Illusion Labs, the developers behind Labyrinth and TouchGrind, have released their latest iPhone game, Sway. We previewed this almost-platformer back in January.

The world of Sway exploded and you must help Lizzy the Lizard find her friends by swinging her through the world. When you find Ninja, Pappman or one of the others you can play them as well! Lizzy the lizard and her friends can grab and swing in beautiful bouncy physics simulation with a little help from your fingers.

It takes a bit of practice to get used to the controls but once you get the hang of it, you never wanna stop swaying.

The game's controls are uniquely suited to the iPhone with the use of multi-touch "swaying" to control the character. As the developers warn, it does take abit of practice to get the hang of.

Illusionlabs has published this control tutorial video:

... and this gameplay video.

We'll provide some first impressions after we've had some time with the title, but early impressions are very positive.

App Store Link: Sway, $4.99

  • rich_952000

    Absolute wonderful, inventive game. People sling the word "intuitive" around to describe controls of other games but Sway truly has em. This game is an iphone exclusive in the true meaning of the word. I know of no other system (Wii included) that could make this game and match the awesome feel of the controls.

    If Rolando is king of the appstore, Sway is it's up and coming successor!

  • rich_952000

    Absolute wonderful, inventive game. People sling the word "intuitive" around to describe controls of other games but Sway truly has em. This game is an iphone exclusive in the true meaning of the word. I know of no other system (Wii included) that could make this game and match the awesome feel of the controls.

    If Rolando is king of the appstore, Sway is it's up and coming successor!

  • hkiphone

    Wow, that instructional video really captured my attention! I think I may have to get this! Oh my god.... massive spending spree this month!!!!!

  • hkiphone

    Wow, that instructional video really captured my attention! I think I may have to get this! Oh my god.... massive spending spree this month!!!!!

  • Thorero

    This game looks really great. Well, there goes yet more of my time I should be using to work.

  • Thorero

    This game looks really great. Well, there goes yet more of my time I should be using to work.

  • lynch

    i thought the price point was going to be lower?

  • lynch

    i thought the price point was going to be lower?

  • http://www.illusionlabs.com Anders

    @lynch: Yeah there were some rumors floating around in the forum that it was going to be $1.99 or $2.99. It was planned to go for $4.99 all the time. It is a proper polished game with a unique control scheme that'll keep you busy for a long time if you want to unlock all characters and get gold medals on all levels.

    Cheers!
    Anders, from Illusion Labs

  • http://www.illusionlabs.com Anders

    @lynch: Yeah there were some rumors floating around in the forum that it was going to be $1.99 or $2.99. It was planned to go for $4.99 all the time. It is a proper polished game with a unique control scheme that'll keep you busy for a long time if you want to unlock all characters and get gold medals on all levels.

    Cheers!
    Anders, from Illusion Labs

  • spiffyone

    @Anders

    As you well know, you made the proper choice pricing it as you did (iirc, it was you who had that blog showing why low price points might actually be a detriment to many developers on this platform). $4.99 is a good starting price. Not too high so as to put you completely out of the running for top 75 paid game app status, not too low so as to make you open to lowest common denominator reviews and quick downturn. It's a longer term strategy, and I think it'll do quite well for you.

    Perhaps at a later time, if sales stagnate, release a lite version to possibly increase demand without having to lower price.

  • spiffyone

    @Anders

    As you well know, you made the proper choice pricing it as you did (iirc, it was you who had that blog showing why low price points might actually be a detriment to many developers on this platform). $4.99 is a good starting price. Not too high so as to put you completely out of the running for top 75 paid game app status, not too low so as to make you open to lowest common denominator reviews and quick downturn. It's a longer term strategy, and I think it'll do quite well for you.

    Perhaps at a later time, if sales stagnate, release a lite version to possibly increase demand without having to lower price.

  • SalsaMD

    @spiffyone.

    I agree with you in general, and the app is worth $4.99. However, I wonder if a more successful marketing strategy is the following:

    1. Introduce at a sale price for a week, or so, and clearly state "sale price" in the app store. This will generate sales and visibility.

    2. Raise the price back to the valued price after a week or so. Sales may likely slow down.

    3. Release a lite version when the slope of the sales curve is progressively decreasing to (hopefully) increase awareness and sales of the paid version of the app.

  • SalsaMD

    @spiffyone.

    I agree with you in general, and the app is worth $4.99. However, I wonder if a more successful marketing strategy is the following:

    1. Introduce at a sale price for a week, or so, and clearly state "sale price" in the app store. This will generate sales and visibility.

    2. Raise the price back to the valued price after a week or so. Sales may likely slow down.

    3. Release a lite version when the slope of the sales curve is progressively decreasing to (hopefully) increase awareness and sales of the paid version of the app.

