Crafting a Monument Valley Experience for the Netflix Era

Monument Valley 3 is set to launch today, marking a decade since the series first debuted, and reflecting the evolution of developer Ustwo Games over that time. Having explored DLC, subscription services, and games that champion communities and the natural world, Ustwo has poured these experiences into the highly anticipated third installment of its star franchise. Monument Valley 3 introduces new characters, mechanics, such as sailing, a larger world, and a standalone story, while also adopting a live service approach, with Ustwo planning to release new content with every real-life season. Between these major chapters, the developer will regularly release new activities and puzzles, all exclusively on Netflix, with the company's games branch acting as the mobile title's publisher. For some, this shift to live service may seem unexpected from Ustwo, but it represents a natural progression from the studio's past decade of work. Both Monument Valley 1 and 2 had DLC, while 2019's Assemble with Care pioneered subscription services as an Apple Arcade exclusive, and 2022's Desta: The Memories Between was already a Netflix title. "At Ustwo, most of our games have been about respecting players' time, offering smaller, meaningful experiences that leave a lasting impression," Monument Valley 3 director Jennifer Estaris explains. "But for Monument Valley, we've always released downloadable content, albeit in a less rhythmic, less predictable manner. So, my goal was to create a healthy habit for players, where they can anticipate and get excited about new content, while also aligning with the game's themes of caring for the world and avoiding a one-and-done experience." Estaris emphasizes Ustwo's commitment to managing players' time thoughtfully, experimenting with the right approach to deliver content updates that feel satisfying and non-exploitative, avoiding a common pitfall in mobile gaming that contradicts the company's values. Monument Valley 3's lead designer Emily Brown describes the studio's plans for updates as "Monument Valley snacks," aiming to find a balance between story and play experience, weaving between puzzles, impossibility, and narrative. The team had to adapt to a different development journey, approaching Monument Valley 3 as an evolving game, with lead producer John Lau highlighting the methodological and attitudinal challenges of shifting from a traditional development mindset to a more sustainable, live service-oriented one. Ustwo has worked with both Apple and Netflix, and while it has a strong bond with Apple, the team chose Netflix as a partner for this project due to the platform's offerings and the game's cinematic elements. Beyond business model considerations, the team faced the challenge of following up on previous Monument Valley games, which have left a lasting impact. The solution was to work backward, building the story around the puzzles, and finding a balance between narrative and play experience. Visually, the team aimed to create something fresh while retaining the DNA of the Monument Valley series, drawing inspiration from graphic design trends, poster design, and editorial treatments, as well as non-game sources like architecture and poetry. The team's diverse backgrounds and experiences have had a significant impact on the game, with most team members being immigrants or second-generation immigrants, and the early development process focusing on themes like created family and movement together. Ahead of the game's launch, the previous titles in the franchise were released on Netflix, with the publisher reportedly happy with their commercial performance. With positive reviews and a strong foundation, the hope is that Monument Valley 3 will perform equally well, and Estaris is excited about the future of the Monument Valley world, eager to explore new possibilities and push the boundaries of the series.