2024-10-29
We’re thrilled to have Kwalee as one of our Make Green Tuesday Moves studio partners, with their hit game Text Express: Word Adventure featuring as part of our ongoing campaign to inspire industry and players to make a positive impact on the planet.
Here we talk to the Kwalee team about their publishing philosophy, how the company is supporting its developers and encouraging growth in the MENA region, the secrets of Text Adventure’s success, and how Make Green Tuesday Moves fits perfectly within its wider CSR ambitions…
Can you tell us the story behind Kwalee Games?
Kwalee was founded in 2011 by industry veteran David Darling, CBE (pictured, below), one of the original founders of Codemasters. With the mission of “Making The Most Fun Games For The World’s Players”, our company has grown into a global company known for its game development and publishing.
In 2020, we expanded into PC and console publishing, adding to a diverse portfolio that shows our passion for innovation and community-driven success. One of our first PC games was Wildmender, and right now, we have seven announced games, with plenty more on the way. As the mobile games market has evolved, so have we, focusing more on publishing Casual mobile games.
Our latest released mobile game is Text Express: Word Adventure, a fantastic puzzle game developed by Story Giant Games.
Kwalee keeps growing, with offices in the UK, India, Portugal, and China, all working to push the boundaries of creativity and fun in the games industry.
What sets Kwalee Games apart from other mobile game studios?
Kwalee really stands out because of our focus on creativity and innovation. We use a data-driven approach to game development, which helps us spot trends and tailor our games to what players enjoy. What’s special about us is our open and collaborative culture. Plus, our global presence and marketing know-how give us a real edge in a crowded market.
This year, we launched Hitseeker, a new platform aimed at helping mobile developers get their mobile games published. With Hitseeker, developers can tap into our expertise in areas like marketing, user acquisition, and monetisation. It’s designed to streamline the development process and help games reach a global audience, backed by data insights and the support of our experienced team.
We’re also expanding into the MENA region with the launch of an Arabic Hitseeker publishing platform, which is an exciting step for us. This move opens up new opportunities for developers in the region and allows us to bring fresh, locally relevant games to a growing market. These efforts reflect our ongoing commitment to making game development more accessible while continuing to create great games for players all over the world.
Text Express has been a massive success! What do you think makes the game resonate so well with players?
Text Express taps into a universal love for storytelling and adventure. It combines a fun, interactive narrative with engaging puzzle gameplay, allowing players to dive into a world of challenges while shaping their own journey. The game's design is accessible yet deeply rewarding, making it perfect for both casual gamers and puzzle enthusiasts. Frequent updates, community engagement, and seasonal events keep things fresh, which is why it continues to resonate with players.
As Kwalee’s first venture into the casual mobile gaming market, we teamed up with Story Giant Games to bring Text Express: Word Adventure to more players. This game merges crossword puzzles with an immersive story featuring Tilly, a young adventurer who travels on her trusty train to uncover mysteries and explore new destinations. It’s not just about solving word puzzles. Players can also customise Tilly’s train and be part of her journey in a beautifully crafted world.
Text Express has already made waves, winning the Best Mobile Puzzle Game award at the Pocket Gamer Awards 2022 and being nominated for Game of the Year at the Pocket Gamer Mobile Games Awards 2023. Apple even featured it as Game of the Day multiple times, most recently in March 2024. With the game’s unique blend of puzzles and narrative and our expertise in user acquisition and publishing, we’re confident it will continue to grow globally.
Our collaboration with Story Giant Games has been an exciting step forward for Kwalee. We’re bringing over 12 years of publishing experience to the table, ensuring that Text Express reaches new heights through strategic marketing and player engagement. This partnership also shows that our broader goal is to combine fun gameplay with meaningful stories, and we can’t wait to see what’s next for Tilly and her train as we continue to expand her world and bring this incredible game to even more players.
How is Kwalee involved in PlanetPlay's 'Make Green Tuesday Moves' campaign, and why is sustainability important to the studio?
We are excited to be part of the ‘Make Green Tuesday Moves’ campaign. In Text Express: Word Adventure, players can buy the Green Planet Pack, which offers unique outfits and train customisations, with every purchase contributing directly to PlanetPlay’s environmental initiatives. We believe that the games industry can make a difference in promoting eco-friendly behaviour, and this campaign aligns perfectly with Kwalee's commitment to sustainability.
With Joe Jonas on board, we hope to inspire even more players to get involved and make a positive impact while enjoying their gaming experience. PlanetPlay is an incredible organisation that uses the power of gaming to promote conservation. Through initiatives like the Green Planet Pack in Text Express, we’re able to combine fun gameplay with real-world action.
This isn’t the first time Kwalee has supported causes like this. Previously, we partnered with the Rainforest Alliance through Wildmender PC and Console game, and its developers Muse Games to encourage players to engage with environmental conservation. Also, we supported Muse Games and the International Rescue Committee (IRC) in advance of the Wildmender launch, where gaming helped support critical global humanitarian efforts.
These initiatives reflect our broader goals at Kwalee – to create enjoyable games that also contribute to important causes.
We’re proud to continue our support for PlanetPlay’s work and excited about how our players can help make a difference, one in-game purchase at a time.
What are some of the broader CSR goals your team is working on?
At Kwalee, our commitment goes beyond sustainability. We're also focused on community growth and inclusivity. We're working on initiatives to make gaming more accessible to people from all walks of life, while also doing our part to reduce our carbon footprint. Plus, we’re proud to support a range of charitable causes through gaming events and partnerships that highlight education, health, and well-being.
For example, we’ve worked with fantastic organisations like SpecialEffect, GamesAid, and Safe In Our World, supporting their efforts to make the world a better place through gaming. Whether it’s helping disabled players enjoy games through adapted technology or raising awareness for mental health, these partnerships allow us to use our platform for good.
We’re always looking for new ways to make a positive impact, whether through the games we create or the initiatives we support as a business.
What’s next for Kwalee Games? Can you give us a sneak peek into any upcoming projects or initiatives?
We’ve got some exciting projects in the works! While we can’t reveal too much just yet, we’ll be announcing new mobile game releases soon. Expect some awesome puzzle-action games coming later this year and early next year. On top of that, we continue to expand our portfolio of PC and console games. We recently launched ROBOBEAT, Voidwrought, and upcoming titles like GladiEATers, The Spirit of The Samurai, and the much-awaited The Precinct are on the way. Plus, more partnerships and collaborations are coming soon!
We’re also putting a lot of focus on growing our player base through user acquisition strategies and building stronger connections with our community. Plus, we’re continuing to support mobile game developers with new tools on our Hitseeker platform, helping them bring their games to life.