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With 50 Million Master Bakers, ‘Bake It’ Is Now Kwalee’s 2nd-Biggest Mobile Game

Published

4 years ago

July 22, 2021

Kwalee’s Bake It has officially passed 50 million downloads, making it the publisher’s second most-downloaded hypercasual game to date. Its impressive download count is topped only by Draw It (95 million+ downloads).

Released in May 2020, this tactile game about baking perfect cakes and treats took the mobile game market by storm – it ranked at #1 in the ‘Simulation’ category in 20 countries, and achieved close to 10 million downloads in the first month alone!

Bake It gives the player a chance to explore their delicious itch for culinary baking. Players bake monumental cakes, dressing them with a smorgasbord of sweet toppings and icing and sprinkles and candies – based on what the customer’s sweet tooth craves, of course.

2020 was a testing time for Kwalee, as it was for everyone. The company — headquartered in Leamington Spa — faced the challenge of swapping the shared physical space of its studio with a remote, digital development environment due to the rampant COVID-19 pandemic.

Bake It, Kwalee’s first game launched under these circumstances, proved to be the standard-bearer in the firm’s impressive adaptation to remote working. Kwalee began 2020 as a developer and publisher with just over 60 staff, all firmly UK and office-based, and now finds itself with more than 160 team members, across 13 countries and three offices – Leamington Spa, Bangalore and Beijing.

CEO David Darling expressed his thoughts on the game’s success and its role in Kwalee’s development as a globally-distributed team:

“Seeing the success of Bake It along with a few other hit games of ours, like Object Hunt and Shootout 3D – it gives us confidence in remote working as the new model for our work culture. There’s a lot of potential we’re seeing in working this way to bring more hit games in the long term, especially with a globally-distributed team, so we’re excited about that.”

CEO David Darling

For an even greater insight into the making of Bake It, Kwalee’s Head of Development Simon Platt published an article soon after the game’s release that dove deep into the team’s experience of handling both development and publishing of Bake It during the pandemic.

Between opening up permanent remote opportunities for candidates globally and working alongside the overseas offices in Bangalore and Beijing, Kwalee’s teams have had to keep their work structure consistent online whilst meeting project goals simultaneously. It has ultimately paid off, with the recent remote releases skyrocketing in the charts.

Kwalee is currently running a challenge for third-party developers called Hypercasual Heroes, in which developers have the chance to get their games published by Kwalee and potentially secure a slice of that Bake It-style success – along with incredible, limited-time awards including a Tesla Model 3 car and $100,000 in advances with uncapped profit share to follow! Open for submissions until 31st August, developers can simply upload their 15-second gameplay video to Kwalee’s new publisher portal in order to be eligible.*

In the case of Bake It, the cherry on top was provided by the fact that interest in baking shot up during the first lockdown, often cited as a therapeutic and productive outlet to bust stress and anxiety. Bake It certainly hit the sweet spot in this regard but more than a year on, it’s also showed impressive longevity.

Bake It continues to receive updates from Kwalee’s dedicated team of designers and developers, who tailor the experiences for all kinds of players so anyone could become the best baker they can be. Android users and iOS users can find Bake It available for download on Google Play Store and App Store respectively.

Kwalee has been nominated in both Best Developer and Best Publisher categories at the upcoming Mobile Games Awards, and you can visit the official website for more information on joining our global team or getting your game published with us.

ELA Games

ELA Games Casts Its Latest Spell with Witches’ Book

Published

16 hours ago

October 16, 2025

George Miller

ela-games-casts-its-latest-spell-with-witches’-book

Reading Time: 2 minutes

ELA Games beckons players to step into a shadowy realm of sorcery and mystery with its newest release: Witches’ Book

Bathe in the magic as a powerful coven of three witches conjures their spells across the reels, revealing mysterious rewards and surprises. Each spin is a step toward ultimate strength, where massive riches and bubbling magic await.

The Power of the Book

In the Witches’ Book, magic shimmers in every spin. Players aim to collect enchanted pages and experience the power of each witch’s most mythical spells.

Once players gather enough enchanted pages, they complete the spellbook and choose their witch and symbol to unlock the magical Free Spins. As the witches’ power grows, every symbol has the chance to transform into a Jackpot, turning ordinary spins into powerful, enriching moments.

A medium volatility level and 94.9% RTP ensure that wins are frequent even on the base game. Additionally, multiple surprise features can arise and spread across the 5×3 reel format, making each spin a potion of excitement.

ELA Games’ Magical Touch

Witches’ Book is an enchanting embodiment of ELA Games’ philosophy regarding creative innovation and a focus on engaging gaming experiences. The games’ animations, sound design, and dynamic mechanics blend to create an atmospheric game that will have players a part of the incantation.

Marharyta Yerina, ELA Games’ Managing Director, commented on the release, “With Witches’ Book, our goal was to create a title that emphasises the visually-rich aesthetics that embody the atmosphere of the brooding festive season. Every feature and design element was meticulously crafted to keep players engaged and deliver value for our partners. Witches’ Book is an example of our development approach: leverage creativity to entertain players while driving meaningful performance results for operators.”

Discover Enchanting Riches Now

Players can dive into the mysterious world of magic and spells today, with powerful gameplay and immersive experiences.

