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Hyper-casual game studio FreePlay has accumulated over 400 million downloads with three blockbusters

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Success of hyper casual games Is measured at Hundreds of millions or billions of downloads.. That’s why we’re shining a light on FreePlay, a game studio based in Minsk, Belarus.

Since December 2019, FreePlay’s hyper-casual games have been downloaded more than 420 million times. Participate in the crash (Developed by FreePlay and published by Supersonic Games), Count Masters, When Fidget Toys Trading 3D..

In an interview with GamesBeat, CEO Evgeni Sidorov said FreePlay is growing rapidly and supports a team of dozens of developers testing new hyper-casual game ideas every few weeks. I did.

Join Clash 3D debuted in December 2019, with 135 million downloads this year and 280 million downloads to date. Count Masters has been downloaded more than 100 million times since March, and fidget traders have just exceeded 40 million times. These numbers are enough to put the game in the top 10 most downloaded titles in the last few months of the year. According to measurement firm AppMagic, Fidget Trading was the most downloaded game in August. Games often start naturally in a viral way and generate revenue through advertising.


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Other companies that are successful in Hyper casual game Including voodoo, Homa game, Ducky, Rollic (owned by Zynga), SayGames, Azure game, When Supersonic game.. Not surprisingly, some of these companies, like FreePlay, are based in Eastern Europe. The Games Fund estimates that there are more than 5,000 game studios in Eastern Europe, and the fund is concentrating its investment in that region. Minsk itself has several successful gaming companies such as Wargaming and Playrix. Belarus experienced political turmoil, but Sidlov said it did not confuse the company at all.

Companies such as Nexters, which have just been released, are also focusing on acquiring Eastern European companies.

getting started

Above: FreePlay Count Masters game.

Image credit: FreePlay

A couple of Sidlov and his game developer friends started the studio a few years ago. He has been working on mobile apps for years and switched to a game studio in 2016. The first studio was unsuccessful. They tried different approaches, different games, different genres. Then, in August 2019, we began focusing on hyper-casual games and raised funds for angel investors. They experimented for a while and formed teams in both Belarus and Moscow. Sidlov enjoyed keeping the team small.

Their first project was Join Clash, which started in December 2019. SupersonicGames has released it and helped it grow. The number of 3 downloads that participate and collide is 280 million so far. FreePlay has published its second hit, Count Masters, at its own expense.

“This was the first step in understanding how we could make something bigger,” says Sidlov. “We realized that we could create some really big mobile games. We made a lot of mistakes, understood how to promote the game, and learned how to build the game.”

Above: Evgeni Sidorov is the CEO of FreePlay.

Image credit: FreePlay

Currently, the company has more than 52 in-house employees, both developers and marketers. A team of three will come up with a prototype and then test it. The test period lasts about 3 weeks. If that doesn’t work, the team moves on to new ideas. If that works, FreePlay could add up to 10 people to the team.

“We are focusing on the quality of the experience,” said Sidlov. “We are constantly monitoring trends and trying to stay in the top position in the market.”

To come up with three big games, the company stirred something like 15 to 20 ideas.

Over time, the company wants to expand its presence in genres such as mid-core games that have hardcore themes but can be played in short sessions. The company wants to buy other studios and hire more people to work on its projects.

“We put all our souls into creating the game, and that’s the key to our success,” says Sidorov. “We really like our work.”


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Hyper-casual game studio FreePlay has accumulated over 400 million downloads with three blockbusters Hyper-casual game studio FreePlay has accumulated over 400 million downloads with three blockbusters

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