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London-based design studio ustwo created a heck of a game in Whale Trail, but it’s failing as a commercial entity. It’ll never hit the App Store top 10. The face of its bubbly and wide-eyed mascot, Willow, will never grace products like panties or fruit snacks. And at its current pace, it’ll be awhile before it generates a decent profit.

The studio has huge expectations that aren’t being met, and just based on trends, it’s clear that Whale Trail will continue not meeting them. It’s a failure in this life. But will it be one in its next? Again, ustwo is spending money on Whale Trail, giving it a second wind via creative mouth-to-mouth. It’s retooling and redesigning the oddball flying game as a free-to-play title in a high-bandwidth effort to attract the casual audience that the original version failed to reach, but managed to brush.

The hope is that this model, alongside some fresh content, will finally put the game over the top and onto hundreds of thousands, if not millions, of phones and tablets across the world. It’s a crazy plan. Crazy, however, is kinda its project lead’s thing.

On Conversion, Failure, And Journeys

I’ve been speaking with ustwo co-founder Mills about the upcoming transformation. Mills is like a bizarro Clint Eastwood. In the face of adversity he has the same grit and air of determination, but instead of a cowboy hat and a killer squint Mills rocks a long, flowing red wig and eyeglasses with thick, black frames. When he talks to you, even via e-mail, you feel his warmth, energy, and passion. He’s funny, too, and you see a lot of his brand of humor in his game. As we talk, he refuses to call the original Whale Trail a failure despite being able to produce evidence indicating as much. Instead, he calls it a “succailure” and the process of making it a F2P title a “journey.”

“Whale Trail was our first proper game release,” Mills tells TouchArcade. “Full heart, full passion. The launch was a success for our studio, showering loads of eyeballs on us but something didn’t quite click. Although we were hitting 12,000 downloads a day at launch, it tailed off pretty quick.”

In fact, Whale Trail has just hit over 188,000 total sales, and it shifts around 250 units a day across Android and iPhone and iPad. These kind of numbers would be enough for a lot of studios, but ustwo spent oodles of cash on the game. It needed Whale Trail to be up there with the Angry Birds and Fruit Ninjas and the Cut the Ropes of the world.

How those titles manage to stay up top is a matter of debate. Mills doesn’t believe that featuring, reviews, or exposure brings in new downloads. He thinks that word of mouth is now driving sales. As evidence, he notes that the game’s trailers still get around 500 new views a day and the music video for the theme used in the game drives interest, too. Riding on a wave of featuring, however, Whale Trail managed to light up the charts for a short period. Mills shot us the following handy chart, for those of you into the numbers:

Learning about why the game didn’t keep selling at its initial, breakneck pace is an important component of its upcoming transformation. Mills is soaking up everything he can. He frequently frames this entire ordeal as a learning experience.

“We went back to the drawing board and dove deep into the blue waters to understand why Whale Trail wasn’t quite able to take off. We had made a wonderful experience but there wasn’t enough ‘replay’ value in the current game. The new challenge levels added in iteration release two and three helped, but we needed more. Much more,” he adds.

The new version of the game is, indeed, functionally different. As you collect bubbles and travel, you’ll collect an in-game currency called Krill. With Krill, you can buy new powers, “useable treats,” costumes for Willow and its five new playable friends. If you want this stuff without the grind, you can buy Krill straight-up.

“The game is so much better. Players are now in full control of their destiny and each play rewards them. This was missing before,” he says.

If you’ve already purchased Whale Trail, Mills says you’ll receive a “BIG” bag of Krill when you update to the new version. Additionally, you’ll receive a message designed to make you feel “special.” Mills worries about how the current install base is going to react to this massive change, since the regular version will essentially die after this update. Perhaps that’s why this message to fans will be “like finding a bag of money in your house that you can use to pimp it right up 50 style” or “like finding a bag of candy that is so sweet, yet so sticky.”

When I bring up failure, Mills says I have a point, but he describes the experience so far as a “journey.” His studio has had opportunities to sell off the IP or actually make money, but ustwo as a whole is more interested in learning at this point.

“You can look at it as a failure, but I see it as journey,” Mills says. “Each iteration of Whale Trail has created a new buzz and has engaged the players more. It’s been a big lesson for me especially in regards to releasing something I wanted and releasing something that the majority of players want. We were very successful at creating buzz, we were very open about the whole experience and the story of Whale Trail will now be told via Penguin,” he tells us. He means the publishing company, not an actual penguin.

“We had two Whale Trail acquisition offers for the game as it currently stands now, but we were not interested in money. We were interested in better understanding what we could do to make the game better. I couldn’t walk away from it now, knowing it was not the game we wanted it to be. The game we have since built and are testing now with players is the game we should have released back then but didn’t realize it at the time.”

Even though the Whale Trail flopped, Mills notes some positives. It gave his studio new business opportunities, a higher-profile in the development community, and a lot of good will. These things, however, aren’t going to make new Whale Trail sail. A balance of IAP and fun mechanics are the only thing that’ll save it.

