Exploring Independence: Pros and Disadvantages for Flashbulb Games

Flashbulb Games: Navigating Independence in the Gaming World

Few games offer as much creative latitude as Trailmakers, where players can design and construct everything from spaceships to submarines. This freedom was also a core desire for Danish developer Flashbulb Games, a desire that came with its own set of challenges and rewards.

From University Roots to Microsoft Acquisition

Ole Teglbjærg, co-founder of Flashbulb Games, traces the studio’s origins back to Roskilde University. Initially a journalism student, Teglbjærg switched to programming, where he met Rune Dittmer and Mikkel Thorsted. Together, they founded Press Play.

Early on,Press Play focused on multimedia work,including internet advertising. Teglbjærg recalls thinking, “If that’s the way it is, then I won’t be self -employed. I might be my own boss but it doesn’t make me happy in any way.” The turning point came with an agreement with Denmark’s national public broadcaster (DR) to develop games for children, leading to the creation of Max & The Magic Marker.

Max & The Magic marker, released in 2010, emphasized creativity, allowing players to draw objects to aid the protagonist. A sequel, Max: The Curse of Brotherhood, followed, coinciding with Press Play’s acquisition by Microsoft.

Creative Sandbox Competition & Influencer Marketing

Upon re-establishing itself as Flashbulb Games, the team launched trailmakers. Though, they faced meaningful competition in the creative sandbox genre, notably from Minecraft. Flashbulb Games adopted a focused strategy, heavily relying on influencers. “Influencers where the core of everything we did.It also meant that we created some systems for how to work strategically with influencers,” says Teglbjærg.

This influencer-centric approach paid off, generating substantial attention during Trailmakers’ Early Access launch in 2018. The game officially launched for PC and Xbox One in 2019, later arriving on PlayStation. With over 5 million players across platforms, Trailmakers achieved considerable success. However, Flashbulb Games recognized that it was “Not becoming Minecraft anyway,” leading them to pursue other projects, such as the physics-based party game Rubber Bandits, released in late 2021.

The Benefits and Challenges of Independence

Teglbjærg notes that independence fostered closer relationships with influencers and fans. Though, self-publishing presented its own challenges. He admits that they “The mess for the price of Rubber Bandits” initially. The game launched at approximately 17 euros,a price point deemed too high given that the game is best enjoyed with multiple players,prompting a price reduction.

Despite the initial pricing misstep, Rubber Bandits gained traction through Xbox Game Pass. Teglbjærg indicates satisfaction with their presence on Microsoft’s subscription service. “Microsoft pays pretty well to get it on Game Pass from day one. Of course, it was a good argument for why it made sense. Then you can always try to guess how much it cannibalizes your sales. Another reason why it made sense to give out on the game, was that we got a pretty much influx of players who filled up our server.”

Maintaining Creative Control and future Outlook

Flashbulb Games is now owned by Nordic Games, a subsidiary of the Egmont Group. Despite this, they have retained full creative control and continue to self-publish. Teglbjærg emphasizes the importance of autonomy: “One of the things we learned at Microsoft is that in many cases they are not considerably better. They only have more money.” He adds, “When we started again with flashbulb, it was a tremendous relief not to have to relate to the fact that a seattle marketer suddenly felt that the resource or that resource had to have a wholly different color for our game to sell. Now it is much more about following our heart and believing in ourselves.”

This independence has streamlined the development process, allowing Flashbulb to regularly update their games. On March 6, they released Trailmakers – pioneers, a free expansion featuring a 10-hour campaign focused on resource gathering, crafting, and combat. This expansion, with its emphasis on crafting and survival, bears a resemblance to Minecraft, a fitting parallel for a studio with a rich history.

Flashbulb Games’ journey underscores the importance of creative control and strategic marketing in the competitive gaming industry. Their experience serves as a valuable lesson for independent developers striving to make their mark. explore Trailmakers and Rubber Bandits to experience the studio’s vision firsthand, and consider how indie game development’s blend of artistic freedom and business acumen shapes the future of gaming.

