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How indie developer Bit Fry has managed to compete with gaming’s biggest publishers when it comes to its Ultimate Rivals games
WRITTEN BY hink of licensed sports games For co-founder Ben Freidlin, the Bit Fry story RYAN LAMBIE in 2020, and your mind might began back in 2013 as something of a passion automatically drift to the big, project: having previously worked at Microsoft T obvious hitters: EA’s FIFA, and 2K and then in fnance on Wall Street, Freidlin Sports’ NBA 2K series. It’s all the decided he wanted to switch paths and set up a more impressive, then, that a relatively small game studio. As a youth, Freidlin grew up playing studio based in Portsmouth, New Hampshire games like Blades of Steel and NBA Jam – sports has managed to acquire such a hefty list of titles with more of an arcade edge. “I’d always big-name licences: Ultimate Rivals: The Rink, the wanted to make these games – I missed them so frst game in a planned of titles, was made with much,” Freidlin tells us. “And, you know, I felt like the likes of the NHL and NBA as licensors, while someone’s got to make them again. And after its roster of players features some real-world years of wishing for them to come back, I just sporting legends: ice hockey star Wayne Gretzky, dropped my career and started the studio.” basketball star LeBron James, and American Those early years at Bit Fry were, as the studio soccer player Alex Morgan are among its fantasy itself admits on its website, “arduous.” Its frst roster. So how is Bit Fry competing with some project was an unlicensed baseball title set in of gaming’s biggest publishers when it comes to the 1920s – a setting partly inspired by such licensing deals? sports movies as Field of Dreams and The Natural. During the early development of that game, however, Freidlin says that “it wasn’t very easy to build a studio around that vision”, and therefore, “through sheer survival” the decision was made to pursue the idea of making a licensed sports game instead. It’s here the fedgling company changed up the project almost entirely – the game’s setting went from the 1920s to a colourful yet dystopian future, while the sport itself shifted dramatically. Or, as Freidlin puts it: “Ironically, I started the company to make a baseball game set in the 1920s and ended up releasing a hockey game set in the future. So there’s really no way of knowing how things are going to turn out when you build something like this. It kind of takes on a life of its own.” Bit Fry stuck to its plans of making an accessible sports game with an eye on the arcade action titles of the past, while also introducing a