Chicken Saga, previously known as Sabong Saga, has officially unveiled its new name and brand identity. This change comes as part of the game’s evolution from a representation of traditional Filipino sabong, or cockfighting, to an inclusive digital experience that respects cultural heritage while eliminating associations with animal cruelty and gambling.
Originally launched to alter perceptions of sabong, the game was designed to rescue rather than harm chickens, placing them in a whimsical digital universe where violence was absent. The original name, while meaningful within Filipino and Southeast Asian communities, unfortunately also evoked global connotations of gambling and animal cruelty. This conflicted with the project’s core mission and made it challenging to connect with a broader audience.
A Name for a New Era
As the game’s following expanded internationally, it became clear to the development team that a new name reflecting their fundamental values was necessary. After comprehensive discussions and a creative process, they chose Chicken Saga—a name that is simple, appealing, and devoid of negative connotations. This title not only captures the essence of the game but also makes it immediately clear to new players what the experience entails.
Growth and Gratitude
The rebranding does more than just change the game’s name; it signifies the maturation of a once community-focused idea into a burgeoning gaming IP with aspirations that stretch across the Ronin ecosystem and beyond. The new identity of Chicken Saga facilitates this transition, aiming for international expansion while maintaining fidelity to its original vision.
The development team has expressed their gratitude towards their community, whose support has been pivotal throughout this transformative journey. They emphasize that Chicken Saga is not starting anew but rather continuing the narrative with refreshed commitment and perspective.
This thoughtful transformation and rebranding effort illustrate how digital platforms can be used to reinterpret and preserve cultural practices in ways that are both respectful and innovative, inviting global audiences to explore and appreciate unique cultural narratives through gaming.