2024-09-03
Our Make Green Tuesday Moves campaign wouldn't be possible without the passionate support of our studio partners. Today, we're shining a spotlight on Lockwood Publishing and their popular virtual world, Avakin Life.
Avakin Life has joined forces with PlanetPlay to integrate sustainable themes and eco-friendly activities into the game. Let's explore how Avakin Life is inspiring players to make a positive impact on the planet while having fun…
Tell us about Lockwood Publishing – when, how it was founded, by whom, and where you are today in terms of staff count, studios, etc.
Lockwood Publishing was founded in 2009 by Joel Kemp and Halli Bjornsson. It is headquartered in Nottingham, UK, and has additional studios in Newcastle, Lisbon, and Vilnius. The company employs over 100 people and specialises in developing digital spaces and virtual worlds for mobile platforms, with a focus on creating immersive social experiences.
Your HQ is in the UK, but you have studios and teams in other territories. What benefits are brought about by having international teams? And how do you all collaborate?
Having international teams brings several benefits, including access to a diverse talent pool, varied perspectives, and enhanced creativity. Collaboration is facilitated through standard communication tools like Slack and Teams, alongside flexible work practices, ensuring seamless project management and effective teamwork across various locations.
Avakin Life is now over 10 years old and an enduring success in the mobile games space. What has been the secret of its success? How many people are playing it? And what have been the recent updates and additional features?
The success of Avakin Life can be attributed to its engaging social interactions, regular updates, user-generated content, and the introduction of innovative tools like Avacraft. The game has over 2 million monthly active users and more than 250 million registered accounts. Recent updates have included new virtual items, social features, and special events such as the Solar Sound Festival with PlanetPlay and a collaboration with celebrity David Hasselhoff, multiple in-game scenes, social mini-games, and themed events. The game continually offers new experiences to keep players engaged.
With the introduction of the Avacraft AI tool in the game, how do you see the future of the crossover of AI, fashion and gaming in the future?
Avacraft AI tool indicates a promising future where AI will play a significant role in enhancing user experiences by personalizing interactions and fashion within the game. More creative control will not only deepen player engagement, but also open up new options for in-game economies, empowering players to monetize their creations. This integration is expected to further merge the gaming and fashion industries, offering dynamic and tailored experiences that enhance user engagement and creativity.
Can you give us a hint of what we can expect next with Avakin Life?
Lockwood plans to continue innovating with Avakin Life by introducing more immersive experiences, expanding virtual worlds, and enhancing community-driven events. Players can expect new features, events, and items that will continue to enrich the virtual world and offer unique experiences.
How does the Make Green Tuesday Moves (MGTM) initiative fit with your CSR goals?
The MGTM campaign aligns with Lockwood's CSR goals by promoting sustainability. Avakin Life releases new green items every first Tuesday of the month, with proceeds supporting climate efforts. Celebrity endorsements also help drive awareness and engagement for this initiative.