PlaySide Expands Dumb Ways To Die Franchise: Surpassing Pokémon on TikTok

PlaySide Studios has been crowned Studio of the Year at the Australian Game Developer Awards, marking a significant milestone in its over decade-long journey in game development. The Melbourne-based studio, which has grown to become the largest independent game developer in Australia with over 300 staff, has come a long way since its inception in 2011 as a pioneer in the free-to-play mobile space. The studio has collaborated with major entertainment companies such as Disney, Warner Bros, Paramount, SkyDance, Nickelodeon, and Cartoon Network. According to Ryan McMahon, General Manager for PC and console at PlaySide Studios, the studio's journey began with its CEO Gerry Sakkas and a few others who developed a game called Catch the Ark, an endless runner-style game that was one of the first to be released on iOS. PlaySide has now achieved a balance between work-for-hire and original IP, with a focus on taking more risks on original IP. However, the studio envisions a future where work-for-hire is no longer part of the equation. McMahon states that original IP is the studio's primary focus, with Ben Kelly leading the Dumb Ways to Die IP and himself overseeing original IP on the PC/console side, including titles like Age of Darkness and World Boss. In 2021, PlaySide acquired the Dumb Ways to Die IP for AU$2.25 million from Metro, Melbourne's metropolitan rail network, which had created the IP as an ad campaign in 2012. Kelly joined PlaySide to run the IP, and the studio has been working on expanding the license, including creating content for TikTok. The studio has gained significant traction on the platform, with over a billion views and over six billion user-generated content views this year alone. PlaySide has also ventured into web3, exploring NFTs, and has signed deals with Netflix and Meta to bring the Dumb Ways to Die IP to new platforms. The studio is committed to staying at the forefront of technology and is always exploring new opportunities. McMahon notes that the studio's strategy has proven successful in the past, particularly with VR. Looking ahead, Kelly emphasizes the importance of competing on the global stage in the gaming industry. McMahon adds that the studio is focused on achieving Game of the Year, following its Studio of the Year win. The studio is also committed to supporting the next generation of Australian game developers, with initiatives such as Team Phoenix, which encourages a bottom-up creative approach to game development. PlaySide is also involved in education-related projects, partnering with Melbourne schools and giving talks to students. The studio has its own publishing division, which signed its first title in May, and is committed to giving feedback to developers and supporting the growth of the Australian gaming industry. McMahon notes that the introduction of the Digital Games Tax Offset has enabled the studio to do great things and has made game development more accessible. Despite the challenges of being isolated from other markets, McMahon believes that Australia's indie game scene is thriving, with many successful titles emerging in recent years. The studio is committed to continuing to support and grow the industry, with a focus on original IP and innovative game development.