Playing with brands. Survey study of branding in Finnish game companies.
This paper reports the results of a survey conducted by Design Centre Muova. In the survey two background questions formed the ground for the content. Firstly, the research team was interested in investigating how game companies, especially start -up companies integrate their potential customers in the branding and secondly, how the companies perceive the branding in their organization, what kind of issues are considered and how they evaluate their resources and capabilities.