Outfit7 on growing a global IP with the next era of My Talking Tom Friends 2

• Ante Odić attributes My Talking Tom Friends 2’s evolution to sharper internal processes, rapid iteration, and a team culture.
• Live ops, seasonal content, and brand collaborations form the game’s post-launch growth strategy.
• Global growth targets are supported by localisation, community events, and cross-platform expansions such as within Roblox.

Stay Informed

Get Industry News In Your Inbox…

Sign Up Today

The original My Talking Tom Friends hit big numbers on mobile, racking up 1.7 billion downloads worldwide. Four years later and My Talking Tom Friends 2 arrives with big shoes to fill.

We speak with Ante Odić, TT&F games division president at Outfit7, about how his team aims to deepen the new sandbox experience, integrate player feedback and set the stage for the next era of the franchise. 

For Odić, the appeal of the first game was clear and what stood out to him was how much players enjoyed the sense of freedom and how they connected with characters. Those insights drove the sequel’s design.

The team layered in richer expression, more choices and a world that feels adaptive and responds to players.

“We’ve matured as a team. Our internal processes, the way we test, iterate and collaborate, are sharper than ever. That’s what made it possible to dream bigger and actually deliver on it,” Odić says. 

The sequel’s progression system is an example of this. Levelling now flows through a visible day-night cycle, and character unlocks are tied to empty houses in the neighbourhood.

“We drop a lot of content right from the start but guide players smoothly, so they discover things one after another without getting lost or distracted,” he explains.

Balancing nostalgia with fresh ideas

Nostalgia for the first game helped forge major creative decisions this time around: “We knew we needed to retain the warmth, humour and charm that fans associate with the original characters and their shared home,” Odić says.

But the sequel has deliberately moved the whole crew to a new location, layered in new ways to play and given them real voices. 

Replacing the classic gibberish with voice acting was both a creative and strategic call: “It creates a whole new channel for interaction and connection. You’re hearing characters crack a joke or respond to something in real time.”

Odić adds that this “opens a ton of doors creatively for where we take the franchise next”.

Odić credits the development team’s continuity for the balance between familiarity and reinvention. “Many of them helped shape the original, so they deeply understood what made it special,” he says.

“But they’re also passionate about pushing boundaries and rethinking what is possible.”

Going global and creating with players

While voices are currently in English, every other element – text, UI and gameplay – is fully localised.

“Beyond translation, we put a lot of effort into culturally relevant content and seasonal events. So the game feels personalised and fun no matter where you play,” Odić says.

This approach has driven strong results in core markets such as the US and Brazil alongside growth in the Middle East and Eastern Europe. “From day one, My Talking Tom Friends 2 was designed with a global mindset. We want every player to feel included.”

Odić shares that player feedback has played a significant role in the game, and their feedback has shaped the sequel in a substantial way.

The studio actively shares insights with the dev team, with specific tasks driving design changes. “Fans told us what they loved: the characters, the freedom of play and the mini-games. But they also asked for more, such as deeper customisation, a wider range of activities, and we took that to heart.”

Mini-games have been expanded with skill-based challenges that enhance mastery without losing its mobile-friendly nature. “That balance is really important for mobile, and it keeps the game feeling fresh day after day,” he says. 

Expanding the universe 

Just weeks post-launch, the game hit 12 million downloads and topped Google Play’s Games chart in 39 countries, but Odić states, “We’re not here to chase numbers, we’re here to build a game that grows with its players.”

That growth will come through live ops, with seasonal content and community-driven events designed into the game. “Expanding the experience and growing this world has endless possibilities,” Odić says. 

The sequel is the first of three major launches planned for this year as Outfit7 pushes the Talking Tom and Friends IP into a new era. Alongside it is Talking Tom & Friends: World, a fully kids-focused title, and then a remaster of the original Talking Tom Cat to mark its 15th anniversary.

Partnerships will also fuel new reach. “Collaborations are a big part of how we bring fresh energy into our games, from in-game integrations to full-on character crossovers,” Odić says, pointing to the Miraculous Ladybug event in Talking Tom Hero Dash and the franchise’s Roblox debut. 

Building a safe, ad-free sandbox

With Talking Tom & Friends: World, Odić says that the goal was to create “a child’s very first experience with our brand. Something special, memorable, and built just for them.”

The game is ad-free and monetises only through extras such as outfits or furniture. “We wanted to make sure the core game is open and fun for everyone, no strings attached,” he says. 

Development involved consulting child experts, producing a white paper on kids’ mobile play and securing Kids Privacy Assured certification. “We’ve gone to great lengths to handle privacy carefully and meet the highest standards for a safe environment.”

The game’s sandbox structure encourages open-ended play. “As digital play becomes central to early childhood experiences, we recognised the importance of offering a product that reflects both our brand values and the expectations of modern families.”

Content pipeline 

The roadmap for both titles is already looking full, with Odić saying that there is so much content planned that the team couldn’t fit it all into the global launch. Collaborations with content creators and brands are also intended to fill the roadmap and extend engagement. 

In Odić’s words, “It’s no secret, the gaming industry has been through a wild ride, ups and downs, new trends, and a lot of figuring out what’s next. We are all-in. Being bold, staying curious, and pushing boundaries is in our DNA. We do not just want to keep up, we want to lead.”