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ZeptoLab

ZeptoLab is a Barcelona-based and publisher specializing in mobile games, founded in 2010 by Russian twin brothers Efim Voinov and Semyon Voinov. The company is best known for its flagship puzzle franchise , featuring the candy-loving monster Om Nom, which has amassed over 1 billion downloads across various platforms as of 2018. Since its inception, ZeptoLab has grown into a global entity with approximately 130 employees working remotely across multiple continents as of 2025, emphasizing a dedicated to "the science of fun" through innovative , high-quality production, and engaging user experiences. Beyond , the studio has developed a diverse portfolio of titles, including the top-down Bullet Echo (2017), the vehicle combat game C.A.T.S.: Crash Arena Turbo Stars (2017), the stealth-action title King of Thieves (2015), and simulation games like Overcrowded: Tycoon (2021). These games span genres such as multiplayer PvP, , and casual puzzles, amassing over 2 billion total players worldwide. ZeptoLab has earned recognition for its contributions to mobile gaming, including the Google Play Best Competitive Game award for Bullet Echo in 2020 and multiple App Store and Google Play honors for C.A.T.S.: Crash Arena Turbo Stars in 2017, such as Real-Time Competition and Game of the Year. The company remains independently funded without external investments and has expanded into IP licensing, producing the animated series Om Nom Stories and merchandising for its characters. In January 2025, ZeptoLab sold the intellectual properties for C.A.T.S.: Crash Arena Turbo Stars and King of Thieves to Nazara Technologies, marking a strategic shift while continuing to focus on self-publishing and development. As of November 2025, the company continues to expand its IP through collaborations, including a Cut the Rope add-on for Minecraft (releasing December 2025), STEM educational games, and partnerships like Magic Jigsaw Puzzles.

History

Founding

ZeptoLab was founded in 2010 in , , by twin brothers Efim Voinov and Semyon Voinov. Efim Voinov took on the role of technical lead and CTO, overseeing programming and technical development, while Semyon Voinov served as creative lead and director, focusing on and artistic direction. The brothers were self-taught programmers who had begun creating games together at the age of ten, starting with early computers like the . ZeptoLab began as a small, self-funded venture with no external , relying on the founders' resources to bootstrap in a nascent mobile gaming landscape. The team concentrated on platforms during the App Store's explosive growth phase, following its 2008 launch, which had transformed mobile gaming by 2010 through widespread accessibility and developer opportunities. Their first major project, , a physics-based puzzle game, was developed and released on October 4, 2010, marking the studio's debut and quickly establishing its reputation.

Expansion and milestones

Following its initial success with the original Cut the Rope game, ZeptoLab was formally incorporated as ZeptoLab OOO in , , on July 5, 2011, marking the transition from an informal startup to a structured entity. The company also established ZeptoLab UK Limited as a on January 14, 2011, to support international operations. Throughout its growth, ZeptoLab has remained self-funded, eschewing and relying on revenue from its titles to sustain development. Key milestones in the early centered on expanding the franchise, beginning with the release of : Experiments in August 2011, which introduced new mechanics and characters to broaden the puzzle gameplay. This was followed by : Time Travel in February 2013 and 2 in December 2013, which added environmental interactions and narrative elements, solidifying the series as a cornerstone IP. By the mid-, ZeptoLab ventured into multiplayer gaming with King of Thieves in February 2015, a PvP that shifted focus toward competitive, asynchronous play. Further diversification came with Bullet Echo in May 2020, a top-down emphasizing team tactics and hero abilities. During the mid-2010s, ZeptoLab evolved into a remote, multinational team structure, drawing talent from diverse locations while maintaining operations through its subsidiary and establishing a headquarters in , . This distributed model supported scalable growth without heavy reliance on physical offices. Recent developments include the ongoing production of the animated series, which debuted in late 2011 and has released multiple seasons featuring the franchise mascot in short-form adventures. In January 2025, ZeptoLab sold the intellectual properties of C.A.T.S.: Crash Arena Turbo Stars and King of Thieves to for $7.7 million (approximately ₹67 ). Throughout 2025, ZeptoLab continued IP expansion with collaborations, including educational games released in October with Legends of Learning and a Marketplace add-on launched in December.

