• "Gubbins," the hit new word game, was created by the design studio Folly. The game challenges players to come up with creative definitions for unusual or obscure words, making it a unique and engaging experience. The studio's founders, Jess and Tom, discuss the design process behind Gubbins, highlighting the importance of playtesting, iterating on the concept, and creating a visually appealing product.

• Folly's approach to game design involved extensive research into the history and etymology of the words used in Gubbins. This allowed them to craft definitions that were both accurate and imaginative, ensuring that the game provides an educational and entertaining experience for players. The studio also focused on creating a clean and minimalist visual aesthetic, using simple illustrations and a neutral color palette to keep the focus on the words and gameplay.

• One of the key challenges in developing Gubbins was finding the right balance between accessibility and complexity. The studio wanted to create a game that was easy to learn but still offered depth and replayability. They achieved this by carefully curating the word list, ensuring that the words were obscure enough to be challenging but not so esoteric that they would alienate players. The result is a game that encourages creativity, critical thinking, and a love for language.