Kelly's Blog

Dec 01

RotoHog to use Fastpoint name for B2B

by Kelly Perdew

Fantasy sports outfit RotoHog has restructured the company to include a new brand name, Fastpoint Games, for its games development business.

The company’s business-to-business segment will carry the new name, with key clients including NASCAR, Sports Illustrated, the United Football League and others well outside the sports industry. The RotoHog brand will be used exclusively for consumer-facing fantasy sports games.

“RotoHog has really strong awareness in the core sports fantasy gaming space, but among our enterprise clients, particularly outside of sports, it actually was something of a liability,” said Kelly Perdew, chief executive for the Los Angeles-based company. “‘Built by RotoHog’ wasn’t necessarily something you wanted with a game like the one we’ve built for Us Magazine and caters almost exclusively to women.”

The new name, logo and corporate identity for Fastpoint Games was developed internally, largely under the guidance of Katrina Osio, who was hired by Perdew earlier this year to be the company’s head of marketing.

“Fastpoint Games is simply something that has a much better, much more versatile, enterprise-type feel,” Perdew said. “It cuts across our various sectors and genres much better. We don’t have to explain away to people what RotoHog means anymore.”

With the split of RotoHog and Fastpoint Games, the company also has closed an additional round of venture capital funding, for an undisclosed amount of money. Roughly a year ago, the company secured a $2 million Series C round of funding from longtime backer Mission Ventures. A separate $2 million Series B round in March 2009 also involved Mission Ventures. The company’s core group of investors also is leading the new round, Perdew said, and a formal announcement of the funding is expected later this year.

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