Glu Mobile, the new name for the merged entity of mobile gaming players Sorrent and Macrospace, gives detailed reasoning for the name change and the process till now…The rebranding was more an effort to create corporate identity, as opposed to editing the image that already existed. [Jill Braff, Senior VP of Worldwide Marketing, Glu Mobile] believes the mobile market is young enough that neither brand had developed much in the way of customer loyalty.
Explaining this new identity to gamers and the industry at large proved to be the easiest aspect of the entire project, thanks to the relatively small size of the current mobile industry.
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