A location-based game app for sneakerheads, AGLET. By collecting "Aglet Coins" through the pedometer function on the smartphone, users can buy sneakers within the game. Following our previous interview*, the company, after winning the Media & Brand Awareness category at the LVMH 2021 Innovation Awards and securing funding, is set for a major update and further expansion of the app's functionalities. We interviewed our founder and CEO, Ryan Mullins, about the features post-update and the vision of the company.
Towards the Next Generation of Commerce
You raised about $17 million in funding this year. What changes have come about as a result?
We raised significant funding to further develop the game. We've always wanted to challenge commerce from the perspectives of shopping, collection, and gaming. Simply put, the idea was: what if major brands like Nike, Adidas, New Balance, Atmos, Bape hired game developers and designers to design their commerce?As mentioned in our previous interview, our initial team didn't include anyone who had previously created a game. However, we understood the culture of gaming and had played numerous games. Because of this, we focused on bringing in talent to create an ideal game. For example, we brought in the head of design from Riot Games and hired someone who had worked on famous games like "Command & Conquer" at the major game studio Scopely as the head of product. Additionally, we brought in experts in areas like systems economy. This allows us to evolve the current simple mechanism of walking around and collecting "Aglet Coins" into a more complex game. To achieve this, we needed talented individuals well-versed in gaming, so we expanded our team, which now comprises over 20 staff members worldwide.
The product itself is also evolving into something more like a game. Currently, the game is quite simple and only supports iOS, yet we already have 100,000 active players. There is a core group of players who support the game because it's fun despite its simplicity. Additionally, we plan to release an Android version of the app soon, and with the funding, new features will be added to the product, making it deeper and more engaging. Beyond just checking in on the map to repair virtual sneakers, we're thinking of ways to overlay reality onto the game, allowing players to play on the map.
Also this year, a secondary marketplace was opened within the game where players can buy and sell sneakers directly with each other. What was the response to this?
The marketplace was our biggest release yet. It was the first time players connected within the app. Some people are expanding their businesses by combining our Discord with this new marketplace, creating a new economic sphere. We've previously used Discord to announce new releases, leading to dedicated players who have collected all the limited items. Following the establishment of the marketplace, phenomena where players announce in Discord, like "I'm selling this at this time on the marketplace," have been observed, making it a starting point for new users who recently downloaded the app.
We consistently prioritize staying close to the community and players. Our Discord is particularly active, and we receive numerous messages daily, such as "How about this?" and "While playing the game, I thought this would be a cool feature, so I'd like you to implement it." Based on such comments, new features that enhance the gaming experience are gradually being added.
We consistently prioritize staying close to the community and players. Our Discord is particularly active, and we receive numerous messages daily, such as "How about this?" and "While playing the game, I thought this would be a cool feature, so I'd like you to implement it." Based on such comments, new features that enhance the gaming experience are gradually being added.
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