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PlaySide Studios, a mobile video game developer, today announced that it has acquired the Dumb Ways to Die (DWTD) franchise from passenger rail service Metro Trains Melbourne Pty Limited (“Metro”).
The DWTD franchise includes eleven mobile titles consisting of six Freemium games and five Premium educational app titles, with nearly 400 million app downloads and over seven billion game sessions played over the past nine years. PlaySide previously developed four of the six free play DWTD titles and plans to expand the DWTD portfolio of games. The company will also pursue global licensing opportunities across various industries such as games, rail, insurance, medical, and public health throughout FY22 and beyond.
“This is a strategic mobile franchise acquisition for PlaySide and Dumb Ways To Die is one of the largest Australian-made gaming brands with a truly global organic reach,” said Gerry Sakkas, PlaySide CEO. “ We are excited to welcome hundreds of millions of players worldwide to our portfolio and we look forward to growing the brand in years to come. We have been working with Metro Trains for several years and have always valued the brand as one of the most prestigious we have worked on and to now acquire it represents another important milestone for PlaySide.”
About Metro Trains Melbourne
Metro operates the Melbourne metropolitan rail network, which includes a train fleet of over 200 six-carriage trains running on a network consisting of 16 lines, more than 200 stations, and over 800 kilometers of track. In 2012 Metro launched the Dumb Ways to Die (DWTD) campaign on YouTube to promote rail safety. The campaign was created by McCann Australia who opted for a mix of offbeat humour, a catchy tune, and a collection of amiable animated characters to launch the message as an online music video. Within 24 hours of its launch, the Dumb Ways To Die song reached the top 10 charts of iTunes. Following this campaign Metro has since developed 11 DWTD mobile games and educational apps. The DWTD YouTube channel has had over 420 million views and over 7 billion game sessions played with nearly 400 million app downloads. The DWTD campaign is the most awarded campaign in history and was awarded 28 Cannes Lions awards, the undisputed global benchmark for creative excellence since 1954.
About PlaySide Studios
PlaySide Studios Limited is one of the leading video games developers in Australia. It provides titles in a range of categories, including self-published games based on original intellectual property and games developed in collaboration with studios, such as Disney, Pixar, Warner Bros, and Nickelodeon. The company’s portfolio consists of 50+ titles that are delivered across 4 platforms, which include mobile, virtual reality, augmented reality, and PC. The company was incorporated in 2011 and is headquartered in Port Melbourne, Australia.Sponsor this Article!