Over the past year, AviaGames (also referred to as Avia) has expanded its commitment to community engagement by launching in-game campaigns in collaboration with nonprofit partners. This initiative was recently spotlighted by Women-Led Games, an industry platform recognized for its annual showcase celebrating innovation from women-led and majority-women studios, as well as influential women leaders in gaming.
In the feature, Women-Led Games sat down with AviaGames Founder and CEO Vickie Chen to discuss the company’s beginnings, the realities of marketing in the mobile gaming space, and the measurable impact of Avia’s recent charity-driven initiatives.
Below are the main insights drawn directly from the interview.
The Vision Behind AviaGames
Vickie shared that early in her career, she observed that many games were built primarily for hardcore players. Although she personally enjoyed gaming, she didn’t identify with that audience. This realization sparked the idea of creating competitive games that are accessible, fair, simple to understand, and welcoming to a broader range of players.
She described this realization as her defining “aha moment.” In 2016, she and her co-founder launched Avia with the goal of making skill-based games more accessible.
In its earliest phase, the company operated out of a small garage in Mountain View, California. The founding team built their own desks, worked late nights, and relied heavily on coffee as they developed their first titles.
Since then, AviaGames has grown significantly and now develops and publishes multiple games in-house. Vickie noted that more than 40% of the team is women, including many in leadership positions.
Solitaire Clash: A Flagship Title of AviaGames
When asked to name a favorite game from Avia’s portfolio, Vickie admitted it was difficult to choose. However, she highlighted Solitaire Clash as a title she feels especially proud of, citing both its performance metrics and its engaged player community.
According to the interview, Solitaire Clash has surpassed 60 million total downloads and currently hosts 450 million monthly tournaments. The game has also maintained leading positions within its genre on both the iOS App Store and the Galaxy Store.
Beyond performance data, Vickie emphasized the strength and activity of the Solitaire Clash community. She credited this engaged player base as a key driver behind the success of Avia’s charity campaigns over the past year.
The Ongoing Challenge of Mobile Game Marketing
Vickie explained that one of the most demanding aspects of mobile gaming is the need for constant momentum. Unlike PC and console titles that often revolve around major launches or expansion cycles, mobile games depend on continuous live operations, regular updates, and recurring in-game events to maintain player engagement.
She also discussed player habits, particularly in Western markets. Younger audiences in the U.S. and Europe still devote significant time to PC and console gaming, meaning mobile titles must compete not only with other games but also with how players allocate their time overall.
In her view, this dynamic makes close coordination between marketing and live operations essential. Attracting new players is only the first step; sustained engagement requires consistent reasons for players to return.
Converting Gameplay into Community Impact
Vickie explained that Avia’s nonprofit initiatives began with a straightforward concept: transforming everyday gameplay into tangible community support.
In September 2025, during Avia’s 9th Anniversary, the company launched Play for Paws in partnership with Nevada SPCA, a no-kill animal shelter. The campaign centered on a simple question: What if regular gameplay could directly support a meaningful cause?
Every match played in Solitaire Clash and Bingo Tour contributed to donation totals. As Vickie described it, players did not need to take extra steps — they simply played as usual.
The campaign generated more than $220,000 in donations and provided 14,000 pounds of dog food. In addition to in-game fundraising, Avia invited players to volunteer on-site at Nevada SPCA, where they helped clean kennels, assist with feeding, walk dogs, and learn more about the shelter’s mission.
The Community Impact: Wonderland Wishes and Foster Love
During the holiday season, Avia launched Wonderland Wishes in partnership with Foster Love, a nonprofit dedicated to supporting foster youth. Over a five-week period, players participated in weekly tournaments designed to raise funds for essential items such as toys, clothing, bikes, school supplies, and other necessities.
The campaign raised $136,000 for foster youth.
Avia also collaborated with creator, producer, and foster advocate Leo González (noted in the interview as having 1 million Instagram followers and 3.5 million TikTok followers) to produce promotional content. The company hosted an in-person volunteer event bringing together Foster Love scholars and members of the Avia community.
To conclude the initiative, Avia released its YouTube documentary series Beyond the Game, which highlights player stories. One episode featured a surprise holiday gift presentation for a player and her family as part of the campaign.
Looking Ahead: AviaGames’ 10th Anniversary
When asked about future plans, Vickie shared that AviaGames’ upcoming 10th anniversary will include another series of charity-driven events and community partnerships.
While specific nonprofit partners have not yet been announced, she emphasized that giving back through games and community engagement remains central to Avia’s mission. Additional details will be shared in the coming months, with updates available through Avia’s official website and social media channels
