Updated Nov. 13th. See Bottom of post
Observing the market as an academic exercise helps us gauge our efforts and provide us potentially useful knowledge when seeking a new project. Before you expend any substantial effort into any project you need to understand if its a feasible workload and whether or not your time is better spent on other initiatives. When seeking game design there’s a lot to consider and a lot to understand before you take up a project and probably the most important one is that of the market.
Well, maybe that’s a lie. You first need to establish the reason why you’re making a game. Most answers fall into two categories:
Nothing says your idea can’t fall between the two but that is a good starter for most people. We wont be discussing edge cases so much here. Projects that are for fun will potentially stay that way, but nothing is preventing a “fun” project from becoming a profitable project. It may happen by chance or it may not be until later on that you attempt to convert it in such a way that you realize the two categories work within themselves such that something done for fun by yourself or among friends can be fun (thus profitable) for other people. And in the same regard a potentially profitable project that doesn’t have your heart and soul invested into it will not be any fun; sour attitudes and bad moods rub off into your work, a topic for another time.
Having said all that if we really want to discuss what it takes to make a profitable gaming project we cannot discount the most important and arguably the least controllable aspect, luck. Many great ideas have been cast aside because of bad luck. A lot of indie developer games that you find through projects like the Humble Indie Bundle are mostly unknown projects that are brilliant, yet unknown to the general public. This has nothing to do with developer talent but has much to do with the market not catching them and sweeping them off their feet. Don’t fool yourself into thinking your groundbreaking idea will be the next hit but also don’t discredit the idea that it still *can* happen.
Luck.
But as I said, luck is very uncontrollable. Wrong place at the wrong time can mean life or death on projects. Hard work can offset luck in many ways but it can also compound it in a way that if your work is not focused in the right direction you ultimately hurt yourself or burn out trying. Unfocused or misdirected work is something you learn to overcome with experience and knowledge. This means that your first time will probably not be your best time as you learn the nuances of little things and how your target market will react to your actions.
The target market is what you will focus on. Understand what your project is and who you’re appealing to. “Everyone” is the wrong answer here because “everyone” constitutes such a broad market that you’ll be swinging blindfolded at the metaphorical PiƱata of profit. Narrowing it down to an age group or demographic helps you generate your use cases and create the personae necessary to create requirements. Further down the line when you review your work in preparation for acceptance testing you can look back and a streamlined focus you had initially and determine if you’ve generated a product that meets your initial vision.
For the game market your demographic is fairly simple, you want anyone to play it. It sounds wrong to say that because it essentially constitutes the “everyone” market. So how do you break it down. I argue here you break it down based on the “type” of game you’re about to create and in his category there are two broad but strong categories to focus within. The first category I call the Simple & Flashy games while the other is the Masked Complexity games.
Categorize Your Concept.
These two broad groups encompass many of the popular games you think of today. A strong example of the first category, Simple & Flashy, is games like Bejeweled. Underneath the guise of shimmering gems and majestic explosions is an extremely simple algorithm: Like-blocks line up? kaboom, drop new ones into place. Arguably this would be a nothing game if you were lining up squares and triangles that flashed and disappeared so a colourful and flashy drape was cast upon it appealing to the “ooh shiny!” crowd of people. Developers fall into the trap here of thinking “anyone could do that!” and then attempting to replicate the formula. The reason *that* game was popular was because they hit a hole in the market not yet filled, once its filled though you can’t capitalize on it in quite the same way. First to market plays a big role here because the first one to hit it big gets the fame while the copycats only get stragglers.
So what if you want to design a Simple & Flashy game then? First understand that it should be that… SIMPLE. Adding too much complexity and flare can turn away people. By adding too much to it you turn away people before they’re hooked because to “learn” this game would take too long. If your game requires complexity and a learning curve from the get go it will be hard to hook people because they’ll become frustrated before the addiction to play seeds itself. The proper way is to iteratively introduce the complexity through a level system or provide a means to hide the complexity entirely from those not interested in it. Hook your customer on the simple concept and if/when they become bored they can venture to the more in depth mode of the game and become re-introduced.
Before I expand on the second category though I just want to point out that my main focus of this article is that of mobile games or mini games that you’d see in a browser on the computer. Blockbuster hits like Call of Duty and Starcraft are entirely different beasts that should not be judged on the same level as the likes of PopCap games… Just saying, I’m sure you were already aware of that.
Within the second cateogry, Masked Complexity, you find games that are more akin to Angry Birds. Some might scoff here and go “Complex? Puh!” but the engine behind the game is still very smart. The collision physics, gravity, trajectory and all those other tiny little calculations that dance together make for a fairly difficult game, tweaking it just slightly would most likely make it frustrating to play and difficult to become part of. But above all these algorithms you have simple cartoon birds with childish expressions hurling towards certain doom. It plays on the user and they see the entire landscape as a simple game and all the stuff that makes you think is hidden behind the curtain.
Here we see how the two groups of games again interact. When I talked about the first category I warned about adding too much complexity and suggested that if you *wanted* complexity to mask it from the user to prevent them from having to understand it before becoming fully engrossed in the game. In the second category of games I encourage you to keep the complexity but hide it entirely by providing an interface that simplifies the entire operation to the user. Step lightly in this scenario and TEST THOROUGHLY because each minor tweak to the physics of things can mean success or failure when a person’s conceptual model fails to meet the game’s actual model.
Hold on, and Never Let Go.
Regardless of the group you try to fit into the real task is to hook the customer and keep them there. Run-by downloads look nice but until your users are telling their friends about it your project is never a strong success. You want someone to be playing your game on the bus and have a stranger peer over the shoulder and ask them what they’re doing because you’ve interested them.
A good friend of mine speaks about this often. He argues that in order to keep your user you have to empower them into believing that *they* are the driving force behind your game. Let them feel like they’re important in the development by involving their emotions. His last email to me regarding this topic had a powerful line that said, “even the most rational and logical people are sitting upon emotional elephants” and its really true. So ask yourself: “why should anyone care about this game?” You’ll hopefully find your answer quickly. For Bejeweled the user finishes a game and stomps their foot going “I can do better!” and that’s the emotion that started their second, third or hundredth game. In your game it might be personifying the characters like they have in Angry Birds, you *care* about the little puff balls yet you still enjoy watching them hurl into a stone block. This personification is what sells merchandise now that its blown up to monstrosity that it is.
Let me know what you think!
Update! (Nov 13th)
Looks like there’s a good blog post about research around Angry Birds… Check it out at the link below. I feel it helps explain my case of Complex games much better than I ever could…
http://www.mauronewmedia.com/blog/2011/02/why-angry-birds-is-so-successful-a-cognitive-teardown-of-the-user-experience/