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Brand Recognition: Is It Always Worth It?

Published Monday 5 Oct 2009 3:28am | 21
Tags: final fantasy, metroid, brand, branding, nintendo ds, hunters, prime

It's not uncommon for games to be branded with popular titles for the sake of recognition, but do certain games really require it? Are there games that would have fared better without the unfair expectations and inevitable comparisons that comes with being released as part of a popular series? There are a handful of games  that have made me dwell on this, mostly recently Final Fantasy, but a couple other examples come to mind as well.

 

One of the first examples that made me think whether or not branding for the sake of recognition was worth it was Metroid Prime: Hunters for the Nintendo DS. While the game was created from the beginning with the intention of being a Metroid game, I've often wondered how it would have fared if it was removed from the franchise and given it's own brand and feel. Metroid has always had it's own style and ambiance, a feeling of crushing isolation in the middle of an eerie, hostile environment. Metroid is about environmental puzzles, growing stronger through an ever expanding arsenal of beams, missiles and bombs and gaining mobility through acquired abilities and gear. Hunters was an extremely competent FPS and a showcase of creative interaction between the player and the game, it also changed what people expected from the DS as far as online play was concerned. Although, other than having Samus on the box, Hunters also only hit a couple key points about what made it Metroid. If this game was removed from the Metroid franchise and given it's own fictional world would it have changed it's reputation from being "that okay Metroid game" to "that awesome DS FPS". Some might argue that the subtitle "Hunters" is the way that the brand is defining itself as a mutation of the series, the same way that Need For Speed: Pro Street differentiates itself from Need For Speed: Underground with just a simple subtitle; but the differences between those two NFS franchises runs deeper than just subtitles through style and setting and target audience, which now makes me wonder: did Hunters do enough to make sure it was clear to the player that it was an anomaly?

 

As I said before, one series that has really brought this train of thought back to the station is Final Fantasy. In the series's early days there was a lot of running themes: Light Warriors, elemental crystals, Jobs, etc. Starting with Final Fantasy VI the series has taken many more liberations as far as what makes a game Final Fantasy. Seems all you need now is a dude named Cid and you can call it Final Fantasy. With the requirements having been boiled down to a consistent set of names for items, spells and enemies, why haven't some of the games been given life as RPGs on their own? Final Fantasy VIII was probably was one the biggest deviations at the time, and a lot of people cried foul about the flexible-but-complicated Junctioning system, but if it was its own game would people have given it a fairer chance? Does labeling it as Final Fantasy set certain expectations that it would have been free from if it was on it's own? I really think so. When it comes to Final Fantasy games people always compare them to other Final Fantasy games, and now it seems each game is so different from the previous one that that comparison is becoming inaccurate. Heck, Final Fantasy XI doesn't even have much right to be a part of the main series. Final Fantasy Tactics got it's own subtitle to set it apart, why wasn't XI released as Final Fantasy Online? 

 

I think what a lot of it comes down to is expectations. When you say something is a part of Series X, it sets an expectation that it will fall in line with the series and offer what you liked about the previous games. I understand the thought processes behind a lot of these decisions, but I can't help but wonder: what if? Have you ever played a game and wondered if it would have been better if it was allowed to stand on it's own? Have you ever thought that a game would have been better as a part of an existing series? 

 

...I have a lot of time on my hands to think about these things.

 


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COMMENTS (21)

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lexcalibur
On Monday 5 Oct 2009 10:21 AM Posted by lexcalibur
Awesome blog, and a great topic.

From a gaming perspective what you talk about makes absolute sense. Some games may be better off if not given a frachise name, but from a business perspective, giving something a franchise name can increase sales dramatically.

People will buy anything with Halo slapped on it, cause it brings with it the reputation of quality, regardless of genre.
 
 
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cloudswift
On Monday 5 Oct 2009 12:42 PM Posted by cloudswift
When I rate a game, the first thing I usually ask myself is:

"Is the game good enough to stand up on it's own merit?"

