Games

INTERVIEW – Bandai Namco Mobile’s Chanh Ly discusses his Journey, Tamagotchi IP, its Arrival to Mobile and More

BBG News

Story Highlights

  • Chanh Ly touched on various aspects of Tamagotchi IP and the new Apple Arcade title.
  • Bandai Namco’s decision to bring Tamagotchi Adventure Kingdom to mobile stemmed from a desire to expand the franchise’s rich lore beyond nostalgia.
  • Looking ahead, Bandai Namco plans to expand Tamagotchi Adventure Kingdom with major updates, including new characters and regions.

Bandai Namco Entertainment, a trailblazer in the gaming world, has consistently introduced some of the most memorable game franchises. Among these is the latest addition, Tamagotchi Adventure Kingdom, which made its debut on Apple Arcade not long ago. In an exclusive chat with GamingonPhone, Chanh Ly, Senior Producer and Publishing Head at Bandai Namco Mobile, shares insights into his career in the industry, offering a peek into the transformation of the cherished Tamagotchi brand, its transition to mobile gaming platforms, and the hurdles faced while updating a timeless favorite for today’s gamers.

1. We would love to know a brief about your journey.

I started my journey in the video game world back in 1994, France, where I was a self-taught artist specializing in 3D graphics. Since then, I’ve taken on various roles from level designer to lead game designer, working across different platforms including PC, consoles, and mobile devices.

In the year 2009, I decided to direct my efforts towards mobile gaming as a Producer, realizing the tremendous potential of smartphones, particularly triggered by the iPhone. Following my arrival at Bandai Namco in 2014, I’ve had the opportunity to work on numerous titles, eventually moving within the company to the division known as Bandai Namco Mobile. Here, we aim to develop experiences that strike a chord with players across the globe.

2. What led Bandai Namco Mobile to bring the Tamagotchi IP to mobile?

Bandai Namco boasts an extensive collection of intellectual properties, and Tamagotchi is undeniably one of its most cherished. Although the 2018 release, “My Tamagotchi Forever”, was tailored for children, our vision has always been to develop a genuine adventure game based on this franchise.

Beyond Japan, Tamagotchi is often remembered as a cherished toy, but the series boasts a rich backstory through its anime. Our goal with Tamagotchi Adventure Kingdom was to breathe life into this history in an engaging, mobile-friendly adventure game that blends quests, exploration, and a vibrant world for players to immerse themselves in.

3. What were the challenges that your team faced in launching Tamagotchi Adventure Kingdom?

Among our major hurdles was locating the ideal developer for our project. We aimed to collaborate with a studio capable of producing a mobile game so engaging that players would prefer it over other widely acclaimed titles. Following more than a year of talks with numerous firms, we formed an alliance with Alike Studio, a team we had previously worked with. Their enthusiasm and commitment guaranteed the creation of a game that was meticulously crafted.

Working with the Tamagotchi intellectual property posed another hurdle. Although it has built-in value and a dedicated fanbase, it also brings along certain expectations and limitations. We aimed to stay faithful to the original storyline while enriching it by adding new characters, innovating content, and preserving its iconic aesthetics and personalities. The Bandai team was instrumental in offering us priceless advice and feedback throughout this process.

Another challenge we faced was finding a harmony that would appeal to both kids and grown-ups in the game My Tamagotchi Forever. Although it was mainly designed for children, our goal was to make it relatable for younger players as well as touch upon the nostalgia of adults. We aimed to create something enjoyable and captivating without being overly juvenile. Achieving this delicate balance required a great deal of work.

To conclude, engaging and comfortable simulation games similar to ‘Animal Crossing‘ are seldom found on mobile devices. They require significant effort in terms of design and refinement. Nonetheless, we’re pleased with the outcome despite these hurdles.

For our mobile gaming title, we opted for Apple Arcade because of two significant factors. Initially, we’ve previously developed games on this platform at its debut in 2019. This background provided us with valuable insights into the platform’s user base and their preferences, which helps us meet their expectations effectively.

After considering various options, Apple Arcade proved to be an ideal choice for our game, Tamagotchi Adventure Kingdom. The ad-free and privacy-focused nature of Apple Arcade created a secure and engaging environment suitable for both children and adults. This freedom allowed us to concentrate solely on crafting a delightful and enjoyable adventure experience, devoid of concerns about monetization tactics such as in-app purchases or advertisements. Given the nature of our game, this decision seemed fitting.

4. How did your team and the company react when Tamagotchi Adventure Kingdom was nominated for ‘Apple Arcade Game of the Year’ at the GamingonPhone Awards 2024 – and how did it feel to ultimately win the award?

Overjoyed and filled with immense pride, we bagged the ‘Apple Arcade Game of the Year’ at the GamingonPhone Awards 2024. Interestingly, we were simultaneously nominated for a Pocket Gamer award during the same period, and their award ceremony happened in London on that very Monday evening.

At the event, we shared the excitement with our companions as we learned we’d won. The evening turned out to be truly remarkable, enriched by celebrating the victory alongside our colleagues and associates. It was a fitting tribute to everyone’s dedication.

5. What mobile gamers can expect from Bandai Namco Mobile in 2025?

We’re constantly enhancing the Tamagotchi Adventure Kingdom experience with thrilling additions. A significant upgrade is approaching, even though we can’t disclose the exact release date just yet. Players should anticipate new characters, locations, and mysteries—such as uncovering a previously sealed area defended by a dragon. There are many exciting things in progress, but for now, some specifics remain secret.

Apart from “Tamagotchi Adventure Kingdom,” we’re currently developing more games, though their details are still under wraps for now. It looks like 2025 will be a thrilling year full of surprises for Bandai Namco enthusiasts!

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2025-02-05 15:11

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