Research shows that brand names have a greater emotional impact on us than regular words. Usually, we understand language using the logical part of our brain, but when we hear or see a brand name, our brain tends to send it to the emotional side first. This makes brand names a powerful marketing tool because they connect with people on multiple levels, particularly on an emotional level.
Why are brand names crucial now?
A few decades ago, there were a few gaming platforms and games that had national and global reputations. Today, however, there are hundreds of gaming options available to players on various platforms. Today, PC, Xbox, and PlayStation titles dominate the market. This makes competition stiff for game-affiliated platforms; therefore, a proper brand name strategy is necessary.
Additionally, players want a platform they can trust to deliver a seamless experience and protect them from cyber threats.
Crypto casinos are a perfect example of this. As blockchain technology gains more acceptance, a growing number of players are exploring cryptocurrency-based gambling platforms. However, since crypto is still an emerging sector, the strength of a brand name carries even more weight. Players are quick to avoid platforms they don’t recognize or trust.
That’s why the top crypto casino must invest heavily in building a recognizable and trustworthy identity. Their names must signal transparency, fairness, and security, three factors that matter more in crypto gambling than in traditional online casinos. This dynamic isn’t limited to crypto platforms; the same psychology applies across the wider gaming industry.
How are brand names important in the gaming industry?
The psychology of brand names tells us that they are more than just means of identification; they trigger emotional reactions, and that’s what keeps people hooked. Let’s examine the details.
Unique identity
Like personal names, brand names are, first and foremost, a means of identification. As a means of identification, every gaming brand wants to stand out from the competition, and a way to achieve this is to use a unique name that is easy to remember. Gaming brands seeking a unique identity often use names that make a great first impression, which makes them easier to market.
Status
It is common to find players claiming allegiance to certain brands over others. This is because, beyond names, the features and experiences that game brands provide to players cause them to attach a part of their personal identity to the brand.
For games to reach this level, they must offer more than just a nice name; they must provide a quality gaming experience that sets them apart from others. Some brands have successfully achieved this, and some loyalists have identified with these brands.
For instance, an Xbox loyalist may boldly mention “Xbox fanatic” on their social media bio. This is what happens when branding is done right: it turns customers into tribesmen.
Emotional resonance
Take games like Nintendo, for instance; many adult players would take any chance to play another round of Nintendo games because of the excitement they felt while playing Nintendo games when they were younger. An effect like this creates lifetime loyalists out of players despite the emergence of new games.
How can platforms use great brand names to their advantage?
Play is an essential aspect of human society. From childhood through adulthood, people have found ways to play and enjoy recreation, whether through multiplayer games, board games, video games, or online casinos. According to UCLA Health, hobbies are known to enhance the immune system by reducing the release of the stress hormone cortisol into the bloodstream.
However, as important as play and gaming are to holistic health, very few people take the time to research a game before deciding to play it. So, what informs the decision choice? This is where brand names come in.
There are brand names that have been recognized for their high-quality graphics and smooth transitions, making it easier for players to return to these platforms.
In addition to these, players make decisions instantly. Research shows that a name that is difficult to remember tends to stay out of the mind. It’s no coincidence that the most successful games and game brands have names that are both unique and easy to remember.
The trend that makes brand names important is also more about a change in player behavior rather than an intentional direction taken by gaming houses.
The Power of Brand Identity
Brand names are very important today. There is an information overload, and players have hundreds of options to choose from. Additionally, when players choose a game or gaming platform, it is often a matter of seconds, leaving little room for research or thoughtful consideration.
This is why game providers must make a good first impression, use logos and names that are easily recognizable, and establish a unique identity for themselves through the experience they provide. Online casinos are not left out of the conversation. With increasing competition, it’s now more necessary than ever for casino brands to carve out their identity and stand out by influencing the psychology of play.
