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

Following its win as Studio of the Year at the Australian Game Developer Awards, PlaySide Studios is poised for continued growth, with a focus on developing its own intellectual properties. The Melbourne-based studio, founded in 2011, has established itself as a pioneer in the free-to-play mobile space and has since become the largest independent game developer in Australia, with over 300 staff members and a successful initial public offering in 2020. PlaySide has collaborated with major entertainment companies, including Disney, Warner Bros, and Nickelodeon, on various projects. However, the studio is now shifting its primary focus towards developing its own original IP, with the goal of creating a win-win situation where work-for-hire projects enable the studio to take more risks on its original IP. One of its most successful original IPs is Dumb Ways to Die, which PlaySide acquired in 2021 for AU$2.25 million. The studio has seen significant success with the franchise, particularly on TikTok, where it has surpassed Pokémon in terms of followers, with 5.8 million followers and over a billion views of its content. PlaySide is exploring new ways to expand the Dumb Ways to Die brand, including web3 and NFTs, as part of its strategy to stay at the forefront of technology. The studio has also partnered with Netflix and Meta to bring the IP to new platforms, including VR. In addition to its work on Dumb Ways to Die, PlaySide is working on other original IP projects, such as Age of Darkness, and has established an initiative called Team Phoenix, which allows senior developers to work on self-run game projects within the studio. Looking ahead, PlaySide aims to compete on the global stage and is committed to supporting the growth of the Australian game development industry, through initiatives such as panels, education-related projects, and partnerships with local schools and universities. With the introduction of the Digital Games Tax Offset, PlaySide believes that Australia is well-positioned to become a hub for game development, with a thriving indie scene and a growing pool of talented developers.