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Clash of Clones The Importance of Standing Out
Fredrik Wester CEO & President, Paradox Interactive @TheWesterFront
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About Me
• CEO, President & Principal Owner – Paradox Interactive
• Shipped 70+ titles in last 10 years
• Involved in 5 Million+ selling franchises
• Specializes in Business Development
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Paradox Interactive
• Fast-growing hardcore publisher
• HQ in Stockholm, Sweden
• 150+ employees, 4 internal studios
• 10+ studios on contract
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What Is Cloning?
”Clones are organisms that are exact genetic copies. Every single bit of their DNA is identical”
- Biological definition
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Clash of Clones!
• History & Background
• Clone-Inspiring Games • Space Invaders (Clones inlude: Super Invader, Galaxian,
Galaga, Phoenix, TI Invaders and many more)
• Asteroids (Clones include: Stardust, Sinistar, Comet Busters!)
• Other games that spawned clones: DotA, Super Mario Bros, Guitar Freaks and numerous mobile games.
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Cloning Games
• Direct Copy
• ”Inspired By”
• ”Spiritual Successor”
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Impact (1/2) - Pros
• Known market size
• Proven game design
• Quality benchmark
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• PR Challenge
• What does the press actually want?
• Demanding Target Audience
Impact (2/2) – Cons
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The PR Challenge
Negative perception less of an issue with:
• Low-engagement target audiences
• Underserved niches
• Abandoned games
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Target Audience
• Specific ideas about game design, price and product plan
• Fans are your best friend – don’t turn them into a liability
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Standing Out (1/2)
• Game Design
• Characters
• Art / Level Design
• Marketing
• Trailers
• Communication
Play it Read it Wear it Watch it Build it Preach it Live it!
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Standing Out (2/2)
• Business
• DLC Policy
• Consumer Promise
• Technology
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Methods (1/2) – The Market
• Benchmarking
• Competitive edge
• Satisfying or not?
• Market Analysis
• Customer needs
• Market size
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Methods (2/2) - Internal
• Organizational strengths
• SWOT
• How to fulfill customer needs
• Studio USPs
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Getting Started
• Setting your own Product Vision
• Use yourself as benchmark
• Be crazy
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Setting the Vision
• Selling the idea internally
• Easy to understand
• Good for communication
• Keeping the vision true – as a team
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Consumer Promise (1/2)
• ”The Player Fantasy”
• What is our commitment to deliver?
• Name and Brand
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Consumer Promise (2/2)
• Elevator Pitch / Hook & Twist
• KPIs / Follow-up
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Engaging Fans (1/2)
• Respect & Trust
• Listening vs. Hearing
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Engaging Fans (2/2)
• Feedback
• Mods and User-generated Content
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Building Your Fan Base
• Culture
• Language
• Ceremonies
• Reference
• Symbols/Iconography
• Legends
• Sense of Belonging
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Passion Makes Perfect
• Set your vision and get team onboard
• Communicate your vision so fans understand
• Follow your heart when it comes to design, marketing and business
• Conquer the world!