In the latest episode of The Angle, we sat down with Thabo Tsolo, the founder of Space Salad Studios, a South African game development studio steadily making games with its innovative and socially conscious games. From humble beginnings and the struggles of bootstrapping, to securing investment and finding a sustainable model, Thabo’s journey is a testament to resilience, creativity, and strategic pivots.
“I’ve always wanted to tell stories,” Thabo shared, reflecting on his childhood passion for storytelling that eventually led him to animation and game design. He started out in animation, believing it would open doors to architecture—a career choice that, in his words, “would get respect at family gatherings.” But it was in gaming that he found the perfect medium for immersive storytelling.
Building Space Salad – the hustle behind the studio
Founded in 2019, Space Salad Studios emerged from an intense incubation program, bringing together a diverse team of creatives. Their mission was to create games that entertain while tackling social issues. The studio’s name itself—Space Salad—reflects the mix of backgrounds, disciplines, and influences that shape their projects.
Early on, financial sustainability was a challenge. “We weren’t making any money,” Thabo admitted. The studio survived on competition winnings, accelerator programs, and small projects until securing an investor in 2021. This backing allowed them to refine their vision and explore new business opportunities beyond traditional gaming.
From ‘Doba Dash’ to ‘Hot Bunz’
Space Salad’s games blend entertainment with deeper messages. Doba Dash, one of their early titles, gamified waste management, raising awareness about the lives of informal recyclers. Another game, Poo Weekly (Point of Order), tackled youth voter participation in South Africa, with satirical elements and even a collaboration with legendary political cartoonist Zapiro.
Then there was also Hot Bunz, a game exploring the cultural origins of twerking. Despite strong marketing, the game failed commercially, reinforcing a hard lesson – success in gaming isn’t just about creativity; it’s about timing, market appeal, and business strategy.
Pivoting to a sustainable future
Learning from past challenges, Space Salad Studios has pivoted towards gamification for businesses, collaborating with brands like Tropika Island of Treasure to create interactive content. “Our vision is to gamify everything until there’s nothing left,” Thabo declared, underscoring the studio’s mission to integrate gaming into mainstream industries like fashion, television, and education.
Thabo also highlighted the importance of South African developers connecting with global audiences without sacrificing authenticity. “We want to make games that speak to everyone but remain true to African stories,” he explained.
Advice for aspiring game developers
For those looking to enter the gaming space, Thabo had simple but powerful advice: “Just start.” He emphasised the importance of passion, persistence, and networking. “Find mentors, attend events, and keep learning. If you can see it and touch it, you can be it.”
As Space Salad Studios continues to push in the space, Thabo’s journey offers a blueprint for game developers navigating the complex landscape of creativity, commerce, and cultural impact.