Highlight Games is an innovative sports game creator that uses archive video footage from the most popular global sports, including renowned brands such as LaLiga and the NBA, to create edge-of-the-seat virtual sports betting products. m360’s game plan was to rebrand Highlight Games and appeal to sports fans around the world.

Kicking off with a brand strategy workshop, our mission was to understand the motivations behind the decision to rebrand, and gather valuable insights. With these, we empowered our creative team to craft a brand that resonated with its audience and aligned with the vision of key stakeholders.

With B2B and B2C audiences to entertain, the new logo and colour palette needed to embody a forward-thinking spirit and a clear understanding of gamers and sports lovers. Our new identity positioned the brand as a market leader in a highly competitive space through a bold approach built on a clear vision.

The new identity brings to the fore three core values; innovation, excitement and trustworthiness. Whether through the game-play experience or business partnerships, these elements are pivotal in every interaction with the brand, with an identity that can now speak confidently to operators and gamers alike.