Fruit Ninja is about to capture the hearts of global users with all sorts of lovely derivative products.

Abstract: Fruit Ninja from Australia is about to use a variety of lovely derivative products to capture the hearts of global users. Launched more than three years, has been the fire to the current Fruit Ninja, in the fighting fierce mobile gaming field, can be a constant number of different. So far, the game

The Fruit Ninja from Australia is about to capture the hearts of global users with all sorts of lovely derivative products.

Launched more than three years, has been the fire to the current Fruit Ninja, in the fighting fierce mobile gaming field, can be a constant number of different. So far, the game has been downloaded more than 500 million times worldwide.

All success is due to an engineer who watches TV in the middle of the night.

Halfbrick, the CEO of the Fruit Ninja developer, Sinair Dale, Shainiel Deo, told Tencent that the engineer accidentally saw the kitchen knife ad as a source of inspiration for the best-selling game.

The game, which is played from two to 102 years old, occupies almost all platforms from mobile phones to video game consoles. Sinair Dale revealed that his goal is to make the fruit ninja everywhere, whether it is Android, IOS, Windows Phone, Xboox, Facebook, play redevelop Vita, and even the latest launch of the body Sense Controller leap The game is visible in the motion App Store.

When asked about the proportion of Chinese players, Sinair Dale a deep breath, "Wow, Chinese users ah?" At least 50%! "The official foray into the Chinese market is also his long-awaited goal. Sinair Dale said that although the current Halfbrick in Australia and Spain have studios, but with the current staff, it is difficult to achieve their ideal real-time updates and localization. He hopes to launch a unique version of the Fruit Ninja for each of the different cultures in the market.

Halfbrick Studios, like the Rovio of Angry Birds, are not in the famous countries of the gaming industry: Rovio in Finland and Halfbrick in Australia.

But now the Fruit Ninja is also going to follow in the footsteps of Angry Birds, to the path of licensed products. From dolls, clothing, sweets, stationery, and even a Band-Aid, a variety of consumer products can see the traces of green piglets and red Angry Birds; Fruit Ninja in addition to consumer products, but also plans to enter the TV into cartoons and anime.

Sinair Dale said that since the Fruit Ninja has become an international symbol, the brand's visibility further expand, and with the world's Fruit Ninja fans have a further contact is necessary.

To make the story more complete, over the past year or so, they have been actively designing a variety of characters, strengthening the storyline and plot, and integrating the characters into the game, hoping to resonate with the player and then generate interest in the related product.

With the official launch of the Chinese version, the end of August micro-letter version of Fruit Ninja will also be online, Chinese consumers may soon be able to see the Fruit Ninja toys, mouse pads, wallets, and even cartoons.

Halfbrick chief Operating Officer Phil Larsen (left) CEO Sinair Dale (middle) and chief Technical officer Richard McKinny (right).

The following is the full text of the interview:

Tencent technology: Now almost every game platform can see Fruit Ninja, from the game machine, mobile end, and even leap Motion, Vita. Fruit Ninja at the end of August is about to launch on the micro-trust platform, what is your overall plan for this game?

Shainiel: My goal is to get the Fruit Ninja on every platform and make it a household name in the world, not just in some countries. We've done a good job so far. As for the game itself, we want to integrate all the social elements deeply, so the micro-trust platform is very important to us.

We're also trying to push fruit ninjas onto TVs, movies and other consumer products.

Tencent technology: Fruit Ninja in what direction to run the brand?

Shainiel: We don't have a lovely character at the moment, in the past year to 1.5, we have also expanded the global team, design roles, background stories, so that the whole storyline of the game is richer, more suitable for television or create new games and consumer products, we will start to put these elements into the game gradually. At the same time we also with the animation and so on content cooperation, let the players think the Fruit Ninja is not see so simple

Tencent technology: Now the Fruit Ninja is about to board the micro-trust platform, how do you expect the Chinese market?

Shainiel: We work with Le tease, hope to give them more space to completely localize the fruit Ninja, so that the game more in line with the Chinese market. Before the game update, promotion and other responsibilities are on us, but we can not fully understand the Chinese market, at the same time not enough manpower, there is no way to achieve the depth of integration and immediate updates we want. Of course we still have the whole idea and the game, but Le Tease can take all the code they need, so the micro-trust platform and the Chinese market Fruit Ninja, will be independent of the game.

The basic game is still the same, but will add different elements. We will have different concepts to discuss and then integrate these concepts into the game based on the needs and cultures of different markets, such as Japan's line and South Korea's Kakao, and the future of China's micro-letters will not be the same, the user interface can also be different, but also focus on social elements.

Tencent technology: Zynga's monthly active users continue to fall sharply, what have you done to avoid this happening to you? What investments have you made to make sure that every game is popular?

Shainiel: Of course our game's budget is increasing, but we want to maintain the original advantage, we must continue to introduce new games, let everyone know that we are not only a game of fun. It also adds new elements to the original game and increases the player's viscosity.

Tencent technology: How much do you spend on research and development? What do you think you did differently so you could get rid of your competitors?

Shainiel: 20% of the company's revenue is spent on developing new games, and we are creating new games all the time. There are about 80 people in the company, and everyone will contribute ideas, not just a few designers. In these game authoring projects, some concepts that are suitable for commercialization are selected.

Tencent Technology: Now, whether in Android or iOS App Store, the game is being explored by the player is a big problem, how do you deal with this problem?

Shainiel: Before the market is more fair, as long as you have a good game, you can get rid of some noise; but now pay more attention to smash money marketing, quickly attract more users. Half Brick is still focused on the creation of the game, allowing users to comment and talk, hoping to attract more users in the future.

Tencent technology: Fruit Ninja across so many platforms, some are touch screen, some are game consoles, how do you use the strengths of each platform?

Shainiel: Many people do not know that the original design of Fruit Ninja, employees are designed PC game, so just start the game is to play Fruit Ninja with the mouse. Before porting to touch screen, and by the user's great praise. The next development to the body sense, we spend a lot of time to fully understand each device, so that the experience of fruit Ninja and equipment depth integration, and make a lot of changes, if we find that these devices can not fully embody the spirit of the game, will give up the device.

Tencent technology: Fruit Ninja has been launched for three years, but still loved by the players, popular behind the secret is what?

Shainiel: There are a lot of reasons, but the core is the game is fun. The mechanism of the game and play, no matter what equipment, the players are fun, once they feel interesting, players are willing to recommend this game to friends.

Tencent technology: Do you have any suggestions for those who want to enter the game?

Shainiel: This is a highly competitive circle, you need to focus on the fun of the game, which means designing a lot of prototypes and then sifting through them again and again. Of course, do not be afraid of trouble, when you find that the real fun game, it is necessary to start deep integration, repeated grinding, a lot of testing, mining the feedback of the player, and then continue to make the game the most perfect, your game can stand out.