PlaySide Studios Receives Studio of the Year Award at Australian Game Developer Awards
PlaySide Studios, a Melbourne-based game developer, was recently honored with the Studio of the Year award at the Australian Game Developer Awards. This recognition marks over a decade of success in the gaming industry.
From Pioneer in Free-to-Play Mobile Games to Australia’s Largest Independent Games Developer
Founded in 2011, PlaySide Studios started as a trailblazer in the free-to-play mobile gaming space. Over the years, it has grown to become the largest independent game developer in Australia, employing more than 300 staff. In 2020, the studio went public, solidifying its position in the industry.
Ryan McMahon, the general manager for PC and console at PlaySide Studios, proudly lists some of the major studios the company has worked with, including Disney, Warner Bros, Paramount, SkyDance, Nickelodeon, and Cartoon Network. With an extensive portfolio of collaborations, PlaySide Studios has established strong relationships with movie studios and continues to expand its reach in the industry.
PlaySide’s success story began with the release of “Catch the Ark,” an endless runner-style game that was one of the first of its kind on iOS. This initial hit opened doors to contract work, creating an ecosystem within PlaySide that continues to thrive.
While the studio has found a balance between work-for-hire projects and original intellectual property (IP), its primary focus moving forward is to concentrate more on developing original IP. According to McMahon, PlaySide is working towards a future where work-for-hire is no longer part of its equation and where original IP takes center stage. Both McMahon and Ben Kelly, general manager for Dumb Ways to Die, express their passion for creating and building their own IP, highlighting the studio’s dedication to this goal.
PlaySide Studios Acquires Dumb Ways to Die IP
In 2021, PlaySide Studios acquired the successful Dumb Ways to Die IP from Melbourne’s metropolitan rail network, Metro, for AU$2.25 million. The acquisition solidified PlaySide’s position as a powerhouse in the gaming industry. Since 2017, PlaySide had been collaborating with Metro on mobile games based on the Dumb Ways to Die IP.
With this new acquisition, Ben Kelly joined PlaySide Studios to oversee the Dumb Ways to Die IP. The studio has exciting plans to expand the IP into various entertainment mediums, exploring new opportunities to further grow the brand’s footprint.
Exploring New Horizons: PlaySide Ventures into Web3 and NFTs
PlaySide Studios continues to stay at the forefront of technology and innovation. Less than a year after acquiring the Dumb Ways to Die IP, PlaySide ventured into the world of non-fungible tokens (NFTs). While the reception to this move was mixed, the studio stands by its commitment to explore emerging technologies and seize opportunities that arise. Ryan McMahon emphasizes that NFTs are not a significant focus for PlaySide at the moment; however, the studio remains open to the possibilities they may offer.
Expanding Game Projects and Initiatives
PlaySide Studios has signed deals with Netflix and Meta, bringing the Dumb Ways to Die IP to new platforms such as virtual reality (VR). The studio is also actively working on Age of Darkness, a game that has been in Early Access for two years, along with many other ongoing projects. Additionally, PlaySide is exploring new ways of working to bring fresh ideas to the forefront.
One of these initiatives is Team Phoenix, an indie-style project within PlaySide Studios. Led by Ryan McMahon, senior developers have the opportunity to work on their own game project within the studio. This approach encourages bottom-up creativity and allows the team to explore new game mechanics and genres. McMahon acts as the publisher, providing guidance and support to these projects. Team Phoenix fuels excitement and innovation in the game development process.
Aspiring to Compete on the Global Stage
PlaySide Studios’ ultimate ambition is to compete globally in the games industry. Winning Studio of the Year at the AGDAs was a significant accomplishment for the studio, but the team’s sights are now set on achieving Game of the Year recognition.
There is also a sense of responsibility that comes with being the largest game developer in Australia and winning prestigious awards. PlaySide actively contributes to the industry by participating in panels, sharing knowledge, and offering support to aspiring game developers. Ryan McMahon and the studio collaborate with educational institutions such as the Academy of Interactive Entertainment, SAE, JMC, and RMIT, providing talks, feedback, and employment opportunities for fresh graduates.
The Bright Future of the Australian Games Industry
Despite the challenges of geographical isolation and a shortage of senior talent, the Australian games industry continues to thrive. Melbourne, in particular, is known for its artistic and creative culture, which translates well into game development. Due to the country’s laid-back nature, indie games have flourished, and many successful titles have emerged in recent years.
PlaySide Studios acknowledges the importance of supporting and nurturing the indie scene within Australia. The introduction of the Digital Games Tax Offset serves as a catalyst for growth, enabling more game development opportunities and making the industry more accessible. PlaySide actively engages with the indie community, providing feedback during pitching events and offering guidance to aspiring developers.
Looking ahead, PlaySide Studios is committed to pushing boundaries, embracing new technologies, and expanding its presence in the global gaming landscape. With a strong focus on original IP and a dedication to fostering creativity, PlaySide will continue to shape the Australian games industry.