Fictional Brand Identity in Fallout Series as a Game Design Strategy

Brands have consistently evolved in terms of the media and formats they are expressed in since the 1900s, when corporate identity systems were first established. This trend is also distinct in fictional brands that emulate actual brand formats. Fictional brands hold high potential to deliver a better brand experience in a game environment where the brand experience can be designed with various aspects compared to other media. However, a majority of previous literature on branding in virtual worlds mainly focuses on the promotion of actual brands. This study aims to identify how fictional brands in games that have a high interactivity with players can play a key role in improving the brand experience. It analyzes what advantages the gameplay experience can bring to the brand experience and investigates examples from the Fallout franchise of Bethesda Studios that effectively tap into some types of fictional brands at the stage of game design. In conclusion, fictional brand identities can contribute to the solidity of the virtual world and assist information delivery, provoking the positive immersion throughout the gameplay journey. Additionally, they can create high economic value when reverse placement is successful. Fictional brand identities can be effective in enhancing the overall game experience.