Opportunity: Gear Inc offers Mobile Game Development (such as the well-known Angry Birds), Outsourcing (think social media moderation), and Game Testing Services. All these offers are through different business entities. Gear Inc was the de facto group brand and the game developer brand. As a game developer, Gear Inc was relatively unknown outside the industry, despite having employed over 6,000 staff in Asia and Europe. As Gear Inc moved up the game development value chain into game publishing (think Riot Games), they wanted their brand to reflect their broader offer and become more attractive to potential employees.
Insight: Through online market research conducted globally, Tangible helped understand the preferences of computer science undergraduates, recent graduates, and seasoned professionals, and assisted with gear games from concept to implementation on its Technology & Telecommunications Branding. We also interviewed Gear Inc’s global partners and customers (thank you, Zoom) to better position the business as a game developer and publisher of choice.
Result: In late 2025, Gear Games secured a $5 million funding line from the user acquisition and monetisation platform Metica. This capital is being heavily directed away from old projects and poured into scaling up their latest global release, a card-battler game. Outside of its own titles, Gear Games uses this funding to bolster its highly profitable co-development and Live Ops pipeline, where they act as a support studio for global hits like Marvel Strike Force, WWE Champions, and Angry Birds Match.
To accommodate its fast-growing business, Gear Inc was renamed to Gear Games with a visual ‘look and feel’ that matched stakeholders’ preference for an energetic personality. The monogram gear ‘G’ captures the dynamic nature of the business moving up the value chain. The indigo and mint color palettes combine to capture a fresh approach to mobile gaming. Likewise, the copywriting is bold and action-oriented to attract talent to join the growing business.
Gear Games’ core values are ‘Passion for Talent,’ ‘Making Things Happen,’ and ‘Better Every Time.’ These values combine to set the expectation for a dynamic culture leading the mobile game developer. Tangible also tested potential employee preference drivers and benefits through our global survey to ensure Gear Games understands what potential employees are looking for.
Tangible tested brand architecture scenarios to understand how best to present the different entities of the group. This was followed by defining the lines of business and the services under each line of business.
Visit: Gear Games
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