East Side Games’ Elin Jonsson on building successful brand partnerships

Pocket Gamer Connects, the leading international conference series for the global games industry hits London on January 20th and 21st, 2025. 

This must-attend event will unite more than 2,750 industry professionals for two days of learning, pitching and networking. Attendees will dive into 20 expertly curated conference tracks exploring the latest trends in mobile, PC, console, web3, AI and beyond. 

One of the key speakers is East Side Games‘ chief business officer Elin Jonsson, who is responsible for brand management, IP partnerships, and mobile game development.

Ahead of the show, PocketGamer.biz caught up with Jonsson to discuss her role, the company’s approach to successfully integrating brands within games, and her thoughts on the global mobile market.

PocketGamer.biz: What are you speaking about at PocketGamer Connects London?

Elin Jonsson: Best Practices for Successful IP and Brand Partnerships

East Side Games’ approach is built on mutual respect for the brand’s identity and the gaming community, ensuring that partnerships benefit both the brand and the players. Key strategies include:

1) Building authentic IP/brand partnerships

• Serving the fan base: East Side Games ensures that every IP’s lore and values are respected while exploring natural expansions that enhance the experience.
• Avoiding ‘brand slapping’: The integration of an IP should feel authentic, not like a forced or opportunistic addition.

2) Tailoring approaches to each IP partner’s needs

• Custom strategies: Recognising that each brand is unique, East Side Games tailors its strategy to meet the specific requirements of each partner.
• Understanding motivation: Whether the brand’s priority is revenue, marketing, or fan service, understanding these motivations helps align the game development process.

3) Respecting brand guidelines

4) Managing contracts and deadlines

• Timely approvals: Contracts often specify approval timelines (e.g. 10 business days), but there may be delays. A flexible, yet clear approach to deadlines ensures smoother collaboration.
• Clear timelines: Avoid vague terms like “ASAP” — clear, realistic deadlines help manage expectations and streamline the approval process.

5) Going the extra mile

• Building social currency: Offering help beyond the contractual requirements can create goodwill, making future collaborations easier.
• Collaboration over silos: A partnership mindset encourages collaboration rather than competition between the studio and the brand.

6) Focusing on long-term relationships

• Building a trusting, long-term relationship is essential, especially for  LOPS, where continuous communication is necessary to ensure the game evolves in line with player expectations.

Why it’s important 

• Authenticity is key: Players engage with games that authentically reflect the brand they love. An IP integrated thoughtfully into a game enhances the fan experience and strengthens loyalty.
• Tailored strategies yield better results: Each IP is different, and understanding these differences is crucial to forming effective partnerships. A customised approach ensures more successful collaborations.
• Clear communication and expectations: Precise contracts, deadlines, and revision processes minimise misunderstandings and delays, ensuring smoother partnerships.
• Building relationships for longevity: Trust-based, long-term relationships foster ongoing collaboration, crucial for evolving games and maintaining player engagement in live operations.
• Collaboration over competition: By working together towards a shared goal, East Side Games ensures more successful outcomes, benefiting both the studio and its brand partners.

What’s the most common error you see being made in the games sector?

The most common mistake I see in the games sector is treating brand partnerships as an afterthought or simply as a revenue-generating tool, rather than as a meaningful collaboration that enhances the player experience.

Many companies rush into brand integrations or IP partnerships without fully understanding the brand’s identity, fanbase, or how the partnership aligns with the game’s narrative and values.

This often leads to ‘brand slapping’ — where a brand is added to the game without consideration for authenticity or relevance, which can alienate players and fail to create any lasting impact.

The key is to approach IP collaborations with care, respect, and deep understanding. Every brand or IP has its own history, culture, and dedicated audience, and integrating these elements authentically into the game is crucial. If you don’t stay true to the essence of the IP and fail to ensure it resonates with the community, the partnership will fall flat, and you risk damaging both the brand and your game’s reputation.

Instead, companies should focus on creating authentic experiences that enhance both the brand and the game, fostering deeper player engagement and long-term success for both parties.

If you could give other mobile games companies one piece of advice, what would it be?

