Dumb Methods to Die is a sport sequence that has taken a serious flip. From being a cornerstone of a public security marketing campaign in Australia, to being certainly one of its most profitable cellular video games.
It’s been a franchise that PlaySide has hung their hat on. However what impressed them to amass the franchise within the first place? What’s been driving the franchise’s success? And what’s their ambition for the upcoming Dumb Methods to Die 4? We obtained the possibility to place our inquiries to PlaySide and speak to not one, however two of their basic managers about their respective experiences engaged on the franchise.
PocketGamer.biz: What attracted PlaySide to lastly purchase the rights to the Dumb Methods to Die Franchise?
Ben Kelly: PlaySide Studios acquired the model in 2021 after spending a few years working with Metro Trains and producing a spread of cellular gaming titles on their behalf. We all the time held the view that the Dumb Methods to Die model was one which had severe potential. We actually noticed it as having a vivid future. We’ve held clear objectives for the model because the acquisition, to each reignite nostalgia with an viewers aware of the unique viral success of the music, but in addition to discover new, well-liked leisure mediums and platforms. We noticed our likelihood to draw a brand new technology of followers for the model, and to help Dumb Methods to Die in increasing even additional past our current verticals on YouTube, cellular gaming and our on-line retailer.
Danny, You’ve been concerned with Dumb Methods to Die’s cellular sport growth because the starting, how has that course of modified over time?
Danny Amstrong: Working with an older title signifies that there are a selection of methods that should be refreshed and up to date to make sure that issues nonetheless run easily, which is sort of a steady operation. Lately we’ve been actually targeted on lowering the friction when creating new mini video games and offering the followers with new content material as usually as potential. The gameplay in its nature is sort of repetitive so we’ve targeted extra on growth effectivity to spice up our engagement.
The transition from “Public Service Marketing campaign” to cellular sport powerhouse is sort of a drastic one, how do you attribute this?
Ben Kelly: I feel we will draw this again to the leisure issue of the model. Dumb Methods to Die at its coronary heart is about leisure with a fairly severe security message that comes by way of. We use the leisure half to drive engagement whereas touchdown a security message by making an attempt to maintain these Beans out of hurt’s approach with the cellular video games.
Your current media alert on DWTD4 mentioned the sport was going “Again to its roots,” are you able to clarify what this meant?
Ben Kelly: The simplicity of the unique Dumb Methods to Die sport was what individuals liked. Saving beans, progressing by way of the sport and amassing Beans to construct out your prepare station. We wish to be sure we’re innovating on the sport whereas nonetheless staying true to the ‘enjoyable’ side of the Dumb Methods to Die model and video games.
What’s subsequent for DWTD?
Ben Kelly: Since PlaySide Studios have labored on the model, we’ve explored cellular video games, sleep apps, and NFT collections across the Dumb Methods to Die IP. We’ve additionally introduced a wholesome slate of online game titles like Dumb Methods to Die 4 and BEAN LAND coming this yr, plus an upcoming partnership with Netflix Video games for Dumb Methods to Survive which we’re excited to share extra about quickly.
We’re all the time alternatives to proceed to convey Dumb Methods to Die to new audiences, on new platforms, and to work with companions who perceive the mix of nostalgia and humour that’s made Dumb Methods to Die a family title.
How have the analytics for the DWTD sequence modified because the sport took off on TikTok? Has it matched or surpassed its earlier highs?
Danny Armstrong: We’ve seen a major improve in downloads because the starting of the viral TikTok development. The unique Dumb Methods to Die sport hit primary within the U.S. App Retailer in video games together with topping the charts in 33 different international locations, which is unimaginable.
By TikTok alone, we’ve seen billions of views throughout Dumb Methods to Die consumer generated content material, and lots of of hundreds of thousands of views throughout our personal model channels. This has led to hundreds of thousands of followers each discovering and reigniting their love for cellular video games.
The impression wasn’t solely seen on the chart topping authentic – we additionally noticed big will increase in downloads throughout our different Dumb Methods to Die video games.
Australia has been a major a part of sport and cellular sport growth for years now, the place do you see the market going within the close to future?
Danny Armstrong: We now have a very superior pool of expertise on this nation, prior to now we normally misplaced the highest expertise to abroad firms. Newer authorities initiatives have opened up the flexibility to retain these superb individuals in Australia. With video games it’s all the time exhausting to foretell however we’re nonetheless in a progress part right here and the most effective is but to return.
