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22cans

22cans Ltd is an independent British video game developer founded in March 2012 by , renowned for pioneering the genre through earlier studios like and , and headquartered in , . The studio specializes in innovative, experimental titles across mobile, PC, and console platforms, emphasizing player-driven discovery and simulation mechanics. Its debut project, : What's Inside the Cube? (2012), was a featuring a tappable virtual cube with escalating layers, which attracted millions of participants but sparked debate over the modest real-world prize awarded to the winner who uncovered the core. This led into (2013), a Kickstarter-funded simulator intended as a to Molyneux's Populous, yet it drew widespread criticism for chronic delays, unfulfilled backer rewards, a controversial publishing deal with that prioritized monetization over promised features, and underwhelming implementation of the " status" for the victor. Later efforts included The Trail (2016), a procedurally generated pioneer adventure emphasizing emergent storytelling, and Wars (2016), though the studio has grappled with unmet ambitions, key staff departures, and layoffs in 2021 amid shifting industry dynamics. Despite these setbacks, 22cans' mobile releases have collectively earned over $13 million, underscoring viability in models. In 2024, announced Masters of Albion, positioning it as a return to ambitious PC strategy roots with a veteran team, potentially addressing past reputational challenges through refined execution.

Founding and Initial Vision

Establishment and Peter Molyneux's Role

22cans was established in March 2012 by in , England, following his exit from amid Microsoft's acquisition and subsequent operational changes at the studio. The studio's name derives from Molyneux's plan to develop 22 experimental game projects, emphasizing quick prototyping over extended development cycles typical of larger studios. Molyneux, a veteran game designer with prior experience founding in 1987 and serving as at from 1997, took on the roles of founder and at 22cans. His leadership focused on assembling a small, talented team to pursue innovative, community-driven game concepts, drawing from his history of creating and like Populous (1989) and (2001). Under Molyneux's direction, 22cans positioned itself as an independent entity prioritizing experimental releases, with early efforts centered on platforms to test ideas rapidly and gather . This approach reflected Molyneux's vision of direct engagement with audiences, contrasting with the corporate structures he had navigated previously.

The 22 Experiments Concept

Upon founding 22cans in February 2012, outlined an ambitious framework for the studio's operations, centered on the "22 Experiments" initiative. This concept entailed developing and releasing 22 distinct experimental games or prototypes over approximately 22 months, leveraging platforms for rapid iteration and player engagement. announced the plan publicly on May 23, 2012, positioning it as a precursor to the studio's "definitive" flagship title, with each experiment designed to test innovative mechanics, gather real-time feedback, and distill successful elements into a larger project. The experiments were envisioned as small-scale "cans" of game ideas—modular prototypes released frequently to explore unproven concepts without the constraints of traditional development cycles. emphasized player data to refine ideas empirically, arguing that this approach would accelerate innovation by bypassing lengthy internal testing and enabling direct causal insights from user behavior. The first experiment, initially slated for release within six weeks of the announcement, exemplified this by targeting platforms for broad and metric collection. In 's view, the cumulative learnings from these 22 outputs would inform the studio's singular major game, prioritizing experiential validation over . This model reflected Molyneux's longstanding philosophy of prototyping bold ideas, drawing from his prior work at studios like and Lionhead, but adapted to indie-scale agility post-Microsoft acquisition of Lionhead. Critics noted the plan's optimism, given the logistical challenges of monthly releases with a small team, yet it garnered attention for promising transparency in game development processes. The studio's name itself derived from this 22-experiment structure, underscoring its foundational role in 22cans' identity.

Early Experimental Projects

Curiosity: What's Inside the Cube?

