As part of Pocket Gamer Connects London 2018, Oscar Clark hosted a fireside chat with Curve Digital marketing manager Alex Moyet and Identity Spark founder Natalie Griffith on indies and branding.

Griffith argued that developers don't really know what a "brand" is, noting that people tend to "forget the tone of voice" and other non-visual aspects of building a brand.

"You're not going to create a Sonic overnight," said Moyet, adding that creating a "capital B brand" takes decades, but it's important for developers to work on their smaller brands regardless as it helps keep your games in the public's mind.

Can't hurt

Moyet also suggested that developers can have an ongoing acquisition plan "without denigrating the brand," and should keep a constant cadence of marketing for games-as-a-service products.

Griffith noted that developers need to not only keep an eye on what they're doing, but also what the competition are doing, and the way platforms are evolving – particularly when it comes to social media.