In this market, you can build a very big mobile game, but building a bigger brand requires enormous effort.' 'For Om Nom Stories, we have tens of millions of people watching, together with the hundreds of millions of people who download our games. 'In Time Travel, the story is going to become a little bit more apparent, although we're not in a hurry to tell this,' says Lyalin. That has meant a subtle shift towards creating more of a backstory for Om Nom, through the games, the YouTube videos and through a Cut the Rope comic, which is also available digitally.

'We've found the new way: on mobile devices, wait until you can capture people's attention in a big way, and then think about how you deliver content.' 'We firmly believe that the new way to deliver brands that people recognise in the future will not necessarily be through big movies or TV series,' says Lyalin. Tweaks include two monsters to feed on every level rather than one, while players can also watch animated Om Nom Stories cartoons, drawn from ZeptoLab's YouTube channel (70m views and counting). Cut the Rope: Time Travel is available on iOS and Android, and offers a similar physics-puzzles formula to its predecessors as its hero Om Nom goes back in time to meet his ancestors. The latest game in the series should fuel more growth. For comparison, Angry Birds is now past 1.7bn downloads and ended 2012 with 263m monthly active players, while Outfit7's Talking Friends apps have reached 800m downloads and 170m monthly active users, although they're more virtual pets than games.Ĭut the Rope hasn't quite reached those levels, but it's on the way: since October 2012 when Lyalin spoke at the MIPCOM conference in Cannes, Cut the Rope has added 50m downloads and 10m active players.

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