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Sum had worked on several PC releases but, at just 24, he was still gathering valuable experience. Hall had been working in mobile for around five years, but only ever with premium pricing. If it wasn't for them sharing that information with us we probably would never have made Crossy Road." It made us realise, okay, as long as you've got people playing your game you can do pretty well out of advertising. "Milkbag Games, the guys who made Disco Zoo, they opened up the books and told us exactly what they earned in their first week.
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"We didn't even talk about how to make money from the game until we were halfway done" Andy Sum In such a precarious environment, Hall says, a positive story can go a long way. The mobile market hasn't looked so daunting since the iPhone changed the game entirely almost eight years ago. Casual Connect Europe is just one of many speaking engagements planned for this year, and they are committed to "opening the books" on aspects of Crossy Road's success that most developers in their position would keep a guarded secret. In the meantime, both Hall and Sum are determined for their success to yield something positive for the community - in their native Australia and as far beyond as their schedules will allow. "Well," Hall says, smiling, "it's already that."
It might be wise to sell up, I suggest, to leave Crossy Road before it becomes an albatross about their necks. Neither has any desire to become, as Sum terms it, "a mobile mogul." For Hipster Whale, the lure of the casual market is all about reach, not revenue. Hall shakes his head at the idea, his voice thick with sarcasm. Maybe we could just be the sort of publisher that gives them a new game every month. "There's so many different ways we could take it. "When it did well, I was like, 'Er, Andy? Are we supposed to 'scale' now? "We don't want to get any bigger," Hall says, clearly aware of how that might sound to the multitude of mobile developers without 40 million (and climbing) downloads to celebrate. Crossy Road is orders of magnitude more successful than either had dared hope, and while they are never less than humble when discussing that success, there are certain assumptions about ascendant free-to-play developers that the pair could happily live without.
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Hipster Whale's brightly polished debut is certainly riding high in free download charts all over the world, but any discomfort Hall and Sum felt was more down to good nature than any nagging sense of guilt. "When it did well, I was like, 'Er, Andy? Are we supposed to 'scale' now?'" Matt Hall When they entered the room, just as Rauser was really working up a head of steam, they couldn't help but wonder: Is he talking about us? Among them were Matt Hall and Andy Sum, the co-creators of Crossy Road, and as close to conquering heroes as Casual Connect had to offer. Was Rauser entirely fair in his assessment? Some would argue the point, but more than a few developers present shifted uncomfortably in their seats. The Binary Family's Thorsten Rauser shook the crowd to attention with an impassioned speech, equal parts warning and lament, at the dwindling respect for ideas in a casual market seemingly intent on starting with the desired revenue and working backwards from there. The best single session of Casual Connect Europe took place in one of its smaller rooms, modestly filled with developers still nursing their morning coffee.
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