Curiosity: What's Inside the Cube? served as the inaugural project in 22cans' series of 22 planned experiments, designed by Peter Molyneux to investigate human curiosity and motivation through mobile gaming without traditional narrative elements. The game was developed by a team of 25 at the newly founded studio, emphasizing rapid prototyping over expansive scope to maintain focus on the core social experiment. Released on November 6, 2012, for iOS and Android platforms, the free-to-download application presented players with a massive virtual cube composed of billions of tiny cublets, which users peeled away layer by layer through repeated tapping. Initial taps were free, but continued interaction required in-app purchases of "picks," with mechanics encouraging social competition via global leaderboards, chat features, and collaborative or competitive uncovering of patterns and images in the cube's surface. The experiment attracted over 200,000 downloads in its first hour and ultimately recorded 27,798,516,200 cublets tapped at an average rate of 1,593 per second across approximately 5 million total downloads. The cube's unveiling concluded on May 26, 2013, after over six months of global participation, with 18-year-old Bryan Henderson from , , delivering the final tap roughly an hour before the event's end. The prize, revealed in a pre-recorded video by , granted Henderson the role of a "digital god" in 22cans' forthcoming title , including influence over its moral systems and a share of revenues from purchases made by players. This outcome tied directly into 22cans' broader vision, using emergent player behaviors—such as forming communal images on the cube—to inform subsequent projects like .

Godus Development and Launch

Kickstarter Campaign and Promised Features

The Kickstarter campaign for was initiated by 22cans on November 21, 2012, seeking £450,000 to fund development of a god simulation game. The project reached its funding threshold on December 19, 2012, with three days remaining, and concluded on December 21, 2012, having raised £526,563 from 17,184 backers. This exceeded the initial goal, unlocking stretch objectives including additional single-player and multiplayer modes at the £460,000 tier. Core promised features centered on a cross-platform experience for PC, , , and , emphasizing seamless play across devices. Gameplay mechanics included landscapes via finger-swipe gestures to raise or lower terrain, cultivating followers who harvest "belief" to unlock divine powers, and evolving civilizations through with dynamic, responsive populations. Multiplayer elements promised competitive battles between player-gods and their cults, fostering a power struggle in shared worlds, alongside cooperative aspects. The design blended strategic depth from Populous with detailed management from Dungeon Keeper and emotional AI from Black & White, aiming for a "delightful reinvention" of the genre. A distinctive commitment involved integrating the winner of 22cans' prior mobile experiment, , as an immortal "giant" entity within , with backers' contributions potentially featuring their faces on in-game totems. Development was pledged to conclude within seven to nine months, targeting a 2013 release, with backers granted early beta access and input via forums and voting on features. The campaign highlighted Peter Molyneux's vision for emergent, player-driven narratives powered by belief mechanics, positioning as an evolving sandbox rather than a linear title.

Release, Mobile Pivot, and Core Gameplay

Godus entered Steam Early Access for Windows and macOS on September 13, 2013, as a beta version following its Kickstarter funding. The game remained in Early Access without achieving a full 1.0 release, accumulating over 7,000 user reviews with a 27% positive rating on Steam before its delisting on December 13, 2023, due to technical changes in backend services. In parallel, 22cans partnered with in May 2013 to co-develop and publish a mobile adaptation, prioritizing touch-based controls and monetization suited to and platforms. The mobile version launched on in August 2014, followed by Android availability, marking a strategic pivot from PC-centric development amid delays and feature shortfalls in the build. This shift emphasized mobile as the primary platform for ongoing updates and revenue, with the PC version receiving minimal post-launch support while mobile iterations generated over $13 million in combined earnings for Godus and related titles by 2024. Core gameplay revolves around god-like simulation mechanics, where players sculpt procedurally generated using divine powers to uncover and settle followers, advancing them from primitive nomads through historical epochs to spacefaring civilizations. Followers inhabit homes that generate "," a harvested by player taps or automated shrines to fuel abilities like elevation, , for exploration, and construction of monuments or ships. On mobile, these loop into progression with energy timers restricting actions, in-app purchases for gems to bypass waits, and sticker-based unlocks for new powers, though the PC version omitted heavy monetization in favor of upfront purchase. Combat emerges later via rival tribes and the Astari faction, employing elements like unit deployment, but remains secondary to and management.

