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Saturday, March 8 • 9:30am - 10:30am
Fruit Ninja - Slicing Up the Brand for All Media

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Fruit Ninja is the number 2 most downloaded app of all time. Since its launch in 2010, it has racked up 500 million downloads and is played by 70 million monthly active users.
Australian developers Halfbrick and their entertainment production team, The People's Republic of Animation (PRA), are on a mission: to create a Fruit Ninja universe that provides fertile ground for comedy, adventure and messy slicing action well into the future.
Taking new IP from game to narrative media is riddled with challenges, especially where there's no obvious story or characters. While the game, the series, comics and consumer products are being made simultaneously, how do the teams maintain consistency in the universe while still allowing each branch the freedom to be fresh and original? Does consistency even matter?
Join Halfbrick and PRA in a warts-and-all discussion of the strategies, struggles and successes they've encountered on the way to building an evergreen brand in Fruit Ninja.
This SXSW Gaming Session at the Long Center is FREE and open to the public. However SXSW Interactive, Film, Gold and Platinum badges gain priority seating.

View official listing on sxsw.com

avatar for Phil Larsen

Phil Larsen

Chief Mktg OfficerHalfbrick StudiosPhil is Chief Marketing Officer at Halfbrick, in charge of bringing the studio and its games into millions of hearts and minds worldwide. He directed and executed the marketing strategy for Fruit Ninja, Jetpack Joyride and most recently Colossatron... Read More →
avatar for Susan Swinburne

Susan Swinburne

Multiplatform Producer, LecturerGriffith UniversitySue is a documentary filmmaker, making work for more than twenty years for broadcast and more recently for the web. She is also a lecturer and PhD candidate at Griffith Film School at Griffith University in Australia.
avatar for Hugh Walters

Hugh Walters

Art DirHalfbrick StudiosHugh Walters lives in Brisbane, Australia and has over 8 years’ experience in game development, art production, graphic & product design, branding and manufacturing. He has worked at Halfbrick for over six years on projects including like Avatar: The Last... Read More →
avatar for Sam White

Sam White

CEO & Exec ProducerThe Peoples Republic Of AnimationAs CEO of The People’s Republic of Animation (PRA), Sam leads the PRA in their mission of bringing the joy of Halfbrick games to an even wider audience by producing equally fun entertainment content. Sam is also CEO and co-founder... Read More →

Saturday March 8, 2014 9:30am - 10:30am CST
Long Center, The Kodosky Donor Lounge

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