Matt McMahon, VP of Business Development at Seriously, gave a talk at Pocket Gamer Connects San Francisco 2015 on how the company built a global brand - Best Fiends - from scratch.

"Build the world before the game," he says, as even if none of it makes it into the game, it will help when designing other resources and materials.

Engagement and partnerships

McMahon also spoke about the use of social media, saying "we treat Facebook not just as customer support," but also as an opportunity to engage the audience.

He also touched on partnerships, which while useful for a quick targeted campaign, "for us we think they can go a lot deeper" in terms of branding opportunities.

You can see all our videos from Pocket Gamer Connects San Francisco 2015 in this YouTube Playlist.