Playtika’s Wooga launches Switchcraft story-based mobile game

Sign up for gaming leaders on-line at GamesBeat Summit Subsequent this upcoming November Nine-10. Be told extra about what comes subsequent. 

Playtika’s sport studio Wooga is launching Switchcraft, a narrative-based match-Three sport that has been within the works for a couple of years.

The identify is the primary new sport introduced since Playtika went public at an $11 billion valuation in January. As such, it’s crucial sport for Playtika and it speaks to the corporate’s process of letting sport builders spend a large number of time on building to get their video games proper.

The builders began their conceptual paintings at the sport in 2017, which is so much longer than it normally takes to make many cell video games. However Nai Chang, managing director at Wooga in Berlin, mentioned in an interview with GamesBeat that lots of the paintings used to be completed throughout the final 18 months within the pandemic. That used to be exhausting to do, however the group has invested so much into the sport.

Above: Wooga made a heavy funding in characters in Switchcraft.

Symbol Credit score: Wooga/Playtika

As an example, the identify has greater than 1,000 ranges at its outset, and the narrative is woven in nonetheless cutscenes all over the degrees, Chang mentioned. The sport is to be had nowadays on iOS and Android, and it’s to be had in 13 languages. Fit-Three video games are a crowded class, and so the stakes are prime. However Wooga goes after an underserved section with the tale emphasis, Chang mentioned. He mentioned the target audience is extra feminine targeted, however can be more youthful than the standard target audience centered by means of Wooga’s video games.


3 most sensible funding professionals open up about what it takes to get your online game funded.

Watch On Call for

Switchcraft has fully-realized characters from numerous backgrounds. That’s an try to get folks concerned within the narrative and make the tale enchantment to wider audiences. The arena of Transfer craft could also be immersive, marrying the narrative with match-Three mechanics.

Above: Switchcraft featurs a various solid of characters.

Symbol Credit score: Wooga/Playtika

I requested if the corporate used gadget studying to check the entire ranges, however Chang mentioned that the group most commonly used people for that trying out. Shlomi Aizenberg, who heads up Playtika’s informal video games department, mentioned in an interview that Playtika is making an investment closely in applied sciences reminiscent of gadget studying to assist with person retention, person acquisition, and enhancements in gameplay.

The paintings used to be greenlit and began earlier than the departure of Jens Begemann, founding father of Wooga. However it additionally took on a far other building trail after Begemann left, Chang mentioned.

Making an investment in tale

The informal sport takes gamers on an interactive adventure in the course of the eyes of a feminine protagonist exploring her magical powers.

The sport’s protagonist is a tender lady — Bailey Ward — who lives in a small the city in Massachusetts. Bailey takes gamers on a winding adventure stuffed with witchcraft-themed puzzles and interactions, that includes a various set of storylines built to enage gamers.

Whilst match-Three is new to Wooga, the emphasis on tale isn’t. Wooga’s most sensible sport is June’s Adventure, a hidden object sport that follows the adventures of a chief persona. That sport debuted 4 years in the past and it’s nonetheless going sturdy. That proved to Wooga that gamers will come alongside for the journey if the studio invests closely in a thriller narrative that is going on for a very long time.

Above: Setting artwork in Switchcraft.

Symbol Credit score: Wooga/Playtika

“Within the final 4 years, we’ve modified our corporate imaginative and prescient to in reality center of attention on story-driven informal video games,” Chang mentioned. “In my thoughts that is what units us except for all different video games within the style. Our center of attention at the tale is apparent while you first get started enjoying. The volume of narrative international development and immersion is what Switchcraft brings for cell video games.”

The fresh magical theme all over Switchcraft provides dynamic and unpredictable parts to the tale, taking gamers on a adventure of exploration and discovery as they select their very own trail in the course of the evolving mysteries. It has additionally followed a novel, graphic-novel artwork taste and a various solid of characters.

The sport includes a majority BIPOC major solid of characters headed by means of a powerful feminine lead, making it unique within the informal puzzle video games sector. Wider range, together with nationality, sexuality, and incapacity, is embedded all over the tale.

The sport has been in comfortable release for some time. On the outset, the retention wasn’t as just right as it’s now. And the corporate added extra parts to ensure gamers were given hooked at the narrative, Chang mentioned.

Playtika can assist Wooga achieve extra customers, because it has a per 30 days energetic person base of 36 million gamers throughout all its video games globally, mentioned Aizenberg. Playtika has 20 places of work around the globe. Wooga has about 300 folks now, with groups running on more than one video games.


GamesBeat’s creed when protecting the sport business is “the place pastime meets industry.” What does this imply? We need to inform you how the scoop issues to you — no longer simply as a decision-maker at a sport studio, but in addition as keen on video games. Whether or not you learn our articles, concentrate to our podcasts, or watch our movies, GamesBeat will can help you be informed in regards to the business and revel in attractive with it.

How are you going to do this? Club comprises get entry to to:

  • Newsletters, reminiscent of DeanBeat
  • The fantastic, tutorial, and a laugh audio system at our occasions
  • Networking alternatives
  • Particular members-only interviews, chats, and “open place of work” occasions with GamesBeat body of workers
  • Speaking to neighborhood contributors, GamesBeat body of workers, and different visitors in our Discord
  • And even perhaps a a laugh prize or two
  • Introductions to like-minded events

Transform a member

Leave a Reply

Your email address will not be published. Required fields are marked *