{"id":2445,"date":"2015-09-06T13:00:42","date_gmt":"2015-09-06T03:00:42","guid":{"rendered":"http:\/\/www.onlyaustralia.com.au\/?p=2445"},"modified":"2015-09-06T13:00:42","modified_gmt":"2015-09-06T03:00:42","slug":"melbourne-capital-of-game-industry","status":"publish","type":"post","link":"https:\/\/www.onlyoz.com.au\/oa\/melbourne-2\/melbourne-capital-of-game-industry","title":{"rendered":"Melbourne Capital Of Game Industry"},"content":{"rendered":"<p>Over the past few years Melbourne has become the hub of the Australian game industry. Some pof the world&#8217;s premier game developers live and work in Victoria.<\/p>\n<p>Names synonymous with games, app, development are:<\/p>\n<ul>\n<li>Iron Monkey<\/li>\n<li>Firemint<\/li>\n<li>Firemonkeys Studio<\/li>\n<li>Crossy Road<\/li>\n<li>Fruit Ninja<\/li>\n<li>Halfbrick<\/li>\n<li>Hipster Whale<\/li>\n<li>KlickTock<\/li>\n<li>Mighty Games<\/li>\n<li>Prettygreat Games<\/li>\n<li>Pac Man 256<\/li>\n<li>Phil Larsen<\/li>\n<\/ul>\n<p>This article appeared in TheAge.<\/p>\n<h3>Dishing up a big slice of apps pie<\/h3>\n<p>Gaming We might not be able to play cricket any more, but Aussie geeks with laptops are becoming multimillionaires .<\/p>\n<p>\u2018I think what we\u2019ve always tried to do is make something remarkable . . . I mean, literally, something worth remarking on.\u2019<\/p>\n<p>If you maintain a stubbornly utilitarian approach to smartphone apps, you may well have missed the advent this year of a cute little tapto-play game called <a href=\"http:\/\/www.crossyroad.com\/\" target=\"_blank\">Crossy Road<\/a>.<\/p>\n<p>In one sense, that doesn\u2019t matter. Many people dismiss phone games as trivial pursuits requiring far less application than actual Trivial Pursuit.<\/p>\n<p>Consider this, however. Crossy Road \u2013 in which it is possible to play as a cockatoo \u2013 was developed by two blokes, one from Melbourne and the other from the central Victorian town of Creswick. So far it has been downloaded by more than 100 million people. In the first couple of months alone after its release, the boys \u2013 known collectively as Hipster Whale \u2013 netted $10 million.<\/p>\n<p>These are far from trivial numbers. Neither are they particularly unusual. Over the past couple of years Australia has become a leading player in the global video game business, despite a lack of federal government support and being a hemisphere away from the major markets.<\/p>\n<p>Another Australian smartphone favourite, Fruit Ninja, has been downloaded by more than one billion people, becoming the second most popular app in history.<\/p>\n<p>We might not be able to play cricket any more, but Aussie geeks with laptops are becoming multimillionaires. To teenagers, names like Hipster Whale and Fruit Ninja\u2019s developer, Halfbrick, are as instantly familiar as those of Kylie Minogue and Angus Young were to their parents.<\/p>\n<p>The defining characteristic of games such as Crossy Road and Fruit Ninja is that they are simple to learn, addictive to play, and have no ultimate goal. With the former you pilot a cuboidal animal across roads, rivers and train tracks. With the latter you use your finger to slash flying watermelons.<\/p>\n<p>\u2018\u2018 These are not necessarily the games I play,\u2019\u2019 said Matthew Hall, 40, one half of Hipster Whale. \u2018\u2018 I\u2019ve been playing games my entire life. I can get around some pretty complicated stuff.<\/p>\n<p>\u2018\u2018 When I started in 2008 I didn\u2019t have any other income. The reason my games are so accessible is because I want to get as many people playing as possible so that I can keep doing what I\u2019m doing financially . I have a wife and two kids \u2013 and it\u2019s important that they have food. So, you know, there\u2019s a practical reason why I went down that road.\u2019\u2019<\/p>\n<p>And, indeed, crossed it. As well as jointly running Hipster Whale, Hall has two solo game businesses, KlickTock and Mighty Games, and advises a start-up called Prettygreat Games. Last week, he released Pac Man 256, a reboot of the famous franchise. Five million people downloaded it within the first couple of days. Kylie should be so lucky.<\/p>\n<p>Hall has enjoyed five charttopping successes, either on his own or with his Hipster Whale partner, Andy Sum. These days he lives in Ballarat, employs no staff and won\u2019t ever have to work again unless he wants to.