We wanted game ideas that felt fresh and slightly bizarre (in keeping with the feel of the SpongeBob Squarepants brand!) and the gameplay felt different to anything that had gone before it amongst the Nick stable (of which, when you’re talking Spongebob, there’s quite a few!)
We proposed going with an overall theme of “Bedtime in Bikini Bottom”. Each mini-game would take place in a character’s dream whilst they sleep. Keeping this as our creative theme across the games allowed us to design gameplay around each character’s unique fears, insecurities and desires. Using dreams as a setting allows us to dive into the SpongeBob SquarePants unique and surreal humour.
Of upmost importance was to design gameplay that was addictively challenging for the 7-12 year old target audience. This means making them easy enough to get into but tough enough to keep players coming back for more in order to master it and improve their score!