![]() TabTale is still setting his sights high for the rest of 2017, however, with a target of 35 super casual game releases for the entire year. However, this is an ambition for 2018 and beyond as Edry explains “it won't be the case in 2017”. TabTale hit the one billion downloads milestone in August 2016 It's early days for super casual games at the studio, but the eventual plan is for these titles to emulate the release schedule of TabTale's kids' games. ![]() In order to find these twists on familiar mechanics, TabTale's super casual games team is operating “very differently to what we've done before” - not least with a five-person team that's role is simply to prototype all day, every day. That's the hard part, to find the twist.” “I look at it like music notes - you have seven, but the possibilities of combining them are endless. “There are about seven or eight core mechanics: swipe, tap, tap and hold, joystick, keypad,” says Edry. “But, in 30 seconds to one minute I get a full experience.”įrom a design perspective, these self-imposed limitations bring about some difficult challenges for the super casual games team. “Even Clash Royale, it's three minutes - I can't play it,” he considers. Itai Edryīut what qualifies as super casual? For Edry, it's about finding games that can be played one-handed, aren't too mentally taxing and can plug those all too brief gaps in a player's day. with super casual games, in 30 seconds I get a full experience. This was what inspired TabTale's successful move into developing mobile games for children, and the plan now is for super casual games with a multi-generational target audience to keep the kids playing as they get older.Įven Clash Royale is three minutes. “We started out with interactive books and we found that kids are not finishing the books - they're just enjoying playing the interactive parts.” “ change the art, change the concept and create a whole different game," he said.Īs of August 2016, Edry has been Product Owner on what TabTale calls 'super casual games' - essentially, an effort to take this formula that's proven so successful in the kids' space and make it workable for a wider audience. This, TabTale's Itai Edry tells at White Nights Prague, is thanks to a “very strong technological platform that allows us to basically create building blocks that you develop once, and then you can play with them". ![]() It launches a new title every week, cross-promotes across its portfolio and racks up one million weekly downloads on Google Play alone. The developer now has the process of releasing a game tuned to a fine art. This has been what's driven it to number one in the kids' games category on mobile, with more than one billion downloads across more than 400 games. For Israeli studio TabTale, the strategy has always been one of volume.
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