<\/p>\n<p>Success stories in Australian gaming are easy to find . In 2011, for instance, US giant EA Games established a presence in Melbourne by buying two local developers \u2013 Iron Monkey and Firemint \u2013 and creating Firemonkeys Studio. The company is responsible for global hits such as Real Racing and The Sims FreePlay.<\/p>\n<p>Over the past few years Melbourne has become the hub of the Australian game industry, taking the crown from Brisbane. About half of all developers work in Victoria.<\/p>\n<p>Brisbane keeps on kicking, though. A recent success story is Hand of Fate, by Defiant Development. The multi-platform game was funded from several sources, including Kickstarter and the Australian Interactive Games Fund \u2013 a 2013 federal government initiative axed in 2014.<\/p>\n<p>But what will be the next big Australian gaming phenomenon? Quite possibly, it will be another Brisbane outfit , Prettygreat. It was formed by three former Halfbrick employees, and seeded with half a million from Hall and Sum.<\/p>\n<p>Last week, Prettygreat announced its first game, Land Sliders. The announcement generated a storm of interest in the global gaming press, but little in domestic news media.<\/p>\n<p>\u2018\u2018 You have people who still don\u2019t understand what games can do, and what the games industry affords everyone,\u2019\u2019 said the company\u2019s managing director, Phil Larsen, 30.<\/p>\n<p>\u2018\u2018 Australia punches well above its weight internationally. Today\u2019s market is crazy-busy . The market moves quickly, so you really need to be agile. Land Sliders is completely different to Crossy Road or Fruit Ninja. It\u2019s what we think is right for this next six-month period.\u2019\u2019<\/p>\n<p>Halfbrick\u2019s CEO Shainiel Deo also nominated a half-year time frame as the optimum for producing a new game.<\/p>\n<p>By the time Fruit Ninja arrived, Deo, 40, had been running Halfbrick for almost a decade. In 2014, he hit number 28 on the BRW Young Rich List, worth $78 million. He admits to being surprised by Fruit Ninja\u2019s success \u2013 but not completely so.<\/p>\n<p>\u2018\u2018 Really, I think we had a degree of confidence around this game before the launch,\u2019\u2019 he said.<\/p>\n<p>\u2018\u2018 All our internal and external procedures had produced great results, and I found myself playing it a lot more than I played some of our other games. Also, we had a pretty clear strategy.\u2019\u2019 Some of Deo\u2019s confidence stemmed from the game\u2019s mechanics. \u2018\u2018 No one had ever released a game that required you to swipe the screen to slice fruit,\u2019\u2019 he said. \u2018\u2018 No one had ever released a game that was so simple.\u2019\u2019<\/p>\n<p>Yet in gaming, as in pop music, there is a certain X-factor . The market is hectic. Rising above the rabble is neither easy, nor guaranteed. The qualities that propel games into the download stratosphere are not entirely opaque. Matthew Hall rates \u2018\u2018 accessibility\u2019 \u2019 very highly. The ability to post in-game images, scores, and clips on social media is also critical. But brute functionality isn\u2019t enough.<\/p>\n<p>\u2018\u2018 I think what we\u2019ve always tried to do is make something remarkable,\u2019\u2019 said Larsen. \u2018\u2018 People talk about social media and virality, and that\u2019s all well and good, but what does it really mean? That\u2019s why I use the word \u2018remarkable\u2019 because I mean, literally, something worth remarking on. It\u2019s about creating the space in the user\u2019s brain that makes it memorable.\u2019\u2019<\/p>\n<p>A third factor is the influence of gaming reviewers on YouTube. The fourth is the tricky one.<\/p>\n<p>\u2018\u2018 With each successful game there is an element of luck,\u2019\u2019 said Hall. \u2018\u2018 But you have to have a good game in the first place. No bad games ever get good luck.\u2019\u2019<\/p>\n<p>He has the perfect example. The first game he made was for home computers. Called Little Things, it bombed. A fortnight later iPads hit the market. Hall, with nothing to lose, adjusted his coding. The game went bananas. \u2018\u2018 No one could possibly have predicted that I would have had the perfect game for iPad two weeks after the iPad launched,\u2019\u2019 he said. \u2018\u2018 That\u2019s luck. But it\u2019s still a good game.