It’s a time of celebration as Talking Tom turns 15, marking the milestone with a brand-new look. Last time, we spoke with COO Jernej Česen about Outfit7’s fearless mindset, its mega roadmap, and how Talking Tom was growing into something much bigger than just a mobile game.
Now, we’re back with another talk with Jernej after Outfit7 gave Tom a full remaster, refreshing his animations, redesigning his look, and giving him a livelier personality while keeping all the goofy fun that made him famous 15 years ago. This time, we dive into Outfit7’s beginnings, the evolution of its global IP, and how the Talking Tom universe continues to expand.
The Journey at Outfit7
Looking back, Jernej Česen describes his early years at Outfit7 as a rollercoaster. Coming from a financial and M&A background, he first built the BI spine of the company, connecting data points to support decision-making. “Along the way, this also led me to take part in the company’s selling process and its integration into a new era,” he recalls.
He eventually became VP of BI, leading the analytics function, before building the UA team. To him, this reflects Outfit7’s culture: no limits, just opportunities. “We take opportunities, grab ideas, and go. The more challenging the situation, the more interesting it becomes. We always embrace challenges, but at the same time, we stay true to ourselves. This is us.”
From a Simple App to a Global IP
When Talking Tom first launched in 2010, it was just a virtual pet app. Back then, there was no way to predict how big it would become. “The reality is that we were in the right place at the right time with a product that resonated with users,” he explains.
While there had been similar attempts before, Tom’s strong personality made him stand out. “When he appeared, there was a certain chemistry signaling that he had a strong personality, one that could grow with his gang into something much bigger. It was always the company’s vision to stand out with our products, and that north star still guides us today, creating experiences that look, play, and feel good, while setting new trends.”
Asked what made Tom go viral, Jernej points to personality. “Even though he’s a virtual character, you could feel him. He had that charm that grabbed you. Talking Tom had all the ingredients to go viral.”
He remembers how wild it got in the early days: people on public transport poking Tom, making him repeat funny phrases, his humour echoing through crowded spaces. “His unpredictability and playful chaos, that’s where the magic happened.”
Scaling Beyond Just a Game
Outfit7 made early choices that helped Tom grow into a global brand, which helped them now sit among the few mobile-first companies with global IP recognition. For them, Tom was never just a character. “From the very beginning, he and his friends were part of the Outfit7 Gang. They have personalities, reactions, and lives we celebrate with.”
Beyond games, the company built an ecosystem: videos, physical products, social channels, even theme parks. The third key, he says, was consistency. “Talking Tom is Talking Tom. Visual identity, games, and videos can evolve, but what he represents stays the same. That’s one of our biggest strengths, not just for the brand, but for Outfit7 as a whole.”
The Evolution of Monetization and Discussing Ads, IAPs, and Brand Partnerships
From the start, Outfit7 wanted accessibility, which meant making apps free to download and relying on ads and in-app purchases. Over time, the company tried out player-first approaches, such as the 10-year anniversary unlimited currency event, which showed how engagement can drive long-term value. Today, the model is hybrid, balancing ads, IAPs, and collaborations.
But the principle remains clear: engagement comes first. The focus has always been on engaging users first, monetization follows. He tells us: “Part of our consistency is also a constant update strategy, and I mean real content and feature updates. In all our products, we are constantly exploring new elements that resonate with users and extend their engagement with the TTF ecosystem.”
“You can create the most amazing monetization strategy ever, but how will that help if users simply don’t like your game? Our main question is always WHY, why are we developing games, videos, and all our products, to make memorable experiences that last,“ shares Jernej.
Talking about the balance between ad revenue, in-app purchases, and brand partnerships, Jernej describes monetization as a “multi-dimensional ecosystem”, and as a “mix of user preference, game design, and overall company strategy”.
“Sometimes it’s more beneficial to give things away for free to strengthen our relationship with players,” he says, pointing to My Talking Tom’s 10th anniversary event couple of years ago, where unlimited currency boosted engagement and the userbase. Brand collaborations also play a role. Crossovers with Miraculous or Angry Birds weren’t just about revenue, but visibility and emotional connection.
