a competitive environment.
Sparcade — Your favorite games like you’ve never played them before.