Playtika's game studio Wooga launches Switchcraft, a new story-driven Match 3 Game
October 11 2021 - 11:00AM
Playtika Holding corp. (NASDAQ: PLTK) today announced the global
launch of Switchcraft, developed by its Berlin-based game studio
Wooga GmbH.
Switchcraft is a casual game that marries
interactive, narrative storylines with Match 3 mechanics, combining
the best of puzzle-centered gameplay with an immersive and gripping
narrative. The game's protagonist is a young woman — Bailey Ward —
living in a small town in Massachusetts on the East Coast of the
United States. Bailey takes players on a wondrous and winding
journey filled with witchcraft-themed puzzles and interactions,
featuring a diverse set of storylines constructed to constantly
amaze players.
The game will enable Playtika to expand its
offering and player base in one of the most popular segments of the
casual games industry — Match 3 — thanks to Wooga's position as a
leading story-driven casual game studio.
The game launches today globally on the iOS and
Android platforms and is available for download in English, as well
as being localized in twelve different languages.
A new experience for players
By creating a truly story-driven Match 3 game,
the depth and richness of Switchcraft's narrative and gameplay will
appeal to players who love to uncover mysteries and escape into
virtual worlds full of fascinating and relatable characters.
Switchcraft builds on Wooga's strong track record in
narrative-driven games, including June's Journey, a leading Hidden
Object title.
The contemporary magical theme throughout
Switchcraft adds dynamic and unpredictable elements to the story,
taking players on a journey of exploration and discovery as they
choose their own path through the evolving mysteries. It has also
adopted a unique, graphic-novel art style and a diverse cast of
characters. The game features a majority BIPOC main cast1 of
characters headed by a strong female lead, making it distinctive in
the Casual Puzzle Games sector2 . Wider diversity, including
nationality, sexuality, and disability, is embedded throughout the
story.
"Wooga has been working on Switchcraft for
multiple years. But the team's ability to make this game launch
ready in the last 18 months under the most challenging of
circumstances, we feel is nothing short of incredible," said Nai
Chang, Wooga's Managing Director. "I would like to especially thank
all the Wooga employees who contributed to this amazing
achievement, enabling us to take the next step on our journey to
fulfil our vision of becoming the player's choice for story-driven
casual games and deliver on our purpose to inspire joy in work and
play."
Bringing Wooga's expertise in narrative-driven
games to the Match 3 space will reach a broad player demographic,
adding to Playtika's monthly active user base of 36 million players
across all its games globally.
"The global launch of Switchcraft adds further
prominence to an already remarkable year for Playtika, which
started off with our IPO in January," said Robert Antokol, Playtika
Co-Founder, CEO and Chairman. "Wooga is a unique studio with a high
level of craftsman-ship in the games they develop, and this is a
milestone achievement for the studio. It is also a very significant
development for Playtika, emerging from our strategic focus on new
games development, and our establishment of a specialist team
dedicated to the creation and rollout of new best-in-class casual
games."
For more information on the making of Switchcraft,
we kindly invite you to watch the Behind-The-Scenes Video or visit
our Switchcraft landing page.
About Playtika Holding
Corp.Playtika Holding Corp. is a leading mobile gaming
company and monetization platform with over 36 million monthly
active users across a portfolio of games. Founded in 2010, Playtika
was among the first to offer free-to-play social games on social
networks and, shortly after, on mobile platforms. Headquartered in
Herzliya, Israel, and guided by a mission to entertain the world
through infinite ways to play, Playtika has 20 offices worldwide
including Tel-Aviv, London, Berlin, Vienna, Helsinki, Montreal,
Chicago, Las Vegas, Santa Monica, Newport Beach, Sydney, Kiev,
Bucharest, Minsk, Dnepr, Vinnytsia, Lausanne, and Warsaw.
1. Characters that are promoted in the game's official website,
App Store materials, promotional posters, and official game
trailers
2. Commissioned research conducted by Naavik has identified that
only 4% of lead characters and 20% of main cast across the top 50
Casual Puzzle Games are BIPOC. (Top 50 Casual Puzzle Games
identified by combined downloads and revenue data, Sensor Tower,
2021, HI)
Investor ContactPlaytikaDavid
Niedermandavidni@playtika.com
Press ContactPlaytikaMatthew
Owen, Account Directorplaytika@theproffice.com+447824119171
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