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Tag: insight

Can Netflix, SONY and Microsoft integrate ad networks in the future?

Published by Paolo on 21/04/2022

Apple and Google have made marketers’ lives more difficult. Today, it is harder for a game to reach the right audience only through ad campaigns on the major networks that offer this service.

Acquiring new players is more expensive and often ad campaings bring people with different motivations to play.

This week’s news is that Netflix is ​​considering introducing ads to its platform. SONY and Microsoft, which are activating their subscription services, are also seriously considering introducing ads to their games.

New ad networks will be created. Someone calls them “content fortresses”. If these companies play their cards right, companies will certainly be pushed to invest in acquisitions directly on these platforms.

The more you know about people’s actions in other products, the easier it is to reach them. The ads that appear to these people will be more meaningful to them. People who enter a game are likely to be more drawn to the core features and mechanics.

Netflix, SONY and Microsoft can score a big win if they play their cards well. As designers, ads are an interesting tool to get better monetization numbers simply improving the reward ratios.

Players may be tired of throwing their money at gem packs

Published by Paolo on 19/04/2022

According to the Sensor Tower service and some specialised media, the benefits generated by free-to-play smartphone games have decreased. Specifically, spending on the Apple platform is under 2.3%. On Android there was a dramatic decline of 13.8%.

Experts from around the world are also questioning Sensor Tower’s estimation capability. In short, these estimates could be wrong. As a game designer, I have one, single and simple doubt: are free-to-play games for smartphones losing novelty?

Historically, video games have always thought of pushing the limits of graphics and gameplay. If we look at the premium market, with a simple glance we can see how technological progress has supported the evolution of game modes in a superb way. Even there, however, companies have begun to bet on the safe side. That’s why we see so many sequels, remakes, etc.

I’ve been downloading and trying tons of free-to-play games every week for years. I remember when I started in this video game sector, in 2012. The Pareto Principle was applied in a more courageous way: 80% copying a game, 20% introducing new things. This trend has changed lately.

Free-to-play, in order to be sustainable, needs a huge volume of players. To make this possible, acquisition campaigns need to focus on finding a very large audience. Before Apple’s IDFA deprecation, it was possible to find audiences based on concrete actions. “I would like to have inside the people who paid in this other game”. “I would like people who complete the tutorial of these games.”

This led to a new application of the Pareto Principle: 80% copying from one game, 20% copying from another. You avoid risks, you play “safe” in theory.

The result: the games that we see in top grossing are, from a gameplay perspective, always the same. Human beings certainly do not want complete and revolutionary experiences. However, we need to see continuous evolutions, or we will no longer feel attracted to what the market offers us.

A pop-up comes up with an affordable pack of gems, boosters, and some new heroes. The same type of package I bought in 3, 5, 10 games. The novelty effect of long-term gets lost.

How could we try to solve this?

  • Accepting that it is better to aim at a very large audience and, once inside the game, create different experiences for different type of player personas
  • At the same time, put at the center of your game experience something really fresh
  • Try to create games that can be accessed by multiple devices, not just smartphones, to ensure the service scalability.

Pareto principle in videogames conception

Published by Paolo on 28/02/2022

The basic use of the 80-20 rule (Pareto’s principle) in video games is to copy the 80% of a successful or promising game in order to mitigate some of the risks involved in investing time, effort and money in developing it.

Then you have 20% of freedom, where you can put your own secret sauce to the cake.

The risks of this approach come when you do not understand WHY a certain competitor works out there. It may be a successful marketing case. Maybe a special UX is what makes it great. A great level or narrative design may be making the difference. Hard to tell if you do not know basically three things:

The first thing is to deconstruct competitors,

The second thing is to run playtests with competitors games,

The third thing is to study the audience of competitors in a meaningful way.

