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. Founded in 2011, the Melbourne-based studio has evolved into Australia's largest independent game developer, with over 300 staff members and a successful IPO in 2020. The company has collaborated with major entertainment brands, including Disney, Warner Bros, and Nickelodeon. PlaySide's General Manager for PC and Console, Ryan McMahon, notes that the studio's early success with the game Catch the Ark paved the way for future contract work and original IP development. The studio is now focused on expanding its original IP portfolio, with a goal of making it the primary focus of the company. McMahon states, 'Original IP is what we love and what we want to be doing. That's the goal.' PlaySide acquired the Dumb Ways to Die IP in 2021 and has since seen significant growth, with over a billion views on TikTok and over six billion user-generated content views this year alone. The company is exploring new entertainment mediums and has partnered with Netflix for a new Dumb Ways to Die title and with Meta to bring the IP to VR. PlaySide is also committed to supporting the Australian game development industry, with initiatives such as Team Phoenix, which allows senior developers to work on self-run game projects, and partnerships with local schools and universities to provide feedback and hiring opportunities. As the largest game developer in Australia, PlaySide feels a sense of responsibility to 'pull the games industry forward' in the region. Despite challenges such as isolation and senior talent shortages, the company remains optimistic about the future of the Australian game development industry, citing the success of indie games like Cult of the Lamb and Untitled Goose Game.