Dumb Ways to Die 2: The Games

Client
Metro Trains Melbourne
The most successful sequel since ALIENS and every bit as violent.
It’s been said that there are over 6 million ways to die. We’ve come up with 68 so far and put them in the hands of over 100 million people.

The brief

As part of the most awarded campaign in history and as a follow up to one of the most successful games on the App Store, Metro Trains tasked Millipede with bringing the next chapter of Dumb Ways to Die and its characters to life… and death.

Dumb Ways to Die 2: The Games sees the next generation of dumb hopefuls storming the sporting world, where they partake in properly dangerous games to impress the heroes of the original series. Players travel by train around a map with a distinctly Melbourne feel, navigating games focused on train safety. Once they arrive at their destination ‐ one of several themed sporting arenas – players play through a series of mini-games with unexpected outcomes.

The result

The game launched in November 2014 with four sporting arenas and 28 mini-games, including a seriously angry penguin playing ice hockey, a 100 metre sprint with scissors and a dolphin rodeo.

In recognition of the diverse appeal of the franchise, Dumb Ways to Die 2: The Games contains a pioneering feature called Kids’ Mode, that removes all advertising and micro-transactions, and creates a kids-only leaderboard.

In its first week of release, Dumb Ways to Die 2: The Games rocketed up the US App Store charts, bumping Facebook Messenger, Candy Crush Soda Saga and Apple iMovie to claim the top spot.

To date, Dumb Ways to Die 2: The Games has charted at Number 1 in 86 countries, and boasts more than 100 million downloads across five platforms.

Pitch perfect

Dumb Ways is a brand built on surprisingly nuanced humour. Game design, creative empathy, animation and character design work together to create a uniquely charming experience, one that is accessible to and beloved by everyone.

In many hands this combination of deep conceptual understanding and joyful creative expression is simply impossible to execute. At Millipede, this is our specialty ‐ we get it because we love it.

Expanding the empire

We have continued to update and expand the Dumb Ways world. Since release, we’ve added a further five sporting arenas, an asynchronous multiplayer arena, a weekly team leaderboard and many small flourishes and bonus activities. Dumb Ways to Die 2: The Games now contains a mind boggling 68 mini-games.

Initially available on iOS and Android, in 2015 we ported the game to Windows Phone and Window tablet devices, and launched on the game on Amazon Underground. In 2016 we launched on IndusOS in India.

In December 2015, we released a brand new game Dumb Ways: Wire Walk on the recently launched Apple TV. Dumb Ways: Wire Walk is an endless tight rope walker, where player are charged with rescuing their lollies from the grasp of a devious penguin boss. Players test their balancing skills while evading musical bunyips, low flying biplanes, giggling penguin henchmen and rampant electrical surges.

Throughout the campaign, we’ve contributed social vision and content for the legion of Dumb Ways fans, including a browser-based Valentine’s Day love tester and frequent tongue-in-cheek ‘Stay Safe’ public announcements.

We’ve turned our animation talent to multiple trailers and B2B promotions and racked up tens of millions of views on YouTube.

In early 2016 we redesigned and relaunched the Dumb Ways to Die website.

Stay tuned!

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Melbourne HQ

Level 11
380 St Kilda Rd
Victoria 3004
Australia

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Sydney Office

1 Kent Street
Millers Point
NSW 2000
Australia

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New business

Wil Monte
wil@millipede.com.au

A DT company.