Skip to content

Category: Business

Time for the underdogs

Published by Paolo on 08/02/2024

I am at Gamesforum, a conference on the marketing of games. Organizers gave me a free ticket and I have to say that is worth every single (and inexistent) penny.

The times are challenging for employees. We are seeing many layoffs, changes imposed by platform holders, and global insecurity. I met colleagues and I noticed that those who work as independent are younger than those who are working as employees. It’s crazy, right?

  • If you are on a successful project, it’s very hard to grow more and more. So the day job is gritty and the pressure is very high.
  • If you are on an unsuccessful project chances that you will be fired are high
  • If you are an underdog, there are lots of opportunities to grow! Many skilled professionals are available. Many known tactics for zero-to-one growth and you can probably create realistic plans.

What does it mean to be an underdog?

There are many acceptations to the term underdog, but to me it means:

  • small scopes, budget, team
  • ideas more focused on USP, both for product and for marketing
  • zero-to-one, still few partners/peers/providers
  • focus on the build, money will be a consequence

Why is it time for the underdogs?

Big players in the market are lost in the age of efficiency. After chasing impossible growth, they are now all-in for profit. They are reviving legacy products, and creating copycats, and they are not building anything new. Being an underdog now means being forced to think of alternatives to production and distribution strategies. It means to dream more and probably better. Who knows, maybe you will be the leader of the future!

The most sincere form of flattery

Published by Paolo on 28/12/2023

Clone

  • a plant or animal that has the same genes as the original from which it was produced
  • someone or something that looks very much like someone or something else
  • a computer that operates in a very similar way to the one that it was copied from

You will never be a professional game designer until you understand the art of cloning. From a first perception, it may seem like something unfair. You are stealing, copying, and ripping things off. But it’s not. Cloning is the most sincere form of flattery.

The risk of copycats

The problem with cloning in companies is that businesses are led by business people. People working ON the game. And business people are not designers (usually). When they see that there is something successful, they want to replicate the success. The smartest ones dream to make it grow better than the original.

And that becomes a problem, often, for designers. More in general, for developers. For people working IN the game. While we struggle to find the best way of understanding why something is working and how to improve it… Looking for other games that the same core audience is playing, to find how to integrate… the “orders” we receive is to put “that thing that the CEO’s son saw in that game” in. No discussions.

What to do?

The non-obvious solution, to me, is that designers should earn a sit at the table. And to do that, you need to learn the business language and adapt to it. If your company decides it will dedicate its effort to hybrid casual games (it’s a mere example), it’s a loss from a creative point of view. Your Players will never look for a hybrid casual game. They will look for a simple game to play on their mobile phone. It makes no sense, from the client’s perspective, that kind of wording. So our goal is to understand how to communicate with the business in their crazy way while we work for the Players.

Is China really that wrong?

Published by Paolo on 27/12/2023

I was reading the new policies from China regarding games and thinking that somehow I do agree with most of them.

I am not an anti-capitalist. I believe that (also if it has its flaws) commerce is the best way we find as human beings to make fewer wars. I am not in favor of the Chinese propaganda, too.

But I observe my society, I teach at local institutions and I can see the obvious drama… There is a battle for attention that pervades also video games. I see that many people have their attention completely sucked in super cool and engaging gameplay, as well as social networks and other forms of entertainment. Some of my students are completely immersed in “Clash Royale”, or other games, while I show them how to build their future. Is that even fair? Do they deserve that? Of course, it’s their choice… but do brilliant designs manipulate their will?

I did not choose to make games to trap the players’ minds. I choose to make games because I want to create interesting gameplay when they decide to step into the magic circle. It is completely different.

The games market is growing and more and more realities are competing to own the free time of people like my students, and others.

Is that what we want or it would be better to put limits to greed? My answer is that we have to put limits. Complete freedom when lots of products are carefully designed by top talent to keep the attention of people looking for their hourly endorphin doses is very dangerous.

Freelancing is not a therapy

Published by Paolo on 06/12/2023

When a client hires me usually is for a whole project preproduction. It can be the startup for a new game or the research stage for a new feature of a live game. I help them during the whole process of finding the right formula. I work per day, every day is one slot. Every client can get from 1 to 3 slots per week.

Happens that during my service I realize that my help is not needed. It may happen for a lot of reasons. Sometimes I see that the team is on the right track and I am slowing things down. Other times I see that the client that hired me didn’t want my help with game design, so that I am useless.

In any case, my business is not like a therapist. When I realize that I am not needed anymore, I let go the client. I speak with them and explain any reason. It was a pleasure to be there, please leave your testimonial. You will not lose your money, I will not lose my time. Everybody wins.

