Homegrown Success: Leveling Up with Sasha and Ted of Sticky Brain Studios

"My brain sometimes gets stuck on things, and Ted said, 'You have a sticky brain,' and that became our company name," Sasha reveals. Sasha, who is autistic, embraced the name for its personal significance. "It was luck that the initials SB match Sasha's. It wasn't planned, but it worked out perfectly," Ted adds with a laugh.

Ted and Sasha's partnership began serendipitously. "We used to work together, and I basically got to choose Ted as my boss," Sasha recalls. Their professional relationship flourished, and they continued collaborating as freelancers after leaving the company. "The stars aligned, and we decided to make it official and start our own company," Ted adds. Their complementary skills meshed perfectly. "We would always end up hiring each other for freelance projects," Sasha explains. This natural synergy, combined with their shared vision, led to founding Sticky Brain Studios.

Toronto's rich talent pool and diverse ecosystem have been crucial to Sticky Brain's success. "The schools around Toronto are turning out astonishing levels of talent," Ted notes. "We see this firsthand with every new hire." Sticky Brain Studios proudly hires from all the region’s colleges, embracing not just cultural, but also neurological diversity. "Our team includes members with disabilities, and we are committed to creating an inclusive and accessible workplace for everyone. It's part of what makes us innovative," Sasha shares.

Photo credit: Alice Xue Photography

Toronto's multicultural fabric is a cornerstone of their creative process. "We're making a game around Chinese culture in Toronto, and the majority of the team is East Asian. This diversity is a huge advantage," Sasha explains. "We've done consultations with the City of Toronto and always emphasize that we're here because we live here. This city has so much to offer," Sasha states.

"The mix of cultures and backgrounds feeds directly into our creative work, making it richer and more authentic." Ted adds, "Toronto's environment pushes us to think bigger and be more inclusive in our storytelling and game development."

Starting a business in Toronto's competitive digital media sector wasn't easy. Sasha emphasizes, "It's a lot of work to get the cash in, set up operations and maintain stability." Ted adds, "We have had to pivot constantly, exploring different models and markets to stay relevant and profitable."

They faced numerous hurdles, from financial challenges to navigating the complexities of the video game industry. "We often hear about overnight successes, but that's not how businesses grow. It's about putting in the hours, making tough decisions and staying committed," Sasha elaborates.

Participating in the Trade Accelerator Program was a game-changer for Sticky Brain Studios. "We recognized that Canada is a small market and knew we had to think globally," Sasha says. Recently awarded Export Plan of the Year, Sticky Brain gained the strategies needed to navigate challenging international markets, particularly the USA and China. "The program was essential for our business planning," Ted highlights.

Ted and Sasha are deeply engaged in the ever-evolving digital media landscape. "We get to play video games to stay current," Ted quips enthusiastically. Sasha emphasizes the importance of adapting to global trends: "The video game workforce is pushing back on toxic culture. We're rethinking how we engage talent and build a supportive environment." Their approach to innovation is holistic. "It's about staying ahead of industry trends and fostering an accessible workplace that values diversity and inclusion," Ted adds. 

For aspiring entrepreneurs, Sasha advises: "Don't feel like you have to quit everything to start a business. It's okay to work on your business on the side." Ted stresses self-awareness, being honest about skills and needs: "Know your strengths and weaknesses and surround yourself with people who can fill the gaps. It's important to have a dream but not be delusional. Support each other and build a network of people who want you to be successful.”

Sticky Brain Studios aims to continue creating impactful games. They're launching Rooster in early 2025, targeting English and Chinese markets simultaneously. "Our goal is to make great games that people want to play, that they will pay for, and that we are proud of," Sasha states. Ted adds, "We aim to become a medium-sized business, balancing B2B and B2C projects." Their plans include fostering an inclusive environment beyond their own company. "We believe in supporting other small businesses in Toronto. It's all part of our story," Sasha concludes.

Sticky Brain Studios exemplifies growth, community impact and Toronto's entrepreneurial spirit. They’ve demonstrated business acumen and global scalability, while their dedication to a positive, inclusive workforce sets them apart.

A testament to partnership and adaptability, Sasha and Ted’s journey demonstrates that in building a business in the dynamic digital media landscape, the most important factor is the positive impact on people. Their transition from local freelancers to globally-accredited studio owners in a city they live, play and work in underscores perseverance, partnerships and staying true to one's vision while evolving with the market. For Sasha, Ted, and their team, this is just the beginning of an exciting adventure in game development and business excellence.