Bluey embodies the talent, heart and character of Australia’s creative industries. But unfortunately, until now, the beloved franchise’s video games had a track record spottier than her friend chloe the dalmatian.

Some parents treated Budge Studios’ 2023 mobile game Bluey: Let’s play! with caution, with its $9.99 monthly subscription and persistent adverts for Budge’s other licensed games. Later that same year, Artax Games’ Bluey: The Videogame was widely criticised on release for its barely two-hour run time, technical problems and $60 price tag. In his review, Australian game critic Luke Plunkett called it “a slapdash cash grab that does the bare minimum”.

And released in August this year, StoryToys’s mobile game Lego Bluey offers block-building, minigames and another subscription – this one cheaper and less aggressively advertised.All three games were commissioned by BBC Studios, wich co-commissions the show with ABC and handles all of Bluey’s international merchandising and licensing.

But Bluey’s Quest for the Gold Pen is the first to live up to the standards that made Bluey one of the most-watched shows in the world. Also commissioned by BBC Studios, it was made in Brisbane by Bluey creator Joe Brumm and Halfbrick Studios of Fruit Ninja fame, making it the first Bluey game made in Australia, the first to involve Bluey’s creator and the last original Bluey story we’re likely to get from Brumm until the 2027 movie.

After playing the opening levels of Halfbrick’s take on Bluey, I can say it feels like an actual game; the studio has said it should take about 10 hours to complete, which feels accurate. It is essentially a classic adventure game in which Bluey and Bingo chase their impish dad, Bandit, through a series of magical artworks after he pinches their pen. The game’s design rewards curiosity, exploration and the liberal use of Bluey’s magic wand. Meanwhile, Brumm’s sc

The Ethical Approach to ‘Bluey’ games and the Importance of australian IP

The success of the animated children’s show Bluey has extended into the gaming world, with Halfbrick Studios developing a video game adaptation. This venture highlights the importance of Australian intellectual property (IP) in games and the ethical considerations developers face when creating content for young audiences.

The Importance of Australian IP in Gaming

According to Imms, head of quality assurance at Keywords Studios, the chance for a Queensland developer like Halfbrick to work on Bluey was “a no-brainer.” He emphasizes the scarcity of homegrown franchises and Australian IP in the gaming industry.The Guardian reports that Bluey uniquely captures an “Australiana” that other Australian media haven’t successfully conveyed to a global audience.

Joey Egger, head of games at Screen Australia, expressed delight that Halfbrick was able to showcase Bluey’s “unique Australian-ness.” Egger describes the show as “daggy” and deeply rooted in Brisbane culture, nuances that are crucial to replicate in a game adaptation. She notes that developers who understand these subtleties are best equipped to extend the IP into the gaming world.

The Evolving Consumption of IP by Youth

Egger, who previously produced Wiggles games, highlights a shift in how young people consume media. today’s youth don’t compartmentalize entertainment into separate categories like TV, movies, or games. Instead, they embrace an IP they love across all platforms. This underscores the importance of extending beloved franchises like Bluey into the gaming space.

Ethical Considerations in Children’s Game Progress

Developing games for children requires a heightened sense of ethical duty.Developers must avoid treating young players as easily exploited customers or manipulating them with lucrative but potentially harmful business models. Halfbrick Studios,recognizing this,opted for a “premium” one-time purchase model – a throwback to the 2000s – rather than “freemium” (free with ads) or subscription models.

Deo, from Halfbrick Studios, explained the decision, stating, “We don’t want to put people on a treadmill where they have to keep grinding to get stuff or pay.” He emphasizes the importance of ethics in game development, particularly when targeting young audiences.

The Importance of quality and Positive Messaging

imms, despite his children quickly losing interest in Bluey: The Videogame, believes developers owe children a higher standard than they do adult gamers.He argues that children, being impressionable and still developing their understanding of the world, benefit significantly from stories that promote kindness, care, love, and resilience – values central to Bluey.

Key Takeaways

• Bluey represents a rare and valuable example of accomplished Australian IP in the global gaming market.
• Ethical considerations are paramount when developing games for children, and developers should prioritize positive experiences over exploitative monetization strategies.
• Young audiences are increasingly consuming IP across multiple platforms, making game adaptations a crucial part of franchise expansion.
• The unique cultural nuances of Bluey are essential to preserve in any game adaptation to maintain its authenticity and appeal.

The development of Bluey: The Videogame serves as a case study in responsible game development and the potential of Australian IP. As the gaming landscape continues to evolve, prioritizing ethical practices and quality content will be crucial to fostering positive experiences for young players and supporting the growth of the Australian gaming industry.

Published: 2025/12/14 23:46:58