Building the ‘Pixar of Mobile’ …. one update at a time

Andrew Stalbow
Apr 22, 2016 · 3 min read
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Best Fiends on the I-80 near the Bay Bridge, San Francisco

At Seriously, there are three things that we are focused on:

  1. We challenge ourselves to build a product that has some of the magical qualities of a Pixar movie, while starting its life as a super fun and addictive mobile game. We think the next generation of entertainment brands act like a great service. For us, this means we update Best Fiends every three weeks, adding new characters, levels, events, and features, working hard to continually enhance the experience.
  2. We push ourselves to be just as creative in our marketing as with our product development. We’re particularly focused on influencer marketing, and have figured out some really fun ways to bring that to market. Where we can, we try hard to integrate campaigns with the updates for a more powerful, combined product and marketing impact.
  3. My co-founder Petri and I nearly called the company ‘Right Thing’ instead of Seriously, as we want to establish meaningful foundations for both the intellectual property and the company culture we are working to build. While most mobile games prioritize the small percentage of payers, we care about every player that engages with the game as we look to develop the brand over the long term. And we chose to build partnerships with organizations like Malaria No More before, for example, the more commercial partnerships you might expect from an up-and-coming entertainment brand.

And this past week, we got the opportunity to bring those three things together in a high-profile, global way, timed with Earth Day.

Apple and WWF are working together to help protect life on our planet with a global Apps for Earth campaign, and we were proud to play a small part in it.

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Best Fiends featured as part of #AppsforEarth in the App Store and at Piccadilly Circus, London

For #AppsforEarth, Best Fiends released an update last week featuring special edition quest levels where players can collect adorable panda characters from the Yangtze River in China.

Best Fiends #AppsforEarth gameplay trailer

Until April 24th, 100% of the proceeds from in-app purchases of the pandas will go to support WWF. After defeating the Slugs in the special edition quest levels, players will have the opportunity to win a super rare fiend, Freddie the cricket.

And to promote the update and the overall campaign, we had the opportunity to work with some incredibly influential and talented people.

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Ariana Grande supporting Best Fiends in the #AppsforEarth campaign, with over 1,000,000 likes on her Instagram post alone

We were thrilled that Ariana Grande, Rosanna Pansino, Wrotoshaw and Captain Sparkles, among others, encouraged their fans to play Best Fiends and participate in this campaign by sharing videos and posts on social channels like YouTube, Snapchat, Facebook, Instagram and Twitter.

I think this is the best update we have ever coordinated, and it’s gratifying that at Seriously the marketing and product teams are so well aligned.

So if you haven’t downloaded Best Fiends yet, with over 2,250,000 people playing daily, what are you waiting for? And please let me know what you think of our #AppsforEarth quest!

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