In their own words
In gaming, a brand isn’t just a logo or a name; it’s the world players step into.
The strongest gaming brands grow, adapt, and evolve.
Branding in gaming isn’t about making things look pretty – it’s about making them feel real.
Articles & interviews
- Booms & Shakes: The big creative industry moves you need to know this November
Creative Boom’s November 2025 'Booms & Shakes' roundup highlights major agency appointments, client wins, and new ventures across the global creative industry. From GOOD Agency’s partnership with The Children’s Society to Koto’s new chairperson and Elmwood’s leadership expansion, the article captures a sector in motion. It also spotlights new studios, relocations, and independent launches that signal optimism and reinvention despite economic uncertainty.
- Koto's CCO Jowey Roden Explores Branding's Impact in Gaming Industry
The Brand Identity interviews Koto’s Chief Creative Officer, Jowey Roden, about the role and value of branding in the gaming industry. Roden discusses how gaming brands differ from other sectors by focusing on immersion, world-building, and emotional connection. He shares insights from Koto’s work with major titles like Call of Duty, League of Legends, and Seekers of Skyveil, emphasizing consistency, community, and longevity as key to successful gaming brands.
- Tom Hostler on Measuring Digital Success: Listen, Cut, Repeat
The Brand Identity interviews Koto’s new Chief Digital Officer, Tom Hostler, about his vision for integrating digital innovation within the global branding agency. Hostler discusses the evolving relationship between brand and digital experiences, the impact of AI on web design, and how Koto plans to embrace experimentation and R&D to strengthen its digital capabilities. The conversation highlights the agency’s ambition to lead in digital-first branding while maintaining a holistic approach to client outcomes.