Finish your incantation and cast a powerful, lucrative spell today.

The post ELA Games Casts Its Latest Spell with Witches’ Book appeared first on European Gaming Industry News.

Bet It Drives

GR8 Tech’s Bet It Drives Hits the Portuguese Fast Lane with Tiago Pereira of LeBull.pt

Published

16 hours ago

October 16, 2025

George Miller

gr8-tech’s-bet-it-drives-hits-the-portuguese-fast-lane-with-tiago-pereira-of-lebull.pt

Reading Time: 2 minutes

Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives — the drive-time podcast where iGaming’s most interesting voices speak freely, in motion. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the kind of energy you can only find on the road.

Episode 2 puts the spotlight on Tiago Pereira, Head of Portugal at LeBull.pt, the executive who helped turn a logo and a bull into one of the fastest-growing brands in Portugal’s regulated iGaming market. With more than 20 years in sports betting, affiliates, and casino operations at Placard.pt, Betano.pt, bet.pt, and Sportingbet, Tiago has led market entries, compliance frameworks, sponsorships, and full-funnel digital growth.

During the ride, Tiago opens up about:

How he found his path and his journey from architecture and computer science to marketing.
The history of LeBull.
Portugal vs. Brazil: same language, different mindset: why copy-paste doesn’t work and true localization is key.
The idea behind the LeBull Night Show, a weekly late-night comedy event.
His failed marketing project.
Trusting younger generations.
His previous approach to marketing when he joined Betano in 2017.
Why the Portuguese sports betting market relies on the casino vertical.
The next chapter for affiliation.
Network or Not Work: mascots, localization, and keeping support teams local.
A small personal detail that’s still quietly visible online for those who know where to look.
His Champion Rule: move forward with an “I need to get this done” mindset. Whatever happens, don’t stop. Stay consistent, keep moving forward, and the results will follow.

“Tiago showed us how to win a new market with discipline, curiosity, and the courage to keep moving forward,” said Krazhan.

Watch or listen to Season 2, Episode 2 with Tiago Pereira on:

Bet It Drives Season 2 kicked off with Rasmus Sojmark and keeps the pace with upcoming episodes featuring Kyrylo Korobka and Kelly Kehn. Buckle up. Lisbon’s just getting started.

The next chapter of iGaming belongs to those who play smart and play bold. Meet GR8 Tech at booth 5028-2 during SiGMA Central Europe 2025 in Rome, November 3–6, and discover the Heavyweight Rulebook built for operators ready to scale, localize, and win.

The post GR8 Tech’s Bet It Drives Hits the Portuguese Fast Lane with Tiago Pereira of LeBull.pt appeared first on European Gaming Industry News.

FashionTV Casino

FashionTV Gaming Group Rolls Out the Red Carpet for a Royal Night in Rome

Published

17 hours ago

October 16, 2025

George Miller

fashiontv-gaming-group-rolls-out-the-red-carpet-for-a-royal-night-in-rome

Reading Time: 2 minutes

The “Royal Night in a Roman Palace” at Palazzo Brancaccio will mark a decade of success for the megabrand and honour its licensees and partners that together have revolutionised the online gaming industry by setting a new standard for branded luxury in iGaming.

FashionTV Gaming Group, the exclusive licensor of the FashionTV megabrand for the online gaming industry, will celebrate a defining moment in iGaming history with an unforgettable Royal Gala and the prestigious Royal Salute Ceremony at the historic Palazzo Brancaccio in Rome.

This exclusive, invitation-only extravaganza will welcome the global iGaming elite, from CEOs and founders of the world’s leading gaming companies to innovators, celebrities, and visionaries, uniting to celebrate ten years of success in bringing fashion, glamour, and luxury style to the online gaming world.

The event will honour Fashion TV Gaming Group’s global network of licensees, the industry titans and future pillars who have reshaped and infused branded gaming with luxury through the creation of FashionTV branded games across all iGaming verticals, as well as standalone FashionTV Casino and Sports Brands.

The evening will begin with a royal reception in the palace’s grand entrance hall, where guests will be filmed by the FashionTV crew and photographed alongside the iconic FashionTV Wall of Fame, joined by top FashionTV models and international celebrities.

The programme will continue with the Royal Salute Ceremony, followed by an exquisite gala dinner prepared by Palazzo Brancaccio’s Executive Chef, Francesco Paolo Baretta. The celebration will reach its peak with a spectacular FashionTV Party, featuring world-class DJs, live performances, and the unmistakable glamour of the FashionTV experience.

This milestone year of remarkable achievements crowns a decade of success for FashionTV Gaming Group and its partners, including a new strategic business roadmap, landmark collaborations with global gaming powerhouses, and the launch of standalone FashionTV Casino and Sports Brands across Asia and the GCC, with more industry giants soon to be announced.

Moshe Cohen, Founder & President of FashionTV Gaming Group, said: “The Royal Salute Ceremony is more than a celebration; it’s a statement. In Rome, we honour our licensees, the pioneers who believed in our vision, joined our journey, and turned a dream into reality, alongside the current industry titans and the future pillars of our world.”

The post FashionTV Gaming Group Rolls Out the Red Carpet for a Royal Night in Rome appeared first on European Gaming Industry News.