Ustwo has managed to combine technology, design and humanity into its own unique work philosophy. Since its inception, the company has been creating innovative products for global players and millions of users worldwide. The team has since become an internationally recognised developer, known for its iconic games, collaborations with major brands, and a pioneering approach to corporate culture. Read more on london-future.
The Ustwo Story: From Humble Beginnings to Global Recognition
Ustwo’s journey began in London in November 2004, when Matt Miller and John Sinclair founded their own studio with ambitions to work in the nascent mobile technology market. Prior to this, they worked at Big Animal, where they witnessed the rapid growth of digital design. This experience inspired both co-founders to create a business that would combine creativity with commercial potential, while also standing apart from traditional design agencies.
A key turning point for Ustwo was the launch of the iPhone in 2007 and the App Store in 2008. For Matt Miller and John Sinclair, this opened up a unique opportunity to create their own products and sell them directly to users all over the world. The young studio’s first attempts in this area were experimental and not always successful. However, in 2009, they released the MouthOff app, which became a real breakthrough thanks to viral spread and attention from leading media outlets, including the BBC, CNN and TechCrunch. This success brought in over £100,000 for the developers at the time.
This success inspired Ustwo to pursue further projects, but their strategy differed from that of many competitors. Instead of chasing a high number of apps, they focused on quality and creativity. This led to the game Whale Trail (2011), which not only won over users but also became the basis for a collaboration with Penguin Group, which evolved into the creation of an e-book and a television series concept. At this time, the team’s work split into two areas: Ustwo Games, which focused on creating its own products, and Ustwo Studios, which continued to work on client projects. This balance allowed the company to combine business stability with innovative experimentation.
In 2014, the game Monument Valley was a true breakthrough for Ustwo. It was not conceived as a classic mobile arcade game, but as an artistic experiment inspired by the illusions and architectural worlds of Maurits Cornelis Escher. Thanks to its visual elegance, unique spatial puzzles, and minimalist controls, the project quickly gained global popularity. Its success also helped the studio build a relationship with Apple. This collaboration culminated in 2017, when the surprise release of Monument Valley 2 became one of the main highlights of the Apple Worldwide Developers Conference.
In 2019, Ustwo was awarded B-Corp status, which confirmed its commitment to social and environmental responsibility. Co-founder John Sinclair admitted that the certification process was a “bureaucratic ordeal,” but it allowed the studio to formalise its long-held beliefs into measurable initiatives. Another important step was the 2022 decision to transfer the majority of ownership to its employees. The management had previously adhered to the principle of sharing a third of the profits with the team, but this time, employees were given a real opportunity to influence the company’s future.
Ustwo’s Legacy: A Testament to Creativity and Innovation
Over two decades, Ustwo has grown from a small London studio into a global brand known for its unique blend of design, technology and values. Its first experiments with mobile apps brought it local success, but true global recognition came with the release of Monument Valley in 2014. With over two million copies sold, a BAFTA award, the title of Best Mobile Game at the Develop Star Awards, and a win at the Fast Company’s Innovation by Design Awards, the team cemented its status as a world-class innovator. What’s more, its client list now includes giants such as Google, Samsung, Peloton, Jaguar Land Rover and Sky.
