A light-hearted mobile title oriented towards the casual gamers, Swim Up was designed to be as simple to pick up as possible. The interface reflects that, keeping the number of available branches to a minimum and letting the user get into the game in a single tap, all the while sticking to a water-inspired theme in the visual, sound and animation departments. The Shop section was finely tuned to entice the user to collect the unlockable characters and check out their properties, and so was the “Game Over” screen which featured the screenshot-and-share functionality popular among leading games in the genre.