Unnatural Selection Which game concepts get made and why?

Max de Vries Senior Producer SCEE Cambridge Senior Producer SCEE Cambridge External Producer - Heavenly Sword External Producer - Heavenly Sword New Concept New Concept Pyro/Eidos/SCI Pyro/Eidos/SCI Codemasters Codemasters 2 nd hand EA/Ubisoft 2 nd hand EA/Ubisoft

Overview Core Issues 25 mins Core Issues 25 mins A theory of success - break out 20 mins A theory of success - break out 20 mins A theory of success - conclusion 5 mins A theory of success - conclusion 5 mins Other Factors 20 mins Other Factors 20 mins Game concepts - break out 20 mins Game concepts - break out 20 mins Game concepts - conclusion 15 mins Game concepts - conclusion 15 mins

Core Issues What happens in the industry What happens in the industry Leave theory to other sessions Leave theory to other sessions

Money Financial Focus varies Financial Focus varies Enough vs maximisation Enough vs maximisation Profit covers inefficiency Profit covers inefficiency Made on a whim Made on a whim Risk orientation Risk orientation Survival - Darwinian change of focus Survival - Darwinian change of focus

Personal Ambition Many in industry for fun not profit Many in industry for fun not profit Make what they want to make Make what they want to make Make what they like Make what they like

Competition Market Space Market Space Coverage Coverage Uncertainty Uncertainty

Market Position 1 st party (Console manufacturers) 1 st party (Console manufacturers) Publisher Publisher Developer Developer

Risk Different appetite Different appetite Varies with time Varies with time Sequels Sequels Big licence? Big licence?

Format Console Console PC PC Hand Held Hand Held Online Online Console generations Console generations

Who’s driving development? Publisher Publisher Developer Developer Licence Licence Design vs Marketing Design vs Marketing

Finance of it all £20 million on development, £10 million marketing £20 million on development, £10 million marketing 3.5 years 3.5 years 200 people involved 200 people involved

“Theory of Success” Much debate about why big games are successful Much debate about why big games are successful Many decisions based on this Many decisions based on this “Relevance” “Relevance” Quality Quality Genre defining Genre defining

Theory of Success Breakout List three reasons why the chosen games outsold their competition in 20 mins List three reasons why the chosen games outsold their competition in 20 mins GTA San Andreas GTA San Andreas Sims (whole franchise) Sims (whole franchise) Halo Halo

GTA San Andreas

Sims

Halo

Auxiliary Issues Some of the other factors which drive title selection Some of the other factors which drive title selection

To Develop Market Market Intellectual Property Intellectual Property Technology Technology Reputation Reputation Skills Skills Finance Finance

Stakeholders Investors Investors Journalists Journalists Developers Developers Publishers Publishers Marketing Marketing Hard Core fans Hard Core fans Legislators Legislators

Film and TV Visual Style Visual Style Topic Topic Licences Licences

Cultural Trends Relevance in 3.5 years Relevance in 3.5 years Resonance Resonance Theme Theme Cultural scene Cultural scene

National Cultural Bias Market Awareness Market Awareness Japanese Japanese USA USA UK UK Other Europeans Other Europeans

Hard Core vs Mass market Hours of play a week Hours of play a week Number of games bought Number of games bought Impact of advertising vs reviews Impact of advertising vs reviews

Sales Data Analysis Connection between games and modern marketing Connection between games and modern marketing Focus Testing Focus Testing Still under exploited Still under exploited Increases with network model - Steam, PSN, Xbox Live Increases with network model - Steam, PSN, Xbox Live

Decision Structure Publishing Committee Publishing Committee CEO Decides CEO Decides Devolved Structure Devolved Structure Process vs Informal vs Chaotic Process vs Informal vs Chaotic

Pitching Skill Ninja Theory - Heavenly Sword Ninja Theory - Heavenly Sword

Failure Can Kill Genre Genre Studio Studio Galleon Galleon

First or Best Different emphasis Different emphasis

Game Concept 20 mins 20 mins X Statement X Statement Who you are in the game Who you are in the game What you do What you do Setting Setting

Conclusion Games made for different reasons Games made for different reasons You can analyse why they were made You can analyse why they were made Strong concepts are more important as production costs soar Strong concepts are more important as production costs soar Thanks! Thanks!