Games and products

Cut the Rope franchise

The franchise is ZeptoLab's flagship series of physics-based puzzle video games, centered around feeding candy to the adorable green monster Om Nom by manipulating ropes and environmental elements. Launched in 2010, the original introduced innovative touch-based mechanics on mobile devices, quickly becoming a title in casual gaming with its blend of charm, precision, and escalating puzzle complexity. The series has expanded through multiple sequels and spin-offs, amassing over 1.7 billion downloads worldwide as of 2025 across platforms including , , and others. The inaugural game, Cut the Rope, was released on October 4, 2010, for iOS, featuring 25 levels per box across 17 themed boxes (with updates), totaling 425 levels where players cut ropes attached to suspended candy to guide it into Om Nom's mouth while avoiding obstacles like spiders. Its success led to ports on Android in 2011 and further platforms, establishing Om Nom as an iconic character in mobile gaming. Sequels built on this foundation: Cut the Rope: Experiments arrived on August 4, 2011, introducing laboratory gadgets like suction cups and air cushions across 200 levels in eight packs, emphasizing experimentation with physics interactions. Cut the Rope: Time Travel followed on April 18, 2013, with Om Nom journeying through historical eras—from the Stone Age to the Future—requiring players to feed candy to ancestral Noms in over 160 levels that incorporated time-specific mechanics like melting ice in warmer periods. Later that year, Cut the Rope 2 launched on December 19, 2013, for iOS (and March 28, 2014, for Android), shifting Om Nom into a dynamic world with movable environments and seven helpful Nommies creatures, spanning 160 levels in diverse settings like forests and cities. The series continued with Cut the Rope: Magic on December 16, 2015, where players transform Om Nom into magical forms such as a dragon or frog to navigate enchanted realms in 100+ levels, adding spell-based puzzle elements. Most recently, Cut the Rope 3 debuted on October 13, 2023, exclusively on Apple Arcade, introducing 3D graphics, augmented reality integration, and exploration with Om Nom and his son Nibble Nom across global landmarks in over 150 levels. In October 2025, ZeptoLab released two new STEM-focused titles in collaboration with Legends of Learning, adapting mechanics for educational math and science puzzles aimed at classrooms. At the heart of the franchise's is a sophisticated that simulates gravity, momentum, and chain reactions, allowing players to cut multiple ropes with swipes to swing, bounce, or redirect candy toward Om Nom. Success requires collecting three gold stars per level—often hidden or requiring precise timing—while uncovering secret items like photo pieces to complete galleries, fostering replayability and skill progression. Levels evolve from simple rope cuts to intricate setups involving bubbles, portals, and environmental hazards, rewarding over speed. This core loop, refined across titles, emphasizes intuitive touch controls and satisfying "aha" moments, with each sequel layering thematic innovations like temporal shifts or magical abilities without altering the fundamental rope-cutting premise. Beyond mainline entries, the franchise includes expansions like Om Nom: Run, an released globally on February 20, 2020, where players guide Om Nom through procedurally generated levels, jumping and sliding to collect candies while evading obstacles in a environment. Complementing this, Daily, launched on August 1, 2023, via Games, offers bite-sized daily puzzles with drawing-based mechanics to create paths for candy, encouraging short sessions and social competition among players. These extensions diversify the while preserving Om Nom's whimsical appeal and the series' focus on accessible, physics-driven fun.

Other video games

ZeptoLab has developed a diverse array of video games outside its flagship Cut the Rope franchise, spanning puzzles, platformers, shooters, simulations, and action titles, all primarily released as free-to-play mobile experiences with in-app purchases for progression and cosmetics. One of the studio's early non-franchise releases was Pudding Monsters in 2012, a physics-based puzzle game where players drag and connect scattered pudding-like monsters across levels to form a single entity, overcoming obstacles like lasers and black holes through strategic sliding mechanics. The game emphasizes clever environmental interactions and escalating complexity in its 75 levels, available as a paid title at launch but later adapted to a free model with optional purchases. In 2015, ZeptoLab launched King of Thieves, a blending arcade exploration with PvP multiplayer elements, where players control thieves navigating procedurally generated dungeons to steal gems while avoiding traps and designing their own defensive levels for others to raid. In January 2025, the IP was acquired by . The title's core innovation lies in its asynchronous PvP thieving system, supported by guild wars and arena competitions, all within a structure featuring in-app purchases for faster progression. Evo Pop, released in 2015, introduces match-3 mechanics infused with elements, tasking players with merging and evolving colorful creatures in battles where strategic matching triggers growth, ability upgrades, and dominance over opponents in three-way arena fights. Players leverage environmental resources like grass and bugs to accelerate , emphasizing tactical depth in a format with purchases for spells and enhancements. The 2017 release of C.A.T.S.: Crash Arena Turbo Stars marks ZeptoLab's entry into vehicle-building combat, a where users assemble customizable cat-themed machines from parts like weapons and armor, then pit them against others in automated PvP arenas focused on destruction and survival. In January 2025, the IP was acquired by . The game's multiplayer battles highlight engineering creativity and quick matchmaking, operating on a model with in-app purchases for parts and currency. Bullet Echo, launched in 2020, is a top-down featuring 10-minute rounds of tactical team-based combat, where players select heroes with unique abilities and stealth mechanics like limited vision and audible cues to outmaneuver foes in modes such as squad versus squad or free-for-all. Its emphasis on hero customization, gun upgrades, and fast-paced PvP differentiates it within the genre, supported by access and in-app options for heroes and perks. ZeptoLab expanded into simulation with Overcrowded: Tycoon in , a theme park management game where players build attractions like roller coasters and food stands to balance visitor emotions such as and excitement, while hiring and expanding parks in an progression system. The title's focus on emotional management and event-based challenges fits the tycoon mold, with purchases accelerating construction and unlocks. In October 2025, ZeptoLab partnered with Peaksel to launch My Om Nom, a game where players care for and interact with Om Nom and friends in a simulated world, incorporating feeding, playing, and customization elements tied to the IP. Finally, Downhill Smash arrived in 2021 as a chaotic party-style , involving the construction and piloting of boulder machines to smash and obstacles in downhill races, unlocking weapons and boosters to compete in post-apocalyptic tracks against avalanches and bosses. Its arcade racing with upgradeable destruction mechanics encourages replayability in a setup featuring in-app purchases for gear. Through these titles, ZeptoLab demonstrates genre diversification from its puzzle roots into competitive PvP, strategy, and simulation, consistently employing models with in-app purchases to drive engagement and revenue across mobile platforms.