(and very few of them leave the actual testimonial)

An epic win is always possible

Published by Paolo on 23/11/2023

I was watching the Half-Life documentary released by Valve a few days ago. Right at the start Dave Riller says “I think most of us had no game development experience… There were 3 or 4 people who had actually shipped a game before”.

This story repeats over and over in the history of games. Baldur’s Gate (the first one) has a similar story. League of Legends, too.

But that was a different time, right? Nowadays, games are more complex and you need a lot of experience to make a successful game.

I discovered this game called Atomic Hearth thanks to a new friend I made here in town. It was released this year, the first game from a remote multi-national small company. They reinvented Bioshock. Huge success.

Someone tells you that you can’t be successful with juniors. Other people say that your first game cannot be a success. You need to fail 50 times, first. I often tend to believe the same things, but facts contradict me every single time.

The history of games teaches us that an epic win is always possible. Do the best you can do with the resources you have. The future is built very often by people belonging to the future. Our industry is where it is because people with no experience had their chance at some point.

One game per year

Published by Paolo on 21/11/2023

We live around 75 years. We have 75 summers, around 80 travels (in my personal economical condition of course). The people we will meet are relatively few, the projects we can tackle too.

Imagine you start to work at 25 years, because you are born in the lucky side of the World. You have 40 years working. If a game takes 3-5 years, you can make around 8-14 games in your life. Game for companies, that may be successful or not.

Or you can go indie, maybe solo dev, going alone and try to publish one game per year. Small game, of course. In that case you can leave 20-30 good games (the first will surely be a disaster). That can be your legacy as a game designer.

The future of games

Published by Paolo on 13/11/2023

This weekend I was scrolling the infinite feed of LinkedIn and reading updates from many experts. I have to say that lately from one side there are lots of challenges. Many layoffs across the whole IT sector and people looking desperate. From the other, lots of experts are sharing their knowledge online. This is absolutely a good thing.

One of the main topic is about the future of games. Right now, it seems that everyone can make and publish a PC game very easily. But the cost of AAA games production is rising and the value perceived by the players is going down.

There is a demand/offer problem, too many games and it’s hard that the people notices you. To me, the solution should come by adopting a different perspective. Unless you have a strong IP, like Call of Duty, you cannot just make a game and sell it. You cannot afford to assume that people will come buy it. Nowadays, you should first get in touch with people, make them notice you. Then the people will eventually buy your things.

There is a trend among content creators, especially tech ones. They use Patreon to arrive to their audience. They build little by little. Play-to-earn crypto games were scam, but they were making something good: making contact with people super early. Of course, the focus there was money which is never something good to relate with entertainment. Still, I liked this very fact.

The key to me is in being able to create a strategy to go towards the people, the Players. Not the other way around. If you are making a game and then you will invest your money in marketing to spread the word, it’s very possible you join the rest of noise. It’s better to start build your player base right now, instead.

Prepare the soil

Published by Paolo on 09/10/2023

You can buy a plot of land and start planting crops. You may want to build some structure and make changes on the land. You start a new business. Then you may hire farmers to take care of your land and make it grow.

The same is valid for the game as a service business. Often the people who start a game are not the people who make it grow. Often you need a certain type of people to find something new, a new land. But then you may want expert farmers to make it grow.

It’s not that people cannot do both, it’s a matter of will. Creating a brand-new experience requires the ability to spot opportunities and connect the dots. Maintaining and making a game grow requires analytical skills, instead.

Someone says that one thing is to go 0-to-1, and another 1-to-1000.

If I would start a new games company

Published by Paolo on 05/10/2023

You have probably seen something like this:

I cannot say that is an universal rule, but it makes a lot of sense to me. So, if I would start a new games company without investors, I will definitely go for GOOD and CHEAP games.

  • FAST and GOOD are not cheap. So you need high investments for those. And I would prefer not having investors.
  • FAST and CHEAP are not good. And Players are looking for quality, for motivations to play, for the right gameplay case.
  • CHEAP and GOOD games are slow to make. But if you keep the scope controlled (cheap, remember) there is a lot of space for smaller games.

Fight for more value to creativity

Published by Paolo on 03/10/2023

Do you know why companies spend so much on marketing, especially advertising? Because once the game is done, all the effort has been made they HAVE to sell it.

Probably if they would spend more on keeping and growing talents they will have better games and should spend less on marketing. And I am ironic when I say “probably” because that’s for sure.

The more I work with my creativity the more I feel the urge to learn how to negotiate better my conditions. Because a simple design can become gold for someone in the future.