And I think that alot of games really do rely on the previous franchise success, and for some the movie tie-in. It's a shame that some companies burn through their characters (I'm looking at you Nintendo); instead of making something new, they regurgitate the old.
 
 
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Srassy
On Monday 5 Oct 2009 3:32 PM Posted by Srassy
Great blog!

Kinda reminds me of Tombi! 2 which tends to be overshadowed by the predecessor despite actually being a good game. Because the first was so great some people hate on it a bit more.
 
 
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Byskyre
On Monday 5 Oct 2009 6:48 PM Posted by Byskyre
OMG UNCHARTED 2 WILL BE GOTY BECAUSE THE FIRST ONE WAS GOOD AND I SAW A SCREEN SHOT!
 
 
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Generic
On Monday 5 Oct 2009 10:11 PM Posted by Generic
Agreed entirely. A great example of this is GoldenEye: Rogue Agent, a shameless attempt to cash in on N64's GoldenEye 007, which sold over 8 million copies.
 
 
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sketch_nz
On Monday 5 Oct 2009 10:37 PM Posted by sketch_nz
Games seem to be a bit of an enigma. people look at the brand and go 'oh, that could be good' but just as many, if not more, go look up their games online before they buy. checking out reviews and stuff. branding games just might not be as effective as other retail approaches.
 
 
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XDDX
On Wednesday 7 Oct 2009 11:13 AM Posted by XDDX
Nice blog.

On the Final Fantasy part, you should've mentioned Crystal Bearers. The game is just using the Final Fantasy name to sell, it's completely different to the other Final Fantasy games. It looks amazing though.
 
 
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Veen130
On Wednesday 7 Oct 2009 10:22 PM Posted by Veen130
5 October 2009, 06:48 PM Reply to Byskyre
OMG UNCHARTED 2 WILL BE GOTY BECAUSE THE FIRST ONE WAS GOOD AND I SAW A SCREEN SHOT!
lol

Great blog too.
 
 
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sketchturner
On Friday 9 Oct 2009 2:01 AM Posted by sketchturner
7 October 2009, 11:13 AM Reply to XDDX
Nice blog.

On the Final Fantasy part, you should've mentioned Crystal Bearers. The game is just using the Final Fantasy name to sell, it's completely different to the other Final Fantasy games. It looks amazing though.
Good call! That game does look really sweet. FF mutations like Crystal Chronicles are pretty lucky they don't have many requirements to be called FF other than a consistent naming convention and a few familiar enemies. On the bright side at least Crystal Chronicles does plenty to make sure to the player that it is not a main series game.

After I wrote the blog I remembered Legend of Zelda: Four Swords Adventures, and I think it's a good example of brand mutations done right. It still manages to maintain everything that makes it Zelda, but makes it into a super-fun multi-player experience.
 
 
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Omg_a_kid_with_GTA
On Saturday 10 Oct 2009 3:16 AM Posted by Omg_a_kid_with_GTA
Great blog!
 
 
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SpawnSeekSlay
On Saturday 10 Oct 2009 1:08 PM Posted by SpawnSeekSlay
Branding always works and boosts sale in any aspect of consumer goods. Why? because its known, and worked before...
If u were to buy a TV today would u buy a Sony, or a TEAC from the warehouse? They are both just TVs right? Why would u probably choose the Sony?
If u could choose McDonalds, or that weird looking Kebab place next door, what would u choose? especially when theres 10 people lined up at McDs and like 0 people at the kebab counter.
Most of it really comes down to the trust, expectation and the known formula that u've tried before or heard good things about. You'd be scepticle about the other...
Its human nature really...
Question I have for you is would u have even seen or chosen a FFstyle game if it wasnt FF branded? Do u buy all JRPGs? and what do u compare them too? FF? :)
 
