Dumb Ways to Die started as a rail safety initiative for Metro Trains Melbourne and has grown into a well-known brand featuring mobile games and various entertainment options. The campaign’s animated content was transformed into an app for iOS and Android, attracting a massive global audience.
The campaign video became extremely popular on social media following its launch in November 2012, attracting a large audience. The safety campaign video has since accumulated more than 325 million views on YouTube. The initial game app, Dumb Ways to Die, reached the top spot in 22 countries, such as the US, UK, Canada, and Australia. It has now garnered over 190 million downloads and 4 billion individual plays worldwide.
Evolution and Success
Since its release, Dumb Ways to Die has been highly successful, resulting in the creation of a sequel, Dumb Ways to Die 2: The Games, which has also gained immense popularity worldwide. The sequel features fresh levels and challenges, leaderboards, and introduces new characters, delivering the train safety message in a playful and entertaining manner.
In October 2021, PlaySide Studios purchased the Dumb Ways to Die franchise for A$2.25 million from Metro Trains Melbourne, acknowledging the brand’s potential for growth and expansion. By reviving nostalgia among those familiar with the original campaign and attracting a new audience, PlaySide has identified that Dumb Ways to Die is more than just a gaming brand; it is an entertainment brand with numerous opportunities for development.
Entertainment and Engagement
The Dumb Ways to Die brand has grown beyond the initial campaign and games, now featuring a card game created by Spin Master Games. The Dumb Ways to Die Card Game accommodates 2-5 players and is appropriate for ages 12 and above. The objective of the game is to prevent the Beans from perishing, with amusing cards illustrating different scenarios where the Beans could meet their end.
Dumb Ways to Die has effectively evolved from a rail safety initiative to a well-known and cherished brand, captivating audiences with diverse forms of entertainment and media.