Interview about Avameow Communication Game, winner of the A' Electronic and Video Game Design Award 2023
Avameow is a mobile game and digital product. The game was an adaptation of the tale of King Arthur, which is featured in the board game The Resistance, Avalon, which also inspired this story. Avameow allows players to role-play as a cat knight or minion and travel on adventures both online and in-person with friends and family.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsAvameow was born during the pandemic when we were all stuck at home, missing our friends and those fun board game nights. A lot of us on the team spent that time with our cats, who became the stars of our days (and nights). That’s when the idea hit us—what if our cats could take on the roles we used to play in those games? That’s how the characters came to life, inspired by our own cats. The medieval theme came naturally since Richan, our illustrator and animator, is super into medieval manuscript art and animal bestiaries. Combining those elements gave us the perfect mix of whimsy and adventure to create King Meowthur’s world in Avameow.
We wanted to keep that classic board game vibe alive, even though we were taking it digital. A lot of the magic in The Resistance: Avalon comes from the interaction between players, and we didn’t want to lose that. Angie, our UX designer, worked hard to make sure the app was super easy to use. She designed everything to feel intuitive, so players could just focus on the adventure without getting bogged down in navigating menus. We also added a virtual guide to keep the game flowing and make sure players could jump straight into the fun—just like you would with a physical game host.
We’ve always believed everyone has a little storyteller inside them! Avameow is built around conversations, so it made sense to let players shape the stories they tell. The base storyline is simple—find your team and work together to save King Meowthur—but every game ends up being different because of how players interact. We thought, why stop there? By giving players the tools to create their own storylines, we’re handing them the reins. The automated game flow handles the structure, so players can focus on having fun and getting creative with their adventures.
We wanted to create something that felt fun and unique, and the medieval art style just clicked for us. Richan drew a lot of inspiration from The Book of Beasts from the Getty Museum and the Arms and Armor exhibit at the Art Institute of Chicago. The medieval vibe paired with our cat characters was such a quirky and charming combo. It made the world of Avameow feel like this whimsical, adventurous place you’d want to dive into. Plus, designing all those cats in medieval outfits was honestly a blast!
Yes, this has been the biggest challenge in the journey—integrating the technical aspects, such as building the app and incorporating the virtual assistant and audio guidance. The guidance would primarily be provided in written form, like on loading screens, with an ideal option for audio to create a more engaging experience. The user experience (UX) and user interface (UI) design play a key role in ensuring smooth functionality. As the concept and prototype received recognition from the A’ Design Award, we are incredibly grateful and remain focused on overcoming these challenges to better develop the automated game flow.
We wanted to make sure everyone felt welcome, whether they’re more comfortable talking or typing. Avameow has options for in-person games, online games with friends, and even games with strangers, so it’s flexible for different types of players. We’re also exploring voice modulation for role-playing—it’s a fun way to add even more personality to the characters. The goal is to make the game as inclusive and adaptable as possible, so anyone can jump in and enjoy the adventure.
Collaboration was central to Avameow’s success. Angie, our UX designer, laid the structural foundation by ensuring seamless navigation and logical game flow. Once the skeleton of the game was complete, Richan added vibrant visual storytelling through her illustrations and animations, bringing the world of Avameow to life. This dynamic partnership between functionality and aesthetics created a cohesive product that invites players into an engaging and visually captivating social experience.
Timed gameplay elements add a layer of excitement and challenge to Avameow’s conversational mechanics. The urgency encourages players to think quickly, heightening tension and engagement. This aligns with the game’s core objective: creating a lively and dynamic interaction among players. The ticking clock reinforces the sense of adventure and strategic decision-making, making each round a thrilling and memorable experience.
Avameow represents a bridge between traditional board gaming and digital multiplayer experiences. By combining narrative freedom, automation, and inclusive design, it sets a precedent for future games to foster meaningful connections in digital spaces. Our recognition from the A' Design Award strengthens our vision of embracing both analog and digital interactions to create social environments where friendships are forged, stories are shared, and adventures are co-created.
With the growing trend of AI assistant techniques and the popularity of open-world game mechanics revolutionizing the industry, we’re excited about the potential for technology and creativity to come together. We envision Avameow not just as a game where players embark on a journey together, but as a platform where they can create that journey collaboratively with friends.
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