PocketGamer.biz – Bringing Brands to Games: The Success Story of Simon’s Cat
Third-party brands have always been a valuable way to reach new audiences in the mobile games market. However, many projects have failed to engage or resonate with the original audience. One success story in the world of branded games is Simon’s Cat, a two-dimensional monochrome cat whose misadventures have captivated fans and spawned multiple mobile game titles.
The head of studio at Tactile Games in the UK, Paul Smith, and Simon Tofield, the artist behind Simon’s Cat, recently sat down with the PocketGamer.biz team to discuss their collaboration and how they’ve brought the games to life.
Working with Simon’s Cat IP
Since 2018, Tactile UK has released three Simon’s Cat games, with another title currently in production. Although this may seem like a slow output for a studio, the existing games have full Live Ops support and are continuously evolving with new features and level releases. The games released so far are Crunch Time, Pop Time, and Story Time, the latter being an Apple Arcade exclusive title.
The Appeal of Simon’s Cat
In 2012, Tactile Games produced several successful Peppa Pig games, which caught the attention of Eone and led to the collaboration with Simon’s Cat. The team was drawn to the beautifully animated and detailed style of Simon’s Cat, as well as its core values. The 2D animated style also aligned with the team’s existing art and animation skills.
A Close Collaboration
Unlike many IP partnerships, Tactile Games has a strong working relationship with Simon Tofield, the creator of Simon’s Cat. The team holds regular weekly meetings with Simon and the Banijay team to exchange IP knowledge and build trust. Simon’s direct involvement in the metagame and narrative development has contributed to the long-term success of the games.
Simon’s Role in the Design and Development
Simon Tofield serves as an Executive Art Director for the Simon’s Cat games. While the Tactile team handles the game design elements, Simon reviews artwork, provides drawovers, and contributes original designs, ensuring the visual style and character animation align with his vision.
Choosing the Game Genres
Tactile Games decided that the match-three genre would be most appropriate for the Simon’s Cat IP, as it perfectly overlaps with the casual game audience. The brand has a core audience of females aged 30-50, which aligns well with the casual match-three genre.
From Simple to Colorful
The original Simon’s Cat cartoons have a simple monochrome style, but the mobile games introduced color and a polished production style. This decision allowed the games to differentiate themselves from the animated series and add new characters, enhancing the overall gaming experience.
The Track Record of Tactile Games
While the Simon’s Cat games are Tactile’s first projects with third-party IP, the UK team (formerly Strawdog Studios) has a history of creating successful games based on existing brands. They have worked with brands such as Peppa Pig, Leapfrog, Mister Men, and Eden, showcasing their experience in leveraging established IP.
Monetization and User Acquisition Strategy
Tactile Games has a dedicated team of marketing and user acquisition experts who handle the complex areas of monetization and user acquisition. The insights and learnings from their match-three game specialization are shared across the entire game portfolio to create effective monetization strategies and marketing campaigns.
The Future of Simon’s Cat Games
Tactile Games plans to release more Simon’s Cat games in the future. They recently extended their license for another six years and are fully committed to supporting their existing titles.
Exploring New Partnerships
Tactile Games is always on the lookout for new IP/brand partnerships that resonate with their core audience. They are particularly interested in character-based brands with an established global following.
Expanding Beyond Mobile
While mobile remains the perfect platform for the Simon’s Cat IP, Tactile Games has a close working relationship with Apple and is open to exploring the possibilities of the Vision Pro platform for a match-three experience.
Simon Tofield’s Perspective
Simon Tofield, the creator of Simon’s Cat, has enjoyed working on the mobile games as they allow him to further develop the cat’s universe and showcase more aspects of the brand. He believes the games have been well-received by fans, adding depth to the brand through gameplay.
Game Development Insights
The process of creating games based on Simon’s Cat has allowed Simon Tofield to think outside the box and expand the cat’s world. It has been particularly helpful in developing the surroundings and characters, such as Mr. Potts, the angry gardener. Working on the games has sparked new story ideas and improved the overall storytelling of the brand.
The Joy of Seeing Ideas Come to Life
One of Simon Tofield’s favorite aspects of game development is the ability to see his ideas materialize quickly. Compared to traditional animation, which can be a lengthy process, game development allows for rapid visualization of imaginative designs. Simon also shares his favorite genre of games, first-person shooters, and hints at the possibility of seeing his tubby cat in unexpected scenarios.