Shinobi Group Partners With Peyo to Develop New Smurfs Game Across Interactive Platforms

A newly established games agency is preparing to bring another familiar entertainment franchise into interactive media. Shinobi Group, founded by industry veterans Wally Nguyen and Elin Jonsson, has announced a partnership with Peyo Company to develop a new game featuring The Smurfs. Published on November 6, the announcement forms part of Shinobi's launch as a specialist agency helping entertainment companies expand their intellectual properties into video games.

Rather than operating exclusively as a conventional development studio, Shinobi intends to assist partners with creative planning, selecting development teams, production management, launch preparation and ongoing operations. Its activities span mobile gaming alongside PC, console, virtual reality and other interactive platforms.

The Smurfs project represents the agency's first announced collaboration and will explore a visual direction intended to preserve the familiar charm of the characters while adapting their world to interactive entertainment. However, the companies have not yet confirmed the game's genre, supported platforms, release date or commercial model. A mobile edition is therefore possible but should not be considered officially announced.

The partnership is nevertheless relevant to the wider mobile gaming industry because established entertainment properties remain attractive foundations for accessible games aimed at international audiences. Recognisable characters can help introduce an unfamiliar game, although successful adaptations still require engaging mechanics and thoughtful design. The Smurfs have appeared in numerous games over the decades, demonstrating the enduring appeal of their distinctive world.

Apparently the little blue residents of the forest are preparing for another digital adventure, although even Papa Smurf probably wants to inspect the development budget before agreeing to anything.