Startup Spotlight: Simply Sweet Games is shaking up the gaming industry

Welcome to Vancouver Tech Journal’s startup spotlight series, where we dive into companies building in Vancouver.

It wasn’t too long ago when Vancouver’s gaming industry was at a crossroads as studios shut down — driving talent to leave and look for other opportunities.

Fortunately, things are now changing for the better. Electronic Arts reported its revenue increased to $1.94 billion, and Activision Blizzard added more than $2 billion in revenue for its parent company, Microsoft. Plus, Brenda Bailey, B.C.’s minister of jobs, economic development, and innovation, says she’s been seeing growth in the sector.

If you go beyond the headlines, you’ll also find some talent who aren’t looking to seize new opportunities. Instead, they’re calling it quits like Carina Kom and Tina Merry, who co-founded their own studio, Simply Sweet Games (SSG).

Kom is a video game director and producer with over 16 years of experience. She’s worked on massive ‘AAA’ video game titles alongside EA, Microsoft, and Unity. As for Merry, she has a track record in games and software development, has led global teams, and is equipped with over 30 years of experience. Merry has also worked with EA, along with FIFA and King.

SSG just launched, but Kom took the time to connect with the Vancouver Tech Journal to share why her and Merry are hellbent on shaking up the industry and how they plan to become a global household name.

What’s your pitch?

At SSG, we're revolutionizing the gaming industry through our experience and innovation. 

We’re high achievers with ambitious but cost-effective milestones. By leveraging our track record as former producers and directors, SSG can go to market at a fraction of the cost and make a sustainable difference. 

We’ve built and will continue to grow our studio with inclusivity at the heart of it as we create polished ‘AA’ casual games that endure the test of time and address emerging trends within underserved markets. 

What sets my co-founder, Merry, and I apart from others in our space beyond our experience is that we lean into our whole generation of age difference. We're empathetic toward and embrace busy schedules, child-minding obligations, and cultural differences.

We also believe that 'AA casual games' can be as exciting as 'AAA' / 'hardcore’ and intend to subvert expectations about what it means to be a 'gamer.' 

We're extremely passionate about making games that give people some ‘me’ time to unwind in a way that fits into their schedule. We know people over 35 are very busy, and for the price of a Starbucks coffee, we can help them relax. 

What was the catalyst behind starting Simply Sweet Games? 

In 2019, Merry and I met through our philanthropic endeavours, first at networking events, and then in 2020, when she delivered a workshop on cultural intelligence.

At the time, I was a co-organizer for Diversity in Games (DIG), a networking initiative for women interested in working in the gaming industry. At these events, we aim to make “zero profit” from the community and instead focus on making a positive difference.

Following the workshop, Merry and I kept in touch. We started collaborating virtually for local, inclusive events in the gaming industry, given my involvement with the community and specialized resource groups besides DIG — such as the PVP Pitch Circuit, which connects developers with specialists, mentors and consultants.

Fast forward to 2023, Merry and I finally got to meet in person at the Game Developers Conference (GDC).

We quickly realized the extent of how much more we had in common and how aligned we were in our core values. 

We also often found ourselves talking at length about the limiting beliefs in the creative tech sector: ‘programming being a boys club,’ ‘ageism hindering working women in the entertainment industry,’ and ‘it’s not enough for women to speak up because they’ll get fired or harassed, or it won’t change anything.’ These conversations were the catalyst for creating SSG.

Merry and I incorporated SSG in 2023 and officially launched it last month. Our partnership is centred on a dedication to service, balance, achievement, and inclusive leadership.

What problem is Simply Sweet Games solving?   

We’re fostering inclusion and respect for all parts of the equation. 

Our goal is to find a better way to connect video game players and developers. Both sides have different areas that need improvement. 

For instance, as a player, you might notice that game mechanics get copied a lot after a successful game is released, and subscription models — like season passes — are used to keep players engaged long-term. We want to be more empathetic to players and their desire for high-quality, enjoyable games. By understanding their motivations, we can build games that prioritize their needs. 

On the other hand, as a developer, you might have heard about the recent layoffs in the industry, the push for ‘live services’ — continuous and real-time support over the lifecycle of a game — that can be aggressive. There’s also the ethical concerns surrounding AI development. 

With our team, we’re building a positive work environment for developers who are passionate about making games aligned with our values and want to impact mainstream entertainment and e-sports. This includes addressing the lack of diversity in game development teams and ethical concerns around monetization and content management. 

We're committed to delivering sustainable content for all players including those with disabilities or neurodiverse needs. Ultimately, we're focused on making games accessible to people of all ages, genders, and needs — by offering a deep, polished, casual experience you can easily pick up and play. 

On the operational side, we’re dedicated to fostering a psychologically safe, inclusive work environment. One where all voices will be heard, and our partners and staff know they're valued and appreciated and have opportunities to contribute their best.  

What markets are you in?

We’re entering the mobile games market in emerging growth sectors that are Anglo-dominant. We also have plans to reach smart TVs and other streaming platforms in the future.

How big is your team? 

We’re currently a team of four, along with various advisors and part-time contractors.

Are you hiring? 

Yes, we’re actively recruiting for a technical leader to join our team. If you’re interested in applying, you can reach out to us by email. 

Have you raised money? 

We received support from Creative BC to aid with travel to this year’s GDC, but our work has been self-funded so far.

What does Simply Sweet Games need right now?  

As founders, we’ve invested our own time and money into SSG. We now require investment support to help us establish our studio and bring our first set of games to market.

Where do you want Simply Sweet Games to be in 3, 6, and 9 years?

In three years, we expect to be a well-established brand in the casual gaming space. 

In six years, we anticipate being industry leaders in inclusive, accessible design and development best practices. 

In nine years, we aspire to be a global household name. 

At SSG, we feel it’s important to actively celebrate our cultural differences and take tangible steps as leaders to create inclusive spaces where everyone can thrive and feel a genuine sense of belonging. 

We want SSG to be around for a long time and aspire to be a brand synonymous with inclusion, respect, and fun — bringing games to market to celebrate global collaboration, creativity, and accessibility. 

We aspire to be at the forefront of what game development best practices could look like in the future.

Looking back on the early days of building Simply Sweet Games, what was the biggest challenge faced? How did you overcome it?

We’re in the early stages of building our brand and identity, so being clear on what we’re trying to achieve and articulating our mission has been one of our early challenges.  

We’re overcoming this by proactively seeking feedback from our community of champions and validating our assumptions through data and research. 

How can people connect with you? 

We invite connections on LinkedIn, through our website, or email.

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