ABOUT

GameStick grew out of my earlier work with PlayJam on smart-TV gaming and the HEX console concept. PlayJam approached me to help shape an affordable, portable games console that could bring Android gaming to the television. I played an instrumental role in its early development, producing concepts across branding, hardware, UI and packaging.

It was an interesting time for the games industry. Smartphones and tablets were changing how people accessed games, creating an opportunity for smaller, more affordable devices. Ouya, another low-cost Android console, was also being developed at the time.

The final GameStick direction paired a simple wireless controller with a tiny HDMI stick, similar in size to a modern Amazon Fire TV Stick. For the controller, I drew inspiration from classic consoles such as the SNES, Game Boy and Game Boy Advance. The aim was to make it simple, approachable and built around instant pick-up-and-play fun, with less complexity than contemporary PlayStation and Xbox controllers.

The branding and packaging I developed for the console and its accessories used a clear signature colour to stand out on busy retail shelves while maintaining a clean, premium feel.

GameStick launched on Kickstarter in January 2013, raising nearly US$650,000 against its original $100,000 target. The campaign made extensive use of the concept work I had developed.

Although the crowdfunding campaign demonstrated strong early interest, GameStick struggled after launch. Reviews highlighted the limitations of the hardware and its relatively small game library, while smartphones, Ouya and the arrival of PlayStation 4 and Xbox One made the market increasingly competitive.

Despite the outcome, it was an ambitious and enjoyable project. The team set out to make console gaming more accessible and affordable, and the success of the Kickstarter campaign showed there was genuine interest in the idea.

For me, the console ultimately needed a few killer launch games and perhaps an accessible way to play emulated retro titles. I also preferred the earlier small cube concepts I developed, which felt cuter and more premium, and I think the final hardware was slightly underpowered. Addressing those areas would have given the console a much stronger proposition at launch.