![]() ![]() You have to build a bridge and work together to save the world from evil powers. As a player you go out and explore the world. ![]() But there are a lot of learning moments in the game. Our focus is to keep it story-based, adding the fantasy and keeping it exciting. Malen: I would say a little bit, but that’s not our main focus. GamesBeat: Does it stray into an educational niche, or is it more purely fun? We try to produce content and updates that are true to that. We’ve tried to always produce content that girls can aspire to. Malen: I think it’s the combination of a really great story and trying to make a game that talks to the audience in a way that’s mature and not patronizing. GamesBeat: What do you think made it successful? Is it the fiction? There’s one right now where I can’t remember the title. Malen: There are some games popping up now and again that we hear about. Are you off by yourself in this area now? GamesBeat: I’ve seen other horse games in the past but none that I can remember that are still around. Once a year we’ve been releasing a new part of the world so far. Obviously girls like to collect the horses. GamesBeat: Is it the new horses that keep people coming back? We still have a lot of world left to release and explore. GamesBeat: How big is the game world? Is there a way to measure or express that? We released her single last year, one of her singles, in the game, and did a collaboration with her. We did a Jojo Siwa project with Nickelodeon, when it comes to music. The reason for the books and music, obviously, is trying to broaden and reach outside of our target audience, but also it’s what our fans do. GamesBeat: What age range is the game matching now? But yeah, you could say it’s transmedia, of course, with the books and God knows what’s next. Malen: Right now we’re just calling it an extended business, really. GamesBeat: Would you call this a transmedia strategy, or something else? But the next artist is definitely something we’re going to be looking at from an international point of view. We’ve found a really cool girl band, also in Sweden. The band has been around on posters in the game since it started. That’s what we’re focusing on right now, building Lisa Peterson. I haven’t heard yet how it’s doing now, but it’s doing well in our community for sure. We released a snippet of the song in a Christmas calendar. What we did is, we scouted to find an artist that could represent her in real life, but first released as the character. One of them, in the story, is actually a musician coming back from a tour. The first artists - in our game, as you know, we have four Soul Riders. And we’re building our own label for our music collaborations. We’re translating it into English at the moment. We’re releasing our second book, in Swedish that is, out of a trilogy, in March. We’ve established music publishing and book publishing. That’s been a big focus for us on the marketing side. We have 260,000, 270,000 Instagram followers and more than that on YouTube, so we’re doing pretty well. Our YouTube and social channels are steadily growing. What’s really new to us is we’ve built our own talent. GamesBeat: How active are you as far as - how often is it updating? Our audience crosses the U.S., Germany, United Kingdom, Poland, and Scandinavia. We’ve grown from–now we’re about 600,000 average monthly users, with steady growth. I think we were 56 percent when I met you last time, and we’re 51 or 52 percent now. We’re still over 50 percent women, which is one of our biggest, greatest values. We’re moving, and hopefully that’s the last time for a long time. Taina Malen: There’s been quite a lot of change. How much has change has there been since then? GamesBeat: I think I last wrote about you in 2015.
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