Česen further continues: “The key is alignment, we partner with brands that naturally fit our characters and fanbase, keeping the world authentic and fun. When executed thoughtfully, optional IAPs, selective ad strategies, and meaningful collaborations work together to make the franchise sustainable, player-first, and continuously evolving.”
Staying Relevant for 15 Years and the Brand Appeal of Tom
Most mobile hits fade, but Talking Tom continues to thrive. For him, the secret is consistency and staying true to Outfit7’s values. “Having great products isn’t enough, the same goes for the brand. For me, the main ingredient is the soul of Talking Tom & Friends that drives everything.”
He believes it comes down to living the company’s principles and compass: creating “memorable experiences that look, play, and feel good”, and for Jernej, “that’s when the magic happens.” He shares:“Outfit7 was built on these values, and we still follow them every day. That’s what keeps Talking Tom relevant. This is us!”
Adapting the brand for different regions hasn’t been an obstacle since Outfit7’s games and characters are designed to be universal. Tom has strong popularity in the US and India, steady presence in China through custom Android stores, and growing traction in Latin America and Europe.
He also explained the reason behind this confidence: “We’ve seen players embrace our products all over the world for the past 15 years. Everyone can relate to them, because our approach to product development is simple: we don’t exclude anyone. Our products are for everyone.”
He says that global events tied to major cultural moments like Christmas, Chinese New Year, Halloween, or the Olympic Games often inspire special in-game events. He adds that language localization goes beyond simple translation, incorporating the words and expressions people actually use every day. According to him, custom store events also allow the team to adjust creative assets so the game is represented authentically and resonates with each market.
The Remaster Question: Nostalgia or Modernization
When it comes to the Talking Tom remaster, he rejects the idea that it’s about choosing between nostalgia and modern appeal. “It’s not either-or. His joy, his randomness, his pranks are timeless, and that matters for the fans who’ve been with us since day one. But we’re also bringing him forward for a new generation who expects new platforms, features, and formats.”
“We’re not balancing old and new as a trade-off; we’re keeping his original charm while modernizing the universe around him so both long-time fans and first-time players feel at home. The most visible change is the new design style now used in our latest TTF creations. Beyond that, we wanted to empower the original Talking Tom with all the knowledge we’ve gained over the years.”
The redesign, he says, reflects lessons learned over the years, while keeping the original charm intact. “The Talking Tom app, at its core, is a simple app that can be played anywhere by anyone. It’s like an anchor reminding us it’s all about fun. Yes, we want to bring back users from 15 years ago and also resonate with new ones. Internally we joke: let this Tom be ‘LOCO.’”
Beyond Games: The Bigger IP
We were curious to know if Talking Tom is heading more in that direction of TV, film, or even theme parks. For Jernej and Outfit7, Talking Tom was never only about gaming. “From the start, Talking Tom & Friends moved into videos, animation, licensing, and collaborations. Of course, games remain our core, but the IP has always been bigger than that.”
Still, he admits that media focus will be expanding, with an aim of providing something for everyone. “We’ve also learned that tackling too many things at once without clear goals just creates chaos and loss of focus. We are expanding Talking Tom & Friends’ presence across all possible touchpoints that resonate with the core ‘soul’ of the brand.”
The Lessons from Talking Tom’s journey
He ends with reflections that other mobile-first brands might take to heart. “The biggest lesson? Stay true to yourself. If you don’t put your heart into the characters and experiences, players feel the disconnect. Our audience stayed with us because they felt an emotional bond with Talking Tom and the gang, not just because we made another app.”
“The second lesson is to evolve without losing your core. The market shifts constantly, from hypercasual to AI, but if your DNA is strong, you can adapt without losing yourself.”
And finally, he notes: “Don’t play it too safe.” Jernej said that they’ve“taken bold swings, some worked, some didn’t. That courage to try, fail, and try again built our longevity. Our purpose has always been to craft experiences that look, play, and feel good, and that’s what will carry us forward.”
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