Dubit is a digital studio that has been creating kids entertainment like apps, games, and virtual worlds since 1999. They employ a team of 50 people across offices in the UK, US, and Australia. Dubit focuses on kid-centered design and involves children throughout the design process using in-house research techniques. They have experience designing for brands like Cartoon Network, creating virtual worlds and games. Dubit also has its own technology platform that allows games to be published across devices with features like avatars, leaderboards, and multiplayer support. The company emphasizes research and iterative testing to create engaging experiences for kids.

1. Dubit
Kids Digital Entertainment
Since 1999

2. Dubit
Digital Studio
•Kid centered design of apps, games, and
worlds.
•UI design, character design, and branding.
•Launch planning and business modeling.
•Game and app marketing.
•Game design and gamification design.
•Building a customer’s in-house team.
!
Youth Research
•Kids research, play testing, and ideation.
•Validating designs and testing MVP
hypothesis.
•Monetization strategies.
•Market analysis.
•Parent testing.
About Dubit
Dubit research, design and develop kids entertainment, including apps, mini games, and worlds, for
kids brands. Founded in 1999, Dubit has offices in the UK, Los Angeles, and Melbourne. We employ a
team of 50 designers, developers, artists, and producers. Dubit’s in-house research team involves
children throughout the creation of our products.

3. Dubit
Dubit Technology Platform
Dubit have created a technology platform that reduces the cost to create games and worlds. The
platform has a library of common game features, including customizable avatars, leaderboards,
shops, virtual currencies, multiplayer game engines, chat, quest engines, and more.
Our technology allows games to run on mobile devices and computers. Games developed on Dubit's
platform can be published as HTML5 games, iOS apps, Flash games, Android Apps, Windows Phone
apps, Kindle Apps, and more. Players can share scores and their game points across their different
devices.

4. Dubit
Dubit Design Process
Dubit involve children throughout the design and development of our digital projects. Typically
projects run through four stages: design, build, iterate, and launch. Dubit's in-house research team
have created over 40 research techniques for testing the gameplay, story, and character design
across the four stages. We also use our own Dubit Method Cards to de-risk the design & production.

5. Dubit
Projects

6. Dubit
Cartoon Network Virtual World
Dubit developed Cartoon Network’s first virtual
world, Mini Match. The game ran for two years
until the launch of the Fusion Fall MMO.
!
!
Mini Match had over 12,000 players online in
the world at the same time, and secured over
5,000,000 registrations in the first week.
Players earned points in multiplayer games:
those points could be spent on upgrades, and
‘attacks’ in the virtual world. Attacks included
fart clouds, shrinking the other player, freezing
in a block of ice, and electric shocks!

7. Dino Builders Game
Dino Builders is a time travel adventure game.
The player begins in a museum and sees
children take on the exciting role of an Agent of
Epoch - an organization tasked with protecting
time!
As an agent the players help Max, Ellie and Dr
Alby as they battle with Dr X, his robotic
dinosaur Bleep and his army of Robo Dinos who
are out to steal dinosaur bones from the past!
!
The game uses Dubit's HTML5 technology
platform and runs across iOS and Android
devices. Dubit have designed the game and
created the artwork.
Dubit

8. Wandoo Planet App
Wandoo Planet helps children find new books
to read, games to play, and things do. Dubit
developed a cutting edge recommendation
engine that matches books and content to
children's interests.
Children play the interest exploring game that
teaches the engine what they most like. The
engine then recommends books, films, apps,
and games they can add to their interest tree.
The app is not a game. It is a playful experience
that uses gamification techniques to jumpstart a
child's passion for reading.
All artwork and characters have been created by
Dubit. The recommendation engine technology
and app have also been developed by Dubit.
Dubit

9. Dubit
Distroller World
Mexican toy manufacturer, Distroller, is working
with Dubit to develop a range of plush toys that
integrate with an iPhone game, iPad game, and
online world. The toys are sold through the
Distroller stores and boutiques across Mexico.
Dubit have created an in store shopping
experience that links the plush toy to the game.
The in-store nurse takes the children through
an adoption process. The nurse weighs the
physical toy and checks its health. She then
shows the child how to look after their new
‘baby’ in the online world.
The game has been developed on Dubit’s
technology platform and runs as an app on iOS
devices and through Flash on web browsers.

