The messaging just wasn’t sticking. That was the crux for Ohio-based Panopticon Laboratories, a two-year old startup that had built behavioral analytics and anomaly detection technology to fight hackers and fraudsters from disrupting the economics and player experience of video games. With the sales process stalling, Panopticon Labs turned to ARPR for a project to help refine its corporate and product messaging and positioning, refresh its visual identity and update its website with engaging, SEO-optimized copy that would resonate with its target audience: video game publishers.
Video games & cybersecurity: Everything about Panopticon Labs intrigued ARPR’s messaging and security teams because no solution like it existed. To begin, ARPR traveled to Ohio to lead a full-day messaging session, speaking with the company’s leadership about what messaging had worked and what hadn’t; what each stakeholder perceived as the messaging challenges and what the brand’s vision was for both the near-term and long-term. During the course of the messaging session, it quickly became apparent that Panopticon Labs’ could potentially benefit by simplifying its product architecture and by utilizing keywords and phrases that were more mainstream, such as cybersecurity instead of fraud analysis.
With these conclusions in hand, and a plethora of information to consume, ARPR constructed a Corporate Messaging Portfolio packed with mission and vision statements; product key messages, and reasons to believe. We evolved Panopticon Labs’ messaging to position them as the first and only cybersecurity company for video game publishers and recommended to engage publishers by showcasing the similarities between today’s threats to video games and yesterday’s attacks on banks. ARPR also revised the brand architecture to offer one product instead of three, which we advised could eliminate some of the confusion that publishers cited during sales calls. ARPR then focused on the website, making recommendations for navigation updates for ease of use, visual updates to stay consistent with brand themes and, most importantly, SEO-optimized web copy.