The challenge: how did we ensure a gaming software company not only stood out in a global market, but punched above its weight?
There is joy in simplicity
There are times in life when you need to keep it simple – and this was one of them. We began with an intense phase of research to understand the interactions between gaming software star iSoftbet and its clients – the companies who purchased the software to brand as their own. What this revealed changed the whole direction of the business.
What’s in a name?
We realised iSoftbet’s entire brand proposition should hang on its ability to make every stage of the process simple: from design, creation and integration of games through to compliance with regulations.
We wanted to communicate the fact that iSoftbet games were easy to understand, play and enjoy, that its clients needed only a minor input in the process, and that it was easy for them to start making money.
We distilled iSoftbet’s offering into three core values: Simplicity, Creativity and Personality.
Simplicity: Simply Play
iSoftbet’s new brand values supported the essence of simplicity, summed up in the strapline Simply Play.
This reflected the whole approach of the business. iSoftbet’s clients could stop worrying about integration, platforms and game success: iSoftbet took care of everything and, thanks to impeccable customer service, allowed clients to get a gaming business up and running.
With bespoke game design, seamless integration and due attention to regulations and protocol, iSoftbet’s value proposition was immense.
Creativity: stand out, be bold
Every one of iSoftbet’s appealingly-branded games was powered by the company’s passion to build excitement and fun into every graphic, action and sound.
The simplicity of the branding we created for iSoftbet was critical to conveying this, with colours, messages and images which allowed them to stand out and speak for themselves. Bold colours, strong photography and striking game visuals were all key elements of the design philosophy underpinning the brand.
Personality … people are the ‘I’ in iSoftbet
The brand was driven by the personality and passion of the people who made up iSoftbet. They delivered outstanding customer service, innovation and gaming experiences. They listened carefully to in order to understand their needs – and they positively embraced the fact that everyone is different, with different challenges and briefs. They brought iSoftbet’s literature and website to life with striking black & white photography and lively pull-out quotes.