Media and licensing

ZeptoLab has extended its , particularly the character Om Nom from the franchise, into animated media through the web series , which premiered in 2018 and features short adventures of the candy-loving monster and his friends. Produced in collaboration with Rocket Fox, the series consists of bite-sized episodes, typically 3.5 minutes long, released primarily on , where Om Nom embarks on whimsical escapades involving everyday jobs, superheroes, and fantastical scenarios to entertain children and families. By 2024, ZeptoLab secured a deal with Disney+ for 25 seasons comprising 250 episodes, which launched across in Q4 2024; as of 2025, over 250 episodes have been produced across 25 seasons, with production continuing into additional seasons. In October 2025, ZeptoLab collaborated with ZiMAD to integrate Om Nom into Magic Jigsaw Puzzles, adding themed puzzle packs featuring the character to the mobile app. In addition to animation, ZeptoLab has pursued licensing partnerships to commercialize Om Nom across merchandise, toys, and apparel, fostering broader brand engagement beyond gaming. Early deals in 2012 included collaborations with toy manufacturers Hasbro, Mattel, and JAKKS Pacific for plush toys and playsets, alongside apparel from LF USA, enabling Om Nom-themed products in retail markets. Further expansions involved food promotions, such as a 2014 McDonald's Happy Meal tie-in offering eight fruit-themed Om Nom toys with purchases, accompanied by in-store activations like fruit sampling and recipe cards to promote healthy eating. Other partnerships, including a 2012 Burger King kids' meal promotion and a 2020 Australian licensing agreement with Nine Network and WP Brands for localized merchandise, have distributed Om Nom items like clothing, stationery, and confections globally. ZeptoLab's media ventures also encompass interactive extensions like the 2017 VR experience Where's Om Nom?, a hidden-object game where players search immersive 3D environments to locate and interact with the character, marking the company's entry into as a narrative complement to its core . Complementing this, educational tie-ins integrate Om Nom into learning tools, such as a collaboration with Legends of Learning to adapt mechanics into math and science games for classrooms, alongside robotics-inspired apps that teach programming and mechanics through playful challenges. These efforts align with ZeptoLab's strategy to construct the "Om Nom universe" via cross-media storytelling, combining animation, licensed products, and educational content to sustain long-term audience engagement, particularly among younger demographics, as evidenced by ongoing expansions into virtual pets, puzzles, and narratives.

