SuperPlay, founded in 2019 by industry veterans, has successfully released two mobile titles, Domino Dreams, and Dice Dreams. Although Dice Dreams was not an instant hit upon its release in October 2019, it gradually grew in popularity during its year-long soft launch and is now a huge success, frequently ranking in the top charts. According to AppMagic data estimates, Dice Dreams has generated over $300 million in global player spending, along with revenue from in-game ads.
In a conversation with Superplay‘s CPO and Co-Founder, Elad Drory, we delved into the studio’s journey, the development process of Dice Dreams, and the key to its success. We also discussed SuperPlay’s marketing strategy, player retention tips, and upcoming plans for both Dice Dreams and Domino Dreams.
PocketGamer.biz: Could you share your experience of entering the games industry and joining Superplay?
Elad Drory: My passion for games led me to pursue a career in game development. After gaining experience at various studios, I crossed paths with SuperPlay’s founders, Eyal and Gilad. Together, we embarked on creating Dice Dreams, which evolved from my initial pitch deck into a successful game.
Dice Dreams was tech launched within six months of starting the company, globally launched six months after that, and we’ve been growing ever since.
Elad Drory
Can you elaborate on the development process of Dice Dreams and the challenges faced? What do you attribute to its success?
The development of Dice Dreams was driven by the goal of creating lasting player experiences. Challenges, such as perfecting the Peon characters and integrating gameplay elements seamlessly, were overcome through dedicated teamwork and innovative design approaches. The key to its success lies in engaging gameplay mechanics and immersive world-building.
What tips do you have for player retention amidst market challenges? How do you keep players engaged with content in the long term?
Player retention involves a multi-layered approach, starting with a compelling core game loop to initial engagement and gradually expanding content to maintain player interest. Holding back on major features initially and offering consistent game updates keeps players invested in the long term.
The Domino Dreams team has been hard at work for two years, and the game is now showing amazing numbers that will allow us to scale up significantly.
Elad Drory
How does Superplay leverage marketing strategies, including celebrity involvement, for its games like Dice Dreams? What benefits do you see from such collaborations?
SuperPlay’s marketing approach is data-driven and utilizes a variety of channels, including influencer and celebrity endorsements. Collaborations with global stars like Eva Longoria and Kate Beckinsale have contributed to expanding the game’s reach and visibility.
What lies ahead for titles like Domino Dreams, and how does the ‘dreams’ theme factor into future developments?
SuperPlay is committed to enhancing both Dice Dreams and Domino Dreams through continuous updates and expansions. The ‘dreams’ theme serves as a foundation for future game concepts, ensuring a cohesive and engaging player experience. The studio plans to explore new avenues while staying true to player preferences.
What is the future outlook for Superplay as a whole in terms of expansion and upcoming projects?
SuperPlay is poised for growth, with plans to expand its team and geographical presence. The studio’s commitment to innovation and creating new games remains strong, with a focus on nurturing creative ideas and delivering exciting gameplay experiences to players.