Design tips for the match-3 mechanic

Published by Paolo on 05/02/2022

Match-3 is one of the most successful core mechanics in the mobile space and in general in the gaming scene. When we look at its history, simple variations and innovations permitted the creation of highly profitable services and the startup of entire businesses. In this article I will make an analysis of the very core of the genre: the match-3 mechanic.

The first thing I notice when looking at the match-3 mechanic is that the set of rules represented are both to define obstacles and goals. It is a simple but very beneficial mechanic, in terms of the economy of the gameplay. In fact, the simple action that activates the match needs a previous cognitive effort to spot at least a possible combination. That presents a challenge to the players 

Flow

Step 1 – Problem

Observation/Analysis: recognize at least one possible combination of 3+ colors in line

Challenge: Cognitive effort 

Design Tip: board and art style directly influence the difficulty of this problem to solve

Step 2 – Make a choice

Choose the first you spot VS look better VS deep thinking

Difficulty: time may add challenge to this part

Design Tip: implementing a hint system changes this meaning directly. Some Players may passively accept any hint. Consider:Kind of hint to give (if any)Choose the right timing for showing the hint OR let the Players access to them whenever they want

Step 3- Goal

Match: Swipe two adjacent tokens

Challenge: Interaction, cognitive effort

Design Tip: during your playtests, be aware of the dimension and sensibility of tokensSpeed of interchangePlayers do not like to make a move and see another.Also, if the move is invalid the common thing is to not remove a movement from the total amount, if the game challenge is based on movements. [Maybe it’s possible to let the time be retrieved somehow, to remove this possible friction.]

Step 4 – Result

Cascade: See your choice rewarded

Challenge: Surprise, combo, doubt

Design Tip: here the speed and the bounce of tokens falling reinforce the sense of reactivity that the Player has. According to the target audience of the specific game (and its theme), this has to be tweaked. There is a black box: Players don’t know which token will be spawned and they will feel curiosity about the next state of the level board. Be aware of this.

Step 5 – New Board Configuration

New Board: The gameplay may wait for a stable condition before giving the control back to the Player.

Challenge: Restart from Step 1

Design Tip: the faster, the better. Avoid too much particles and effects left on the board at  this step.

Less broken features are more value

Published by Paolo on 04/01/2022

These days I am reading the book Thinking Fast and Slow by Daniel Kahneman. It is definitely not an easy lecture, for a non-english speaker. You need time and dedication to fully understand it. I am sure I will need more lectures.

In the edition I have, on chapter 15 called “Linda: Less is More” there is a paragraph where the author reports an experiment run at the University of Chicago. Professor Christopher Hsee asked people to name a price for sets of dinnerware, using a method called “joint evaluation”. The method consists of compare two different sets of things and propose a value. The Set B had a list of items, all in good conditions. Set A, instead, contained the same items of Set B plus more items partly broken.

Since Set A contained exactly the same things that B, but with more things (partly broken), logically participants valued Set A more than B: $32 versus $30 (average).

The professor run the same experiment but with single evaluation. The result is quite interesting: Set B was priced way more than A. $33 versus $23 average.

What does that mean to us game designers? Sometimes the best you can do for a game is to remove some part that is broken. Having a feature that does not work can be a problem. It is better to remove features, and test if the things improve without them. Players can genuinely value our game better without that synchronized broken multiplayer mode, believe me!

Noob, Pro, Hacker

Published by Paolo on 23/12/2021

This year I have worked a lot on hypercasual games. I like the fact that its development requires you not to get attached to any specific idea. You design a game mechanic very quickly, put your hand on the engine with few specifications and then you speak on something done. 

It reminds me of a method proposed by Jordan Mechner, creator of Prince of Persia. 

Working on hypercasual games I learnt that:

  • The Players hate to lose. The failure rate of your levels is directly related with drop off of people, day to day.
  • Players are more tolerant to ads that we may imagine. As a game designer, I hate those freaking ads! Anyways, if your game is good people accept your ads easier than you may expect
  • Players live the experience in three main stages: 

The noob, they really have to understand things well. You need to slow down that difficulty curve, believe me

The pro, they like to have games which permit to spot a perfect path to follow and win

The hacker, they will try to hack the rules of your game. Best games out there permit them to do that, for instance Aquapark.IO

Data means nothing

Published by Paolo on 12/12/2021

Data means nothing without the ability to get meaningful information from it.

