SMG's Thumb Drift Reaches 2M Downloads in a week


SMG's Thumb Drift Reaches 2M Downloads in a week

SMG Studio’s new mobile game Thumb Drift, has become the number one racing game in 60 countries and a top five game in dozens of countries including the USA and Australia, reaching 2 million downloads in its first week alone.

Thumb Drift is the fourth game developed by SMG, Soap Creative’s games studio. SMG Studios and Soap Creative are a company within Isobar, a global digital marketing agency under the Dentsu Aegis Network.

Thumb Drift is set to become the studio’s biggest game, beating One More Line, which achieved 7 million downloads at launch in 2015. The game features 50 fully unlicensed cars (that’s a joke by the way) to take to the track in an endless high-speed score chase challenge.

Speaking of the early success of Thumb Drift, Soap’s founder Ash Ringrose said: “The numbers so far have been incredible. The game has taken off organically through sheer word of mouth. We’ve long known the power of mobile gaming and with our dedicated games team, we have been able to not just dip our toes in mobile gaming, but become one of Australia's largest and most successful game studios.”

SMG’s recent successes in mobile gaming have caught the attention of global toy company Hasbro, with Soap completing the mobile/tablet version of their classic title RISK in 2015 and the team currently working on their other global toy brands in the gaming space.

Read the full story on Campaign Brief



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