What are the biggest challenges facing indie game developers today, given the financial realities of the market?

Flashbulb Games: The delicate Balance of Independence in Game Development with Ole Teglbjærg

Archyde News recently had the chance to speak with Ole Teglbjærg, co-founder of Flashbulb Games, the Danish studio behind popular titles like Trailmakers adn Rubber Bandits.We delved into their journey from university roots, through a Microsoft acquisition, to striking out on their own and finding success in the competitive indie gaming landscape.Here’s what Ole had to say about creative control, influencer marketing, and the challenges and rewards of independence.

The Early Days and Finding Creative Freedom

Archyde News: Ole, thanks for taking the time to chat with us. Flashbulb Games has a interesting history, starting as Press Play and then finding it’s feet again independently. Can you tell us about that initial spark at Roskilde University and what drove you to create yoru own studio?

Ole Teglbjærg: Absolutely! It’s a pleasure to be here.The spark was realy a shared desire for creative control and the freedom to explore unique game concepts. At Roskilde, we were a group of friends – Rune Dittmer, Mikkel Thorsted, and myself – who wanted to do more than just conventional multimedia work. The agreement with DR, the Danish Broadcasting Corporation, to create games like Max & The Magic Marker, was a turning point. It showed us the potential of blending creativity and interaction in a compelling way.

Navigating the Competitive Sandbox and the Power of Influencers

Archyde News: Trailmakers entered a crowded creative sandbox market, especially with Minecraft dominating. How did Flashbulb Games differentiate itself and successfully build a fanbase? Your reliance on influencers seems especially noteworthy.

Ole Teglbjærg: You’re right, the sandbox genre is incredibly competitive. We knew we couldn’t ‘become Minecraft,’ nor did we want to. Our focus was on the core gameplay loop of building vehicles and contraptions, giving the player freedom to create anything they could imagine.Influencers were absolutely key to our strategy. We actively sought out content creators whose audiences aligned with our target demographic. We even built systems to strategically manage those relationships and ensure effective collaboration. This approach helped us generate important buzz during trailmakers’ Early Access launch.

The Challenges of Self-Publishing and Finding the Right Price Point

archyde News: Self-publishing offers creative control but also presents considerable challenges. With Rubber Bandits, you’ve admitted to initially misjudging the price point. Can you elaborate on that learning experience and the impact of Xbox Game Pass?

Ole Teglbjærg: That’s right. We definitely learned a valuable lesson with Rubber Bandits. Launching at around 17 euros was a mistake. The game is a multiplayer party experience, and that price point was too high to encourage friends to join.We quickly adjusted,and it made a huge difference. Xbox Game pass was a game-changer for us.Microsoft pays pretty well to get games on Game Pass from day one, which made the decision much easier. The influx of players dramatically filled up our servers and brought fresh attention to Rubber Bandits. It’s a balance between cannibalizing sales and gaining visibility.

Creative Control After Acquisition and the Future of Flashbulb Games

Archyde News: Flashbulb Games is now owned by Nordic Games. Despite this, you’ve maintained full creative control and continue to self-publish. How important is that autonomy to the studio’s vision, and what does the future hold for Flashbulb Games?

Ole Teglbjærg: Maintaining creative control is paramount. We learned during our time at Microsoft that having deep pockets doesn’t guarantee better creative decisions. Frequently enough, it’s about trusting your gut and believing in your own vision. Nordic Games understands and respects that. They allow us to follow our hearts.As for the future, we’re committed to continually updating our games and exploring new ideas. The recent Trailmakers – Pioneers expansion is a testament to that. We’re excited to see where our journey takes us next.

A Question for the Readers:

Archyde News: One final question,this one for our readers. Given Flashbulb Games’ experience balancing independence with financial realities, what do you think is the biggest challenge facing indie game developers today? Share your thoughts and comments below!