Since 2014, indie developer Hammerplay Studios has released a number of fantastic games across browsers, app stores, and more. Similar to our other partner Blue Wizard Digital, the world of indie development is still thriving on browser-based websites such as FRVR and others, even as app stores continue to dominate.

In this developer interview, we sat down with Hammerplay Studios’ studio director Vijay Srinivasan about the founding of the indie developer and its passion for creative new experience on browser and outside of it.

The studio behind games such as the phenomenally addicting Pizza Inc, the more mature-focused Zombie Sniper Hero, and the always-fun Super Bowling Mania, Hammerplay offers a wide variety of games. Just like the studio’s release structure, that variety of play is key to the team’s decade-plus of success.

How did you forge Hammerplay Studios, and what is your mantra for game development?

Hammerplay resulted from an attempt to build a smaller game development company with a self organizing team. There was no single game in mind when I founded the studio and it was just an act of creating a studio with likeminded talents who were passionate about games. It was really a shot in the dark but the initial team really came together and helped lay the foundation for the years to come. My personal mantra for game development has always been to play to one’s strengths so we don’t build games we are not naturally good at and to ensure the scope is set right before delving deep into production. 

What was the first Hammerplay games, and how has the studio evolved since then?

I think our first H5 game was Tuk Tuk Go. It went on to become quite a popular game. It was originally tailor made for a small feature phone for the Indian market and has since seen several million downloads/ plays. That game really marked the beginning of browser games for us and we went on to build hundreds of games until we became a mature web game developer and distributor on global platforms. 

As a studio that thrives on casual games, what are the core pillars of designing a great casual experience?

I think the core pillars of building a game have never really changed and this remains true for casual games too. Now, obviously, we are dealing with a user base that constantly seeks newer experiences and has a shorter attention span so we must tailor the game accordingly. It boils down to an easy and clean first-time user experience where users grasp the game quickly, fun core mechanics with simple controls, and enough polish to make the visual experience a treat. 

Hammerplay Studios games are available on the web as well as in app form. Is it essential to cover multiple markets as a developer?

I think especially as a web game developer, it’s very important to maximize distribution and cover multiple platforms/markets so your games can find an audience on those platforms. This law of averages eventually kicks in and it’s an important aspect in Browser games. 

What are the biggest struggles surrounding casual game development, and how can people overcome them?

I think market saturation, finding your audience and retaining them are some of the biggest struggles you encounter. It’s no longer a level playing field, as studios/publishers with deeper pockets can play the UA game while smaller studios must rely only on their game and hope it somehow becomes a viral hit. There isn’t a one-size-fits-all approach to overcome that, as far as I can tell. All I can say is keep trying different ideas, iterate faster and more importantly fail faster so you can move onto the next set of ideas until your game finds its audience. 

Do you feel there’s still room for casual games to evolve and grow?

I think casual games represent the most accessible way to get entertained –  be it on Mobile or Web. I think that nature is not going to change much. With people’s shorter attention spans, casual games are the best fit because users can play for a few minutes and move on with their lives, unlike spending dedicated time on mid-core or hard-core games. So I believe there is definitely more room for this segment to grow. But I also believe casual games will continue to transform and not be limited to only certain genres. 

At FRVR, we publish a number of Hammerplay Studios games on the web. How do you create a killer web gaming experience at Hammerplay?

Gone are the days when we built games only with gut feeling and conviction or said, “Let’s build the game that ‘WE’ want to play.” We now build games that the users want to play and heavily rely on game experiments and playtests to assess the game’s stickiness and engagement. This doesn’t mean that we don’t listen to our own intuition. It’s just that we couple that with testing so we know the idea can have legs.   We are also particular about overall presentation and polish. Ultimately a good game is all about the on screen experience and it needs to visually engage the user. So we spend quality time on such aspects that can help elevate the experience. 

What are your biggest successes at Hammerplay, and how have they informed your goals for the future?

We haven’t really focused on the idea of success at Hammerplay. Every game in our 12 years of existence has taught us something. And we quickly unlearn and learn.  In this age, building and sustaining a game development studio itself has become an arduous task. That way we are glad to be able to negotiate all the market challenges and still stay relevant. Perhaps I should call that a success?

How has the audience for casual games evolved over time, and do you see it changing anytime soon?

Oh yes, audiences are always evolving and casual gamers are no different. They are now looking for mature experiences and not just want a plain vanilla gaming experience. So an endless runner is not going to do much even on the web as that ship has sailed. While snackable games still work on the web, users now care about slightly deeper game progression and meaningful experiences regardless of the genre. So I believe this evolution is only going to continue.