Godus Controversies and Aftermath

Unmet Promises and Backer Reactions

In February 2015, 22cans designer Steve Papoutsis publicly stated that the studio could not deliver all features promised in the campaign, including significant portions of the multiplayer systems, which he described as "just not going to happen." The campaign had raised over $750,000 by pledging backers access to a persistent multiplayer , advanced powers, compatibility, an art book, and other stretch goal rewards like custom follower creation tools, many of which remained unfulfilled years after the initial alpha release. Persistent multiplayer, in particular, was highlighted as a core unmet element, with the final product pivoting toward single-player and limited mobile-focused interactions rather than the expansive, backers expected. Backer frustration escalated due to prolonged on updates, perceived prioritization of monetization over PC backer rewards, and the studio's to provide refunds or compensatory content for high-tier pledges. Forums and Steam discussions filled with complaints, including accusations of betrayal given Peter 's history of ambitious promises in prior projects like and . One dissatisfied backer, motivated by the project's stagnation, applied for and secured a job at 22cans to address internal issues firsthand, underscoring the depth of community disillusionment. The backlash included personal threats directed at Molyneux and his family, prompting heightened security measures and media coverage framing the incident as a for accountability. Molyneux responded with a February 10, 2015, video apology, acknowledging "horrendous mistakes" in communication and scope management, while defending the core game's evolution but admitting the vision had become untenable amid development pivots. Despite this, backers largely viewed the concessions as insufficient, with demands for refunds persisting and contributing to broader industry skepticism toward -led ventures; subsequent titles like Wars faced immediate pay-to-win criticism, further alienating the original supporter base. The episode highlighted tensions between expectations and commercial realities, with some analysts noting it risked deterring future backers from similar god-game projects without transparent milestone tracking.

Publisher Deals and Studio Scrutiny

In May 2013, 22cans announced a publishing partnership with , a company, to release Godus on and platforms. Under the agreement, DeNA handled distribution and marketing for the mobile version, with 22cans retaining intellectual property rights and creative control. justified the deal as necessary to generate revenue for ongoing development, stating it would fund improvements to the PC version promised to backers. The DeNA partnership immediately drew intense scrutiny from the gaming community and media, exacerbating existing tensions from the Godus Kickstarter campaign. Backers, who had funded the project in 2013 expecting a PC-focused god game with features like giant gods and massive worlds, viewed the mobile emphasis as a betrayal of priorities. Critics argued the deal prioritized free-to-play mobile monetization—relying on in-app purchases—over fulfilling desktop commitments, leading to accusations of scope creep and resource diversion. This fueled broader distrust in 22cans' transparency, with forums and outlets highlighting Molyneux's history of ambitious promises, such as those in prior titles like Fable, as a pattern rather than isolated optimism. Studio-wide scrutiny intensified in 2014–2015, as ' underdelivery—manifest in scaled-back features and a mobile-first rollout—prompted staff departures and internal reevaluation. Co-designer Jack Attridge left in April 2015, citing creative differences amid the fallout. External pressure included personal threats to and his family from disgruntled backers, prompting public defenses from figures like , who called the backlash "unfortunate and unfair" while acknowledging delivery shortfalls. Reports emerged of publishers' wariness toward 22cans, attributing it to repeated overpromising, which deterred future collaborations beyond niche mobile deals. By mid-2015, the studio appointed a new lead to stabilize operations, focusing on damage control rather than expansion. The controversies underscored causal links between 22cans' experimental crowdfunding model and accountability gaps: without traditional publisher oversight, self-directed pivots amplified risks of unmet expectations, eroding credibility in an industry valuing verifiable milestones over visionary pitches. No major PC/console publisher deals materialized post-Godus, with 22cans relying on self-publishing via Steam and limited regional mobile partnerships, such as NetEase for The Trail in China in 2017—though this fell outside the core Godus scrutiny period.

