Building a brand beyond the ordinary. Literally.
THE ASK
THE RESEARCH
THE TURN
Brand: Fundalor
Year: 2022
Industry: iGaming
Role: Brand Strategy, Creative Direction & Integrated Marketing
How do you launch an unknown brand in a market crowded with thousands of competitors?
You don’t just introduce another casino.
You create an entirely different world.
Fundalor was a new iGaming brand preparing to enter Peru.
Its proposition was simple: an online casino without wagering requirements, removing a common restriction attached to casino bonuses.
But in a crowded market, standing out was only half the challenge. As an unfamiliar platform, Fundalor also needed to give players a reason to consider something new.
As Marketing Director, I was responsible for building the brand from scratch and leading its market launch.
A crowded market. Cautious players. A desire to explore.
Research revealed two sides to the challenge: players were cautious about unfamiliar gaming platforms, while the pandemic had created a renewed appetite for new experiences.
52%
of Peruvians valued having fun in a safe gaming environment more than the outcome.
Source: Playtech
FIRST-PARTY RESEARCH
Players expressed concerns about unfamiliar platforms, often favouring established operators.
55% / 47%
of millennials and Gen Z, respectively, wanted to travel more.
Source: Deloitte
Together, these findings highlighted the challenge of introducing an unfamiliar brand while offering a cultural starting point for a world built around discovery.
Being different could get us noticed. Being unfamiliar could hold us back.
Research highlighted players’ scepticism towards unfamiliar gaming platforms, even as restrictive conditions gave them reasons to look for alternatives.
Simply claiming to be fairer wasn’t enough.
We needed a brand that made its difference immediately visible, gave people a reason to explore and had the depth to grow beyond its launch campaign.
Don’t just promise a fairer game. Build a world around it.
We imagined Fundalor as a distant planet where fair play had survived.
In its fictional history, wagering-free gaming was once a powerful resource shared across worlds. But greed changed everything, and other planets began restricting it.
Fundalor was the exception.
The last planet where that freedom remained.
Its story turned the brand’s functional proposition into a distinctive creative universe, with its own identity, mythology and ambassador.
THE ANSWER
02. THE LAUNCH
Greetings from Fundalor.
We introduced the planet through a teaser-and-reveal campaign.
The teasers appeared as mysterious transmissions from another world, asking people whether they needed a break from Earth.
Then Ventur arrived.
Through animated films, he introduced Fundalor, its story and its wagering-free proposition.
The integrated campaign brought the new world to audiences in Peru through national television, digital out-of-home, social media, influencers and digital advertising.
THE APPROACH
01. BUILDING FUNDALOR
A planet with a purpose.
I developed the brand name, original concept, brand story, visual direction and creative brief, working with Pasaporte Studio and specialist artists to bring the world to life.
We created a planet with its own landscapes, architecture and visual identity, drawing inspiration from gaming without looking like another online casino.
At the heart of it was Ventur, a character I conceived as Fundalor’s ambassador. Inspired by the Latin word associated with good fortune, he had his own identity, signature greeting and mission: inviting Earthlings to discover a fairer world of gaming.
The universe was designed to grow beyond the launch. Future concepts included evolving player characters, gamification and new territories to unlock as the platform developed.
Early explorations of Fundalor’s landscapes and architecture.
Developing the identity of Fundalor’s ambassador.
Bringing Ventur to life in 3D.
Teaser
Reveal
Part of my work as Marketing Director at Soar Malta Ltd.
Agency: Pasaporte Studio | Illustration: Andrea Nakasato | 3D artwork & motion: Octagon | Logo design: Marilena ManousouTHE IMPACT
8× branded search interest
+300% website traffic
Nearly +12 percentage points in conversion rate
During the integrated awareness campaign, branded searches increased eightfold, alongside substantial growth in website traffic and conversion.
Fundalor wasn’t conceived as a campaign that would end after launch.
It was built as a world that could keep growing.