10. Legends of Oz
In mid-2014 Summertime Entertainment are to
release a 3D animated movie based on the
books written prior to the original Wonderful
Wizard of Oz.
The producers want to get children involved
with the story before the film’s release and keep
them engaged with the brand, characters, and
IP after the movie leaves theatres. It was critical
that the virtual world told a new story but one
that compliment the narrative in the film.
Dubit created the artwork in Maya and
developed the world in Flash. Native iOS apps
extend the experience across tablets and
phones.
Dubit

11. The Time Tribe App
Dubit developed episodic point-and-click
adventure game The Time Tribe for
Thundersnow Media out of New York.
!
The Time Tribe is an episodic game for kids
aged 8-13, the perfect melding of point-and-
click adventure game and virtual world. It's a
time travel adventure with an epic story rooted
in real history and archaeology, and designed to
foster cross-cultural understanding, historical
knowledge, empathy, and global citizenship.
Dubit created all artwork and developed the
game to run on browsers and iPads.
Dubit

12. Dubit
Dubit Research

13. Moshi Monsters Research
Mind Candy engaged Dubit’s Research Team to
uncover the differences between their UK and
US players and how to modify the game for
American audiences. We found that while
E n g l i s h a n d A m e r i c a n c h i l d re n a re
similar, American parents and English parent’s
attitudes to online games are not! Indeed,
American parents greatly prefer their children to
play games with educational content.
Mind Candy have since added more emphasis
on their educational content for the US
audiences and engaged Dubit on multiple other
projects.
Dubit

14. Club Penguin Research
Disney were looking to launch their popular US
and UK world across Europe - in particular into
Spain and France. Dubit were engaged to review
the barriers to entry into these markets, and to
understand how to turn players into payers.
Online focus groups - using our Clickroom -
provided qualitative insight across Europe, and
this was reinforced with online quantitative
surveys of both parents and kids. The findings
enabled Disney to change their marketing
strategy by country, according to the parents’
perception of digital media and payment
preferences, which contributed to the success
of Club Penguin in Europe.
Dubit

15. Toonix Gameplay Research
Cartoon Network had just designed a new
integrated online-offline IP called Toonix, where
the online virtual world would generate an
audience and market for the merchandise and
other products. Key to this would be a fun,
engaging game - and Dubit’s expertise in market
sizing and testing for both usability and
playability was a key factor in the game’s
success.
Cartoon Network have used the game to secure
merchandising around the world - including
McDonald’s Happy Meals.
Dubit

16. Dubit
Dubit Process

17. Method Cards: Understand
In order to ensure we are developing the right
product for our target audience, we place
primary research at the heart of our process.
Clearly, there are many methodologies available
to explore how our audience may relate to our
original direction, so at Dubit we use our own
proprietary Method Cards to prompt and
expose the different options, and - with the
client - choose among them. From this, we can
generate a solid foundation for our product
design.
Understanding the audience does not stop at
the design phase, but continues throughout the
process we have outlined - so we use these
cards to validate at every possible point.
Dubit

18. Method Cards: Design
Designing an entertainment product for kids
and youth requires a deep dive into how they
will engage - or prefer to engage - with an IP.
This can often result in a dissection of the IP to
find the key touch points with the kids.
!
At an initial design summit, we also like to
explore all the possibilities, and sketch out the
route to market, taking into account how we
acquire, retain and convert the audience, and
designing virality into the product.
!
Design requires kids research to validate our
assumptions, and test the design before we
invest in the actual production.
Dubit

19. Method Cards: Create
Our resultant design document for the product
still requires validation as we enter the
production phase. We don’t test the “whole”,
but we separate out the key elements that will
make the product sink or swim, and test them
independently, such as the Golden Mechanic -
to see if that is sticky enough and creates a
compelling return path for the kids. Dubit use
agile teams in production to allow for iterative
testing of elements as they are produced - if
something is not working as expected, we need
to be able to pivot quickly, at little cost to clients.
Kids don’t always react the way you expect, so
testing usability and playability are key
specialisms of Dubit - services that Moshi, Jagex,
Disney and Cartoon Network have used for
their own games.
Dubit

20. Dubit
Kids Digital Entertainment
Since 1999