The Brief
DRG and ITV needed a mobile game that captured the magic of the beloved TV show Catch Phrase. It had to feel authentic to the brand — Mr Chips, the iconic puzzles, the excitement of racing against the clock — while being a genuinely compelling mobile gaming experience in its own right.
My Role
As Creative Director at Cube Interactive, I oversaw the creative vision, game design, and production of the app from concept through to launch and ongoing content updates across multiple seasons (2013–2016).
Approach
We built a fully 3D world for Mr Chips to inhabit — magical landscapes with floating islands, windmills, and collectible items that gave players a sense of progression beyond just solving puzzles. The game combined the classic Catch Phrase mechanic with mobile-native design patterns.
Each numbered puzzle needed to be solvable within seconds, maintaining the pace of the TV show. We created hundreds of original puzzles and a content pipeline that allowed us to keep adding fresh content to retain players.
Outcome
The Catch Phrase app launched to strong downloads and sustained engagement over three years of active development. The 3D world approach set it apart from typical quiz apps and received positive reviews for capturing the spirit of the TV show while feeling native to mobile.