Interview

2011 in review: Phil Larsen, CMO, Halfbrick

Keep learning, but don't forget the fun

2011 in review: Phil Larsen, CMO, Halfbrick
Building on the massive success of Fruit Ninja - over 100 million mobile downloads to-date - Australian developer Halfbrick took the brand to Xbox with its Kinetic version in 2011.

But it didn't rest on its laurels, also releasing new game Jetpack Joyride to much acclaim and the top of many charts.

We caught up with chief marketing officer Phil Larsen to get his take on the past 12 months.

PocketGamer: What do you think was the most significant event for the mobile games industry in 2011?

Phil Larsen: No one event has shaken the industry in an instant, but the rise of freemium is definitely the one thing everyone has been talking about - and it's naturally the easiest answer to such a question.

Whether or not it's what you want for your company or project, the sheer user volume, revenue, investment and growth of the market has been felt by everyone.

Everyone began asking themselves very important questions this year, and that is hugely significant. We'll see in 2012 who will come out with the next evolution of the model - be it in gameplay, monetisation, branding or all of the above, because as we know nothing will sit tight for long!

What was the most significant event for Halfbrick?

The expansion of the Fruit Ninja brand has been very important for us, but being able to learn more about different monetisation models, pricing structures and the value of ongoing content in Jetpack Joyride has been huge.

It was very valuable for everyone at Halfbrick to see how this game played out. We've learned so much about the market this way and were able to simultaneously bring an awesome game to mobile. Jetpack Joyride has been huge for us.

What was your favourite mobile game of the year?

I've played Whale Trail more than any other non-Halfbrick game this year, and although there can be improvements and design tweaks, the pure fun and lighthearted theme kept me coming back.

And an honorable mention goes to Super Stickman Golf. It struck a chord with me, both with the unique level design and twist on traditional golf, and the ridiculously intuitive wireless multiplayer.

What do you predict will be the most important trends in 2012?

Even though multiplayer still makes up such a small portion of top-tier games, seeing new and exciting ways to play with friends is going to be huge.

The only mega-successful example right now is Words With Friends, which is of course based on a classic game format. When we see some new ideas and IP, coupled with iCloud, AirPlay and more, mobile multiplayer should be a pretty big trend.

What's your New Year's resolution and what resolution would you enforce on the industry?

No resolution this time - one year is far too long to blindly stick to one plan with everything moving so fast! We make mistakes all the time, but stubbornly claiming to never get into sticky situations for 2012 is only setting oneself up for drama.

If improving what I do and staying on top of the game is a resolution then awesome - everyone at Halfbrick is ready for that.

As for the industry? Easy. Don't forget about the games. Quality is key, and fun is paramount. No major missteps so far here, but there could be a few projects on the horizon that have been manufactured by ticking all the boxes but leaving fun on the cutting room floor.
Thanks to Phil for his time.

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.