The mindset that shaped the company from day one

“Game On, Let’s Break It” – A 15-Year Philosophy

At the heart of FunPlus’ culture is a phrase Andy uses for the 15th Anniversary:

“My words for the 15 years – Game ON, let’s break it.”

It’s more than a slogan. It’s a mindset that shaped the company from day one. From the early days of a startup to a global gaming powerhouse, FunPlus has never become too comfortable. Andy explains that the spirit of Day One still drives the team—staying curious, taking risks, and breaking conventions in order to push forward.

“Breaking it” means not being afraid to challenge yourself — even when things are working. It’s about reinventing the experience, pushing boundaries, and constantly asking: What more can we do for players?

Proud Moments from the Past

Looking back, Andy shares several defining moments that shaped the FunPlus story.

One of the most unforgettable came during the launch of Family Farm. What started as a casual Facebook game quickly snowballed into a viral success. But with success came unexpected challenges:

“We launched the game, the server crashed because there were too many players… we cancelled our holidays, worked a lot, and finally put the game online again. Within a few days — half a million DAU!”

It was a crash course in agility—both figuratively and literally. That moment, Andy says, taught the team how to move fast, adapt quickly, and never underestimate the power of a good game resonating with the right audience.

Another proud milestone came later, with the launch of King of Avalon. Facing stiff competition, FunPlus took a bold step—pioneering YouTube video ads for mobile games, long before it became an industry standard. The result? Millions of new users and global recognition.

And then, there’s the triumph of the FunPlus eSports team, which rose to win the world championship in 2019—an emotional victory built on early mistakes, late-night brainstorms, and deep belief in talent.

Embracing Change to Stay Ahead

FunPlus has always believed that adapting to change is not optional—it’s essential. The industry evolves fast, and FunPlus doesn’t just follow trends; it actively reshapes them.

“We used to make games more realistic in horizontal mode, but the whole industry shifted to portrait—so we decided to shift the game. Teams broke it and changed it.”

For the DC: Dark Legion game, FunPlus reimagined its approach to game design. Teams didn’t hesitate—they pivoted, experimented, and delivered.

Andy credits this culture of change to the company’s deep trust in its people.

Innovating with Purpose

Innovation at FunPlus isn’t just about doing something new—it’s about doing what matters. In 2024, Andy made a personal shift in how he evaluates games and experiences.

“In 2024, I learned to focus on what players want—play each game, feel the difference, and push every unique experience to be the best fit.”

That hands-on philosophy is now embedded in FunPlus’ approach: rapid iteration, constant user feedback, and tighter alignment between development and player expectations.

Andy also highlights the importance of emotional intelligence in game design—empathy for how players experience content, not just how it performs.

Creating the Future of Entertainment

As FunPlus looks toward the future, it’s not just about making better games—it’s about building a platform for the future of entertainment.

“AI is definitely a very exciting technology for the gaming industry.”

AI is one of several emerging technologies FunPlus is exploring to expand the possibilities of storytelling, gameplay, and player interaction. Andy believes AI won’t replace creativity — but it will enhance it.

The company’s vision is to empower a new generation of creators—internal teams, studios, partners—by giving them the tools, resources, and freedom to develop and innovate.

“We want to be in a place where the most ambitious ideas can become reality,” Andy says. “That’s how the future of entertainment is made.”

Looking Ahead: The Next 10 Years

Asked about the next chapter for FunPlus, Andy smiles: “We’re just getting started.”

“I think the FunPlus way in the next 10 years is to create imagination and miracles… something we don’t even know yet, but something wonderful.”

From upcoming titles like Foundation: Galactic Frontier, to exciting new partnerships and studio expansions, the roadmap ahead is bold and ambitious. But Andy is most excited about embedding the “Game On, Let’s Break It” spirit into everything the company does—daily decision-making, team culture, and product design.

“Game On” is no longer just a phrase. It’s a long-term commitment to innovation, imagination, and the belief that the best is always yet to come.

The Next Level Starts Now

Fifteen years ago, FunPlus was a dream built on grit and creativity. Today, it’s a global force helping shape the future of interactive entertainment.

From crashing servers to world championships, from family farms to AI-driven innovation, one thing remains the same: the spirit to break boundaries and build something amazing—together.

Game On. Let’s Break It.

15 Years of Fun! Andy Zhong – FunPlus CEO

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About FunPlus

FunPlus is one of the largest privately held companies in all of gaming. Founded in 2010, it is a global creator of interactive entertainment experiences powered by technology, with cross-platform game development and IP creation at its core.  FunPlus is an organization that fosters top industry talent, with around 2,000 team members based in offices and studios across three continents. These talented creative teams are well-known for developing hugely popular cross-platform titles, including DC: Dark Legion, State of Survival, King of Avalon, Guns of Glory, Stormshot,  Sea of Conquest, Misty Continent, and Foundation: Galactic Frontier.

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