WallaBee was created out of a desire to make the largest location-based collecting game in the world. Our core team was put together as a result of using other location-based apps and finding them distinctly lacking in focus. After 6 months of designing, developing, and revising, we launched WallaBee in February 2012.

We were named the 'Best European Gaming Startup of 2012' at Nonick 012 in July 2012.

We sold to Munzee in September 2015.

What is WallaBee?

Containing over 1,800 beautiful items to collect across more than 100 sets, WallaBee is the largest collecting and trading game available on the App Store. With players in over 90 countries and new items released daily, you'll need to forage, mix, and trade in the game that just keeps growing.

Forage for items at real world locations, earn honeycombs to purchase from the stores, trade items with friends and strangers worldwide in an ever growing community. 


What I did

My role within WallaBee was mostly working with players to help bring their ideas to life in the form of their own items (more below). But I also worked with a number of brands and partners on using our platform to advertise.

MailChimp were a great partner. We 'hid' 100 real life prizes in locations worldwide, and left it up to the community to work together and figure out their whereabouts. The first 100 people to visit one of the locations won a real plushie or hat.

I also worked with a number of charities to help raise money and awareness. WallaBee has currently raised over $10,000 for the AbleGamers charity — a huge achievement.

Unique Items

We allowed players to commission their own items for use in the game. They were often used to celebrate occasions and milestones, but sometimes swapped with other players for more valuable items.

I managed the creation of our 350+ Unique Items: working with our players and designers to bring their ideas to life, turning complicated ideas into simpler ones, mocking up ideas, processing feedback, setting up the item for release, and dealing with any problems that arose after release.

Most of the items were static, but we worked in a few animated ones from time to time, which were activated by shaking the phone.


Community support and social media

We strived to give the best support for our game that we could, and at least one of us was constantly monitoring our forums, support email and social media to help players out.

We tried to get players to be as active as we could, and I created a number of 'WallaComps' and ran them over social media to try and keep non-item release times active too.


Celebrating 100 Sets

To celebrate reaching a huge milestone in the game, I made a short animation to use in a blog post, featuring the 1400+ items across 100 sets we'd released to date.