Outfit7, the studio behind the beloved Talking Tom & Friends franchise, is taking bold steps in a market where many are playing it safe. Outfit7 is going “all in” on innovation, expansion, and reimagining its iconic characters for a new era with a mega roadmap for 2025.
In an exclusive conversation with GamingonPhone, COO Jernej Česen opened up about the studio’s fearless mindset, long-term vision, and how Talking Tom is evolving into something much bigger than just a mobile game.
Betting Big in an Uncertain Market
Jernej admits that going “all in” in today’s unpredictable market might seem like overconfidence or even madness. But for him, it’s simply about being committed and bold. “We’re brave enough to question the rules, to try, to learn, to push boundaries, and to get back up. We’re not fearless; we do feel the pressure. But we don’t freeze in place because of it,” he said.
He explained that Outfit7 has always trusted its instincts more than industry trends. From the mobile boom in 2012 to COVID-era growth and now the AI integration phase, Česen sees that one “can feel that clutch, where companies are just waiting for the next move, a lot of companies are more focused on defending their positions and hope for the best”.
At Outfit7, it’s in our culture, in our veins, to be an active player,” he said. “Now that the market’s cooled and feels more saturated, we still don’t believe in standing still. Evolution is part of who we are. We’re not trying to fit into what’s already out there. We’re trying to crack open something new. That’s what drives us.”
The Roadmap and the Vision beyond 2025
Česen confirmed that the 2024 roadmap is not just a short-term plan but the beginning of a bigger transformation. “Our North Star is to be one of the most influential entertainment companies, and we’ve been following it since day one,” he said.
The company’s approach goes beyond growth for its own sake. They are expanding into new tech and formats, not just to scale but to create space for teams to think bigger. “It’s not about doing more for the sake of it, it’s about creating space for our teams to think big, explore new ground, and build things that go beyond what’s been done before. This isn’t just scaling up; this is setting up for what’s next on a strong foundation,” he added.
All About the New Talking Tom Universe
“Tom was the beginning, the initiator of the entire crew,” Česen said. “They’re not just characters on a screen; they’re part of who we are. We’ve celebrated their birthdays. We’ve followed their journeys. And that emotional connection we feel, our audience feels it too. If you don’t put your heart into what you create, people know. They feel the disconnect.”
He acknowledged past inconsistencies in character style but emphasized the company’s renewed focus on unifying its creative direction. “Talking Tom & Friends isn’t just a bunch of different products with the same label stuck on top. It’s a universe of complementary experiences where our users can feel like they’re in their own playground,” he said.
Speaking about balancing nostalgia for long-time fans with freshness for new audiences, Jernej believes there’s no need to choose between nostalgia and innovation. “Tom is TOM. Always has been,” he said. For long-time fans, that signature charm remains, while new players are welcomed with fresh ideas and modern experiences. “We’re not interested in balancing old and new like it’s a trade-off; we’re here for everyone.”
“The first players met Tom over ten years ago, and many are still with us. They still want that weird, funny, charming energy, and we’re bringing it back. At the same time, we’ve got a whole new generation coming in, and they expect something different. So we meet them where they are, with fresh ideas, new platforms, and a wider ecosystem that’s still rooted in who Tom is.” He concludes by saying that being “original” is what makes it work.
The Talking Tom IP Beyond Games
Outfit7 has clear plans to expand the Talking Tom IP beyond games, and according to Jernej, they’ve already been doing it. “Yes, and to be honest, we’ve been doing that for a while now. Talking Tom & Friends are already out there in all kinds of formats. Games, videos, and physical products, they’ve shown up everywhere.”
What Česen is especially proud of, though, is how these characters have moved beyond business. “Our characters are part of educational projects, charity initiatives, conferences, and supporting schools. They’re not just part of our brand; they’re out there doing good, connecting with people in ways that matter.”
As he put it, Outfit7 has always been about more than screens. “It’s about the world we’re building and what we give back through it.”
The Shift Away from Ads in Talking Tom & Friends: World
Outfit7’s recent move away from ad-heavy models in Talking Tom & Friends: World signals a broader shift in how they approach monetization. But Česen is quick to point out that it’s not about abandoning one model for another. “We aim for balance, and the reality is, we must do it! Why? Because we want to hold the wheel and drive. Being on autopilot isn’t our way of doing things.”
While free-to-play with ads is still part of the mix, Outfit7 is expanding into hybrid models and is more intentional with in-app purchases. “We’re flexible because the goal isn’t to push monetization; it’s to create moments of joy and choice,” he further states.
That mindset was on full display during My Talking Tom 2’s 10th anniversary celebration. “We gave away unlimited gifts, even though the market was leaning the other way. Why? Because it felt right. That’s the kind of decision we want to keep making. Not because of trends, but because it truly serves the people playing.”
“An Evolution” – The Outfit7 Way
“We haven’t changed our culture; this is our culture. You can’t fake that. It’s built over the years, through the way we work, how we show up, and how we care,” Jernej answers when we asked him about leadership philosophies that are driving this bold new chapter.
He described it as a mix of “chaos and clarity,” driven by both original team members and new voices. “It’s this wild mix of chaos and clarity. Of fresh momentum and deep roots. That’s the Outfit7 way,” he adds.
“We’re not here to play it safe, but we’re also not here to burn it all down. And where someone says, ‘That’s not possible!’ our answer is, ‘Hold my beer and watch.’”
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