SGN Games, a global mobile gaming publisher based in Los Angeles, was starting to rethink their brand’s identity. The company, headed by MySpace’s co-founder and ex-CEO Chris DeWolfe, had some serious accomplishments under its belt and was growing fast.
Their growing portfolio of games was generating hundreds of millions of dollars, had been downloaded more than 800 million times, played by millions every day and had occupied highly enviable spots in the top grossing charts of Apple’s and Google’s all-important online app stores.
But at the same time, the gaming studio’s leaders had begun feeling that the three-letter corporate-sounding acronym they’d been using as a brand was no longer in sync with their core products: these beautifully-crafted, engaging and multi-hued mobile games. Think Cookie Jam, Panda Pop, Genies and Gems, Marvel Avengers Academy and Family Guy: The Quest for Stuff, among titles. Games that have been played more than 25 billion times.