My one piece of advice would be to understand and respect the unique identity of the IP you’re working with. Every IP has its own fanbase, history, and core values, and it’s essential to tailor your approach to each IP accordingly.

A successful brand integration or partnership starts with deep research into the lore, tone, and expectations of the IP’s fans. Never treat an IP as just a tool for quick revenue – authenticity is key. If you stay true to the essence of the brand and its fanbase, you’ll create more meaningful experiences for players and more value for the IP owner.

Where are the next big opportunities in the mobile games market?

One of the biggest opportunities we’re already seeing in the gaming industry, particularly with games like Fortnite, is the growing synergy between products and games.

This trend involves seamless collaborations where brands, products, and games come together in creative ways to benefit both the game developers and the brands themselves.

A key example of this is the success ESG has had with introducing guest stars into games and hosting cross-events between different games. These collaborations have resonated strongly with players, creating unique in-game experiences that feel authentic and engaging, rather than forced promotions.

For instance, in Fortnite, we’ve seen virtual concerts, celebrity appearances, and branded content that players love, which has not only driven fan engagement but also enhanced the game’s cultural relevance.

Looking ahead, I believe we’ll see even deeper, more imaginative integrations in the future. As gaming becomes a more immersive, interconnected ecosystem, we can expect more dynamic crossovers — where products and brands won’t just exist within the game but will be woven into the fabric of the gaming experience.

We’ll likely see even more sophisticated collaborations, such as interactive brand experiences, real-time product launches in-game, and greater opportunities for brands to play an integral part in the narrative of games.

These types of integrations will create new ways for players to engage with their favourite products while enhancing the overall gaming experience, blending entertainment, marketing, and brand storytelling in ways we haven’t fully explored yet.

What’s the most important key performance indicator (KPI) for you – and why?

The most important KPI for me is retention, as it directly reflects the effectiveness of brand integration within the game.

Retention is a critical metric because it measures how well the game and its brand partnerships are able to keep players engaged over time.

A successful brand partnership shouldn’t just attract players for a short-term event or promotion — it should create a lasting impact that encourages players to return and continue interacting with the game long after the initial engagement.

When players consistently come back and actively participate in in-game events or content tied to the brand, it’s a clear sign that the brand’s integration is resonating with them in an authentic and meaningful way.

What is your biggest aspiration/goal in mobile gaming? 

My biggest aspiration in mobile gaming is to shape the future of brand management by creating authentic, impactful partnerships between games and brands. I’ve seen the incredible value of building strong, strategic brand relationships that not only resonate with players but also align with the values and goals of the brands involved.

One of my core focuses is ensuring that every brand partnership is tailored to the specific needs and goals of each partner. No two brands are the same, and understanding their motivations — whether that’s revenue, fan engagement, or brand-building — ensures that we craft a strategy that delivers results for both the brand and the game.

My goal is to avoid the pitfall of ‘brand slapping’, where brands are simply added to a game without any real connection to the experience. Instead, I aim to ensure that each brand partnership feels like an authentic extension of the game world, adding value for both players and the brand itself.

In working with IP partners, understanding their level of familiarity with the gaming industry is crucial. If they’re new to the gaming space, I’m prepared to guide them through the game development process, live ops strategies, and how to go to market.

This level of education helps set clear expectations and builds trust from the start. In addition, I focus on understanding the brand’s organisational structure — knowing who the decision-makers are and how they operate — so that communication is smooth and efficient.

Long-term, my goal is to build lasting, trusted relationships with IP and brand partners. Successful brand management isn’t just about the immediate partnership — it’s about fostering a relationship that evolves over time.

This is especially important in live ops, where continuous communication and mutual trust are essential to maintaining a successful, long-term collaboration. By focusing on creating meaningful, human relationships, I aim to drive not only short-term results but also sustainable, long-lasting partnerships that continue to evolve and succeed as the industry grows.

Ultimately, my aspiration is to be at the forefront of shaping how brands and games collaborate in ways that feel natural, engaging, and mutually beneficial.

By leveraging my experience and deep understanding of brand management, I hope to contribute to the creation of gaming experiences that not only entertain but also bring true value to the brands and audiences involved.