Discover the story of the former football player who established one of Brazil's leading gaming studios
Matheus Vivian's journey to the gaming industry has been unconventional. Having played professional soccer for 18 years in Brazil, Germany, and France, he found himself at a crossroads after retiring, seeking a new direction.
He ventured into consultancy for football entities and hosted a radio program in France, yet his ultimate aspiration was to establish a game development company alongside business associate Guilherme Gonçalves.
"Our ambition was to merge the worlds of sports and gaming, our true passion," he mentions. "The potential was enormous since both sports and games command immense popularity. So, how can we integrate them effectively, particularly given the stiff competition from industry giants?"
Drawing from his experience, Vivian and his team crafted a business strategy by acquiring licenses from Paris Saint Germain and club stars like Neymar and Kylian Mbappé. Their efforts led to the creation of a casual free-to-play game, marking the inception of Hermit Crab with Vivian at the helm as CEO.
This initial mobile game paved the way for additional titles linked to renowned football clubs such as Arsenal, Manchester City, and FC Barcelona. Vivian remarks, "Our Paris Saint Germain game attracted over six million organic users across various platforms, underscoring the value of the license and casual gaming's appeal. The game, with its freestyle football and engaging tricks, is more arcade than simulation."
Hermit Crab saw an opportunity to not only develop branded games but also assist brands in entering the gaming arena through diverse platforms. Today, the company employs over 100 individuals, focusing on sports titles that share Brazilian culture, and they are expanding into platforms like Roblox and Fortnite.
Vivian emphasizes the cultural aspect: "It's crucial for us to present Brazilian culture. Beyond game mechanics, we offer cultural experiences, particularly in the metaverse. Sport is integral to our lives—whether playing football on streets or volleyball on beaches, it shapes our cities. This is what 'Sports Land' aims to embody."
"For us, it's very important [to showcase Brazilian culture]. We can deliver more than mechanics. We can deliver culture... Sport is not just entertainment; it's a vital part of our lives here."
Each Hermit Crab game is uniquely crafted for its respective platform. Vivian explains, "For example, 'Sports Land' will appear differently on Roblox compared to Fortnite, with varying visuals to suit each platform's requirements."
Over the past three years, Hermit Crab has strategically expanded its team to specialize in development across various platforms, ensuring expertise in mobile free-to-play, arcade games, and platforms like Fortnite, Roblox, and The Sandbox.
Despite many studios focusing on PC and console titles, Hermit Crab has chosen to concentrate on metaverse platforms. "Currently, users engage heavily with Roblox and Fortnite, making our strategy to seize this audience pragmatic compared to solely focusing on our products," Vivian explains.
He acknowledges the complexity of introducing games to such platforms, noting the importance of understanding the platform before leveraging licenses. A game's core mechanics must stand alone and resonate with users, following which licenses are integrated to enhance the experience. Collaborating with influencers is also vital for user acquisition and community building.
In terms of popularity, Brazil often ranks first or second in downloads for Hermit Crab's European club games, prompting the studio to cater to this audience and recently venture into licensing Brazilian brands.
As the official gaming studio for the Brazilian Olympic Committee, Hermit Crab is developing football titles featuring Brazilian clubs, aiming to perfect its strategy in Brazil before expanding to markets in the US, Europe, and Asia.
"Users are playing Roblox or Fortnite. So I think our strategy to build an audience there is not a bad strategy compared to only trying to build our products."
The ambition remains for Hermit Crab to be recognized as a leading figure in sports games featuring intellectual properties. Vivian envisions, "In the future, when a sports brand considers entering the gaming space, they'll think of the capable hands in Brazil!"
