Overview

The brand voice for Galactic Battleground was a combination of air-force, space, and sci-fi themes. Our audience was “our pilots” and our social channels spoke as if they were giving mission briefings for announcements (but without the angry general vibe). Our cabinets were a “fleet” of spaceships that landed in locations.

We capitalized on the fact that much of the revival of arcade was taking place in bars so we often alluded to beer drinking and the new arcade culture planting itself in arcade bars ("barcades")

Examples

This terminology was used to define the GBG brand, provide a unique look and feel to our digital content and physical experiences, and give more dimensions to the overall game.

Terminology

• "pilots" to refer to players of GBG and our general audience
• "new recruits" & "earning/gaining wings" to refer to new players playing for the first time
• "now flying at" to refer to new arcade placements
• "landed" to refer to when the cabinet (or team) arrived at an event or new arcade location
• "space battles" to refer to games
• "attention pilots" to preface announcements (as if it were a mission briefing)
• "co-pilot" to refer to teammates
• "solo flights/flyers" to refer to single player game modes (or 1v1 matches)
• "fleet" to refer to all GBG cabinets that have been made
• "space ship" to refer to GBG cabinets
• "rocket fuel" to refer to beer
• "galactic" as an adverb
• "blasting off", "prepare for battle", "space combat", "report to", "top secret", "liftoff", "space log", "expanding our galaxy"

Emojis