Industrial Toys

Industrial Toys
Company type	Subsidiary (former)
Industry	Video games
Founded	2012; 14 years ago
Founder	Alex Seropian, Tim Harris, Brent Pease
Defunct	January 31, 2023
Fate	Shut down by parent company
Successor	None
Headquarters	Pasadena, California, United States
Area served	Worldwide
Key people	Alex Seropian (CEO), Tim Harris, Brent Pease, Mike Dekoekkoek (engineer)
Products	Midnight Star, Midnight Star: Renegade, cancelled Battlefield Mobile
Parent	Electronic Arts (2018–2023)

Industrial Toys was a mobile game development and publishing company located in Pasadena, California, United States. Established in early 2012 by seasoned industry professionals Alex Seropian, Tim Harris, and Brent Pease, the firm concentrated on producing mobile gaming experiences tailored for dedicated gamers. Their inaugural release, Midnight Star, debuted in early 2015.

In July 2018, Electronic Arts acquired Industrial Toys with the intention of creating a mobile version of the Battlefield franchise. Following the cancellation of this project, EA officially shut down Industrial Toys on January 31, 2023.

History

Industrial Toys was founded in 2012 by Alex Seropian, Tim Harris, and Brent Pease to fill the gap in the market for premium mobile games aimed at core gamers. Tim Harris highlighted the company's commitment to rich narratives and fostering player communities. Beginning development on Midnight Star in January 2012, the team included engineer Mike Dekoekkoek among its key members. The studio's follow-up game, Midnight Star: Renegade, was released in August 2016.

Approach

According to CEO Alex Seropian, as shared with GameSpot, their strategy revolves around three pillars: planning, assembling the team, and execution. Their approach treats mobile devices as unique platforms rather than ports of existing games, focusing on designing core experiences specifically optimized for mobile gameplay.

Significant resources were allocated to build a "dream team" aimed at delivering high-quality titles for core mobile gamers. While many important hires remain undisclosed, their identities are anticipated to be announced soon.

Execution emphasizes production quality over expansive scope. Typical mobile game development prioritizes high production values but often limits content breadth to suit short play sessions prevalent among mobile users. Industrial Toys focuses on crafting engaging stories and visuals that enhance appeal rather than creating lengthy levels inappropriate for mobile play patterns.

Games

Release date	Title	Publisher	Genre(s)	Platform(s)
February 5, 2015	Midnight Star	Industrial Toys	First-person shooter	iOS
August 11, 2016	Midnight Star: Renegade	Industrial Toys	First-person shooter	iOS
Cancelled	Battlefield Mobile	Electronic Arts	First-person shooter	Android, iOS

References

External links