Hi everyone, in our first Hemispheres podcast, I sat down with Ben Roth, a founder of Castle, a mobile app that empowers users to create and share microgames directly from their phones. Ben describes Castle as a social platform for interactive creations, reminiscent of TikTok but focused on gaming. Users can remix games, adding personal touches, which has spurred unexpected, community driven creativity—like turning a burger-stacking game into a mini-golf experience.
As Castle gained traction, the team collaborated with us here at Hemispheres on some UX research to refine customer experiences and retention strategies. Through this research, they discovered that users, largely Gen Z, quickly grasp Castle’s concept but often found initial ads misleading. Adjustments to Castle’s marketing now emphasize its “social media for games” identity and the homemade nature of its content, aligning user expectations with the app experience.
Ben also highlights the practical benefits of hybrid research approaches—both online and in-person interviews—which enabled them to gather rich insights on user behavior with minimal disruption. Castle continues to evolve with an enthusiastic community, and Ben invites new users to try their hand at game creation, emphasizing its accessibility and creative freedom.
Have a listen and let us know what you think!
Access here via SoundCloud.
Hemispheres helps people understand their customers as well-rounded individuals. It’s an approach we call Research for Humans. Let’s continue the conversation…reach out at hello@hemispheresinsights.com
Matt Collins is a Senior Strategist at Hemispheres, where he leads diverse research projects by integrating his anthropology and psychology background and creative passions in video. Since joining in 2015, his innovative methods, including the development of R script tools for unstructured text data analysis and high production video deliverables, have revolutionized consumer insight capture. With a B.A. in Psychology and Anthropology from Washington State University, Matt expertly blends academic rigor with creative expression. In his spare time, he enjoys backpacking, film photography, and composing music.