DoonDookStudio is a company that sits in an often unknown but vitally important part of the games market. As a B2B company, the studio helps connect other businesses with HTML 5 game licenses, including the brilliant games we do at FRVR.

Publishing web games in today’s climate is its own challenge, and DoonDook helps FRVR and others, including Xiaomi, to bring their games to players across the world. In this interview, we sit down with co-founder and sales manager Milad Emad to discuss the team’s work.

As AI chokes the browser market with poor offerings made by inexperienced devs, Emad explains how successful games target the platform, and how they see the browser game market changing over the next decade or so.

For more from our partner interview series, check out our discussions with Hammerplay Studios, or even PopCap founder Jason Kapalka on the “purity” of browser games.

Tell us about yourself and your background. When did you start developing games, and why did you choose the browser space?

We started our work in 2018 by selling HTML5 game licenses on CodeCanyon. We chose web games because the simple structure of web games suited our small team’s potential and a niche market that let us compete with older rivals.

After 1-2 years, we decided to have our own website to provide HTML5 game licenses. So we launched the DoonDookStudio website, where we provide game licenses to companies and let their users play quality games.

At the beginning of launching the website, we knew nothing about B2B selling. Over the years and after several failures, we learned how to sell game licenses to small to big companies. We had many meetings with great people in different companies, and learned many things from them.

After years of experience in the B2B market, we switched to publishing games on platforms like CrazyGames, Xiaomi, YouTube, MSN, etc., directly and with the help of great partners like FRVR.

What game are you most proud of and why?

We brought many games to life through the years, but some of them are different and make people love them once they are played. Titles like Tile Jumper 3D, Dummies World Cup, and BlockUp Puzzle.

If we want to choose just one game, it would definitely be Tile Jumper 3D. This is our most popular game among players. It got millions of players on CrazyGames and FRVR channels.

What makes an addictive, highly playable game, and how have you incorporated that into yours?

All the most popular and engaging games share a common trait: they place the player in a situation that is challenging yet perceived as achievable.

The player thinks, “Even though it’s tough, I believe I can overcome it!” A good game maintains this balance between effort and success. We call it the Engagement Loop. As long as this cycle continues to motivate the player, they remain engaged with the game. At DoonDookStudio, we regularly monitor our players’ behavior, identify fall points in a game (when players exit the engagement loop), and try to fix the gaps.

How do you think the browser market has changed over the years?

Over the years, the browser game market has undergone significant changes, many of which surprised both industry insiders and external observers.

The core strength of browser games has always been accessibility. Players can instantly access games on almost any device without downloads or installations. In recent years, this advantage has been amplified by major improvements in browser technologies, internet infrastructure, and device performance. As a result, developers can now create browser games that are larger in scope, more visually appealing, and much deeper in terms of gameplay than what was possible a decade ago.

Also, we have seen an increasing number of game companies view browser games as a business opportunity and an additional revenue stream. Professional development teams have entered the space, raising quality standards across the industry. Traditional browser game development practices have evolved, and players now expect experiences that are much closer to those found on native platforms.

Another important shift has been the growing adoption of games by non-gaming businesses. Companies from various industries have recognized that games can be powerful tools for engagement, education, customer retention, and brand interaction. As a result, browser games are no longer seen solely as entertainment products but also as strategic business assets that can help organizations achieve broader commercial and marketing objectives.

What advice would you give people looking to create their own games?

As AI tools advance, game-making teams get smaller and more inexperienced. The number of games published every month is growing rapidly. A good idea is copied many times as soon as it emerges.

I don’t think making as many games as you can in a short period is a good idea. Instead, stay back, take a breath, and look at the situation thoroughly. Know your abilities and your ideal players whom you want to make a game for.

Dive deep into their thoughts and their souls and find out what makes them truly happy. In a world where content is pouring in from all directions, focus on the quality of your games and bring your players back to their origins.

Why did you choose FRVR to partner with when it comes to publishing?

We have been familiar with FRVR since Basketball FRVR’s launch. The game was simple, fast, and engaging, everything we believe a casual game should be. As you continued to create straightforward yet successful games, we enjoyed playing them and watched your progress with interest.

When we noticed that you started publishing games from other developers, we were among the first companies to reach out. We believe that collaborating with you will help accelerate our growth rate.

What’s your favourite browser game?

How do you balance creativity and innovation with creating a game that’s simple and familiar enough for people to pick up and play? At DDS, we usually start from familiarity rather than innovation.

Our target audience is often casual players who spend only a few seconds deciding whether to continue playing or leave. Because of that, the core interaction must be instantly understandable.

We typically build around mechanics that players already recognize, such as matching, sorting, merging, word puzzles, idle progression, timing challenges, and similar proven concepts.

When evaluating a new game idea, we ask three simple questions:

• Can a new player understand the objective within the first few seconds?
• Does the game offer something noticeably different from similar titles in the market?
• Does the game create a positive feeling that makes players want to continue playing?

In our experience, the most successful games are rarely built on completely new mechanics. Instead, they combine proven gameplay foundations with one or two distinctive elements, whether that’s progression design, theme, economy, content structure, or a unique twist on an existing mechanic.

Every game at DDS goes through several qualification stages. When a new idea emerges, we first build a simple but playable prototype. We then share it internally and closely observe how team members interact with it. We pay attention to their behavior, engagement patterns, and emotional reactions while playing. The concept moves forward only if it scores highly across multiple aspects and demonstrates clear potential.

After the prototype stage, we further develop the game and release it through selected partners for a soft launch. At this stage, our primary focus is D1 Retention, as we believe it is one of the strongest indicators of whether players truly find value in the game. This is a demanding phase, and many projects do not progress beyond it.

A game is considered a winner only if it successfully passes the soft launch stage. Once that happens, our attention shifts toward monetization. No matter how engaging or popular a game may be, it ultimately needs a sustainable business model to support its continued growth and long-term lifecycle. Our goal is to find the right balance between player value and commercial viability, ensuring the game can succeed for both players and the business.