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With 50 Million Master Bakers, ‘Bake It’ Is Now Kwalee’s 2nd-Biggest Mobile Game

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Kwalee’s Bake It has officially passed 50 million downloads, making it the publisher’s second most-downloaded hypercasual game to date. Its impressive download count is topped only by Draw It (95 million+ downloads).

Released in May 2020, this tactile game about baking perfect cakes and treats took the mobile game market by storm – it ranked at #1 in the ‘Simulation’ category in 20 countries, and achieved close to 10 million downloads in the first month alone!

Bake It gives the player a chance to explore their delicious itch for culinary baking. Players bake monumental cakes, dressing them with a smorgasbord of sweet toppings and icing and sprinkles and candies – based on what the customer’s sweet tooth craves, of course.

2020 was a testing time for Kwalee, as it was for everyone. The company — headquartered in Leamington Spa — faced the challenge of swapping the shared physical space of its studio with a remote, digital development environment due to the rampant COVID-19 pandemic.

Bake It, Kwalee’s first game launched under these circumstances, proved to be the standard-bearer in the firm’s impressive adaptation to remote working. Kwalee began 2020 as a developer and publisher with just over 60 staff, all firmly UK and office-based, and now finds itself with more than 160 team members, across 13 countries and three offices – Leamington Spa, Bangalore and Beijing.

CEO David Darling expressed his thoughts on the game’s success and its role in Kwalee’s development as a globally-distributed team:

“Seeing the success of Bake It along with a few other hit games of ours, like Object Hunt and Shootout 3D – it gives us confidence in remote working as the new model for our work culture. There’s a lot of potential we’re seeing in working this way to bring more hit games in the long term, especially with a globally-distributed team, so we’re excited about that.”

CEO David Darling

CEO David Darling

For an even greater insight into the making of Bake It, Kwalee’s Head of Development Simon Platt published an article soon after the game’s release that dove deep into the team’s experience of handling both development and publishing of Bake It during the pandemic.

Between opening up permanent remote opportunities for candidates globally and working alongside the overseas offices in Bangalore and Beijing, Kwalee’s teams have had to keep their work structure consistent online whilst meeting project goals simultaneously. It has ultimately paid off, with the recent remote releases skyrocketing in the charts.

Kwalee is currently running a challenge for third-party developers called Hypercasual Heroes, in which developers have the chance to get their games published by Kwalee and potentially secure a slice of that Bake It-style success – along with incredible, limited-time awards including a Tesla Model 3 car and $100,000 in advances with uncapped profit share to follow! Open for submissions until 31st August, developers can simply upload their 15-second gameplay video to Kwalee’s new publisher portal in order to be eligible.*

In the case of Bake It, the cherry on top was provided by the fact that interest in baking shot up during the first lockdown, often cited as a therapeutic and productive outlet to bust stress and anxiety. Bake It certainly hit the sweet spot in this regard but more than a year on, it’s also showed impressive longevity.

Bake It continues to receive updates from Kwalee’s dedicated team of designers and developers, who tailor the experiences for all kinds of players so anyone could become the best baker they can be. Android users and iOS users can find Bake It available for download on Google Play Store and App Store respectively.

Kwalee has been nominated in both Best Developer and Best Publisher categories at the upcoming Mobile Games Awards, and you can visit the official website for more information on joining our global team or getting your game published with us.

Latest News

ECA and AGEM applaud creation of Association Assembly at ICE Barcelona

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ECA and AGEM applaud creation of Association Assembly at ICE Barcelona
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The news that January’s ICE Barcelona will include a major new feature dedicated to global gaming’s most influential trade associations has been welcomed by organisations in Europe and abroad.

Making full use of the additional space at the Gran Via Fira de Barcelona, the first ICE Association Assembly has been created to enable trade bodies to promote their values and create new opportunities for the gaming community across every sector and geography, including both the Brussels-based European Casino Association (ECA) and the Association of Gaming Equipment Manufacturers (AGEM), the global trade association for gaming equipment suppliers with its primary headquarters in Las Vegas.

Erwin Van Lambaart, Chair of the ECA confirmed: “Our members are already planning their week in Barcelona and they will be at this historic edition of ICE in great numbers. ICE is a pivotal event for the global gaming community and having a show floor feature which will enable us to engage directly with all sectors is a unique opportunity.

“Traditionally, our association’s involvement at ICE and its Conference program has primarily centred around networking and product development orientation—connecting with our members, regulators, suppliers, and fellow trade bodies. However, ICE 2025 marks a significant milestone. For the first time, the ECA will have the chance to fully interface with the global industry supply chain in its entirety. We are looking forward to this unique opportunity to articulate our vision for the future to a diverse and comprehensive audience, where innovation, responsibility and significant partnerships for guest and customer centricity will have centre stage.”

Daron Dorsey, CEO of AGEM added: “We represent the interests of our gaming suppliers whose well-known brands are global in reach, so to be given the opportunity to explain our agenda and engage with what is a truly international audience of association colleagues on the ICE show floor is invaluable.”

January’s editions of ICE and iGB Affiliate will occupy 120,000sqm of space compared to the 100,00sqm at ICE 2024. In a major endorsement of the opportunities offered by the relocation to Barcelona 72% of the 25 biggest exhibitors will have an increased stand presence at ICE 2025.

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Industry Awards

Blask Wins Prestigious “Startup of the Year” at 2024 Starlet Awards

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Blask, the pioneering AI-powered analytics ecosystem for iGaming, has been named “Startup of the Year” at the prestigious 2024 Starlet Awards. The company earned this recognition for developing a groundbreaking market intelligence platform that has redefined how gaming operators leverage data and market insights.

Award Recognition

The award confirms Blask’s revolutionary approach to market analytics and its significant impact on how iGaming companies access and utilise market intelligence. Powered by AI models including Computer Vision and Natural Language Processing, Blask analyses billions of data points across 2000+ active brands to provide unprecedented market insights.

The Starlet Awards recognition follows Blask’s recent SiGMA Asia Startup Pitch 2024 Award victory. “Winning these awards affirms our belief that innovation and bold ideas can reshape the iGaming landscape. The recognition underscores the impact of our cutting-edge AI technology and our relentless pursuit to transform data into actionable insights”, reflects Max Tesla, CEO and Co-founder of Blask

Blask provides operators with a strategic edge across multiple critical areas. Its real-time market analysis capabilities deliver instant access to crucial market metrics, while the high-granularity data available at one-hour intervals enables swift, informed decision-making. The sophisticated AI modelling system estimates GGR and FTD by analysing a comprehensive range of inputs, including historical data, third-party OSINT data, market performance, competitor metrics, historical brand performance, market reports, and public company disclosures.

Beyond analytics, Blask offers robust brand monitoring and competitor analysis tools, alongside strategic and tactical planning capabilities particularly valuable for market entry decisions and maximising performance during major events. The recently introduced customer profile feature harnesses AI to generate detailed, country-specific user profiles, adding another layer of strategic insight for operators.

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Latest News

CONCEPT: VERSATILITY AND EFFICIENCY IN SPACES

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The CONCEPT cabinet line has been designed to maximize space in casinos, adapting to any configuration. Its efficient design allows for different bank arrangements, making the most of the available area. This gives operators greater flexibility in organizing their gaming floor.

Additionally, the integrated LED strips in CONCEPT eliminate the need for extra signs or wedges, creating a sleek and attractive visual at all times.

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