Mobile Game Expansion

The Trail Series

The Trail is a mobile adventure game developed by 22cans and published by , released globally on and on November 2, 2016, following a in the on August 31, 2016. Designed by , it simulates a journey westward to the fictional town of Eden Falls, emphasizing exploration, resource collection, crafting, and trading through a linear trail mechanic where players walk their avatar to gather items like berries, wood, and pelts for sale at camps. The title incorporates social elements, such as sending gifts to friends and competing on leaderboards, with progression tied to accumulating wealth and unlocking cosmetic customizations, though critics noted its deliberate pace and reliance on real-time walking could feel grindy without acceleration options. The Trail: Frontier Challenge, a competitive multiplayer sequel, launched on August 15, 2017, for Windows via as a premium $14.99 title, later ported to on March 8, 2018. Expanding on the original's framework, it introduces asynchronous races against other players' recorded avatars, five professions (lumberjack, hunter, cook, tailor, explorer) that modify resource gathering efficiency, and challenge modes focused on speed and collection goals rather than narrative progression. Players earn skill points to upgrade abilities, fostering replayability through competitive events, though the absence of multiplayer and procedural variety drew mixed feedback for limiting long-term engagement. Reception for the series highlighted its atmospheric frontier visuals and relaxing core loop, with The Trail earning a 3.8/5 on from over 320,000 reviews and 4.5/5 on the from 374 ratings, while Frontier Challenge averaged 3.5/5 on from 303 reviews, praised for accessible competition but critiqued for repetitive challenges suiting short sessions over deep strategy. No further mainline entries followed, positioning the series as 22cans' pivot to mobile-friendly, Kongregate-backed experiences amid the studio's experimental portfolio.

Godus Wars and Other Titles

Godus Wars is a spin-off from the Godus universe, developed by 22cans and released in on on February 3, 2016. The game emphasized tactical combat mechanics integrated with god-game elements, allowing players to command followers in battles against rival tribes using terrain manipulation and unit deployment. It was offered as a free download to owners of the original Godus, while new players could purchase it separately, positioning it as an expansion-like title to revitalize interest in the franchise. Gameplay centered on single-player skirmishes where players sculpted landscapes to gain strategic advantages, such as elevating units for ranged attacks or funneling enemies into traps, blending RTS brutality with the divine oversight of . Despite drawing comparisons to earlier titles like Populous for its territorial conquest focus, the game received mixed to negative reception, evidenced by a 20% positive review rating on from 579 user assessments. Critics noted it as a belated attempt to address Godus's shortcomings but criticized sparse content and halted development, rendering it feeling incomplete even years post-launch. On December 13, 2023, 22cans announced the delisting of Wars from , attributing the decision to impending changes in infrastructure that rendered continued support unfeasible. Sales ceased shortly thereafter, though existing owners retained access to their libraries without interruption. This move aligned with the studio's pivot toward mobile development, effectively ending PC support for the title. Beyond Godus Wars, 22cans pursued limited additional titles outside their core and series, with no major releases documented in contemporaneous industry reporting; efforts remained constrained by resource allocation toward mobile expansions and experimental projects like initiatives.

Blockchain Experiment:

NFT Land Sales and

In December 2021, 22cans launched sales of Land NFTs for , a -based tycoon game where ownership of virtual land parcels enables players to establish in-game " business associations," design products, form partnerships, and expand into corporations. The centered on play-to-earn mechanics integrated with elements, including the proprietary LegacyCoin for transactions, allowing landowners to trade resources, compete in markets, and monetize virtual assets while aiming to evolve small ventures into "Mega Corporations." Land NFT sales commenced on December 11, 2021, in partnership with Gala Games, with parcels varying in rarity (e.g., Ancient, Mythic) and location (e.g., London, New York), influencing their perceived value and gameplay utility. Within days, the sale generated over $50 million, with figures reported as high as $55 million in the first week and a total of $57.7 million by March 2022 after selling out all available plots. The most expensive transaction was a rare London plot auctioned for approximately $900,000 equivalent in LegacyCoin. This pre-release funding model relied on speculative NFT hype during the 2021 crypto boom, positioning as a creative simulator rather than traditional , though access to core features required land ownership. Revenue was derived almost entirely from these initial sales, with no subsequent major or asset drops reported, highlighting a front-loaded approach atypical for sustained economies.

Development Stagnation and Revenue Outcomes

Despite initial enthusiasm and substantial upfront revenue from NFT sales, Legacy's development entered a prolonged period of stagnation following the 2021-2022 land plot auctions. 22cans reported generating approximately $53 million from NFT land sales by December 2021, with total proceeds reaching $57.721 million by March 2022 after selling out all available digital parcels. These funds were intended to support the -based business simulator's core mechanics, including player-owned empires and play-to-earn elements on the Gala Games platform. Progress halted after a brief phase, with no full public release materializing despite a scheduled debut on , 2023. By mid-2023, the project's official site listed it as "in development" without substantive updates, prompting community inquiries about the absence of advancement despite the capital influx. In August 2024, confirmed repurposing the NFT proceeds to finance a successor project, Masters of , effectively sidelining as a "failed ." Revenue outcomes remained confined to the pre-release NFT transactions, yielding no documented ongoing income from gameplay, in-game economies, or secondary markets by late 2025. This echoes prior 22cans ventures, where early hype and funding failed to translate into sustained delivery or commercial viability, underscoring challenges in integration for long-term player retention.