 
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sketchturner
On Saturday 10 Oct 2009 3:12 PM Posted by sketchturner
10 October 2009, 01:08 PM Reply to SpawnSeekSlay
Branding always works and boosts sale in any aspect of consumer goods. Why? because its known, and worked before...
If u were to buy a TV today would u buy a Sony, or a TEAC from the warehouse? They are both just TVs right? Why would u probably choose the Sony?
If u could choose McDonalds, or that weird looking Kebab place next door, what would u choose? especially when theres 10 people lined up at McDs and like 0 people at the kebab counter.
Most of it really comes down to the trust, expectation and the known formula that u've tried before or heard good things about. You'd be scepticle about the other...
Its human nature really...
Question I have for you is would u have even seen or chosen a FFstyle game if it wasnt FF branded? Do u buy all JRPGs? and what do u compare them too? FF? :)
I'll admit that I do play a lot of JRPGs, but I'll give pretty much anything a fair chance. And they're not all FFs, either. I'm a huge fan of Etrian Odyssey, Riviera, Dragon Quest, Golden Sun... I really really try to get into more Western RPGs and I just can't do it. Fallout, Diablo... I don't know what it is, I can't get into them. I appreciate that they've done what they do very well, but they just don't grab me.

I'm pretty objective when it comes to forming an opinion on a game and I appreciate every game on it's own merits. Which I think is half the reason this blog was created, if the last few FF games (X, XI and XII) were played with the game's identity hidden from the player, would they go "oh this is Final Fantasy"? Other series have a lot more recurring, consistent elements that make them distinctively Zelda, Persona or Castlevania; Final Fantasy does not.

I'm not praising or condemning branding (which I guess makes the title of this blog a little misleading), I just think that without those recurring, consistent elements maybe a game should be given an identity of its own.

Also, I'd choose the dodgiest kebab place over McD's any day.
 
 
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SpawnSeekSlay
On Saturday 10 Oct 2009 3:54 PM Posted by SpawnSeekSlay
Gamestyle, graphics, sound & music, typical storylines ... are all totally unique to the franchise due to respective makers and the formula they have chosen. All mainstream FFs (excluding online XII) have a similar feel to them, with there differences and changes of course... if you've played FF before and then you pick up and play this new game.. you know if its FF or not.
Look at my fav JRPG game this year 'Lost Odyssey'... its not FF, but the feel of the game is very FF.. so I wasnt surprised to find (and happy) that it was produced by Hironobu Sakaguchi of Final Fantasy :)

I guess the problem i have with it is when a game is still branded even if it goes away from formula, ie Final Fantasy Tactics and all the crap mainly brought on portables that play nothing like true FF, and this Im guessing is what your talking about, these add-on, different subtitled, even different genred games (FF Tactic, Halo Wars) that move from the mainstream of the brand.
It sells which is what they want, I just have to look now and see if a game is true to its origins and formula that im comfortable with and enjoy and not buy an RTS mistaking it for RPG lol :)
 
 
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SpawnSeekSlay
On Saturday 10 Oct 2009 3:56 PM Posted by SpawnSeekSlay
*excluding online XI (not XII)
:P master of the typos strikes again!
 
 
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sketchturner
On Saturday 10 Oct 2009 6:37 PM Posted by sketchturner
10 October 2009, 03:54 PM Reply to SpawnSeekSlay
Gamestyle, graphics, sound & music, typical storylines ... are all totally unique to the franchise due to respective makers and the formula they have chosen. All mainstream FFs (excluding online XII) have a similar feel to them, with there differences and changes of course... if you've played FF before and then you pick up and play this new game.. you know if its FF or not.
Look at my fav JRPG game this year 'Lost Odyssey'... its not FF, but the feel of the game is very FF.. so I wasnt surprised to find (and happy) that it was produced by Hironobu Sakaguchi of Final Fantasy :)

I guess the problem i have with it is when a game is still branded even if it goes away from formula, ie Final Fantasy Tactics and all the crap mainly brought on portables that play nothing like true FF, and this Im guessing is what your talking about, these add-on, different subtitled, even different genred games (FF Tactic, Halo Wars) that move from the mainstream of the brand.
It sells which is what they want, I just have to look now and see if a game is true to its origins and formula that im comfortable with and enjoy and not buy an RTS mistaking it for RPG lol :)
Graphics, music and story (even without continuity) certainly do tie a series together, I'll admit. I was thinking about this more from a gameplay perspective, though. And again, every single FF story and battle system is real different, if it didn't have to adhere to a certain graphical style could it forge a unique identity and reputation of its own.

