ABSTRACT
Brand is the shaping of how consumers think and feel about that product or service. Therefore, brands use their games to engender in players' positive beliefs about their offerings and/or philosophies. A branding game has a specific target audience. Brands use games to reach that audience. However, the brand's target audience needs to inform the game's design. Who that audience is should influence everything about the game, including its narrative design. The chapter discusses the case study of Old Spice’s repositioning. Old Spice was losing market shares to newer brand Axe and realized it had to reach a younger demographic. Axe, targeting young men, promoted itself as making men attractive to women. The brand realized that women were the primary buyers of body wash, and they were buying women's body wash for their male partners. Therefore, Old Spice needed to reach men and women.
