By providing a place for indie game developers to be recognized, highlighted, showcased and supported by Google Play, Indie Games Fest strengthens developers’ perception of Google Play as a platform that cares about indies and the game developer community. The goal is to both foster developer success, by helping diversify growth in games through promoting and nurturing top Indie titles; and brand success, by supporting our efforts around platform value, with a clear value offering to the indie segment, as well as helping with broader reputational efforts in markets such as the EU, JP & KR.

The project was to enact a broader branding of Indie Games, focusing on the Festival and rethinking branding and event space to go from corporate to celebratory. This started with a Japan event that quickly crossed over to Korea and then Europe, maintaining coherence and building a world-wide identity.

We believe that all gamers should be able to experience the amazing worlds of fun available on Google Play, and what to expect next from indie developers – a whole lot of fun on your phone.

Being gamers ourselves, we built an Indie Games Fest experience that draws on the games we all love to play. The world inside the phone is beyond what you normally see, and added game elements are paired with an animated Google Play character named Blobby. Each world was customized for the specific country throwing the Indie Games Party, making it all the more relevant for each audience (you can see Japan sporting Tokyo Tower and Mt Fuji in there!).

We created a web experience, visual branding, digital ads, event materials, and even the trophies for Google Play’s Global Indie Games Fest. Our visual design showed up in every Indie Games Fest country across the globe. Everything flowed seamlessly together, with the animated character providing extra surprise & delight at each step. Easter eggs brought to life gamers’ insider jokes and showed true endorsement and right-to-play of Google as a brand that truly supports the indie game developer and gamer community.

We created a web experience, visual branding, digital ads, event materials, and even the trophies for Google Play’s Global Indie Games Fest. Our visual design showed up in every Indie Games Fest country across the globe. Everything flowed seamlessly together, with the animated character providing extra surprise & delight at each step. Easter eggs brought to life gamers’ insider jokes and showed true endorsement and right-to-play of Google as a brand that truly supports the indie game developer and gamer community. Additionally: there were 700+ entries to the Showcase, 38k+ visitors to the global hub and the local websites, 500+ visitors to the final event, and 115+ press articles generated by the initiative