I'm not saying there's anything wrong with it's style, just makes me wonder how things could have turned out if it didn't have to BE Final Fantasy.
 
 
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SpawnSeekSlay
On Sunday 11 Oct 2009 11:40 AM Posted by SpawnSeekSlay
10 October 2009, 06:37 PM Reply to sketchturner
Graphics, music and story (even without continuity) certainly do tie a series together, I'll admit. I was thinking about this more from a gameplay perspective, though. And again, every single FF story and battle system is real different, if it didn't have to adhere to a certain graphical style could it forge a unique identity and reputation of its own.

I'm not saying there's anything wrong with it's style, just makes me wonder how things could have turned out if it didn't have to BE Final Fantasy.
You think the FF storylines and battle systems are real different? sure they are different in the fact they are renewed for a new game but ultimately they follow the same formula, thats what makes it FF. Look at the games u chose in Etrian Odyssey, Riviera, Dragon Quest and Golden Sun (which ive played all of them too) - do they have similar battle systems to each other or FF? nope.
I do get what your on about, but ultimately if any game chooses the same engine and gameplay/battle system formula as FF it is either FF or will be compared to FF.

Lost Odyssey is as i said a great game, that received minimal hype and it is not FF (although plays like a typical FF)... and it has fantastic reviews and scores.
So to answer your question then yes like Lost Odyssey it has its own identity from the FF brand and has been successful... but I doubt its sales would be as high compared to if it had the FF brand name slapped on the cover. Although Lost Odyssey is a 360 Platinum... so must have done pretty good :)
 
 
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BaldBish
On Wednesday 14 Oct 2009 12:32 PM Posted by BaldBish
5 October 2009, 12:42 PM Reply to cloudswift
When I rate a game, the first thing I usually ask myself is:

"Is the game good enough to stand up on it's own merit?"

And I think that alot of games really do rely on the previous franchise success, and for some the movie tie-in. It's a shame that some companies burn through their characters (I'm looking at you Nintendo); instead of making something new, they regurgitate the old.
Good Point! 100% agree!
 
 
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leopardsqueezy
On Wednesday 14 Oct 2009 5:57 PM Posted by leopardsqueezy
Anyone with a serious financial stake in the release of a title will do anything to make it sell better - publisher, distributor, etc.

A well-known (well-known for being good, that is) tag will, I admit, draw me in initially (Burnout, Forza, GT, StreetFighter, Elder Scrolls)... but that's all it will do. I'm personally very receptive to anything new and cool.

Endorsements a la Madden, Tony Hawk etc, I'm not so sure about. I always have to ask, what the hell do those guys know about game developing that they can so confidently assure us of its quality (regardless of whether the game is any good or not)?
 
 
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Ruptunex
On Saturday 17 Oct 2009 2:14 AM Posted by Ruptunex
Same could be said for Modern Warfare 2. In every marketting thingy, They are calling it "Call of Duty, Modern Warfare 2" but when you load up the game, you will never see the name Call of Duty anywhere.
 
 
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tnzk
On Tuesday 20 Oct 2009 5:14 PM Posted by tnzk
I think there's a similar line running through the Final Fantasy games at least. They're all a certain type of JRPG that have a few different mechanics to deviate from the norm, so despite their pretty decorations (fantasy or technology), they're mostly part of the series.

It's whole 'same but different' thing.

I dunno about naming the MMOs FF XI and XIV though.
 
 
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Kegz
On Friday 6 Nov 2009 1:06 PM Posted by Kegz
I totally agree, I use to buy FF games without even looking them up until XII came along
 
 
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