Brand Video-games
A brand video-game is a custom, playable experience you fully own, built around your brand and connected to your CRM so every player becomes a known, contactable lead. The New Face builds these in Unreal Engine 5, including the Mobilize launch game for Renault, streamed live to any browser.
How it works
Game concept and mechanic
We design one core, learnable mechanic tied to the brand, so the game is fun within a minute and the product sits at the centre of play. For Renault's Mobilize Duo launch, that was a Guitar Hero-inspired experience aimed at a new generation.
Fully owned, browser-streamed
The game runs on your own domain, streamed via NVIDIA GDN, with no app store and no host platform taking a cut or owning the player. You build an asset you keep and control, not a temporary presence on someone else's platform.
CRM-connected capture
Sign-in, scores, and rewards flow straight into your CRM, so every player becomes a first-party contact you can email, segment, and retarget, with consent and no intermediary between you and the audience.
Built as a media destination
The game is designed to be the place a paid and earned media campaign sends people, so bought attention converts into an owned audience and measurable engagement rather than a one-off impression.
FAQ
What is a brand video-game?
A brand video-game is a custom, playable game built around a brand's products, characters, and story, used as a marketing and data-capture channel rather than a retail title. It runs in the browser, is designed to be learned in under a minute, and keeps audiences in the brand's world far longer than a standard ad.
Is a fully owned brand game more efficient than a Roblox or Fortnite activation?
For most brands, yes, when it is paired with a media push. On Roblox or Fortnite you rent attention inside someone else's platform: the platform owns the player relationship, holds the data, and sets the rules, and your experience competes with everything else there. A fully owned game lives on your domain, so the traffic you drive to it with paid and earned media becomes your audience and your first-party data. You pay once to build an asset you keep, instead of paying continuously to borrow reach.
Does owning the game and its data improve marketing results?
Yes, because the game feeds your CRM directly. Every player who signs in becomes a first-party contact you can email, segment, and retarget, with no platform in between. The payoff is well documented: a Boston Consulting Group study with Google found that brands using first-party data for key marketing functions achieved up to a 2.9x revenue uplift and a 1.5x increase in cost savings. A branded game is one of the most engaging ways to collect that data with consent.
How long does it take to build, and how much does it cost?
A focused single-mechanic owned game typically takes 8 to 14 weeks at The New Face and falls in the €40,000 to €90,000 range. Timeline and cost are driven by the number of levels, custom 3D assets, and the depth of CRM and reward integration; a single-campaign game ships faster and cheaper than a multi-level game with accounts and a full data pipeline.
Do players need to download an app to play?
No. The game is streamed to the browser via NVIDIA GDN, so players start from a link or QR code with console-grade fidelity and no install. This is what makes it work as a media destination: a paid campaign can send traffic straight into the game with zero friction, on desktop or mobile.