I still see a lot of discussions around pure data everyday, most of them completely pointless.

“I am sure this works, data says it clearly!”. False, data is raw. Data says nothing. Data has to be put in context.

“You think our players would like this? Let’s prove it with data!”. You will never prove anything with data, you should write down concrete hypotheses and then take the raw data and transform it first in information and, only after, in insight.

“Yes, I also like this. But I want to see the data first!”. If you want to make real games you should consider just being bold sometimes. If you really like something, put it on! Players will appreciate that. If results are bad, I swear, it will probably depend on other things.

If you use the data-driven approach, you risk to really miss your point because when anything becomes the subject of our analysis the result of this analysis will be influenced by this fact. You should use data to get information to inform your design decisions, not to drive them.

Decentralized finance is not here to destroy the gaming industry

Published by Paolo on 11/12/2021

Play-to-earn, the metaverse, NFTs, cryptocurrencies are not here to destroy the gaming industry. I agree that there is a lot of unjustified hype around those new technologies. Early adoption is always like this. 

The main discourse is too centered on two points: technology and money. And this is NOT where there is the real value of all this. Investors are joining in with crazy numbers. Millions invested in companies without a single game published. It’s weird, but believe me: it’s not the end of the gaming industry.

Historically, video games (together with military techs and porn) have always been pioneers for new techs. It is normal, since they offer a pretty safe testing field to try out things. So that it is completely normal to have continuous hypes and fashions.

But I learnt working in free-to-play for years that players generally put their attention and money in something they really enjoy. So don’t worry. The gaming industry is not about to end soon. 

If you are thinking that all those novelties are a disaster for our beloved industry, I kindly suggest you to go deep studying the new trends! Those judgements and fears always come from ignorance.

When game designers deal with artists

Published by Paolo on 05/12/2021

I have dealt with game artists everyday for many years. My background is computer science, that is why I find it challenging to understand them well. Someone said to me once “you will never understand artists” laughing at my face.

Something I know, anyways. All the people, all the time, give their opinions to the artist. I like it, why blue? Mmm I don’t know. Honestly? I would put that on the right.

You have to be efficient in talking to them. The best way I know? Describe to them what you are seeing. Use your honest and sincere words and wait for their comment on your description.

If something does not convince you, ask them questions. You are a game designer, but the game design is something the whole team will do. Also them. Do not lose the opportunity to use their brains. Facilitate the act of game design and respect their ego. Which, in some cases, can be very high.

How to deal with your boss

Published by Paolo on 28/11/2021

One of the things I wanted to understand earlier when I started working as a game designer is that part of the job is making your boss successful.

Your boss could be the founder of the company you work for, in the case of small businesses. In this case, he will likely have to be accountable to investors. Try to understand the pressure he has and adapt your proposals to it.

It is not important in the profession to be right. The important thing is to deliver the things done. It does not matter that your idea is not accepted, very often there is an external pressure that causes them to take paths that may seem wrong.

Better to make our proposals, but willingly accept the impositions. The facts may prove us right, or we may discover other things we have ignored.

If your boss is a more technical person, better focus on trying to guide him on the more business side. We try to understand the context in which we work and which solutions can be simpler and faster to implement. Our importance in the team will increase!

If your boss is a manager, or a person who generally reports to the CEO or some other manager, it is appropriate to accompany our proposals with spreadsheets with numbers that we can generate. Money, or success metrics!

We must try hard to deliver these numbers, otherwise we risk our proposals being rejected because our boss is unable to defend them properly to superiors.

It is important to empathize with our leaders and understand what profile they have. If they are successful, we’ll be that too!