Fruit Ninja - Slicing up the Brand for All Media
Fruit Ninja is the number 2 most downloaded app of all time. Since its launch in 2010, it has racked up 450 million downloads and is played by 70 million monthly active users.
Australian developers Halfbrick and their entertainment production team, The People's Republic of Animation (PRA), are on a mission: to create a Fruit Ninja universe that provides fertile ground for comedy, adventure and messy slicing action well into the future.
Taking new IP from game to narrative media is riddled with challenges, especially where there's no obvious story or characters. While the game, the series, comics and consumer products are being made simultaneously, how do the teams maintain consistency in the universe while still allowing each branch the freedom to be fresh and original? Does consistency even matter?
Join Halfbrick and PRA in a warts-and-all discussion of the strategies, struggles and successes they've encountered on the way to building an evergreen brand in Fruit Ninja.
- How do Halfbrick and PRA balance the need for consistency in brand with the need for originality and fresh ideas in each iteration of the Fruit Ninja IP?
- What have been some of the challenges faced in developing narrative content around the Fruit Ninja IP?
- How do Halfbrick go about distribution and financing for the various products and content related to the brand?
- What are the challenges with managing stakeholders relating to such successful brand and how to Halfbrick and PRA manage responsibilities and sign off between between eachother.
- What can game developers and producers learn from their experience that might help make the journey from game to TV and other media?
- Sam White The People's Republic of Animation
- Phil Larsen Halfbrick
- Hugh Walters Halfbrick
- Susan Swinburne Griffith University
Sam White The People's Republic of Animation
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