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    Playing the marketing game in a fast-changing game market
    As one of its early developers, Seika was licensed by Nintendo to market and distribute games for the systems it manufactured. The competition was intense among licensees, with some 60 different companies vying for a piece of the consumer’s dollar. Seika knew they had to be special, different somehow, in order to rise above the battle. >>
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    They came to us to design their identity, packaging, game documentation, trade ads, sales material, and even their trade booth — a piece of Nintendo’s giant exhibit, at that time the largest ever assembled in the history of the Consumer Electronics Show.

    To appeal to the target audience (mostly 8- to 16-year-old boys) we took our cue from the surf and skateboard subcultures, and were the first in the industry to create packaging that danced with fluorescent type and funky stickers, but still conveyed the content of the games. Then we modified the look for their line of younger kids games. On the other hand, we created a less trendy brand logo to allow for continuity over time in the teen world of rapidly changing styles. And we applied all this to a system of support tools that reinforced the themes established in the packaging.

    The result: Shadowgate, the first game featuring the new look, became the No. 5 selling Nintendo game in the country. The Bugs Bunny Crazy Castle, the first game in the series for younger players, continued to sell strongly three years later. Nintendo Corporation (an important audience in its own right) declared Seika’s new trade exhibit to be the best in their entire show..

 

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