DeNA, a billion dollar Japanese Internet and social gaming company, has undergone a rebranding to project a more fun image and to consolidate its international presence in an attempt to achieve in the global market the same success that it enjoys at home.
The company has 18 offices across the world and has grown mostly through acquisitions, such as the US$400 million purchase of U.S. video game publisher Ngmoco. It now wants to unite all its offices, services, and products under a single identity. Adopting the new slogan “Delight and Impact the World”, DeNA has revised its company logo, making use of more fluid, playful-looking fonts, with the initial letter “D” in its name featuring a smiley emoticon. The company wants to project an image of approachability, friendliness, and fun, according to a company spokesperson. Under the rebranding, the company’s business units will start using a name prefixed by “DeNA” and the unit’s location, such that Ngcomo will now be known as “DeNA San Francisco”.
DeNA has largely been successful in 2012, but like its biggest rival, GREE, another Japanese social and gaming service, its profits and presence have mostly been limited to Japan. Still, the company is enjoying financial success. Despite new regulations against gambling games, DeNA saw its quarterly revenues hit US$627 million year-on-year. It claims that its mobile social gaming service Mobage has around 45 million users across the country. It has also announced the acquisition of a popular Japanese music app Discodeer which will be relaunched as Groovy with new social features. The company also plans to make its presence felt in sports, funding the S&B Foods athletic team in addition to the 66.92 percent stake it owns in the Yokohama BayStars Baseball Club.
[ via The Next Web ]