This is day two since the big decision. Yesterday I published a banner. Today I have another claim better suited to online communication.
I want to tell you a little about my vision. When analyzing the target audience of a game, first of all we have to find the right fantasy to meet. Fantasy is the aspirational aspect of the game. Being a juggler, traveling the whole world, traveling through space. Some fantasy can be abstract. Think of Candy Crush Saga, which offers the fantasy of ordering an open box of sweets. Or Clash Royale where the fantasy is to dominate the opponent.
It’s about understanding people’s dreams and desires to resonate with them on a deep level. And it’s not something abstract. I have developed a very practical method to do it. My secret sauce that makes me have happy customers all over the world.
A compelling fantasy helps create more engaging experiences. And this translates into concrete numbers. Two KPIs that measure the result of a good strategy of this type:
- Average session time: you know those games that make you forget what time it is?
- Average number of sessions per day: you have a free moment, you decide to open the game again to be able to disconnect. The number of times you open the game is a clear sign of interest.
It is a question of carrying out a qualitative research of the gaming market aimed at:
- analysis of existing games in this light
- engagement with their communities
- competitors playtest to structure the whole design of the game or feature (in case of live operations)
The process takes the form of deliverables that vary from a simple power-point to playable prototypes. Passing through spreadsheets, which are the most used tool by game designers. I design concrete levels in Unity and craft narratives using the most common tools.
I truly believe in this vision and I am pleased to share it with you readers. Wish me luck!