The Baby in Yellow: how a 48-hour game jam hit 400m downloads

Cult indie horror game The Baby in Yellow has racked up around 400m downloads – 320m on Android, 80m on iOS and just 100k on Steam. And almost all of those players found the game through content creators. Cofounder of Dundee-based independent studio Team Terrible Greg Lee says his studio is now pulling in around £2m a year. He says that the comedy horror game went viral soon after release as smaller streamers started to pick it up. “It wasn’t long until larger, more well-known streamers started to play the game,” Lee said. None of it was planned.