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Toya’s Miraculous Ladybug game gets 100M plays on Roblox

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Toya Studio and Zag Games have said their Roblox Miraculous RP: Quests of Ladybug & Cat Noir game has surpassed 100 million games in just seven weeks.

The game is based on the animated television series Miraculous: Tales of Ladybug & Cat Noir, which targets girls aged 6 to 12 as well as boys aged 4 to 7. It is the first game based on a television series developed on Roblox. The game was released on May 4, 2021 in open beta mode to test the stability of the game. Due to the high number of games in a short period of time, Roblox indexes began to include the game in the “popular” category in 48 hours and the “coming soon” category within 72 hours.

Zag produces the show (with On Kids & Family) and co-developed the game with female-led publisher and developer Toya, a Tel Aviv-based game company that targets girls’ games on the platform. Roblox.

“It just demonstrates the power of the platform where, even as a believer, you can’t believe when it actually happens,” Toya CEO Anat Shperling said in an interview with GamesBeat. “We didn’t do any marketing. We have not done any user acquisition. We have not made any publication of any kind. We wanted to check if there were any issues or bugs with the game. So we just told our community on Discord and other social media and Zag announced on theirs. “

Roblox traction

Above: The Miraculous Ladybug game has gone viral on Roblox.

Image Credit: Toya

Roblox games have become so popular that people have played the best ones billions of times. For the year 2020, on average, 32.6 million people came to Roblox every day. Over 1.25 million creators have made money with Roblox. In the fiscal year ended December 31, 2020, users spent 30.6 billion hours engaged on the platform, an average of 2.6 hours per daily active user each day.

The story tells the story of two typical teenagers with secret identities, Marinette and Adrien, who can transform into superheroes Ladybug and Cat Noir when evil threatens Paris.

Miraculous taps into girls’ affinity for first love stories, secret identities, teamwork, empowerment, friends, family, caring, and fashion. It’s also an illustration of the “girl power” phenomenon: strong girls who don’t back down and make their way around the world, the company said.

The show has over 15 million subscribers and 22 billion views on YouTube, and is broadcast in 120 countries. Fans viewed over 300 million hours of content. Zag is also directing a film based on the television series.

The Zag partnership

Miraculous Ladubug 2 Toya's Miraculous Ladybug game gets 100M plays on Roblox

Above: Cat Noir is one of the stars of Miraculous Ladybug.

Image Credit: Toya

Elinor Schops, vice president of gaming experience at Zag Games, said in an interview that Zag (an animation studio) created its Zag Games division in October.

Schops is based in Israel and previously worked at Crazy Labs, which released a Miraculous Ladybug mobile game in April 2018. This game has generated over 150 million downloads.

“We are happy with the performance,” said Schops. “We announced that we were releasing the game in beta form and it was like setting it on fire. The players are more like the game’s casting directors, where they can tell us which characters they want in the game. Expansion of the Miraculous Universe No other platform allows us to listen to fans and implement what they want as quickly as Roblox.

She met Shperling and asked him to get involved in the women’s gaming community in Israel. They talked about what they could do and found a lot of common ground. Schops noted that she was happy to establish a relationship with another Israeli company at a time when the country’s gaming industry is booming, as evidenced by Playtika’s recent initial public offering.

For the most part, Toya has created his own original games. But Shperling saw the chance to work together because the content and agenda behind the property matched Toya’s own mission to create female-led games.

The Toya game was launched to coincide with the world premiere of Miraculous World: Shanghai – Lady Dragon on Disney Channel and Disney +.

Toya said 88% of gamers gave the game a “thumbs up”. Without any marketing effort, the game surpassed one million daily active users.
in its first week of beta, with a 7-day moving average of 1.2 million users, representing almost 3% of the daily active user base of the Roblox platform.

“Before they see something on television, they can see the game there and become the directors of the show,” said Schops. “That’s what makes this game different from any other game released on Roblox. We empower them.

In Miraculous RP: Quests of Ladybug & Cat Noir, players are transported to Miraculous Paris. There they can take on the roles of characters from the show, recreate their favorite moments, hang out with friends, explore the city, play mini-games, defeat baddies, and create their own.
Miraculous superhero.

Shperling that she had never anticipated such viral success during beta test mode. She said she is touched by how the game has been received by the Roblox community, and it’s a validation of Toya’s mission and approach to creating on the platform, with inclusiveness. and a commitment to developing strong and diverse characters who serve as role models for girls, boys and young adults to play with.

A large platform

Miraculous Ladubug 4 Toya's Miraculous Ladybug game gets 100M plays on Roblox

Above: Toya continues to update the Miraculous Ladybug game in response to fan feedback.

Image Credit: Toya

The title is Toya’s seventh game on the Roblox platform. Toya Studio and Zag Games are looking to add new content and host some unique live events in the coming months.

“Roblox feels like the perfect platform for game developers because it’s all about the community,” Shperling said. “And we’ve worked very, very closely with them on everything we’ve developed in the game. We have thousands of subscribers on our Discord channel. And they get involved daily by sharing ideas and ideas about the game. ”

Fans are also awaiting the theatrical release of the feature film Ladybug & Cat Noir: Awakening, which is slated for global release in fall 2021 or Q1 2022.

In 2020, Miraculous increased its digital reach by 178%. Miraculous attracts over 15 million subscribers on its nine official YouTube channels, currently available in eight languages.

Zag America is an independent global entertainment studio specializing in storytelling across television, film and digital platforms. Zag was founded in France in 2009 by director and composer Jeremy Zag.

“I think it’s a new model because you don’t need to have the reach of traditional play,” Shperling said. “With the live operation, you won’t need a lot of people to run. It’s a different approach. The costs are therefore much lower than what we are used to seeing and this traditional gaming industry.

Shperling believes the show’s organic appeal and Roblox will both increase over time. Toya has 15 employees and could expand to more than 40 by the end of the year, Shperling said.

“I have been excited about this team for four years,” said Mike Vorhaus, Advisor for Toya and Director of Vorhaus Advisors. “I think you’re going to see more studios making games for Roblox.”

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