Quirky video games featuring ninjas, monsters and zombies have turned a company led by Queensland University of Technology (QUT) graduates into a multi-million dollar success story.
QUT graduates Shainiel Deo, Phil Larsen and Luke Muscat have found a niche for Kelvin Grove-based Halfbrick Studios in creating simple, but entertaining applications for smart phones and Apple's iPad and iPod Touch.
Halfbrick Studios' top seller, Fruit Ninja, is the second most popular paid application in Australia on Apple's iTunes website and one of the top 10 paid apps in more than 60 countries.
QUT business graduate and Halfbrick Studios marketing director Mr Larsen, 25, said Fruit Ninja had been downloaded more than six million times since its release in April.
"It's incredible. It's very rare for any game in any market to have that success," he said.
"We're only one of a handful of companies in the world that have had that kind of success on iPhone."
Fruit Ninja, which sells for US99c, allows players to "deliciously slash and splatter fruit like a true ninja warrior".
QUT IT and communication design graduate Mr Muscat, 26, developed Fruit Ninja after watching an infomercial for kitchen knives and has continued to upgrade the game, adding to its popularity.
Fruit Ninja was also adapted to suit other smart phones including Android and Windows.
Mr Larsen said good timing, the right idea and marketing campaigns that used social networking tools and promotions have made Fruit Ninja an international success.
"It's really easy to play. Everyone of all ages can understand it," he said.
"Keep it simple - there's definitely a market for it."
Since Fruit Ninja's release Halfbrick Studios, founded in 2001 by QUT IT graduate Mr Deo, 34, has been expanding its gaming repertoire, launching Monster Dash and Age of Zombies apps last year.
Monster Dash, which allows users to run, jump and shoot at monsters, has had 500,000 downloads since its release in August.
The company also released Raskulls, which retails for $10, for gaming console Xbox 360 in December.
Mr Larsen said Halfbrick Studios would continue to build on its successes.
Media contact: Stephanie Harrington, QUT media officer, 07 3138 1150 or stephanie.harrington@qut.edu.au
** Excellent, high-res photo available for media use.
