How a Small Studio Successfully Pitched Netflix to Create a Queen's Gambit Game

At the Develop Brighton conference, Jamie Brayshaw, head of partnerships at Ripstone, discussed how the studio convinced Netflix to let them develop a Queen's Gambit game, their first mobile project and the first Netflix game to utilize Unreal Engine. With experience in creating chess games, including 2017's Chess Ultra, the studio took a bold approach to secure the opportunity. Brayshaw walked the audience through the journey, from the initial pitch to the challenges of developing a mobile game in Unreal. The studio had previously worked on mobile games using proprietary technology and custom engines, but this was their first time using Unreal for a mobile game. The team had to navigate a short pitching deadline and overcome various challenges, including designing for a new audience and ensuring the game would run smoothly on mobile devices. The Queen's Gambit, a Netflix miniseries, had sparked a cultural phenomenon, with 62 million viewers in a month, and the studio saw an opportunity to connect with fans. Brayshaw emailed Netflix, and after a call, the studio was given a week to pitch a game concept. The team had to quickly come up with a solid idea, combining the best of their chess games with the unique elements of The Queen's Gambit. They aimed to create a love letter to the show, incorporating its characters, locations, and sense of place. However, they realized that the game couldn't just be about chess, as it would be too complex and intimidating for new players. The team decided to focus on bite-sized puzzles and brain training games, making it more accessible and fun for a wider audience. Through extensive user testing, the studio refined their approach, streamlining the user interface and ensuring a smooth first-time user experience. The game, Queen's Gambit Chess, was successfully released, and Brayshaw attributed the success to the studio's willingness to learn and adapt through user testing. The team discovered that players had only three minutes to capture their attention and that a interactive, gameplay-focused approach was essential. By prioritizing the first-time user experience and continuously testing and refining the game, the studio was able to create an engaging and enjoyable experience for players of all skill levels.