  • Big Albie

    @spiffyone: I agree with you on the pricing strategy. The lower intro price generates sales and creates word of mouth for the game. On top of that, it rewards the early adopters. If you combine this with a lite version at the time when the intro price expires, you also create a snowball effect by allowing people to try the game which is then reinforced with hopefully multitudes of positive reviews. Those early adopter reviews are what make or break a game.

    Of course, you can also a variation on this when you submit an update for the game, and provide a temporary price reduction prior to the update going live.

    My analysis is based on my line of work and the current economic climate.

    There will be disagreement on this approach, but in this climate, your objective should be to build name recognition and generate short-term sales that position you for the long haul.

  • Big Albie

    @spiffyone: I agree with you on the pricing strategy. The lower intro price generates sales and creates word of mouth for the game. On top of that, it rewards the early adopters. If you combine this with a lite version at the time when the intro price expires, you also create a snowball effect by allowing people to try the game which is then reinforced with hopefully multitudes of positive reviews. Those early adopter reviews are what make or break a game.

    Of course, you can also a variation on this when you submit an update for the game, and provide a temporary price reduction prior to the update going live.

    My analysis is based on my line of work and the current economic climate.

    There will be disagreement on this approach, but in this climate, your objective should be to build name recognition and generate short-term sales that position you for the long haul.

  • Mokoto

    wow the controls are quite innovative

  • Mokoto

    wow the controls are quite innovative

  • kinl

    wow 2 great games released at the same time, this and Zen Bound are definite winners!

  • kinl

    wow 2 great games released at the same time, this and Zen Bound are definite winners!

  • dannys95

    hey anders any chance of adding levels? its my ONLY complain.

  • dannys95

    hey anders any chance of adding levels? its my ONLY complain.

  • rich_952000

    I think that this game could benefit from more levels, but it's fun as all get out now. I'm sure with enough feedback Illusion Labs and the developer will add levels, or make a part II, either way i'll be pleased. I don't think that this game feels incomplete in any sense, but like most, I would exitedly welcome more content for Sway.

  • rich_952000

    I think that this game could benefit from more levels, but it's fun as all get out now. I'm sure with enough feedback Illusion Labs and the developer will add levels, or make a part II, either way i'll be pleased. I don't think that this game feels incomplete in any sense, but like most, I would exitedly welcome more content for Sway.

  • Pingback: Sway für iPhone « ale1981

  • dunkee

    I completely agree with SalsaMD's 1-2-3, that's the best pricing strategy.
    We early adopters have been burned way too many times. And these companies keep milking us like crazy.

    They just want to steal our money and rewards late adopters. They just can't seem to learn from the success of Chillingo and its pricing strategy.

  • http://deleted dunkee

    I completely agree with SalsaMD's 1-2-3, that's the best pricing strategy.
    We early adopters have been burned way too many times. And these companies keep milking us like crazy.

    They just want to steal our money and rewards late adopters. They just can't seem to learn from the success of Chillingo and its pricing strategy.

  • http://illusionlabs.com Anders

    @dannys95: Yup, we are currently discussing more levels.
    @rich_952000: See above ;)

    @dunkee: I rather not comment on other companies, and I like Chillingo, they are nice people, but if you look at where their other games are on the top 100 list after they increase the price, I think you can find the answer why "cheap first, correct price later" is a bad decision. Touchgrind for instance, is still on the top 10. I know customers prefer to pay $0.99, of course -- who wouldn't, but it is a bad business strategy which in the long run will only keep your company from creating new and fantastic games.

    It's backwards, I know, but that's just how the market works. And people will not buy it if they missed the "sale". They will instead wait for another sale, that's what I would do. It just feels like I would do a bad purchase if I bought something at a higher price even though a couple of dollars is no money at all anymore.

    Sway really is a proper game, with a lot of polish and small details that took a lot of work and sleepless nights, and the amount of hours of entertainment it gives, I'd say it's well worth the $4.99, but then again I work at Illusion Labs ;)

    Cheers!
    Anders, from Illusion Labs

  • http://illusionlabs.com Anders

    @dannys95: Yup, we are currently discussing more levels.
    @rich_952000: See above ;)

    @dunkee: I rather not comment on other companies, and I like Chillingo, they are nice people, but if you look at where their other games are on the top 100 list after they increase the price, I think you can find the answer why "cheap first, correct price later" is a bad decision. Touchgrind for instance, is still on the top 10. I know customers prefer to pay $0.99, of course -- who wouldn't, but it is a bad business strategy which in the long run will only keep your company from creating new and fantastic games.

    It's backwards, I know, but that's just how the market works. And people will not buy it if they missed the "sale". They will instead wait for another sale, that's what I would do. It just feels like I would do a bad purchase if I bought something at a higher price even though a couple of dollars is no money at all anymore.

    Sway really is a proper game, with a lot of polish and small details that took a lot of work and sleepless nights, and the amount of hours of entertainment it gives, I'd say it's well worth the $4.99, but then again I work at Illusion Labs ;)

    Cheers!
    Anders, from Illusion Labs