“I want to know more about free-to-play,” Mills says. “We are not being aggressive with the monetization potential. Players need never spend, but the joy they feel should allow the game to be pretty viral. We get a small social virility through Twitter right now, but the potential at the higher numbers is unreal. I guess the plan is for Willow to find some real Whales!”

We’ll have to see if the new version of Whale Trail hits the heights that Mills thinks it can reach. Regardless if it does or not, it’s going to be hard to call this iteration a failure. To Mills, success is all about what you do as you try to succeed.

“We didn’t set out to make something generic. Success is about crafting something you believe in and telling that story, granted it may never be a smash hit as the very concept of a little fat flying whale called Willow who lives in a psychedelic land is too far out for many to stomach, but we made something we are so proud of.”

We’ll have hands-on impressions in the near future.

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It’s really hard not to start craving inventory management, pixel-hunting, and adventure game logic like it’s 1996 all over again after checking out Sky Goblin’s classic point-and-click game, The Journey Down. Set to hit iPad, iPhone, and Android “soon,” it’s often described by media as a love letter to classic games like Monkey Island. It has a really unique style, though, as you’ll see in the trailer.

Sky Goblin recently started up a thread on our message board dedicated to its game, and we’ve been staring at the screens it has shared for an uncomfortable amount of time. A 2D version of this first episode of The Journey Down has been available on other platforms for a bit, so this is technically “older” material… but we’re more than happy about it finally coming our way. We’ll have more soon on the game.

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2009 was a weird time for the App Store. Free to play games were building steam on other platforms, but the way Apple originally structured the in app purchase mechanic prevented it from being used on anything but paid games and apps. This policy was reversed in mid-October, and only a few hours later ngmoco announced that their (then) upcoming online first person shooter Eliminate would be free.

The game was released a few weeks later, and we posted an extensive guide on it. In a nutshell, Eliminate was a four person first person shooter with a free to play twist. In order to earn credits to buy armor and weapon upgrades, players needed to use their energy supplies. Energy depleted as you played, and, obviously, an in-game store sold all the energy that players could ever need if they didn’t wait to wait to recharge.

Being among the first free to play games available, and actually being the first gamer-centric freemium game on the App Store, Eliminate seemed to spawn a massive community of players overnight. In fact, the Eliminate thread on our forums is still amongst the most popular TouchArcade threads of all time, running closely behind the Street Fighter IV Volt thread and the Pocket Frogs trading thread.

A TouchArcade reader sent a tip in over the weekend that not only had Eliminate been pulled from the App Store, but launching the game now results in the above popup. On May 25th, 2012, Eliminate is going offline. It’s sad to see not only this game, but also ngmoco as a company coming full circle. We’ve been covering ngmoco since their inception, as it seemed to many (myself included) that they were the most promising contender to be the premiere iOS-exclusive game developer.

In early 2010 the company then picked up some additional financial steam and bought Freeverse, which was yet another incredibly promising iOS developer that has since vanished. Later that year, Japanese social gaming giant rolled ngmoco up into their proverbial katamari at the potential price of $400m… Then things started to take a slide.

The Epic Wars series of games were the first projects to be shut down by ngmoco, leaving faithful players (who potentially invested heavily into the game) in the cold. News of games releases, or really, any activity from the company dried up until earlier this year we heard the company was hit with layoffs. Inside Mobile Games even suggested that they missed the financial targets of the $400m buyout, putting the bulk of that purchase price in jeopardy.

If nothing else, the shut down of Eliminate is yet another reminder that the money you spend on these server-centric free to play title is buying you things that only persist as long as the developers keep the game online. If you’ve dumped cash into Eliminate, be sure to get your money’s worth playing the game before it goes offline next month.

Thanks Payam!

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We didn’t think it’d take long for former Infinity Ward creative strategist Robert Bowling to find work after leaving Activision last month, but we didn’t anticipate that he’d be employing himself. In an exclusive with Game Informer digital on Monday, Bowling revealed the formation of his own studio, Robotoki. He also announced that his new digs will be pumping out titles for console and PC, as well as phones and tablets.

“As a developer, our focus is on creating a universe first, experiences second, and game mechanics last, “ Bowling told GI. “With focus being on universe, we aim to create experiences that transcend platforms and genres and allow our players to connect to our world, their characters, and gameplay via any medium: console, PC, or mobile.

“However, how they experience the world is unique to their device. The mobile / tablet experience should not mimic the console or PC experience, it should be additive to it, not supplemental. Allowing them to support their console and PC experience, continue their progression, but by experiencing the world in a meaningful and unique way.”

Bowling’s vision for the mobile space sounds like a dream. We haven’t seen any game with the level of integration that he’s suggesting his titles will have. Also, we don’t see a lot of companion apps functioning as more than a database. This space has a lot of room to grow, so it’ll be interesting to see what Robotoki does.

Robotoki will be funding its own projects, by the way. And we’ll catch a glimpse of its first title by the end of this year. It’s currently slated for next-gen consoles, iOS, and Android.

[via Game Informer]

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One of the all-time best platformers on iOS would have to be Acne Play’s Pizza Boy [ $1.99 ]. Released back in September of 2010, Pizza Boy absolutely nailed the virtual controls thing on the touchscreen, and almost more importantly they totally got the “feel” right – that is, the weight and movement of your character as he ran and jumped through the world felt perfectly tuned, like a classic 2D Mario game.

