CSR Racing
Game
Documents about CSR Racing
Company culture at NaturalMotion
NaturalMotion’s approach to cultural transformation centers on the premise that organizational culture is a learned behavior that can be actively shaped, refined, and scaled.
- NaturalMotion improved internal health survey scores by nearly 20 points over a two-year period by transitioning from fragmented team dynamics to a unified studio culture.
- The company successfully increased its Glassdoor rating from 4.0 to 5.0, resulting in recognition as a top workplace in the UK.
- Leadership utilized a structured six-step change management process that prioritized accountability by assigning specific owners to address identified obstacles in communication, collaboration, and environment.
CSR Racing GM discusses nurturing a creative company culture
The success of the mobile racing franchise CSR Racing 2 is attributed to a deliberate focus on organizational culture and talent management.
- The studio attributes the success of the CSR Racing 2 franchise to a deliberate focus on organizational culture and talent management rather than just technical execution.
- The studio utilizes a 'thinking environment' framework, which prioritizes ten components including exquisite attention, diversity of thought, and the use of questioning over directive statements to improve cognitive output.
- Recruitment strategies prioritize emotional intelligence and innate curiosity over static skill sets, as leadership views emotional awareness as the primary indicator of long-term adaptability.
Engineering success: The CSR Racing 2 story
The development of CSR Racing 2 by NaturalMotion serves as a case study in scaling a successful mobile franchise through iterative design, technical refinement, and a commitment to player-centric live operations.
- CSR Racing 2 achieved global market dominance upon its June 2016 launch, reaching the top-grossing racing title position in 126 countries.
- The game utilizes a 'digital collectible' model that drives high engagement, with the average player owning 16 cars and top users collecting over 1,400 vehicles.
- NaturalMotion scaled the franchise by leveraging four years of quantitative and qualitative data from the original CSR Racing to inform the sequel's development.
FTUE: Dawn of Titans
Dawn of Titans, a build-and-battler strategy game developed by NaturalMotion and published by Zynga, represents a high-stakes mobile title that underwent an extensive two-year soft launch period.
- NaturalMotion and Zynga utilized an extensive two-year soft launch period for Dawn of Titans to prioritize long-term retention and technical polish.
- The game features a hybrid gameplay loop that integrates traditional base-building with tactical, hero-led combat using disposable units and powerful 'Titan' characters.
- The first-time user experience employs a scripted loss during the tutorial to demonstrate the strategic necessity of Titans in overcoming difficult encounters.
FTUE: CSR 2
CSR Racing 2, developed by NaturalMotion and published by Zynga, represents a significant evolution of the original drag racing franchise.
- Zynga prioritized long-term player retention for CSR Racing 2 by utilizing an extensive year-long soft launch period to refine the game's mechanics.
- The FTUE incorporates controlled losses to force engagement with the vehicle upgrade system, ensuring players understand the core progression loop early.
- CSR Racing 2 employs a dual-currency model and energy-based fuel gating to regulate play sessions and drive monetization through time-saving mechanics.
Monetizer: Lawless
Lawless is an on-rails first-person shooter developed by Eight Pixel Square and published by DeNA for mobile platforms.
- Lawless utilizes an on-rails, light-gun gameplay mechanic to bypass the technical challenges of implementing traditional FPS controls on mobile devices.
- The game shifts the core challenge from player skill to the statistical strength of equipment, utilizing an upgrade loop modeled after CSR Racing.
- Monetization is driven by a dual-currency system of cash and premium 'crime coins,' with in-app purchase bundles ranging from $0.99 to $49.99.
Monetizer: CSR Classics
CSR Classics, developed by Boss Alien and published by NaturalMotion, functions as an expansion to the original CSR Racing, utilizing the same rhythm-based drag racing mechanics while shifting the focus to classic vehicle restoration.
- CSR Classics utilizes a dual-currency model of soft cash and hard gold to drive monetization, with top-tier hard currency bundles priced at approximately $100 for 16,500 units.
- The game mitigates friction from pay-to-skip mechanics by framing wait times for upgrades and deliveries as thematic shipping or customs delays.
- Monetization is anchored in psychological triggers like reciprocity and scarcity, starting with an initial soft currency grant to normalize shop interaction before introducing real-money purchases.
Monetizer: Codemaster's Boom! Tanks
Boom!
- Codemasters adapted proven monetization mechanics from the racing genre, specifically CSR Racing and Fast & Furious 6, and applied them to a rhythm-action tank combat framework.
- The game utilizes a dual-currency system of soft currency (cash) and hard currency (gold), with gold available through direct purchase or third-party incentivized offers via Tapjoy.
- A time-limited VIP offer is triggered immediately upon tutorial completion to drive early conversion, while any real-money purchase grants permanent VIP status for ongoing bonuses.
Companies behind it
As the documents state it.