With rising Dev costs in the gaming industry, publishers must carefully decide where to allocate their limited development and marketing resources and which platforms to prioritize to reach the broadest audience. For independent developers, budget control and financial investment are even more critical compared to AAA companies. Today, we explore how mid-sized developers uCool and Top Games are enhancing innovation in game design to attract a wider mobile gaming audience.
uCool, established in 2012, predates Top Games, Inc. It initially focused on browser-based games during the peak of browser and social media gaming, with projects such as Tynon, Commanders of Evony, Evony: Age I, and Evony: Age II. As the market evolved with the rise of smartphones and the onset of the mobile era, uCool successfully transitioned to developing engaging mobile games. Leveraging its prior experience in game development, uCool continued to excel, creating several popular and critically acclaimed projects, including Heroes Charge, Heroes Arena, and War and Wit. Heroes Charge, which debuted in August 2015, has gradually rolled out worldwide, and uCool plans to expand its ad campaign across 25 countries via multiple cable TV networks.
uCool's core company culture revolves around respect and responsibility. The team comprises experienced, multidisciplinary professionals, and the company seeks like-minded developers and designers who share their values and mission to enhance game experiences. Open-minded brainstorming and collaborative thinking are integral to driving innovation within their projects.
Top Games, founded in 2015, gained significant recognition with the 2016 release of Evony: The King’s Return, which made a notable appearance during the Super Bowl, boosting brand visibility, garnering millions of downloads, and significantly improving the ranking of mid-core strategy games. Evony: The King’s Return is a massively multiplayer online real-time strategy war game known for its complex storyline and gameplay mechanics. Unlike simpler games, players need to invest considerable time in developing strategies and plans. A standout feature contributing to the game’s high user retention rate is its alliance system, which acts as a powerful connector among players worldwide. The game supports over 25 languages with an automatic translation system, allowing seamless communication among alliance members, fostering inclusivity, understanding, and diversity.
Similar to how players in Evony recruit legendary heroes from different times and spaces, the company's co-founder and CEO, David Guo, and Vice President, Benjamin Gifford, have assembled several outstanding teams. Many team members have over a decade of experience in game development, contributing to the company's stability and loyalty. David believes that delivering an exceptional gaming experience is the driving force behind game development. He emphasizes the importance of understanding player feedback, quickly identifying and resolving issues, and continuously refining the gaming experience.
In enhancing gameplay, David focuses on diverse and innovative mechanics that offer strategic depth while allowing players to enjoy casual gameplay. For instance, the recently introduced Ideal Land mode features new ornaments like the Altar of Burning Passion, Surtr’s Throne, and the 2×2 ornament Shadow of Midgard, which have been well-received by players. Beyond introducing innovative gameplay, the Evony team actively collaborates with intellectual properties that align with the game’s values to achieve mutual benefits. A notable example is last year’s collaboration between Evony and Napoleon, a spectacle-filled action epic starring Oscar®-winner Joaquin Phoenix, which further enhanced player experience and aligned with TGI's ongoing commitment to delivering high-quality user engagement.
The gaming market is rapidly evolving. As highlighted earlier, uCool’s transition from browser games to mobile games underscores the need for developers to possess foresight and agility to survive and thrive in a competitive environment. Despite technological advancements, the core focus remains on user experience. This user-centric approach is deeply embedded in Top Games’ team management and game development processes, contributing to the successful launch of blockbuster games, significant revenue generation, and widespread player approval.
