A win for Highlight Games
This month m360 designed a new brand identity for the virtual sports trailblazers: Highlight Games. This rebranding marks a major step forward in Highlight Games’ mission to deliver innovative, exciting, and trustworthy gaming solutions. The brand evolution underscores their commitment to revolutionising the industry with cutting-edge technology and unforgettable, nostalgic gaming experiences.
The rebranding of Highlight Games was propelled by a dedicated brand strategy session. Our aim was to uncover the motivations behind the desire to change and gather valuable insights that would empower our creative team to craft a brand that truly resonates with its audience. All whilst ensuring alignment among key stakeholders, including their industry experts C-suite.
Highlight Games caters to both B2B (partners, operations and third parties) and B2C audiences (end-user gamers). It was really important the newly crafted logo and colour palette embodies the brand’s forward-thinking spirit. The refreshed identity positions them as leaders in a highly competitive market, standing apart with boldness and vision.
The new brand identity highlights three core values: Innovation, Excitement, and Trustworthiness. Whether through game-play experiences or business partnerships, these elements are pivotal in every interaction with the brand. The redesign, completed within a three-week sprint, conveys this balance—creating a visual identity that speaks confidently to operators and gamers alike.
The rebranding is an exciting milestone in Highlight Games’ journey. The transformation was particularly meaningful as the previous brand identity, inherited from the company’s original founders, had started to look dated and lacked the distinction needed to compete in today’s fast-paced gaming industry. The new team was eager to take the brand in a fresh direction that reflects their ambition while staying true to the company’s roots.
“We worked with m360 to build a new brand identity that not only reflects the recent evolution of Highlight Games but also signposts where we’re heading in the future. Our new branding gives us a distinctive point of difference in a crowded market and reflects our reputation as innovators in the virtual sports betting space.”
Steven Holmes, CEO, Highlight Games
With a fresh identity for a new era, Highlight Games is poised to lead the way in the virtual sports gaming industry, raising the bar to set new standards. As the team roll out their refreshed branding, both operators and players can look forward to an exhilarating journey filled with exciting experiences and a commitment to excellence. The next level is full of possibilities for Highlight Games, and we’re looking forward to sharing this in the world of gaming.
