Ed Daly explains Zoë Mode

Head of development studio behind Crush for PSP discusses decision earlier this year to turn itself into a person.

BRIGHTON, UK--In March, Kuju's Brighton studio announced a rebranding with a difference--from now on it was a "fun and accessible" woman called Zoë Mode. Its first game under the new moniker--Crush for the PlayStation Portable--was released in May to a warm critical reception. Speaking at the Develop Conference & Expo on the UK's south coast today, studio head Ed Daly explained the move in a presentation titled "Studio Brand: Does it Matter?"

Daly said that he always knew that the move would be unpopular with some, and perhaps even seem a little silly. "But," he said, "the worst case scenario would be rebranding and [having] nobody notice, and that made us a little risk happy. We needed to do something drastic to break away from the Kuju brand."

The company started by hiring a consultant and identifying what was unique about the studio, and came up with a list including that it specialized in social and casual games and games for families, and was based in Brighton. The resulting character match was the character Zoë Mode, and he showed a picture of the young blonde sitting on the beach playing her DS.

The decision was also made to have an image of Zoë from a real-life model as opposed to a virtual babe like Lara Croft or a manga-style character. This was done because the company wanted to emphasise it was real, and the games it made were for real people.

Daly added, "We make games for Zoë and her family. Zoë is our conscience that 'signs off' on what we do. We ask 'What would Zoë do?' and 'Would Zoë like that?' kind of questions. It does help to have a reference point, even if she's imaginary."

Daly also told the audience that Zoë Mode was actually not the first choice of a nom de plume. Zoë Mode was originally Zoë Echo, but just weeks before the company was due to announce it, Marc Ecko announced his own games label called Ecko Games, and it was decided that the names were too similar.

However, Daly admitted that the move hasn't been all smooth sailing. One of the hardest things for the company was getting the staff to buy into the change.

"We did get some negative first reactions," Daly said. "However, associations change over time. A good example of this is the Wii. It's a strong product so people accept it... We haven't lost people because of it."

26 Comments

  • Ghostin-Dashell

    Posted Jul 29, 2007 1:13 am PT

    Too many businesses saw how many people bought that chumbawumba single and took it as a sign that we will buy anything...

  • wild_world_girl

    Posted Jul 26, 2007 9:25 am PT

    ElectrolightSH :

    I think what irk isn't the idea of a spokeswoman, or spokesmodel. She's cute, nobody is aarguing that (I think) - it is the wierd hipster way they are saying that their company *is* this girl. And when you go to the site the contact info is in the first-person as in "contact me..."

  • comthitnuong

    Posted Jul 26, 2007 8:47 am PT

    I really don't see how this will help them at all. I didn't get it when they first announced it and I still don't see the point in it now.

  • humanchild

    Posted Jul 25, 2007 11:30 pm PT

    On first reading this sounds like a load of crap to appear hip, and "with it". However if you go take a look at what their game Crush is actually about you'll notice that, strange or cheesy, at the very least these guys are sincere.

  • ynfive

    Posted Jul 25, 2007 10:56 pm PT

    what?what? Are they saying Zoe is a real person or a madeup real person? and a blonde model? someone get me some photos quick! "what would Zoe do?"... that's cute. WWZD? Really having done this seems clever and much better choice than their original name.

  • ElectrolightSH

    Posted Jul 25, 2007 9:24 pm PT

    There seems to be a lot of chauvinist pigs on here. If they had made their mascot a dude or someone masculine like a soldier no one would care. I for one like what they have done and anyone who disagrees is well... the use of the word could get me banned so I wont say it. Zoe Mode is a small developer focusing on casual and family games so what better to represent them then a young woman so it just makes perfect sense.

  • vaejas

    Posted Jul 25, 2007 9:12 pm PT

    Makes more sense than the average Sony billboard, sadly.

  • Pete5506

    Posted Jul 25, 2007 8:49 pm PT

    WTF is right

  • mrklorox

    Posted Jul 25, 2007 8:38 pm PT

    The idea of rebranding a gaming company (who makes products aimed at 18-34 males) into a pseduo-woman just pisses me off. It reeks of the most putrid stench of marketing. Evil, pure and simple.

    And I thought AXE commercials were a bad idea...

  • Louis_Routledge

    Posted Jul 25, 2007 8:38 pm PT

    This is the biggest pile of crap I've ever heard.
    3 letters:
    WTF

  • Demmi_Argo

    Posted Jul 25, 2007 7:21 pm PT

    Here's an idea! Why don't we put pie as our mascot! Its just as intelligent as our current one! But in all seriousness I doubt that a logo will help cure them of any dry spell or sales problem. Videogames are not toys (well technically they are but stfu) where you can slap a cute face on it and it'll sell like crazy. Developers sell well because of the games they make, not because of their logo or in-house mascot. I just hope Kuju realizes that. (btw, Zoe mode would have looked better as an anime chick. Just saying.)

  • Axe_336

    Posted Jul 25, 2007 7:20 pm PT

    Heh, never heard of the company, but it sounds like a good idea. Crush sounds interesting, maybe I'll pick it up.

  • ElectrolightSH

    Posted Jul 25, 2007 7:04 pm PT

    I don't see the problem here. I think what they are doing is a good thing. I love women and the use of the female model is a great change from what is usually represented by guys.

  • killjoy188

    Posted Jul 25, 2007 6:32 pm PT

    Kuju's Brighton studio announced a rebranding with a difference--from now on it was a "fun and accessible" woman called Zoë Mode.

    You've turned your studio into a PERSON? That doesn't even make sense. Make her your logo or a mascot, but don't act like your company is a real live woman. That's just ridiculous. XP

  • lamprey263

    Posted Jul 25, 2007 6:27 pm PT

    WTF was that all about? That sounded like such crap I don't think I'll bother to read it twice... but I will say, if you haven't played Marc Ecko's Getting Up Contents Under Pressure, give it a try.

  • Azhar85

    Posted Jul 25, 2007 5:52 pm PT

    i'll don't bother with this cattle....(if u play the darkness, u will hear the darkness will whisper this sentences)

  • Gaara79

    Posted Jul 25, 2007 4:08 pm PT

    Any relation to Edna Mode from the incredibles?

  • wild_world_girl

    Posted Jul 25, 2007 4:05 pm PT

    Sounds like some of these guys need to meet some *actual* women.

  • Jaeme

    Posted Jul 25, 2007 4:00 pm PT

    I thought lawyers were bad but it seems that marketers take the cake. Stop them before they brand again! "We`re now the company known as the company formerly known as a cute blonde but now referred to as an unpronouncable rude hand gesture. We think it will raise awareness with bad drivers and the deaf. Our staff were very pleased to know they are allowed to use the gesture when referring to management. It has really built a feeling of cohesiveness within the company. We`ll now only be cute blondes during team building exercises and happy hour."

  • TintedChimes

    Posted Jul 25, 2007 3:44 pm PT

    What?

  • willripyouanew1

    Posted Jul 25, 2007 3:34 pm PT

    I love blonds , but this is really really dumb.

  • Banana_Kid

    Posted Jul 25, 2007 3:32 pm PT

    Zoe Mode is a million times worse than Wii. I fail to see how there's any positive feelings yet.

  • darkchaostitan

    Posted Jul 25, 2007 3:18 pm PT

    Really not that intrested

  • Journey89

    Posted Jul 25, 2007 3:10 pm PT

    whos the chick?

  • MangyForestCat

    Posted Jul 25, 2007 3:01 pm PT

    You're telling me Neo!

  • neomatrix4eva

    Posted Jul 25, 2007 2:41 pm PT

    Yawn inducing!

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