So Many Dumb Ways to Die
Starting out as a rail safety PSA, Dumb Ways to Die quickly became a global sensation. Today, it has transformed into a wildly successful brand, captivating audiences with its charm and humour designed to hold up a mirror to our own dumb behaviour.
PlaySide and Dumb Ways
Since 2013, PlaySide Studios has been behind the wildly popular Dumb Ways to Die mobile games. Expanding the brand across multiple platforms and genres, the Dumb Ways gaming portfolio spans from mobile and VR to physical card games.
With over 500 million downloads, 7 billion play sessions, and 1 million monthly active users across all the mobile titles, the games have been an undeniable success.
Recognizing the brand's immense potential, PlaySide acquired the franchise from Metro Trains in October 2021.
The Future of Dumb Ways
By tapping into the nostalgia of those who remember the original campaign, while captivating a whole new generation of fans, PlaySide has proven that Dumb Ways is more than just a gaming brand – it's an entertainment powerhouse with endless opportunities for growth.
With PC and console titles in the works, brand collaborations and so much more, the dumb future is bright!
The PSA Campaign
Born in Melbourne, Australia in 2012, the catchy rail safety campaign took the world by storm, going viral on YouTube with over 322M views to date – and counting. The iconic song even topped the iTunes charts in 28 countries, outshining global superstars like Rihanna!
Beyond its viral fame, the campaign achieved incredible real-world impact, reducing train incidents by 21%. Its record-breaking success has earned the title of the most awarded marketing campaign in history, with an astonishing 28 Cannes Lions awards.