Phil Larsen: CMO of Halfbrick

Fruit Ninja swept over the whole world and recorded 500 million downloads since its release in 2010. Phil Larsen, CMO Halfbrick, operator of the fruit-slicing game, shared with the audience of TechCrunch Shanghai the latest moves of the Australian company, with a special focus on Chinese market.

Founded in 2001, Halfbrick started as developers of licensed titles for platforms such as GBA, DS and PSP. Halfbrick have expanded their portfolio with a range of hugely successful, independently released games on multiple platforms. The company released six games in 2013.

Phil confessed that the traction of Fruit Ninja is not as great as earlier, but it is still a vibrant franchise. The whole team continues to upgrade the game to bring more fun to players.

Jetpack Joyride, which has been welcomed by US and European markets, is the company’s second most popular game. But Phil recommended us Colossatron, a game to the tastes of Chinese users.

After acquiring stakes in an animation studio, Halfbrick also planned to produce cartoon series based on Fruit Ninja characters.

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via or Twitter.

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