Designing Voice Chat Clubs: Building Social Spaces for Millions of Players
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LudoStar is one of the most-played mobile board games in the world, with a particularly strong presence across the SAMEENA region — South Asia, the Middle East, North Africa, and East Africa. At its core it is a match-based game: you play a round of Ludo, it ends, and you come back for another.
But as social gaming accelerated during the pandemic, something interesting was happening. Players were spending hours in the app, yet the game gave them almost nothing social to do. They were organising communities, planning sessions, and building lasting friendships — but doing all of it outside the app, on WhatsApp and Facebook.
LudoStar was becoming a launchpad for social behaviour it had no way of capturing. The opportunity was to bring that social layer back inside and building a communications platform.
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3 Months