VGP GroupBrand, Product & Digital Transformation — Entertainment Portfolio
Portfolio Scope
At VGP Group, my work expanded beyond conventional marketing.
The work covered multiple VGP entertainment brands and connected strategy with execution across the portfolio.
- Brand strategy
- Product strategy
- Go-to-market
- Digital transformation
- Customer acquisition
- Communication
- Content
- Events
- Partnerships
- Entertainment product launches
VGP Universal Kingdom
VGP Universal Kingdom was an established entertainment destination with strong family recognition.
The challenge was to retain that legacy while making the brand more relevant to younger audiences.
My work focused on:
- Brand repositioning
- Youth marketing
- Product strategy
- Ride strategy
- Content
- Digital communication
- Customer acquisition
- Campaign development
- Customer journey improvements
Rather than treating mascots as visual branding alone, the strategy was to create stories around the characters. This gave the brand the possibility of developing its own intellectual property instead of depending entirely on promotional advertising. Product strategy also increasingly focused on experiences and rides that appealed to younger audiences.
VGP Waghoba
VGP Waghoba was a new entertainment product that required positioning and introduction to the market.
I worked across:
- Brand strategy
- Market positioning
- Launch strategy
- Communication
- Customer acquisition
- Digital marketing
- Events
- Partnerships
- Influencers
- Product marketing
- Customer experience
The challenge was building awareness around a relatively new entertainment concept and giving customers a clear reason to try it. The work connected the brand, product, launch campaign and customer experience rather than treating the launch as a one-time advertising activity.
VGP Cyber Kingdom
I also worked on marketing and launch planning for VGP Cyber Kingdom.
The strategy was aimed toward younger customers and gaming-oriented audiences.
- Product positioning
- Youth communication
- Digital campaigns
- Gaming-focused engagement
- Events
- Customer acquisition
- Launch activities
The objective was to position Cyber Kingdom as more than a gaming facility and build a broader entertainment experience around it.
VGP Play Kingdom
For VGP Play Kingdom, I worked on extending the mascot and storytelling approach into the brand.
The idea was to create characters that could continue appearing across:
- Comics
- Social content
- Campaigns
- Activities
- Digital experiences
- Brand stories
Instead of creating individual advertisements every month, the objective was to gradually build a recognisable entertainment universe around the brand.