\u2019\u2019<\/p>\n<p>Generating profit from phone games is a difficult task because most are free to acquire. Revenue is generated by \u2018\u2018 in-app\u2019 \u2019 purchases of items such as new characters. Getting the balance right is critical. Many a \u2018\u2018 free\u2019 \u2019 game has failed because it demanded money to complete even basic levels.<\/p>\n<p>With Crossy Road and Fruit Ninja, happy gameplay is possible without spending \u2013 a quality Hall said was very important. Total Crossy Road sales figures remain private but on 50 million downloads, the $US10 million income averages just 20 cents per user. \u2018\u2018 We took a fairly light approach with monetisation,\u2019\u2019 he said. \u2018\u2018 We were essentially trading money for love, giving away so much for free. You can have a great experience with Crossy Road even if you don\u2019t throw any money at it. That\u2019s one of the big reasons why people were talking about it so much.\u2019\u2019 Like Fruit Ninja, Crossy Road will be around for years. Updates are frequent, the latest adding Pac Man characters in a clever cross promotion. For Hipster Whale, Halfbrick and Prettygreat, however, there are always new games planned. Secrecy is paramount. Deo had just one piece of advice for anyone aspiring to match his success: \u2018\u2018 You just need to get in there, evaluate the market, and do it,\u2019\u2019 he said. \u2018\u2018 Most of the barriers to success have disappeared. Build your game as quickly as you can.\u2019\u2019<\/p>\n<p>Phil Larsen<\/p>\n<p>CROSSY ROAD\u2122, #crossyroad\u2122, Hipster Whale\u2122, &#8220;Endless Arcade Hopper&#8221;\u2122 &#8220;The Crossy Road Logo&#8221;, &#8220;The Crossy Road Chicken&#8221;, &#8220;The Hipster Whale&#8221; and the Hipster Whale Logo are trademarks of Hipster Whale Pty Ltd. iPhone and iPad are registered trademarks of Apple Inc, registered in the U.S. and other countries. App Store is a service mark of Apple, Inc.<br \/>\nAndroid is a trademark of Google Inc.<\/p>\n<p><a target=\"_blank\" href=\"http:\/\/www.onlyaustralia.com.au\/wp-content\/uploads\/2015\/09\/xcrossy-road-header.png.pagespeed.ic_.X3cDEQJiBM.png\" rel=\"lightbox[2445]\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2448\" src=\"http:\/\/www.onlyaustralia.com.au\/wp-content\/uploads\/2015\/09\/xcrossy-road-header.png.pagespeed.ic_.X3cDEQJiBM-300x119.png\" alt=\"xcrossy-road-header.png.pagespeed.ic.X3cDEQJiBM\" width=\"300\" height=\"119\" srcset=\"https:\/\/www.onlyoz.com.au\/oa\/wp-content\/uploads\/2015\/09\/xcrossy-road-header.png.pagespeed.ic_.X3cDEQJiBM-300x119.png 300w, https:\/\/www.onlyoz.com.au\/oa\/wp-content\/uploads\/2015\/09\/xcrossy-road-header.png.pagespeed.ic_.X3cDEQJiBM-1024x407.png 1024w, https:\/\/www.onlyoz.com.au\/oa\/wp-content\/uploads\/2015\/09\/xcrossy-road-header.png.pagespeed.ic_.X3cDEQJiBM.png 2000w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the past few years Melbourne has become the hub of the Australian game industry. Some pof the world&#8217;s premier game developers live and work in Victoria. Names synonymous with games, app, development are: Iron Monkey Firemint Firemonkeys Studio Crossy Road Fruit Ninja Halfbrick Hipster Whale KlickTock Mighty Games Prettygreat Games Pac Man 256 Phil [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":2448,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[3939],"tags":[3986],"class_list":["post-2445","post","type-post","status-publish","format-standard","has-post-thumbnail","category-melbourne-2","tag-crossy-road","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Melbourne Capital Of Game Industry - onlyOZ &amp; NZ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.onlyoz.com.au\/oa\/melbourne-2\/melbourne-capital-of-game-industry\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Melbourne Capital Of Game Industry - onlyOZ &amp; NZ\" \/>\n<meta property=\"og:description\" content=\"Over the past few years Melbourne has become the hub of the Australian game industry. Some pof the world&#8217;s premier game developers live and work in Victoria. 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