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Tag: professional

Marketing is part of the game

Published by Paolo on 08/12/2021

Marketing people are often not part of your immediate team. They are external stakeholders, people less involved in the day-to-day of your job. Their role is critical for the success of the game. In fact, you can make the best game but a lot of people around the World is making the best game right now. Marketing can drive the success or failure of the whole game.

Pyramid of Modern Marketing

The other day I was reading a blog post on modern marketing by Seth Godin.

Intention is the most important layer. Is about the changes that you are seeking to make with your game. What are your unique selling points? Game designers help in aligning visions and prioritize resources. You may start from your competitors and your Personas and help define every iteration.

Retention is the second grade. Getting new players costs money and if your players are happy with your game they can bring others. Mouth to mouth is still the most impactful spreading medium out there.

Remarkability (conversations that happen as the result of your work) and Permission (the privilege of delivering anticipated, personal and relevant messages to the people) are part of core marketing activities. You can observe them, but it’s their job not yours.

Working with the marketing team

The marketing team usually does the job alone. Best realities I have worked for have regular meetings with them. Game designers can help with the brand, the voice and the tone consistency. We can help with intention and retention.

In case of f2p a company has to run massive creative campaigns (mostly on Facebook and Google) game designers can be of great help in developing creative concepts. From creative concepts, marketing team is capable of develop multiple variants. The big user acquisition machine is constantly fed up with those creative variants. As you can imagine, your role at the top of this funnel is critical.

Intention:

  • Help to sketch creative concepts that match the game’s brand
  • Maintain and use content guidelines for those

Retention:

  • Make sure that the feature of your game set your players for success
  • Get information about the strength of signal of the monetization events. Those events are sent to ad platforms as postbacks to optimize user acquisition campaigns. Put the strongest ones near of the start of the experience!

An honest and personal post about how I became a professional game designer

Published by Paolo on 07/12/2021

If you want to get a job as a game designer do the job, don’t look for it. You have to be already working as a game designer if you want to hope to being paid for that.

I remember when I was compulsively looking for a job sending resumes. Poor me.

“I sent 5 resumes today, I have done my job.”. That was my comfort zone.

Some job offer put “having participated in at least 5 projects from start to end”. Some other was more intrepid: “having participated in the complete development of a TOP250 grossing game”. The good old days of 2013!

Do the job everyday

I started, every single morning, waking up early. Having my shower and breakfast. Dressing up with my best clothes, putting my shoes and my clock on. Working all the day at my desk, at least 8 hour per day. Imagining I was going to my office. I discovered the superpowers that “faking it” enable. I started studying seriously from books at night before of going to bed.

I maintained a document with all the job offers and companies here in Barcelona. I studied their games and imagined to work on those. In fact, those games had already their players and their competitors.

Deconstruct games

Deconstructing games is a process mostly mechanic at start. Start from the simple screen flow, make a brickfile. Spot their competitors and do the same. You find a feature that some competitor has and the game you are studying doesn’t? You have your design task! Use what you learnt from books and step by step build your own design framework. This is your secret, in your method there is your value.

Probably those companies you are monitoring will never hire you. They are still looking for the “best talent”. A game designer who worked on successful games. The dream, the rockstar. Nevermind, it’s YOU that want to work as game designer. They are too busy in filtering out people like you. So don’t wait for a company to let you in. Just do it.

Find your people

Try to create and maintain meaningful connections in the industry. I created a meetup, the Barcelona Game Design Meetup. My intention was to join game designers also from other companies. I ignored their strict policies most of those company had, instead. I also ignored that often people working for those companies are NOT the most motivated persons. They just do their job. They work as game designers, but often they are not intimately designers. I met a lot of wannabies and a few professionals. Making connections is still very useful. I just enjoyed any opportunity to talk about game design. Any opportunity!

Why do you design games?

Published by Paolo on 06/12/2021

The other day I was listening to a YouTube video (yeah, listening) with 2 people that I consider industry experts talking about leadership in videogames.

One of the two quoted this sentence from Orson Welles:

“…in Italy, for thirty years under the Borgias, they had warfare, terror, murder, and bloodshed, but they produced Michelangelo, Leonardo da Vinci, and the Renaissance. In Switzerland, they had brotherly love, they had five hundred years of democracy and peace. And what did that produce? The cuckoo clock.”

His point was that, as a leader, you shouldn’t try to create a peaceful environment. In fact, great things come out from hard times.

This post is not to enter in the center of the question. In fact, those persons are people with at least five years more experience than me. And in companies with great products where I dream working someday. So that for the sake of this post they are right.

But I ask myself: what do I want to do with my job?

Do I want to become a name like Leonardo or Michelangelo? Or do I want to create something that brings fun in every place it is placed, like a cuckoo clock?

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!

Game designers and Product managers

Published by Paolo on 27/11/2021

The difference between a Game Designer and a Product Manager sometimes seems subtle. There is quite a big difference in concept, instead

Both figures exercise the act of game design. Deciding how the game should be. In fact, the whole team does that. Game designers are just facilitators of the act of game design.

Both figures are involved in studying the competitors in depth.

The main difference is the following: while the game designer works in the game, the product manager works on the game.

The product manager is the figure who defines roadmaps, objectives and above all who deals with the positioning of the game on the market. It is the bridge between development and business.

The game designer defines the mechanics and features in detail, making sure everyone on the team is really contributing.

It often happens that game designers, frustrated by the fact that they have no decision-making weight, look a product manager position. Only to find themselves frustrated that they are not working in the game, but on the game.

Too often I have met with product managers who are basically ex game designers and enter into issues they shouldn’t. Not because of inability, of course,. but because they take time away from other duties.