Toadled
Giant Fox Studios / Playometry / K Bros
PROCESS
My first step in designing this game was to prototype out the core mechanics with placeholder art. I created a simple game in Unity 3D C# to really nail down the interaction and have a fun addictive core to the game. I then found an Illustrator to partner with on the project and worked with him to create all of the assets needed for the game. I created wireframes using Balsamiq for screens and drew concept sketches for characters. After implementing the new artwork and completing the coding of the game. I searched for a publisher and landed on having Playometry release the game on mobile. The game received great reviews but we weren't getting the visibility we had hoped for. I ported the game over to Steam and published it with K Bros instead, which resulted in a much bigger success. We then updated the mobile application after researching our analytics and again saw much better success with amount of downloads, monetization, and retention.
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 Concept ArtOur very talented illustrated drew concept art based off of my descriptions for each toad form and enemy. |
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 Toadled WireframesUsing Balsamiq, I created wireframes for all screens in the game before getting started on coding it myself. |
 Unity DevelopmentI coded the game in Unity 3D C#. |
 Steam Store PageUsing ASO and growth hacking techniques, I created a layout for the Steam App store that engaged users leading to an increase in sales. |
 User StatsI continued to iterate on the app based off of analytics. Our Daily Active Users increased with each update. |
OVERVIEW
As the Founder / Product Manager of Giant Fox Studios, I conceptualize many projects from the very beginning and end up being the programmer on a few of them as well. This is one game where I did everything except for the artwork.
Toadled is a Steam and mobile game about a toad that just wants to eat everything. It's a combination of Katamari and Alpaca Evolution. The game over 10 levels, 60 enemies, achievements, leaderboards, stats to upgrade, in app purchaes, incentivized reward ads, daily bonuses, and an unlockable comic book.
The game has very positive reviews on all platforms and has been doing better and better with each update.
LET'S PLAY REVIEW
The game was a hit with let's play reviewers. There are over 3 million total views for videos of people playing through the game on YouTube. Here's an example of someone playing through the game.
 Android Conversion Rate BenchmarksToadled's conversion rate is higher than average on Android. |
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 Screenshot of the GameA screenshot from the mobile version of the game. An early level where the toad is still just a toad. |
 Upgrade ScreenAfter each play, the user can upgrade different stats on their toad using the coins they've collected, bought, or watched an ad to obtain. |
 Toadled ComicThe user can unlock a comic book explaining toad's backstory by completing achievements. |
 Toadled BannerWe presented Toadled at several expos including Playcrafting NYC, NJ Arcade, Big Apple Con, and PAX East. |
 Toadled Promo GIFI created several animated GIFs to promote the game on social media. |
 Number 1 FanWe have some die hard fans who have logged over 30 hours in the game. I interviewed them and used the feedback to create an update aimed at increasing overall play time for all users. |
 Ad View StatsBased on our analytics, I continued to release updates aimed at increasing monetization and retention. Here you can see our daily mobile revenue increasing over time. |
OUTCOME
The game was a success and we continue to update it.
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