Mobile-firstentertainment
poweredbystories,choices,andAI
We build consumer entertainment products where stories, choices, and AI-powered conversations come together. Built for audiences who do more than watch — they choose, chat, unlock, and shape the story.
WhatWeBuild
Ethereal Labs is the parent company behind Tokitoki and Slyder. We build mobile-first entertainment products for audiences who want more than passive viewing.
Our products combine short-form storytelling, interactive choices, AI-led conversations, and creator-driven distribution. We learned how users interact, pay, and engage through Slyder — and we are applying that learning to build Tokitoki.
Our Products
Ethereal Labs builds mobile-first entertainment products where stories, choices, and AI-powered conversations come together.
Slyder
AI romance and conversation
Slyder is an AI-powered romance app where users chat with AI characters, build connections, and experience relationship-style conversations. A live consumer product with proven traction.
- Chat with AI characters
- Build connections and relationships
- Personality-driven AI companions
- Built for mobile
Tokitoki
Playable vertical stories
Tokitoki is a mobile-first interactive entertainment platform. Users watch short episodes, make choices, unlock routes, and experience different outcomes. Built for audiences who want stories they can participate in, not just consume.
- Vertical short-form episodes
- Choice-led storytelling
- Branches, routes, and endings
- Mobile-first discovery and sharing
Five product principles
Story-first design
Hooks, characters, emotions
We build around hooks, characters, emotions, and episode structure. The story comes before the technology.
AI-assisted interaction
Personal conversations at scale
We use AI to make conversations and characters feel more personal — hints, responses, and chemistry that adapt to each user.
Fast testing
Ship, learn, improve
We test hooks, formats, pricing, paywalls, and story flows quickly. Days from idea to data, not quarters.
Creator-led growth
Communities and fandoms
We design products that can travel through creators, clippers, communities, and fandoms. Distribution is a feature.
Mobile monetization
Coins, unlocks, paywalls
We build around coins, episode unlocks, progression, and high-intent purchase moments that feel natural to the experience.
A repeatable product loop
Ethereal Labs uses the same process for every product — find a behavior, build simply, test fast, learn from users, and improve.
Find the behavior
Identify a high-intent consumer behavior — something people already want to do on their phones, just without a great product for it.
Build simple
Build a focused mobile experience around that behavior. No bloat. One clear hook, one clear loop.
Test fast
Test hooks, formats, and monetization quickly with real users. Get to data in days, not quarters.
Learn from users
Watch how users interact, where they drop off, what makes them pay, and what keeps them coming back.
Improve everything
Improve stories, flows, pricing, and distribution based on what the data says. Then repeat.