Recognition and impact

Awards and critical reception

ZeptoLab's games have garnered significant industry recognition, particularly for their innovative mobile titles. In 2020, Bullet Echo received Google Play's Best Competitive Game award, highlighting its tactical multiplayer shooter mechanics. Similarly, C.A.T.S.: Crash Arena Turbo Stars was named Google Play's Game of the Year in 2017, praised for its and chaotic arena battles. Cut the Rope: Magic won the Kidscreen Award for Best Game App (Smartphone) in 2017, acknowledging its engaging puzzle design suitable for younger audiences. Critically, the franchise has been lauded for its innovative physics-based puzzles, earning a score of 93 and consistent 4.5+ ratings on both the and , with reviewers emphasizing the addictive, intuitive that combines charm with clever level design. King of Thieves has been noted for its addictive platforming and thievery mechanics, achieving 4.4 stars on the and 4.2 on , though some critiques point to frustrations with progression systems. Bullet Echo's fast-paced, top-down action has drawn praise for its tactical depth and balanced PvP modes, securing 4.8 stars on the and 4.5 on , with outlets highlighting its suspenseful, skill-based shootouts. Beyond major awards, ZeptoLab titles have earned nominations and honors such as nods for in the Mobile & Apps Games category and features in the , including the 2011 Apple Design Award for excellence in . The studio has also been recognized for contributions to casual gaming innovation, with games like frequently spotlighted for advancing accessible, physics-driven puzzles in mobile entertainment. Overall, ZeptoLab maintains a reputation for developing , high-quality titles that appeal to broad demographics, from children enjoying the whimsical Om Nom character to adults engaged in competitive multiplayer experiences, as evidenced by consistent positive reviews across platforms emphasizing polished, inclusive .

Commercial performance

ZeptoLab's games have achieved significant download milestones, with the company's portfolio reaching over 2 billion players worldwide. The flagship franchise, comprising 12 titles, has exceeded 1.7 billion downloads as of 2025, establishing it as one of the most successful puzzle series in mobile gaming history. The studio operates on a , primarily generating income through in-app purchases and advertisements, which has enabled consistent without compromising . ZeptoLab has remained self-funded since its founding in 2010, growth through internal revenues and avoiding external investments or venture capital. In terms of market impact, dominated the puzzle category as a top-grossing title on and platforms from 2010 to 2015, frequently ranking in the highest revenue charts during its initial releases. Later, Bullet Echo, launched in 2020, gained traction in the niche, attracting millions of players and earning recognition as Google Play's Best Competitive Game in 2020. In January 2025, ZeptoLab sold the intellectual property rights for C.A.T.S.: Crash Arena Turbo Stars and King of Thieves to for $7.7 million (approximately ₹66.6 ), marking a strategic adjustment while continuing on remaining titles. ZeptoLab's titles demonstrate strong global reach, performing robustly on both and ecosystems and supporting localization in multiple languages to engage diverse international audiences.

Organization and operations

Leadership and team

ZeptoLab was co-founded by brothers Semyon and Efim Voinov, who continue to hold key leadership positions and remain actively involved in game development. Semyon Voinov serves as , guiding the creative vision, , and artistic elements of the company's projects. Efim Voinov acts as (CTO), overseeing technical strategy, , and in . The company's leadership emphasizes a lean, agile structure, with a team comprising approximately 100-140 professionals across various disciplines. Key executives include Baturina as Head of , responsible for forging partnerships and expanding market opportunities, alongside roles like Head of User Acquisition (Mariia Filippova) and (Natalia Kuzmenko). This small-scale approach allows for quick iteration and focused creativity in production. ZeptoLab's team is composed of multinational experts in , , programming, and , drawing from over 26 nationalities and spanning 45 countries. The centers on the "science of fun," prioritizing entertaining , high-quality visuals, and player engagement through data-driven processes and collaborative events like game jams. This environment fosters innovation and work-life balance, with regular team-building activities and transparent communication via weekly meetings. The talent strategy at ZeptoLab targets passionate, creative individuals from diverse global backgrounds, facilitated by a remote-first model that includes hybrid options in and full remote opportunities worldwide. This approach enables broad recruitment, supporting relocation for select roles and emphasizing personal growth through development budgets and inclusive hiring practices.

Business model and locations

ZeptoLab operates as an independent, self-funded studio, bootstrapped from revenues generated by its early hit, Cut the Rope, without relying on venture capital or external investments. This approach has enabled the company to maintain complete creative autonomy while sustaining operations through game monetization. The core business model emphasizes free-to-play mobile games, distributed at no initial cost to maximize accessibility, with revenue derived from in-app purchases, advertisements, and optional premium content. Complementing this, ZeptoLab pursues IP licensing for ancillary income streams, including merchandise, animated series like Om Nom Stories, and educational partnerships, while also operating a publishing division for both in-house and select third-party titles since 2017. Current operations focus on mobile game development and publishing, leveraging partnerships with platforms such as Google Play and the App Store for global distribution. Originally founded in , , in 2010, ZeptoLab established a major development center in , , in 2015 to support expansion and create up to 100 jobs by the following year. The company maintains a , ZeptoLab UK Limited, incorporated in in 2011. With a multinational team spanning 45 countries, ZeptoLab has shifted to a global remote-first structure, offering opportunities alongside a hybrid model at its Barcelona office that includes three work-from-home days per week for most roles.

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