Telling your brand's narrative across mediums: A case study on Best Fiends
summary
Best Fiends is a match‑three puzzler fused with combat built as an owned IP, supporting in‑game lore hooks, randomized bounty events and hidden‑object hunts that nudge players into the backstory. The team links short animations into the app and runs influencer campaigns and LA workshops, yielding 15 million views across videos, 600k YouTube subscribers, more than $100M revenue to date and a reported ROAS ~120, while animation premieres and event mechanics measurably boost engagement.
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chapters (6)
- 0:00Introduction and background
- 3:54Building the IP foundation
- 7:10Integrating story into gameplay
- 10:19Expanding through animations
- 13:05New animation premiere sneak peek
- 17:28Closing and Q&A
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