Exclusive: How mobile game Kinder World is fostering mental wellbeing

In the midst of global lockdowns, when many turned to digital solutions for stress relief, game developers Lauren Clinnick and Christina Chen saw an opportunity.

The result was Kinder World, a mobile game that blends emotional wellbeing with houseplant care.

"Kinder World actually came out of the pandemic," Clinnick explained to TechDay in a recent interview.

"We were cooped up inside, and I noticed that, while I had apps like Headspace and Calm, they weren't forming habits for me."

For Clinnick, a key question arose: could the same addictive properties that games often exploit be repurposed for good?

"We know games can be good tools for creating habits," she explained. With this in mind, she and Chen designed a game that aimed to cultivate sustainable wellbeing habits. Their target audience? Gen Z and millennials, a demographic they understood all too well.

According to Clinnick, the connection between mental wellbeing and houseplants was "a natural fit."

"Houseplant culture became significant over the lockdowns. People were using it as a hobby already associated with mental wellbeing," she said. "This subculture provided a visual language that resonated with their target users, and the game allowed players to nurture their wellbeing through virtual houseplant care."

Yet, launching a wellbeing-focused mobile game wasn't without its challenges. One of the biggest hurdles was discoverability in crowded app stores. "Mobile stores can be really crowded," Clinnick remarked. Additionally, privacy changes, such as Apple's IDFA update, made serving ads to iOS users difficult. This led to reliance on algorithms that often restricted organic reach.

"We have over 100,000 followers on TikTok, but sometimes only 3,000 see our content due to algorithms," she explained.

Despite these obstacles, Kinder World resonated with a broad audience, particularly women aged 25 to 35, many of whom are young professionals dealing with stress. "I come from a marketing background, so I always want to see a viable market. I knew there were a lot of women like me who needed mental wellbeing tools," Clinnick said. These women, many with therapy experience, sought additional ways to manage their mental health, and Kinder World fit that niche perfectly.

The game's appeal lies in its ability to balance personal and social interaction. While Kinder World offers a solo experience for those seeking privacy, it also provides opportunities for community engagement. "Players can send and receive letters, but it's very much opt-in," Clinnick explained. The game is deliberately designed without competitive elements.

"You can't interfere with someone else's progress. You can only be supportive," she added.

This supportive, non-competitive environment has fostered a strong community outside of the game as well, particularly on platforms like Discord. "Our Discord community is great. We've seen players start plant-cutting meetups or book clubs. It's a very heartwarming space," Clinnick said. The community is not about "trauma dumping," but rather offering support in a light-touch, sustainable way.

The impact of Kinder World extends beyond casual play. Many players have shared stories of how the game has helped them through personal hardships. "We get amazing messages. Someone told us the game helped with the loss of their dad, or that they can't sit still for meditation but our game helps," Clinnick revealed. These stories highlight the meaningful connections being formed within the community, often extending to real-life friendships and support networks.

While Kinder World is focused on promoting wellbeing, monetisation is essential for its survival. However, the game's approach to monetisation is thoughtful.

"We make sure that the wellbeing content itself is never monetised," Clinnick stressed. The game's revenue comes from optional decorations, keeping it more accessible than subscription-based mental health apps like Headspace or Calm.

"A small population of players engages with monetisation, but with over 22,000 daily active users, that's enough to keep developing the product," she said.

Since its inception in late 2020, Kinder World has grown significantly, with over 2 million lifetime downloads across iOS and Android. "The biggest success metric we look at is retention," Clinnick explained. High retention rates indicate that Kinder World is fulfilling its mission of offering players a sustainable mental wellbeing habit.

Looking forward, Clinnick and her team are working on new features and seasonal content.

"Right now, we're working on our Vintage Autumn Collection, our version of celebrating Halloween," she said. With 40% of the game's daily active users based in the US, seasonal themes like this are particularly popular.

For Clinnick, the most rewarding part of Kinder World's success is "the sense of purpose it provides", both for her and the community.

"In late-stage capitalism, waking up and working on something you care about means the world," she said. Seeing the positive impact on players' lives, from emotional support to fostering new friendships, makes even the hardest days worthwhile.

Reflecting on the journey, Clinnick believes Kinder World stands out because of its unique focus. "We always describe Kinder World as being about finding peace in everyday life," she said. "There aren't many games that are just trying to help you take the deepest breath you've taken all day."

As the game and its community continue to grow, one thing is certain: Kinder World offers a much-needed respite in an increasingly fast-paced world.

"We're hoping to do something more than just entertainment. We want to make a difference."