With more than 300 million players across 248 countries, CookieRun has grown far beyond its origins as a simple runner into a multi-genre, globally recognized IP. Rather than treating each release as a standalone product, the team has shifted toward building a long-term, character-driven ecosystem that spans games, formats, and audiences.

In this interview, the developers from Devsisters share how that philosophy shapes everything from core gameplay design to live-service systems, explaining how accessibility, progression, and character identity work together to sustain engagement over time.

CookieRun has grown to more than 300 million players worldwide. From a design perspective, what do you think has been the key to maintaining such long-term engagement across multiple games in the franchise?

Devsisters: One of the key drivers has been our shift from thinking about individual games to building a long-term, character-driven IP. CookieRun has evolved into a global franchise reaching over 300 million players across 248 countries, and that scale comes from designing experiences that are both accessible and continuously expandable.

From a design perspective, we focus on simple, readable core gameplay paired with strong character identity, then layer in progression and live-service systems that keep players engaged over time. Just as importantly, each title contributes to a broader “CookieRun Universe,” which allows players to stay connected to the IP across different genres and formats.

Designing for long-term retention is one of the biggest challenges in modern game development. What systems or philosophies guide how your team balances short-term excitement with long-term progression and player investment?

Devsisters: We approach retention as part of a broader live-service philosophy that has been proven through titles like CookieRun: Kingdom, which serves as a core growth engine for the franchise. Early gameplay is designed to deliver immediate satisfaction and clarity, while long-term systems introduce deeper layers such as team-building, progression, and strategy.

Because we are building within a franchise ecosystem, retention is not only about a single game but also about how players continue engaging with the CookieRun IP over time, whether through new content, collaborations, or even other formats.

CookieRun: OvenSmash marks the franchise’s first move into real-time PvP. What were the biggest design challenges in adapting the CookieRun formula to a competitive multiplayer format?

Devsisters: OvenSmash represents a structural step forward for the franchise, from its casual runner origins into real-time competitive play. The biggest challenge was ensuring that this transition preserved CookieRun’s accessibility while meeting the expectations of a skill-based PvP experience.

We had to redesign systems around responsiveness, fairness, and match clarity, while maintaining the character-driven charm that defines the IP. This balance is critical because OvenSmash is not just a new game. It’s a key part of expanding CookieRun into new genres and audiences globally.

The game features 3v3 matches with seven combat roles and a spell card system. How did the team approach balancing depth and accessibility so the game works both for casual players and more competitive audiences?

Devsisters: We designed OvenSmash so that its core is immediately approachable with clear roles, intuitive controls, and fast match structures, while systems like spell cards and team composition add strategic depth over time.

This layered approach allows casual players to enjoy quick, three-minute matches, while more competitive players can engage with optimization, coordination, and evolving strategies. It’s part of our broader goal to scale the franchise into competitive spaces without losing its global accessibility.

PvP games often live or die by match pacing and readability. What lessons did the team learn about designing fast matches that still allow for meaningful strategy?

Devsisters: One of the key learnings was that fast pacing only works when supported by strong clarity. With matches averaging around three minutes, every action needs to be readable and impactful.

We focused on clear visual feedback, distinct ability identities, and minimizing unnecessary complexity. This ensures that even in fast matches, players can make meaningful strategic decisions, whether it’s positioning, timing, or coordinating with teammates.

CookieRun’s visual style is instantly recognizable. How does the art team approach maintaining the franchise’s signature charm while adapting it to new genres and gameplay systems?

Devsisters: As we expand CookieRun into new formats, from RPGs like Kingdom to competitive action titles like OvenSmash, our goal is to maintain a consistent character identity while adapting to different gameplay needs.

In OvenSmash, that meant evolving the art style to support 3D action and real-time readability, while preserving the expressive charm that defines the franchise. This consistency is key to building CookieRun as a recognizable global IP across multiple categories.

Live-service titles require constant iteration. What tools, analytics, or workflows does the team rely on to evaluate player behavior and inform updates after launch?

Devsisters: For a live-service game, continuous improvement after launch is essential. To support that, we closely monitor a wide range of in-game metrics and focus on creating an environment where players can fully explore and enjoy a diverse range of Cookies.

In particular, we take a close look at how players use different Cookies across various modes and level designs. This helps us understand how closely the intended gameplay experience aligns with how players are actually engaging with the game. When we see gaps, we form hypotheses around why they exist, and use those insights to guide our updates.

Through this ongoing process, we continuously refine the game to better align our design intentions with real player experiences, ensuring OvenSmash evolves in a way that feels responsive to our audience.

CookieRun has expanded beyond games into things like the Braverse TCG. How do you approach building a broader “CookieRun Universe” while ensuring each product still stands on its own?

Devsisters: We see the CookieRun Universe as a multi-format ecosystem rather than a single product experience. Each product is designed to stand on its own, with its own gameplay and audience, while still drawing from the same characters and world.

This approach allows us to scale CookieRun beyond games into a broader entertainment property, while ensuring that each experience feels cohesive without limiting creativity across different formats.

The franchise has seen strong growth in Western markets in recent years. Has that influenced how the team approaches localization, live events, or player community engagement?

Devsisters: Our recent growth in Western markets reflects a broader shift toward global-first expansion. We’ve placed greater emphasis on high-quality localization, culturally relevant content, and more direct engagement with global communities.

We’ve also seen CookieRun gain visibility beyond games. For example, being recognized as a Top 10 Trending Topic in the U.S. in YouTube’s Culture & Trends Report in 2025 highlights the franchise’s growing cultural presence. This reinforces our focus on building CookieRun as a globally resonant IP.

Devsisters: Looking ahead, what areas of experimentation or innovation are most exciting for the CookieRun team as the franchise continues to evolve?

We’re most excited about continuing to expand CookieRun as a cross-category IP. OvenSmash is an important step into real-time competitive gameplay, while other initiatives, from RPG systems to physical collectibles, allow us to explore different ways players can engage with the franchise.

The long-term vision is a scalable, global entertainment property that spans genres, platforms, and formats. As we continue to evolve, our focus is on delivering new experiences that feel fresh while remaining true to the identity that players around the world already love.

Devsisters, Creators of the CookieRun Franchise

Interview conducted by David Jagneaux

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