Bad Dingo

A new identity for a brand that doesn’t follow the pack

Taking a disruptor slots studio to the next level


With offices in Australia and South America, Bad Dingo slots studio develops its own titles, personalised and bespoke games for top tier operators, and a best of breed jackpot platform. The brand is driven by a passion and expertise in slots (as engineers and players) – applying this to create games that deliver the best player experience… and to do it differently to the rest.


RCA took Bad Dingo through the full brand discovery process, validating the strength of the name through to defining the suite of USPs and core differentiators the studio is built on – and shooting for over a five-year roadmap. The output generated a clear route for the brand identity – taking forward a strong, and visually disruptive brand personality fused together with a drive to innovate, shake things up, bring something new to the iGaming table.


Moving with an ethos of ‘does what it says on the tinnie’, RCA pulled all the ingredients together and arrived at a conceptual route for the brand that was undeniably the perfect fit. A brand mascot who embodies the brand name… a character who could be nothing other than a Rebel brand archetype… and a mono colour palette to generate a set of brand foundations to direct the creative execution. Using our own unique tools, we established a brand vision and values pyramid, architecture and archetype; performed competitor and positioning analysis in the market, through multiple lenses including trend mapping of logo colours, fonts, compositions, and straplines.

Key Takeouts
  • Establishing solid brand foundations, with depth and meaning, for powerful storytelling
  • Ideating a visual identity with validated market and audience appeal
  • Creating a brand mark with scope for motion – to badge Boomerang games
  • Delivering a full suite of branded assets and a digital destination with password-restricted game demo zone
David Johnson
Bad Dingo
RCA come strongly recommended, they’re great people. The Bad Dingo project followed the successful ReelPlay re-brand upon which RCA also consulted. Super Jo and the team are always careful to listen to what we are trying to achieve and manage to turn those visions into reality, working methodically and iteratively. RCA bring their own ideas to the table of course, supply plenty reference points along the way and always keep their eye on the prize. A pleasure to partner with.