New firm, founded by veterans of the video game and toy industries, is pitching Infinite Arms as the industry's first 'Games-to-Life' title.

Jumo blends free-to-play mobile gaming with physical toys in Infinite Arms

Jumo, a new firm founded by veterans of the video game and toy worlds, has outlined its ‘games-to-life’ concept, Infinite Arms.

Infinite Arms is a connected, free-to-play gaming experience that merges mobile gameplay with physical toys.

The action figures sync with the game thanks to built-in electronics. When in proximity of the toy, the app is alerted and the toy will transfer into the game.

As players buy upgraded armour and weaponry in the game, it connects via bluetooth to register those enhancements to each specific toy. This means that consumers can own several of the same toy, but give each one different in-game abilities and skills.

Jumo will also be episodically updating in-game content while simultaneously releasing real-life toys that pair with those updates over time.

To support this, Jumo created a patented system dubbed Fast Toys, a process that allows the rapid release of physical toys to keep up with the content demands of games.

For example, if the firm’s data is showing a character, or a type of weapon, is proving popular with consumers, Jumo can launch a new physical toy based on these findings while they still remain relevant.

Infinite Arms will also have season-long leaderboards, and players at the top of these leaderboards will be rewarded with exclusive physical toys.

Consumers will be able to purchase Infinite Arms action figures via an Amazon link housed within the game.

“Infinite Arms is the type of game we wished we could have played growing up,” said Keiichi Yano, Jumo CEO and co-founder.

“Simply connecting action figures with mobile won’t create lasting franchises. The ability to support the free-to-play model with connected toys is the key to creating durable franchises that our fans want to immerse themselves in.”

Infinite Arms will launch in the US late summer this year for iOS and Android, and will launch in the UK shortly after.

Pre-registration for the game begins today at the official Infinite Arms website. Gamers who pre-register will receive free in-game bonus items at launch. 

Infinite Arms was conceived by Jumo’s Keiichi Yano (Elite Beat Agents and Lips), Chris Esaki (Kill Switch, Mass Effect, and Gears of War), Akio Fujii (Bandai Namco and DeNA), Yasuo Takahama (Transformers and Tamagotchi), and Tom Abernathy (League of Legends, The Division).

Take a look at FamilyGamerTV’s take on the concept below:

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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