Leading Mobile Game Developer Product Madness Unveils Major Rebrand

Posted: 26th Oct 2022

Leading Mobile Game Developer Product Madness Unveils Major Rebrand
  • Marking 15 years of operations scaling from start-up to industry-leader

  • Continued global expansion with two new studios in North America

  • Ambition to become No.1 social casino mobile game developer in the world and recognised employer of choice 

LONDON UK, 26 October 2022 Product Madness, a world leading social casino game publisher, has unveiled a powerful new brand and refreshed website as it celebrates 15 years of operation characterised by growth and continued global expansion.  Today, the company also announced the official opening of two new studios in Canada and the USA.

Founded in London in 2007, the multiple award-winning powerhouse has risen swiftly through the ranks of the mobile games industry to become the leading mobile slots developer this year, according to market data (SensorTower). Product Madness has also significantly expanded its global footprint.  From just 20 employees, the company’s portfolio has grown to encompass more than 800 of the industry’s top talents working in seven creative studios spanning the UK, Poland, Israel, Ukraine, Spain, and now Canada and the United States.  Its recent expansion brings the company closer to achieving its ambition to become the No.1 social casino game developer in the world.

“Product Madness is a fantastic example of a successful and sustainably scaled content and technology company: from start-up to disruptive industry leader. We are proud of this incredible growth story,” said Yoav Ecker, President & Managing Director, Product Madness.  “With successive stand-out games, world-class LiveOps, tremendous talent and a growing number of development studios in some of the most dynamic and diverse digital talent hubs across the globe, we felt the time was right to double-down on our ambition to become the greatest social casino mobile game developer in the world.  That means having a brand that reflects who we are today as an organisation and our passion for helping our employees to grow, develop and truly thrive – just as our business continues to do so.”

Product Madness’s new branding centres around a Vortex representing a ‘powerful force’ with a ‘playful burst of energy’ to represent the ethos of the business, as well as the colour, confidence, creativity and passion that the company strives to inject into everything it touches. The company website has also had a complete overhaul, bringing the brand to life in an engaging digital environment, while also reinforcing the company’s strategic priorities under its tagline ‘Powering Your Best Game.’  These include a commitment to invest in talent, build the best games and advance its dedicated Responsible Gameplay program, putting player wellbeing and experience front and centre as it grows. 

Product Madness, part of global games powerhouse Pixel United, has consistently invested in its people and products to support its growth, as well as the long-term, sustainable future of the industry.  Following the acquisition of Playsoft in 2021, bringing new development capabilities to the business in complementary game genres, Product Madness launched its one-of-a-kind game-dev incubator programme, Madness Ventures, earlier this year.  The initiative has been designed to support game developers to build, test and market new free-to-play mobile game concepts, underscoring the company’s commitment to helping top talent and the highly creative mobile games industry to thrive.   These initiatives have helped to set the stage for the company to unveil its new forward-looking brand. 

The new brand is bold with a playful burst of energy.  It's powerful, confident and truly global, and this is who we are every day at Product Madness. Perhaps most importantly of all, the logo and creative elements were designed entirely in-house, encapsulating the talent of our teams and collaborative nature of our people-first culture,” said Sujas Rait, Head of Employer Brand. “On many levels, our new brand expression is a celebration of everything we have achieved together in our first 15 years, while giving a confident nod to the exciting future ahead for all of us at Product Madness.”  

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Note to Editors

The New Brand
The geometric representation of the Vortex breaks down into five distinct parts, each representing one of the five core cultural principles of Product Madness - People First, Mad for More, Globally Inclusive, Champion Together and Customer Focused.

Built upon the core cultural principle and foundation of the business, which is People First - committed to building a culture where each person is heard, empowered and supported to elevate their career.

The logo is distinctive yet dynamic and through the clever use of different colours, game characters and icons, can be tailored to bring specific locations or games to life, giving the brand a consistent look and feel while fostering individual connectivity worldwide.

About Product Madness

Founded in 2007, Product Madness is one of the world’s largest mobile game publishers and market leaders in social slots. Headquartered in London with a growing number of creative studios worldwide, Product Madness has developed an impressive catalogue of social casino titles that are loved by millions of players, including Cashman Casino, Lightning Link and Heart of Vegas. In 2013, the company was acquired by Aristocrat Leisure Ltd (ASX:ALL), unlocking access to world-class slot development capabilities and laying the foundation for the establishment of Aristocrat’s free-to-play mobile-first division, Pixel United. Today, Pixel United has grown to become a top five publisher in Tier 1 western markets, with a diverse portfolio of major mobile games businesses including: Plarium, makers of category-leading Midcore games such as RAID:Shadow Legends™, Vikings and Mech Arena, and Big Fish Games, the studio behind casual smash-hits like EverMerge and Gummy Drop. Backed by Pixel United, and with a deep commitment to offering inspiring long-term career opportunities, Product Madness is on course to set a new standard in social casino games.

Contact:  Chris
Glover -

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