The Gaming Playbook w/ Harry Phokou #61 Anastasia Zaiceva: Why Clarity Breaks Down In Game Studios And How It Hurts Production
What does a game studio brand really mean beyond a logo or color palette?
Today, I'm joined by Anastasia Zaiceva, Chief Communications Officer at ZiMAD, who shares how strong branding shapes the identity, strategy, and growth of a game studio.
We explore why branding is more than visual design and why it's the foundation that defines a studio’s values, culture, hiring strategy, player relationships, and long-term vision. From aligning internal teams to communicating clearly with players and partners, Anastasia explains how studios can build a brand that supports both creative direction and business success.
If you're building a game studio, working in game marketing, or trying to grow a recognizable brand in the gaming industry, this conversation is for you.
Connect with Anastasia:
LinkedIn: https://www.linkedin.com/in/anastasia-zaiceva/
ZiMAD's game portfolio: https://zimad.com/games
Connect with Harry:
LinkedIn: https://www.linkedin.com/in/hphokou/
YouTube: https://www.youtube.com/@hphokou
Instagram: https://www.instagram.com/hphokou
Join our industry events: https://hivemind.world/
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Chapters:
00:00 Intro
02:04 Why most studios misunderstand branding
04:07 Brand vs logo: the real definition of a brand
05:07 Should studios think about branding before building games?
07:35 Why vision is the foundation of a brand
10:22 The danger of chasing metrics instead of vision
12:48 How branding influences internal company culture
15:48 Founder influence on company culture and brand
19:45 Communication channels and mid-stage company branding
21:40 Content strategies that attract top talent
26:59 Human stories vs AI-generated content
29:20 My multi-brand strategy (Hivemind ecosystem)
33:57 AI, search engines, and brand visibility
36:15 Shared responsibilities in modern companies
40:43 What happens when studios don’t have a brand
43:50 How brand builds trust with partners and talent
47:34 Player experience and emotional outcomes of games
50:07 Turning brand strategy into real behaviors
52:10 Using content strategy to reinforce brand identity
57:13 Hiring people aligned with company vision
01:01:12 Final advice on building strong brands