Recent Projects and Studio Evolution

Return to PC/Console with Masters of Albion

Masters of Albion, announced by 22cans at on August 20, 2024, marks the studio's deliberate return to developing titles for PC and console platforms following years of emphasis on mobile games and blockchain-based experiments. The self-funded project, led by founder , eschews mobile distribution and NFT integrations in favor of targeting "gamers" on traditional hardware, as Molyneux described it as a homecoming to the platforms where his earlier successes like originated. Described as a in the simulation and genres, Masters of Albion allows players to possess individual characters at will, oversee town-building in the settlement of Oakridge, and craft custom items ranging from food to weapons using a divine hand interface. The title draws conceptual parallels to Molyneux's prior works, incorporating Fable-inspired elements—such as the shared "" setting noted by playtesters—and mechanics reminiscent of Black & White's creature possession and environmental manipulation. To bolster development, 22cans recruited veteran collaborators from Molyneux's and eras, including composer and sound designer Russell Shaw, aiming to recapture the innovation of those teams. has positioned the game as his personal "redemption title," explicitly tying it to rectifying past studio shortcomings like unmet promises in , while also declaring it likely his final project at age 66 due to waning "life energy" for future endeavors. As of October 2025, Masters of Albion remains in without a confirmed release date, listed as "coming soon" on for PC, with console versions anticipated but unspecified. The studio's pivot underscores a strategic evolution away from prior revenue models, though Molyneux's history of ambitious projections has prompted among observers regarding delivery timelines and feature fulfillment.

Team Reunions and Molyneux's Final Game Ambitions

In August 2024, 22cans announced Masters of Albion, a god game developed with a team that included reunions of key figures from Peter Molyneux's past projects at Lionhead Studios. The 20-person team incorporated former Lionhead developers such as Mark Healey and Kareem Ettouney, co-founders of Media Molecule, alongside Danny Barter, the composer for the Fable series. These collaborations aimed to recapture elements of Molyneux's earlier successes in god-game mechanics and narrative-driven simulation, shifting 22cans' focus back to PC and console platforms after years of mobile-centric development. Molyneux has framed Masters of Albion as his final game project, citing his age of 66 and diminishing personal energy for the demands of game development. In a October 2025 interview, he described it explicitly as a "redemption title," reflecting ambitions to restore his reputation after prior projects like Godus and Legacy faced criticism for unmet promises and execution shortfalls. He emphasized maintaining his established design philosophy—ambitious, player-agency-focused systems—without altering core practices, despite acknowledging past overpromising tendencies. The game, targeted for release in 2026, incorporates procedural generation, resource management, and emergent storytelling, with Molyneux positioning it as a culmination of four decades in the industry rather than an experimental pivot.

Reception, Impact, and Financials

Critical and Commercial Achievements

22cans' mobile games Godus and The Trail collectively generated over $13.6 million in revenue as of August 2024, according to app analytics estimates. The studio's precursor social experiment Curiosity: What's Inside?, released in 2012, attracted nearly 300,000 players within its first day and a half, with over 220,000 returning users shortly thereafter, demonstrating early capacity for user engagement. The blockchain-based Legacy project marked a commercial high point through NFT land sales, raising approximately $55 million in under a week during its December 2021 presale phase, with individual plots fetching up to nearly $1 million. On the critical front, The Trail: A Frontier Journey earned generally favorable reception, achieving a Metacritic score of 75 from four critic reviews upon its 2016 release. Godus received mixed notices, scoring 60 on Metacritic, where reviewers highlighted its depth as a free-to-play god simulation offering substantial value despite monetization concerns. Godus Wars, a 2016 spin-off, recorded modest Steam performance with estimated gross revenue of around $129,000 to $378,000, alongside 33,000 units sold and average playtimes of 3.5 hours. Masters of Albion, announced in 2024 as a return to PC and console god-game mechanics blending elements of Fable, Black & White, and city-building, entered early access amid ongoing development but lacks aggregated critic scores as of October 2025; initial player feedback on Steam emphasizes its ambitious customization via god-hand controls.

