Sandbox Global to Expand ‘Stylista’ Facebook Game Around Asia
Byron Perry | On May 21, 2012 at 10:25 am
The game, similar to Mall World or It Girl, is currently featured in Thai language. Sandbox Global is studying the game’s usage in Thailand, where it currently has 56,000 monthly active users, and is compiling data to support expansion.
As I mentioned over on Pando Daily, Sandbox is shooting for one million users by Q3 2012 – when they also plan on releasing the game in Bahasa Indonesia for Indonesia and in Vietnamese for Vietnam. The plans are ambitious, but Sandbox has solid investment backing from Jeff Lapin, former CEO of Atari and Grand Theft Auto developer Take Two, and IDM Venture Capital.
Sandbox Global founder Ferdinand Gutierrez, a Filipino-American raised in New York City, moved to Southeast Asia over a decade ago to work in the region’s nascent digital scene. His major positions included group managing director at pioneering digital advertising agency New Media and then managing director at Neo @ Ogilvy in Singapore, where he specialized in digital media. Gutierrez oversees Sandbox with Peter Theisen, whose role is leading technology and product development. Theisen is well-known for his experience in management training for C-level executives. The third member of the founding group is Jonathan Lor, whose experience includes leading regional digital initiatives with clients including IBM and Yahoo. Gutierrez explains:
The management team has extensive regional experience so we have working knowledge of all of these different markets in Southeast Asia. We were inspired to build this company to create homegrown social games in this region, supplemented by talent from more developed markets in North America and Europe.
In Stylista, users create an avatar, style it out with designer clothes, and shop for shoes and attend cocktail parties in the neighborhoods of Soho in New York, Rodeo Drive in Beverly Hills, and Bond Street in London. Sandbox Global has plans to expand the game to Siam Square in Bangkok, Ometasando in Tokyo, and Champs-Élysées in Paris soon.
They’re also in talks with a company in Taipei about distributing the Mandarin version of Stylista for distribution inside and outside of Facebook in Taiwan, Hong Kong, and Mainland China.