Lithuanian developer Nordcurrent has taken a slowly, slowly approach to building up its own global brand.

First released as retail games on DS and Wii, iPhone and Android have provided much more flexible platforms for its now free-to-play title 101-in-1 Games.

It's recently revisited the iPhone version, releasing an all-in HD collection for iPad.

We caught up with CEO and co-founder Victoria Trofimova to find out how the company had approached the process and what the results had been.

Pocket Gamer: How did you change 101-in-1 Games in order to release it for iPad?

Victoria Trofimova: We went through all 101 games to see what we could improve and what should we change to make it perfect for iPad. In the end, all games had new graphics, more than half of the games are completely new, and there are 13 multiplayer games.

We released 101-in-1 Games for smartphones over a year ago, so we had lots of new ideas and features that we wanted to implement. The game is really a step up from the original release.

What impact have these changes - notably the multiplayer - had in terms of player retention and game sessions?

The average number of sessions per active user has increased by 30 percent and our ARPDAU has almost doubled. We would not say this is all just due to adding the multiplayer, but it is definitely a major factor.

What were your plans in terms of marketing and promotion?

We run PR campaigns to support all our releases and we have over 300,000 fans on our Facebook page that we can communicate with directly.

In addition to this, we run campaigns supporting the release in all major markets.

What was the audience reaction for the iPad version?

The response was just overwhelming. As soon as the game was released, it started to climb the charts, first in South East Asia, then in Europe and then in America.

In the first week, we received over 1 million downloads and were top 5 in 32 countries. The reviews have been very positive with the average rating of 4.5.

And we also received comments from customers who have played us on DS, then on Wii, then on iPhone or Android and were really waiting for us to release the HD version. This makes us really happy.

Has it been a commercial success in terms of generating revenue?

The game is a commercial success for us. Our ARPDAU has doubled. We do not often feature in the top grossing charts, but that's because we monetise in many different ways, not just in-app purchases.

It is important for us to make the game accessible to a wide audience and offer options for those users that do not necessarily want to spend hard cash. After all, we make freemium games, so we want to make sure the players can enjoy the game for free.

The latest feature we have introduced across our games is to watch a video in order to get free points.

How many total downloads has the brand now had?

The game has been downloaded over 20 million times on iOS and Android.

Nordcurrent has always heavily localised its games, so what was your plan for the HD version in terms of language support?

We released the game in the following languages: English, German, French, Spanish, Italian, Russian, Chinese, and Japanese. And our strategy is to add new languages with updates from time to time to increase our audience in new markets.

What are your future plans for the 101-in-1 Games brand?

We are always updating the versions we have available: that is probably the biggest task we have. We need to make sure our customers always have new games to play.

Right now, for example, 101-in-1 Games has 128 games on Android, plus we are thinking about new platforms. And shortly, we will be releasing 101-in-1 Games HD on Android.

Thanks to Victoria for her time.