Independent game studio · Auckland, New Zealand
With a strong focus on strategy, distinctive aesthetics, and cultural storytelling, we build games that offer players worldwide a truly fresh way to play. Our compact, high-performing team turns bold ideas into engaging experiences that redefine what gaming can be.
Our games
At NewPlay, our game projects are built around players’ needs and passions. We focus on designing strategy and simulation experiences that are not only engaging and rewarding, but also easy to enjoy for players at all levels.
Strategy simulation
In Coffee Empire, players nurture thriving towns, manage precious in-game currency, and command bold conquests to forge a legendary realm powered by coffee.
Collectible card game
Spirit Duel is a Xianxia-themed collectible card game where players summon spirit beasts and immortal warriors to battle for glory and destiny.
Strategy
Warlord of Sengoku lets players step into the shoes of a young daimyo, growing a modest town into a mighty stronghold and leading armies to claim supremacy across feudal Japan.
The studio
Dedicated to crafting original strategy and simulation games that connect players worldwide.
3
Titles in development
20+
Years of combined production experience
Unity
PC, mobile and web
Core team
Creative & Art Director | Founder
Pinky is a game designer with a background in system design and narrative planning. As Creative & Art Director, she leads core gameplay, balance, and worldbuilding, while defining the game’s visual style, character art, and UI experience. With over 6 years of industry experience and a portfolio of mobile strategy titles, she specializes in merging storytelling with distinctive art direction to craft unique player experiences.
Technical Director
Yuhao He is a senior Unity developer and software engineer with expertise in game architecture and internal toolchains. He currently leads the full technical development of Coffee Empire, with a focus on high performance and modular design. With over 14 years of project development experience, including roles as Lead Programmer and CTO at major studios, he brings strong technical leadership in large-scale strategy game production.
Operations & Publishing Lead
Ting oversees team management, production workflows, and external communications, ensuring smooth execution from concept to launch. She also leads user testing, community operations, and publishing partnerships, driving sustainable player engagement and market growth.
Tools we build with
Work with us
We take on selected client work alongside our own titles, and we are always interested in people who care about strategy games.