Ustwo, the acclaimed studio behind the iconic mobile game Monument Valley, has announced a significant strategic pivot, declaring itself a “PC first” studio for future game development.
This move, confirmed by CEO Maria Sayans, signals a notable shift within the gaming industry, as a historically mobile-centric developer prioritizes a platform known for deeper player engagement and fewer design compromises.
The London-based developer’s decision comes after years of navigating the complexities of multi-platform releases, often starting with mobile and then porting to PC and console. Sayans highlighted the “compromises” inherent in this mobile-first approach when adapting titles for more robust platforms, impacting both product design and market strategies.
This strategic realignment reflects a broader trend among developers seeking more direct relationships with their audiences and greater creative freedom, moving beyond the perceived limitations and marketing challenges of being primarily known as a mobile game studio.
The strategic rationale behind Ustwo’s PC first studio shift
Maria Sayans articulated the core reasoning behind Ustwo’s evolution, emphasizing the desire to establish a more direct connection with its player community. While mobile and console platforms offer unparalleled “reach,” PC provides a foundational environment where developers can cultivate more intimate relationships with their audience, fostering community and feedback loops critical for iterative design.
This shift is not an abandonment of other platforms but a re-prioritization of the base development environment. “We now think as PC as the base, where we can build more direct relationships with our audience and community, and console and mobile as platforms that will give us reach,” Sayans told GamesIndustry.biz, clarifying that Ustwo will continue to leverage other platforms for broader distribution.
The CEO also pointed to a “ceiling” in perception for games originating on mobile when they transition to PC and console. This perception can inadvertently limit their market potential and critical reception, despite the quality of the titles. A 2023 Statista report on PC gaming market growth supports the increasing viability and profitability of the PC platform.
Lessons from Monument Valley 3 and multi-platform strategy
Ustwo’s journey has been marked by significant titles like Alba: A Wildlife Adventure and Desta: The Memories Between, which successfully transitioned to PC. However, the recent experience with Monument Valley 3 on Netflix offered unique insights, reinforcing the need for platform agility. The game’s unexpected removal from Netflix after just six months prompted a rapid strategic response from the studio.
Sayans described the departure as a “total surprise” but an unforeseen opportunity. The team swiftly redesigned the game’s ending and post-launch content to better suit a premium product, adapting it for app stores and console releases. This incident underscored the importance of maintaining control over distribution and audience engagement, a core tenet of the new PC-first approach.
The move by Ustwo reflects a broader maturation in the indie and mid-tier game development space. As highlighted in an article on Game Developer (formerly Gamasutra), developers increasingly seek to build sustainable businesses by prioritizing platforms that allow for deeper creative expression and community building, rather than solely chasing mass market reach.
Ustwo’s transition to a “PC first” studio is more than just a platform preference; it’s a strategic recalibration aimed at optimizing creative control, fostering direct community engagement, and overcoming market perception challenges. This evolution from a studio synonymous with mobile innovation underscores a dynamic shift within the gaming industry, where established developers are reassessing the best avenues for long-term success and artistic integrity.
The industry will be watching closely as Ustwo unveils its upcoming titles, anticipating how this renewed focus on PC development will shape their distinctive narrative and puzzle-solving gameplay for a new generation of players.