Persistent Criticisms of Overpromising

22cans, under Peter Molyneux's leadership, faced ongoing accusations of overpromising features and rewards that failed to materialize, echoing Molyneux's earlier career patterns at studios like Lionhead. Critics pointed to the studio's handling of the 2013 mobile experiment : What's Inside the ?, where winner Bryan Henderson was publicly promised a "life-changing prize" including god-like status in the forthcoming and a 1% share of its revenues, as described in promotional videos and interviews. However, by 2015, Henderson reported minimal involvement, no revenue share despite 's release, and unfulfilled integration into the game's mechanics, leading to widespread disappointment among backers and observers. The Kickstarter campaign in 2013, which raised over £500,000, amplified these issues with pledges for deep simulation mechanics, multiplayer gods battling, and emergent AI behaviors that were either delayed indefinitely or omitted in the final 2014 mobile release and subsequent ports. Reviewers and backers noted the game's shift toward monetization over promised depth, with server instability and incomplete features persisting into 2015 updates, contributing to its commercial underperformance and closure of dedicated servers by 2017. acknowledged in a 2015 that early had set unrealistic expectations, but critics argued this reflected a systemic failure to temper enthusiasm with feasible scoping. Similar patterns emerged with , announced in 2017 as a blockchain-based business simulator promising player-owned economies and real-world through NFTs. By December 2021, 22cans had presold NFT "land" parcels for approximately £40 million without a playable release, drawing skepticism given the studio's track record; development stalled post-sales, with funds reportedly redirected to new projects like Masters of Albion by 2024, leaving backers with undelivered gameplay. Industry commentary highlighted this as emblematic of hype-driven ventures, where Molyneux's promotional flair—such as envisioning "real ownership and rewards"—outpaced execution. Molyneux reflected in 2023 that he regretted overpromising across his projects, attributing it to designing concepts mid-interview and advising skepticism toward his claims, yet persistent critiques from outlets like labeled him the "emperor of overpromising," eroding trust in 22cans' announcements. These incidents fueled broader industry wariness, with backer forums and analyses citing refund demands and abandoned updates as evidence of a cycle where ambitious visions consistently yielded incomplete products.

Long-Term Legacy in Game Development

22cans' contributions to game development emphasize persistent innovation through small-team experimentation, though often tempered by execution shortfalls that have shaped industry caution around ambitious scoping. Founded in with a "22 cans" model—one innovative idea per team member—the studio sought to revive genres like via (2014), adapting them to mobile formats with emergent player-god dynamics, yet the title's incomplete features and unfulfilled promises, including the 2012 cube winner's "God of Gods" role, eroded trust and highlighted risks in crowd-funded development. The Trail: Frontier Challenge (2016), a mobile survival-trading simulator, marked a commercial bright spot, achieving partnerships with and for global and Chinese releases, and porting to in 2018; its crafting and procedural journey mechanics directly informed later 22cans projects, demonstrating viable paths for narrative-driven mobile innovation outside hype-heavy genres. Ventures into blockchain, exemplified by (launched October 26, 2023), pioneered business simulation with NFT land sales raising over 13,000 ETH (approximately $54 million at peak), enabling real asset ownership via GalaChain integration; however, the model's play-to-earn focus amid crypto market crashes positioned it as a cautionary example of speculative tech adoption in gaming, with later deeming such experiments a "dead end" for mainstream appeal. In broader terms, 22cans' trajectory underscores indie studios' capacity for genre-blending—merging god-like oversight with ulation in titles like the forthcoming Masters of Albion ( planned post-2024 announcement)—while reinforcing empirical lessons on balancing vision with feasibility, as Molyneux's self-described "" efforts at age 65 reflect a career arc influencing developer discourse on risk and delivery.

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