The way we see it, playfulness has become an important quality for a wide range of products. It invites people into an experience, enables them to connect to others and express themselves, and offers a way for them to understand the world.
The things we find ourselves working on nowadays aren’t necessarily “games” in the strict sense of the word. We have a very relaxed attitude about what games are and have always pushed the boundaries of the form in both our applied and free work. But although the group of people who share our views has grown, the reality is that for many people still, a game is a very specific category of media product. And so when they are introduced to Hubbub as a game design studio, they aren’t always able to imagine how we might help them with inventing and building other types of products that are playful and engaging.
So we’ve decided to bid the label of games and game design farewell and instead frame our work in the more general terms of products and design while retaining the notion of playfulness. In doing so, we hope to invite a wider range of clients and collaborators to work with us on new and exciting things.
Of course, this does not mean we are no longer interested in games and game-like projects. We are proud of the body of work we have built up over the years. The games will stay in our portfolio and in fact we are working on a few new ones right now. We hope to continue to do so, while at the same time expanding our range into more things similar to Cuppings, Standing and so on. Things that aren’t recognisable as games per se but that are in fact deeply playful in various ways.
As we get settled on this new direction, you can expect more changes in the coming period. And of course we’d love to hear your thoughts. So as ever, do get in touch.