Mighty Kingdom's Snapchat game, Sugar Slam

Adelaide game developer Mighty Kingdom is the force behind more than a billion squashed gummies across the world thanks to an exclusive partnership with global giant Snapchat.

Mighty Kingdom’s new game Sugar Slam launched in March for Snapchat’s 230m, 13-24 year old daily users via its Snap Games platform, built by the US company last year.

Sugar Slam is one of 20 games that can be played via Snap Games, and is the first of many to come. Sugar Slam lets players challenge their friends or other Snapchatters from all over the world, including six million in Australia, in blitz play sessions.

A week after its launch, Sugar Slam players set a new milestone, squashing more than one billion gummies, Mighty Kingdom’s chief executive Phil Mayes said.

“For us, it gives us access to a new audience beyond other phone apps and consoles,” he said. “While COVID-19 put a hold on some of our scheduled game releases, it was good to get Sugar Slam out, providing the reinvestment and growth opportunity for the business. But we are seeing some uptick now and we are working on two major games that will be launched soon.”

Mighty Kingdom has created games for some of the world’s leading toy and entertainment giants, including Disney , LEGO and Shopkins.

Mr Mayes said its Shopkins: Welcome to Shopville game, which has topped iTunes and Google Play charts previously continued to be “a gift that keeps on giving” with millions of downloads. The two new mobile games currently in the pipeline are Wild Life and Ava’s Manor while work is also ongoing on a new Xbox game for Funcom called Conan Chop Chop.

It received a $480,000 grant from the state government in 2018 to launch its Kitty Keeper game.

Mighty Kingdom, which employs up to 75 permanent staff, is among Australia’s leading game developers, vying for a share of the multi-billion dollar global games market.

Recent Sensor Tower and Statista data shows mobile gaming earnings jumped over $US11.6bn for Apple’s App Store in the second quarter of this year, its highest quarterly profit, with Google Play Store recorded revenues of $US7.7bn.

“But mobile gaming is not simple any more. It’s a mature market that demands in-depth storytelling,” Mr Mayes said.

Mighty Kingdom’s reputation for quality and security as well as its ability to cater to Snapchat’s core 13-24 demographic is what sealed the deal, said Snap Game Studios head Phil Larsen, who is based in Queensland.

“We looked at the safety, security aspects as well as our core resolve to build friendship into the Snap Games experience , which is why we have only select developers and games,” Mr Larsen said. “While other game platforms might offer thousands of games, we’ve chosen to work with a few select developer partners.

“We work closely with their teams to onboard them onto our PlayCanvas games engine and platform services, iterate on the game’s development, and collaborate to reach our shared milestones.”

Game developers on Snap Games can earn revenue by integrating Snap’s six-second , non-skippable video ads into their game as well as in-game promotions and upgrades.

In just one year, more than 100 million Snapchatters have played its games, including Sugar Slam, Tiny Royale, Snake Squad, Zombie Rescue Squad and Snap original games such as Bitmoji Party, and Bitmoji Tennis.

Mighty Kingdom's Snapchat game, Sugar Slam by Valerina Changarathil originally seen in The Advertiser, 1 September 2020. Licensed by Copyright Agency. You may only copy or communicate this work with a licence.