This is the world we live in. A world where the scales have shifted. A world where brand new mobile games like Crossy Road have the potential to reach millions upon millions of people in the shortest period of time.
Case in point: the Android version of iOS smash-hit Crossy Road. It was released on Google Play for Android devices on January 7. Now, 20 days later, the game has hit 10 million downloads.
I find the scale and potential of mobile gaming tremendous and terrifying at the exact same time. Terrifying, not because I have a problem with mobile gaming (Crossy Road is easily the game I've spent the most time with over the last couple of months) terrifying because mobile gaming continues to operate on a scale that we cannot understand and cannot predict. There's no telling what's going to go crazy, no telling what will be sticky. How does one operate under those circumstances? I guess you can't, you just have to ride that wave.
The Android version of Crossy Road wasn't made by the original Australian creators of the game. Instead the project was handed off to Yodo1, a leading mobile publisher in the states. As you might expect, they were pretty chuffed with the result.
“The very moment we got our hands on an early beta of the game last August, our entire review team instantly caught Crossy Road fever,” said Henry Fong, CEO of Yodo1. “We worked closely with the Hipster Whale guys to preserve its fun, indie spirit. Together, we were able to reach a massive fan base without compromising the gaming experience. We’re so glad gamers love it as much as we do.”
Matt Hall of Hipster Whale, one of the original creators, is happy with the partership which, given the incredible success of Crossy Road, was sort of essential.
"Crossy Road was our best attempt to create an accessible, popular app that anyone can enjoy. We were hoping it might find some fans, but it has succeeded beyond our wildest dreams," he said. "It would have been difficult for our tiny Australian team to support its millions of players around the world. Partnering with Yodo1 means we can devote all our time to making new updates and versions of Crossy Road as good as they can be."
Which means that, for Hipster Whale, the priority for the near future is more content for Crossy Road.
"We’re working with Yodo1 to develop a lot more surprises for future updates for Crossy Road players," he explained. "With the success of the recent Australian-themed character update, we want to continue bringing relevant content to Crossy Roaders of different cultures across the globe."