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View-to-play pioneer Futureplay Games rebrands Farm Away! as Idle Farming Empire

View-to-play pioneer Futureplay Games rebrands Farm Away! as Idle Farming Empire

Farm Away! developer Futureplay Games has rebranded its catalogue of games to better highlight their idle nature.

On Android, the rebranding has affected every game, current and future. Farm Away!, Build Away!, Craft Away! and soft-launched title Star Away! have been renamed Idle Farming Empire, Idle City Empire, Idle Crafting Empire and Idle Tuber Empire respectively.

Only Farm Away! has been rebranded so far on iOS. The rest of the games currently retain their original names, though they do have a tagline such as "Idle City Game".

Trying something new

Futureplay announced the rebranding on Twitter on February 2nd. The announcement stated that the company is "hoping a little rebrand goes a long way". It only mentioned Farm Away!'s rebranding in the post.

Co-founder Mika Rahko previously stated that "we don't want to make swiping idle games forever" in a fireside chat at Unite Europe in June 2017. It was suggested that the developer was exploring match-3 titles at the time.

Futureplay is known for its view-to-play model, which prioritises rewarded video ads over other types of monetisation. When it first launched, Farm Away! generated ARPDAU of $0.082 with around 100,000 players in its first week.


Editor

Ric is the Editor of PocketGamer.biz, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.

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