Mobile Premier League - addiktSchbang

Mobile Premier League (MPL)

Brand Repositioning

Energizing India's biggest mobile gaming platform

The Challenge

Mobile Premier League, one of India's largest eSports platforms with over 90 million registered users across India, Asia, Europe and North America, needed motion and sonic identity that could capture the exhilarating mobile gaming experience. The challenge was communicating the excitement of play and celebration of achievement using smartphones as canvas, initiated in 2020 during MPL's explosive growth phase.

Our Approach

The Idea

We created "The Epicentre"—a pulsating burst of energy radiating from a central arena of play. This key brand device embodied the high-energy gaming experience with no holding back, using high-contrast colors and sports-inspired typography.

Execution

Working with Codesign, we developed The Epicentre as a flexible system that could change form, scale, and orientation. The outward bursting movement synced with energetically paced sonic identity that matched increased heartrate and adrenaline rush. The integrated toolkit provided motion assets and guidelines for creating endless immersive content combinations.

Impact

Results

The comprehensive brand behavior system launched as MPL expanded to 90+ million users across multiple continents during its growth phase.

Market Recognition

The Epicentre concept and sonic identity provided distinctive brand recognition in the competitive mobile gaming space, with rhythm patterns designed to evoke triumphant mood and shared celebration among players.

The sound of MPL

The MPL sonic identity adds emotion and recognisability.
The rhythm matches the increased heartrate of a player, a sign of the player's emotional involvement and the adrenaline rush that comes with intense gameplay. The harmonic cadence evokes a triumphant mood, a shared celebration, even the irresistible
urge to do a little victory dance.

The integrated toolkit with motion assets and guidelines makes it possible to combine and adjust different assets. Thus, an endless array of immersive content canvases can be created.