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January 21, 2020
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[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

Auckland, 20 August 2019: JaffaJam today revealed its plans to build a revolutionary new development and publishing business designed from the ground up to address the problems faced by small development teams with innovative ideas but a mountain to scale to realize their commercial potential. JaffaJam’s vision is to perfect the way free-to-play games are made and monetized by building profiles of player preferences and serving them individually targeted experiences, consistently growing a network of fans by constantly improving a pipeline from prototype to market for both its own games and those of development partners.

In order to prototype rapidly and finish games efficiently, JaffaJam has built a development toolset called “BubbleGum” for the Unity platform, a modular system for integrating common and complex functionality for in-game systems such as procedural-generation, music mixers, localization, character selection and achievements with an ongoing roadmap to add many more. This, combined with cloud services, analytics and a marketing framework, represents a complete pipeline that frees up developer resources to focus on the creative process.

JaffaJam’s inspiration came from the team’s recent experience developing and self-publishing puzzle game Samsara across 6 platforms to critical acclaim but only modest commercial success. The team wanted to leverage its experience producing over 70 casual game titles under contract for some of the biggest entertainment businesses in the world, including Disney, Marvel, Sony and Microsoft, with a renewed focus on efficiency and building its own audience.

The debut game from JaffaJam, Mountain Madness, is in soft launch using a pre-release version of BubbleGum. Initially conceived as a proprietary tool for its own titles, the team quickly realised that the same toolset could be transformative for other developers, alongside a range of other services accessible to partnered teams.

“As an entrepreneur who has spent the last 20 years involved in enterprise digital software development and the game industry, I see JaffaJam as the clear answer to some very real problems and challenges that we as a team experienced first-hand. We have decades of experience across the team, enormous passion for this space, and a clear vision to create a world-class games technology business headquartered in New Zealand, with global scale and reach. I am incredibly excited and passionate to be a part of JaffaJam and am looking forward to the opportunities and challenges ahead of us,” explains CEO Jon Beattie.


Assets: this press release, Mountain Madness assets, logos and other brand assets can be downloaded from

For further information or interviews, media should contact Tim Ponting via [email protected].