Dilemo: Pictoline enters the video game industry

Dilemo: Pictoline enters the video game industry


“Hello man! With this, you are a candidate for Keeper of Knowledge this universe, eh? Can you tell the difference between a lie and the truth?” Pictoline, a Mexican illustrative and information design company that travels to the world of video games with Dilemus, Your first development for Pictolin Games, a new division that aims to break into the million-dollar mobile gaming industry in Latin America.


Mobile video games have the biggest slice of the pie with a market share of 40%, being the most popular among Latin American gamers, followed by console games with 28%. In 2020, mobile games accounted for almost half of the total market, and the total revenue from games for smartphones and tablets amounted to $ 86.3 billion. This year There were 147 million mobile players in the region. The expansion of smartphones and mobile internet will lead to growth of almost 17% by 2025, which will account for almost 10% of mobile game users worldwide, according to data Extras.

Image of the game's interface, the user swipes the map to the right if he considers the statement to be true, and to the left if it is false.
Image of the game’s interface, the user swipes the map to the right if he considers the statement to be true, and to the left if it is false.Pictoline

Dilemus It’s a trifling video game that hasn’t been seen before, in terms of design, issues, and usability. The same mechanism of intelligence and development that we use in Pictoline To select, develop and design the pieces of content that we publish every day with important success is one that today we want to use and benefit from, to be able to continue to inform and entertain in different formats, which are coming back to pull with the same force with which social media began, and that today with changes in algorithms is increasingly diminishing.” explains Jack Ades, manager Capital Digital, in an interview with EL PAÍS.

Space music, darkness and background stars greet users on Dilemo, who should swipe their finger to the right – just like on dating apps – if they believe what is being said in the email is true and left if it is a lie. “I am a Hexagon, an interdimensional being who travels in search of people like you who can protect knowledge. Do you think you have what you need?”, begins the interdimensional adventure of a video game in search of the next keepers of knowledge of this universe. Movies, Science, History, Pop Culture, TV Series and General Culture are the themes for which the player will have to travel through the cosmos of the game interface, where Mexico leads the Latin American market with 55.8 million. gamers who spend more than $1,000 million a year. The country ranks 12th in the world, according to Newsoo. Mexico was also one of the 10 that exported the most products in animation, video games, and video games. software.

Director Pictoline They realized that the video game industry was growing exponentially in the region. They started with questions in their Instagram stories and noted that the answer was “overwhelmingly high.” From there, we determined that this was the direction we wanted to give the game. A couple of months before the launch, we developed a modality in which we allowed access to approximately 10,000 people from different Countries in Latin America so that from their gaming habits we could clarify some of the hypotheses that we had regarding the performance of the same: how many lives you should have, how many wrong questions for you to win or not to win a prize. how many levels, which elements seem the most interesting… This allowed us to polish a game that we had already met a couple of weeks ago,” Ades explains to the newspaper. For the development, the illustrative company teamed up with Antonio Uribe, better known as Fire, co-founder of HyperBeard, the largest video game studio in Mexico. “For a long time, I told my friends at Pictoline that we had to do something. I’ve seen pAutensial. I believe that what we achieve is the perfect hybrid between play and learning,” Fire explains.

Pictolin appeared in 2015 and a few years later became a benchmark in illustration in Latin America. It boasts one that is a medium of its kind with the largest number Engagement and invite their followers, of which there are many, “to remain epically informed.” Dilemo’s reception, a few days after launch, was “very good,” being received by its creators, who hope to be the “first of several.” As the top 5 for trivia in Games on the App Store and Play Store and with over a million completed downloads, it promises to be a viable business in the medium term for Pictoline’s partners, whose most valuable added value is to synthesize to the maximum to tell stories relevant to the lives of those who consume their content. Pictolin proved not only viable, but also profitable. In 2016, they recorded a profit of about one million dollars.

Pictoline’s popularity lies in its “specialization in cutting out redundant information available online,” says Eduardo Salles, its co-founder and art leader. Not all images are created equal, and Pictoline resorts to different formats: posters, political graphic humor, animations, postcards, comics, infographics, GIFs. In Latin America, with a 3G connection and slower internet speeds, images load faster than videos, and understanding this has been a major factor in their success. Now true to their innovative cliché, they are pioneers in mobile video games.

“We believe that the media, as we say well, if it does not evolve, dies. And for us, it’s an evolution that seems very natural to us. We want this to be a way to keep you informed on a daily basis. Probably the most important notes of the day we turn into questions, and then your way of informing about yourself can be through the game, “jack Ades dares. “Soon, going to video games will no longer be a novelty, but a necessity in the communications industry,” he says. The mobile game is funded by advertising, but its intent is to team up with brands, companies, and products, as they do now with their “bacons,” as they call their daily social media posts.

Pictoline productions are progressive in direction and appeal to a wide audience. Founders aren’t happy with the media nickname, but they consider themselves a company that develops visual information for a variety of purposes, such as building brand awareness or for educational purposes. Because Pictolin is not a journalist, she relies on other news outlets as the source of her news. The material that feeds your publications can come from social media, the media, recognized academic and scientific institutions such as NASA, Harvard or the Smithsonian Institution, Google Trends, as well as from informal channels such as WhatsApp groups. So far, they have partnered with two partners to create editorial content: UNICEF and The New York Times.

Pictoline’s main source of revenue is the production of sponsored content, although it also generates additional revenue through the publication of an image album, and they are planning an educational fee for the coming year. Pictoline has tested various business models throughout its existence, but sponsored content has proven to be the most successful. Pictoline can act as a creative agency, offering advertisers illustrations paid for by brands, distributing the work on Pictoline’s successful social networks, and transferring the rights to the illustrations so that advertisers can also publish them through their communication channels.

Pictoline has also created data curation tools to determine what dominates online conversation (a tool called Editorial or Zeitgeist), as well as its own CMS called Undercut. “What we’ve tested is to see if we can develop information that, while it may have a commercial basis, is still relevant to the user. I think there’s a lot of Win. What people don’t say is, “I see ads for the X brand,” but “I watch relevant content,” says Salles. “Today we have so much information that it is difficult to process. The context has changed dramatically. A long article and in-depth research won’t go away, but today we’re more selective in what we pay attention to in 30 seconds, a minute, or a cup.c,” he says.

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