Having started life as a free-to-play browser game which billed itself as a multiplayer variation on the classic game Snake, Slither.io has gone on to become an unlikely success story, thanks in no small part to its support from YouTube influencers including the likes of PewDiePie. The simple and addictive game is now available on mobiles sitting at over 150 million downloads on Google Play. We sat down with the brand's licensing agent, Lisa Berlin Wright to find out how this brand is slithering into the world of licensed products.
Can you explain the concept of Slither.io?
In slither.io you try to become the longest player., competing against other players from around the world.
If your head touches another player, you will explode and then it's game over. But if others run into YOU, then THEY will explode, and you can eat their remains! In slither.io, you have a chance to win even if you're tiny. You can swerve in front of a much larger player to defeat them, no matter how big you are!
Slither.io has over 150 million downloads and Google Play named the most irresistible game of 2016. In the first half of 2017 there were over 12 billion plays worldwide.
Can you tell us about your partnership with Just Toys International?
Just Toys International is the slither.io licensee for collectables including stickers, tattoos, mini-posters, trading cards and more. The Just Toys International products are about to launch worldwide. Other toy licensees include Bonkers Toys, a new toy company started by toy industry veterans, Bonkers has created plush and plastic blind bag bendable slithers, which have been selling out at retailers in the US such as Target and Wal-Mart.
Slither.io has quickly become a worldwide phenomenon and we are thrilled with the great products from our licensees and the massive retail success.
Lisa Berlin Wright, licensing agent, Slither.io
Are there any other licensing projects in the pipeline you can tell us about?
In the US we have signed licensing partners for Slither.io apparel, accessories including backpacks, posters, socks, arcade games and more. We are in discussions with many Worldwide partners and looking to sign new licensees in apparel, party goods, school supplies and others. With the fantastic retail sales of Slither licensed merchandise in the US and the tremendous amount of Slither fans in Europe and Asia we are excited about the worldwide possibilities.
What role have influencers played in the success of Slither.io?
Most of the biggest YouTube gamers were early players of Slither.io. Many influencers that play Slither.io have over 30-40 Million views when they play.
Anything to add?
Slither.io has quickly become a worldwide phenomenon. We are thrilled with the great products from our licensees and the massive retail success. We are looking forward to adding a few key licensees in other territories.