We thought Pizza Boy was great when it hit, though it was a bit on the short side, something that was rectified a few months later. Now, after all this time since Pizza Boy’s release, Acne Play, in conjunction with NCSoft, has announced their newest game for iOS and Android called My Little Hero with the following teaser trailer.

The problem with this teaser trailer is, well, that it’s just one big tease. There’s no gameplay shown and we’re really left wondering what kind of game My Little Hero is. I guess that is the point of a teaser, right? At the very least our interest is piqued.

The only other information we’ve been able to glean from our forums is that My Little Hero is an action adventure title and we should be hearing more on the game in the way of screens and videos soon. Given how awesome Pizza Boy is, consider us excited for whatever My Little Hero turns out to be.

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In a day of iOS gaming news that just doesn’t stop, let’s add this to the dog pile: Word just hit the streets that Max Payne will be arriving on the App Store on April 12th. Details are vague right now aside from mention of “renovated graphics”, Social Club functionality, and the ability to customize the controls.

My calendar is telling me that April 12th is next week, so, I’m expecting Rockstar to tease out some more details on Max Payne in the not too distant future.

[via The Verge]

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Hello Games’ Joe Danger will be making his debut on mobile in the near future, and it won’t be a port of the Xbox Live Arcade or PSN version of the title. In an interview with Gamasutra, Hello co-founder Sean Murray noted that the upcoming iOS and Android takes on the title will be very platform specific, written from the ground-up for iPhone.

Here’s what Murray had to say about his studio’s approach to controls, iOS in general, and what this new Joe Danger will bring to the table:

I think games that people love on the iPhone have something in common, their controls are made for the device. Swiping in Temple Run, slashing fruit in Fruit Ninja or pulling back a catapult in Angry Birds are controls that are best on a touchscreen. I hate the virtual d-Pad, it never feels right to me. It feels like something that only exists to make porting games easier.

Joe Danger is a game with a lot of depth to the controls. We want to make very much an arcade game on your mobile. You swipe the screen to make Joe wheelie, you nudge him in the air to affect his gravity, you can flick a barrier out of the way, or wrestle with the shark in the shark tank. You have such control that levels that would be impossible on console are much easier on the touchscreen.

Murray expressed that Hello isn’t one percent locked-on to what it’s doing right now. In fact, it’s using the playable build that it’s bringing to PAX East to gather feedback and assess if this is something it still wants to pursue.

We’ll definitely be keeping our all-seeing eye on this, so buckle up.

[via Gamasutra, Thanks Chris!]

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Well, this was unexpected. A day or so after launching a restaurant simulation game on Android, the simulation gurus at Kairosoft stealth-released Epic Astro Story [$3.99] across the iPhone and iPod Touch. From the look, it appears as if it’s melding the action-y soccer part of Pocket League Story with the city-building of its other recent releases, Oh Edo Town and Venture Town. The key exceptions being that it’s dripping with sci-fi buildings and homes, and the action-y part are actual battles with cutesy aliens.

We’re giving it a spin right now and will definitely deliver you something a little more specific in the near future. If you’re a Kairosoft fan, however, this appears to be the change of pace game you’ve been craving since the company began releasing its city building games on the App Store. Fingers crossed for awesome!

[Thanks, WakeBoardMan10!]

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Cafeteria Nipponica is the latest Kairosoft game to grace Android. In it, you’ll play as “the chef de cuisine” and assume his or her role of planner, architect, and chef. You’ll compose menus, discover and research ingredients, construct a restaurant and then put in various trimmings in an effort to boost its popularity and make customers happy. This is as traditional as it gets, from the look and description of it.

We’re giving you the heads up on this because there’s a solid chance we’ll see this on iOS soon. Historically, Kairosoft launches its titles on Android first, and then ports the game to iPhone about a month later. We haven’t seen a Kairosoft release since the beginning of the year, so we’re ready for it to… spice up our lives with any game, including this one. Help us feel complete, Kairosoft!

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Penny Arcade On the Rain-Slick Precipice of Darkness Episode Three, the long-awaited follow-up by Cthulu Saves The World developer Zeboyd Games, is coming to the iPhone and iPad, according to a recent Joystiq preview. This version will hit this summer alongside the PC, Mac, Xbox Live Indie Games, and Android versions of the game. These guys have all their bases covered, right?

If you’re not in the loop, Episode 3 is a… change of pace. It has the look, and what seems to be the feel, of an old-school RPG. In a chat with Joystiq, Zeboyd said that its major influencers were Final Fantasy V and Grandia, so go figure.

Zeboyd says this will continue the story Hothead Games and Penny Arcade set out to tell before things didn’t pan out, but it’ll also operate as a stand-alone title, which is a great thing for us. I mean, we didn’t even see the previous two games on our tablet and phones of choice.

We’ll definitely keep our eyes on this as it nears release, but you should definitely go read what Joystiq has to say. Episode Three sounds pretty hip.

[via Joystiq]

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