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Ocean Buddies

Ocean BuddiesBy Hoogvliet

Ocean Buddies

A simple, mobile game concept, remastered to drive a campaign, run by the hugely successful, Dutch retailer, Hoogvliet.

Find the Ocean buddies in Dutch Retailer Hoogvliet, you collect the plush toys, and play the game.  The campaign drives brand loyalty and customer retention, through in-store promotions.
The Brief

The Dutch retailer, Hoogvliet, wanted a simple game to launch alongside their educational, sea-life campaign – which allows users to choose from a selection of unique, custom-illustrated characters, each playable within their own environment. The characters would also be collectible as real world, soft toys, available to purchase from Hoogvliet stores.

Ocean Buddies Store



We worked closely with the global marketing powerhouse TCC Global, who had been tasked with running a campaign for the Dutch retailer Hoogvliet. The campaign required a simple and fun game which would be suitable for all ages. The game was intended to complement other merchandise being marketed within the retailer stores. The unique characters were already illustrated by TCC Global as flat marketing visuals, which were to be turned into animated, playable characters within the game.

Our Solution

We chose to use a side-scrolling, ‘endless runner’ genre, and decided to clone the (in)famous flappy bird mechanic, which lends itself very well to the characters and environments requested. We wanted to add in subtle animations such as blinking eyes and moving limbs, to really bring the characters to life. We applied very slight differences to the physics of each character to offer a varied gameplay across each, but without affecting the gameplay too dramatically.

Ocean Buddies Display

Technical & UX Considerations

All the illustrations were provided to us as flat, marketing visuals – so we needed to slice out each character and detach limbs and create eye lids to give them expression.

Some of the illustrations were drawn in different positions which did not work as side-scrolling or swimming poses, so we had to find another illustrator that could copy the style and re-draw the characters in a swimming position.

The backgrounds were provided in a single flat image so we sectioned them into several, seamless pieces – then randomly called these to provide a varied experience with each play through.

Ocean Buddies Toys


  • Unique collectable characters
  • One touch play controls
  • High score chaser
Ocean Buddies Ocean Buddies
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