Jon first worked in advertising, but he always kept a place in his heart for his biggest passion, earning the attention of local and national media for his work. He tells us that when the economic crisis hit in 2008-2009, the advertising agency he was part of had to find something to make them stand out, as advertising and communication were among the hardest-hit sectors. They tried different things, but nothing worked. However, he had something up his sleeve… “Well, I have this video game thing that’s getting some attention…” And so… that’s how this thrilling adventure began.

ALIENS, CARS AND SHOTS

Kar Snatchers (2011) was one of the first products they brought to market. At the time, they were working with clients, so they created this mobile game for an Opel dealership in Barakaldo, where a UFO had to abduct cars, dodging mines and cows in the process. They also made a game for a metal and hard rock bar called Azzurro (in Bilbao), a quirky game indeed: “The bar has a very ’80s vibe, so we made a game for Spectrum, a British computer from that same decade, for its clientele who fit that vibe. The game featured the bar’s own bartender, the owner, serving shots. People who were regulars at the bar even appeared on the sidelines. Our goal was to build loyalty among their customers; it was really cool”. Could there be a better way to build loyalty than by including customers in a video game set in their bar?

Their first commercial game helped the Opel dealership win a national internal award, and the second turned Azzurro into a cult spot for people who enjoyed retro gaming. Riding this wave of success, they created, developed, and launched Baboon! (2015), a game for PS4 and PSVITA (not bad) that became a hit. That’s when they decided to continue with the Relevo brand but now separate from the ad agency, giving life to what is now Relevo Videogames SL.

AND SO… DO YOU PLAY?

Everyone knows a good team is one of the keys to success in any venture, and the world of video games is no exception. But what does it really take to be part of one of these teams? Jon is clear about it: a team of that caliber needs people who “know about games, who understand games, and who play games”.

“I value someone eager to learn more than a super star who thinks they’ve already learned it all. I’ve been making games for a long time, and I’m still learning. If you think you already know it all… then you know more than I do.”

Education, resume, and experience are important, of course. Everyone who works in any field must be clear about their role, but beyond that, Jon tells us what he looks for when evaluating someone’s work: “I highly value that they’ve done a project and seen it through to completion. I’m not talking about publishing on Google Play, App Store, or Steam; that’s irrelevant. I need to know that they started and finished what they were working on because, as I say, cemeteries are full of demos”.

To Jon, completing a project says a lot about a person, like their ability to work in a team and get through conflicts. Finishing a game isn’t easy; seeing a project to the end shows strong motivation. Jon explains that every project has its motivation peaks. In the beginning, you’re on cloud nine, but then comes the motivational desert, the point where you really have to build the game. Still, it’s all worth it for that final peak of happiness when you’re finishing everything up and can finally enjoy it. Careful, it’s still hot off the press!

YOU CAN’T ALWAYS FOLLOW THE TRENDS

We live in a world where emerging technologies change daily, and ten years ago, we couldn’t have imagined where we are now. But Relevo can’t afford to be at the cutting edge. Why? Because in recent years, everyone has seen these trends come and go. “Not long ago, people talked about the metaverse as if it would revolutionize all industries. What happened to it? Suddenly, it disappeared, and nobody talks about it anymore, nor NFTs, nor cryptos. If Relevo had bet on any of those trends, we’d be shut down by now”.

These are the things for big tech companies. Those companies can bet it all on a trend without suffering severe consequences. Jon is clear on how to handle these technological trends: watch them and learn from them. “In the end, everything around you affects you, so you need to stay up to date and see if you can adopt anything from what the big companies do, learn from their successes and failures, and try to improve”.

For now, however, they’re focused on what they do best: creativity, communication, and game design.

OVERCOMING THE SMOKE OF MISCONCEPTION

Gamers have gone from being called “geeks” to having their own leagues and being professional athletes. Who would have thought this 30 years ago?

Finally, people who played games in arcades behind clouds of smoke can enjoy their favorite games without judgment, which is great! Everyone plays video games now. And likewise, everyone is making them. Does that mean video games are becoming cultural? As expected, Jon thinks they are.

He highlights three games from Relevo’s catalog to argue this point. The first is Treasure Rangers (2019), and as Jon says, “there are things that make this game quite different.” It’s a puzzle and platform game where players must combine the skills of the main characters (Lucy, Eric, Roxy, and Randy) to keep progressing. Sounds good, right? And that’s not even the best part. Relevo’s goal with this game was to normalize. Normalize what? Well, to normalize the fact that Randy, who is a boy with autism, is just another player. Jon reveals that it was very important for him that the game be for everyone, not just for people with autism, and that it avoided the usual heavy-handed explanations of someone’s differences. Everything feels very natural. He tells us, “It’s a game to raise awareness among people about these types of conditions, where we show that everyone has their own abilities and strengths”.

Another standout is Frontball Planet (2017), which, like Treasure Rangers, was developed in collaboration with PlayStation Spain and focuses on Frontball, one of the Basque pelota disciplines (even endorsed by FEPelota and the FIPV). Although it’s not exactly Basque pelota, the game has raised awareness about the sport and even includes a Bilbao setting, where, of course, it’s raining. “It’s an example of how local culture can also be shared, and while in this case, it’s a sport, it could apply to other areas.”

Lastly, there’s Bullfighter Neon (2023) or, as Jon puts it, “a crazy thing”. In this game, the protagonist finds himself in a futuristic, dystopian world where, in Pamplona style, he has to face off against bulls. But these aren’t just any bulls. No, these are robot bulls armed with rockets and lasers: a crazy, thrilling twist. With this game, Jon talks about video games as art forms where each person can interpret the game in their own way. And although he’s had a few critiques from that 1% of people who have strong opinions about bullfighting, it’s a game that’s been very well received and has gotten great reviews. There’s always someone on Twitter who…

THE FINAL BOSS

All of this has led to Jon being named one of the 100 developers making the industry and the world a better place, a list compiled by GamesIndustry, of which Jon is very proud, and rightly so. Plus, they just announced that they’ll be responsible for creating the video game for Terrifier, the trending horror film franchise worldwide. So, if anyone is hungry for more… we encourage you to dive into Relevo’s fantastic worlds, places full of fantasy, inclusion, and, of course, endless fun.