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Time to marketWhen a worse game is better.
Mattia Traverso
MILAN 25-26 NOVEMBER 2016
![Page 2: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/2.jpg)
About Me
![Page 3: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/3.jpg)
About Me
This is me when it’s 3 am and I am working on a presentation for Codemotion
![Page 4: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/4.jpg)
About Me
One and One Story – 2011
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About Me
One and One Story – 2011
Here’s work I have conflicted feelings about
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About Me
FRU – 2016
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About Me
? - ?
![Page 8: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/8.jpg)
What is this presentation about?
It’s not about game design.
![Page 9: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/9.jpg)
What is this presentation about?
It’s not about business
![Page 10: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/10.jpg)
What is this presentation about?
It’s not about marketing
![Page 11: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/11.jpg)
What is this presentation about?
It’s about FRU
![Page 12: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/12.jpg)
So, what is FRU?
![Page 13: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/13.jpg)
So, what is FRU?
![Page 14: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/14.jpg)
So, what is FRU?
![Page 15: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/15.jpg)
So, what is FRU?
game development is serious stuff
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So, what is FRU?
![Page 17: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/17.jpg)
So, what is FRU?
The original prototype
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So, what is FRU?
![Page 19: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/19.jpg)
So, what is FRU?
![Page 20: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/20.jpg)
So, what is FRU?
![Page 21: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/21.jpg)
So, what is FRU?
![Page 22: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/22.jpg)
So, are we rich yet?
Well…
As of today, FRU has sold less than 10.000 copies.
0,0025%Of the potential audience.
Why is that?
![Page 23: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/23.jpg)
Well.
1. Maybe it’s a bad game?
![Page 24: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/24.jpg)
It’s a bad game.
![Page 25: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/25.jpg)
It’s a bad game.
![Page 26: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/26.jpg)
It’s a bad game.
![Page 27: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/27.jpg)
Well.
1. Maybe it’s a bad game?
2. Maybe players do not like it?
![Page 28: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/28.jpg)
Players don’t like it.
![Page 29: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/29.jpg)
Well.
1. Maybe it’s a bad game?
2. Maybe players do not like it?
3. Maybe the marketing was bad?
![Page 30: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/30.jpg)
Well.
![Page 31: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/31.jpg)
It’s a bad game.
![Page 32: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/32.jpg)
It’s a bad game.
![Page 33: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/33.jpg)
Well.
1. Maybe it’s a bad game?
2. Maybe players do not like it?
3. Maybe the marketing was bad?
4. Well, it is a Kinect game.
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It’s a Kinect game. What did you expect?
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Well.
![Page 36: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/36.jpg)
Well.
![Page 37: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/37.jpg)
Well.
There’s an estimated 4 million Kinect V2 out there.
Even if the amount that were sold back, thrown away, lit on fire is 50%...
10.000 / 2.000.000 is still quite low.
And in a market with basically no competitors!
![Page 38: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/38.jpg)
Well.
Don’t let your subjective perception of a market fool you.Do your research!
![Page 39: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/39.jpg)
Well.
1. Maybe it’s a bad game?
2. Maybe players do not like it?
3. Maybe the marketing was bad?
4. Well, it is a Kinect game.
![Page 40: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/40.jpg)
So what the heck went wrong?
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We were too late.
![Page 42: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/42.jpg)
Is the market saturated?
https://medium.com/steam-spy/on-indiepocalypse-what-is-really-killing-indie-games-3da3c3a1ea76#.uvfh83i9h
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Is the market saturated?
![Page 44: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/44.jpg)
Is the market saturated?
![Page 45: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/45.jpg)
Is the market saturated?
![Page 46: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/46.jpg)
Is the market saturated?
![Page 47: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/47.jpg)
Is the market saturated?
![Page 48: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/48.jpg)
If Super Meat Boy were to be released Today…
It would NOT sell as much.
![Page 49: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/49.jpg)
If Super Meat Boy were to be released Today…
It would NOT sell as much.
Because Super Meat Boy was already made.
![Page 50: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/50.jpg)
Super Meat Boy: The Trend
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Super Meat Boy: The Trend
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Super Meat Boy: The Trend
![Page 53: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/53.jpg)
Super Meat Boy: The Trend
![Page 54: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/54.jpg)
Super Meat Boy: The Trend
![Page 55: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/55.jpg)
Super Meat Boy: The Trend
![Page 56: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/56.jpg)
Super Meat Boy: The Trend
![Page 57: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/57.jpg)
Trends affect your game
It’s not about the saturation of the market, it’s about the saturation of a
trend.
![Page 58: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/58.jpg)
Those games are wildy different!
But wait.
![Page 59: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/59.jpg)
Those games are wildy different!
But wait.
![Page 60: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/60.jpg)
But wait.
While it’s true that games belonging to the same genre can be completely
different from one another, the public will always catalogue them in genres,
binders and labels.
We are interested in the public’s perception of the game’s high level concept,
not the game itself.
Video games critics are not your audience ;)
![Page 61: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/61.jpg)
Trends affect your game
Quality * Marketing * Audience Size
![Page 62: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/62.jpg)
Trends affect your game
Quality * Marketing * Audience Size * Trend Receptiveness
![Page 63: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/63.jpg)
Trend examples
The 2014 survival craze
![Page 64: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/64.jpg)
Trend examples
2013 and linear, narrative focussed experiences
![Page 65: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/65.jpg)
Other trends
2012 and Minimalist Mobile Puzzle Games
![Page 66: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/66.jpg)
To get back to FRU…
“FRU is my original creation and does not follow
any trend.” A foolish man, 2016
![Page 67: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/67.jpg)
To get back to FRU…
Just like your audience follows trends, you
subconsciouslly do as a creator.
![Page 68: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/68.jpg)
To get back to FRU…
Which genres or trends can we associate this game with?
![Page 69: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/69.jpg)
To get back to FRU…
Puzzle Platformers
Party game
Kinect games
Indie games
![Page 70: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/70.jpg)
To get back to FRU…
Puzzle Platformers
Party game
Kinect games
Indie games
![Page 71: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/71.jpg)
Puzzle platformers
![Page 72: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/72.jpg)
Puzzle platformers
![Page 73: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/73.jpg)
Puzzle platformers
![Page 74: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/74.jpg)
Puzzle platformers
![Page 75: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/75.jpg)
Puzzle platformers
![Page 76: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/76.jpg)
Puzzle platformers
![Page 77: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/77.jpg)
![Page 78: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/78.jpg)
![Page 79: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/79.jpg)
http://steamspy.com/tag/Puzzle-Platformer
A sobering exercise. Follow this link, then sort by release date.
![Page 80: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/80.jpg)
To get back to FRU…
Puzzle Platformers
Party game
Kinect games
”Indie games”
![Page 81: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/81.jpg)
Kinect Games
![Page 82: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/82.jpg)
Kinect Games
Give the hate around it, it might not seem that Kinect games were
ever a trend.
Yet that would be a mistake: you’d be judging the peripheral from
YOUR point of view, rather than its audience.
![Page 83: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/83.jpg)
To get back to FRU…
Puzzle Platformers
Party game
Kinect games
“Indie games”
![Page 84: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/84.jpg)
Indie games
![Page 85: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/85.jpg)
To get back to FRU…
Puzzle Platformers
Party game
Kinect games
“Indie games”
![Page 86: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/86.jpg)
Party Games
![Page 87: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/87.jpg)
To get back to FRU…
Puzzle Platformers
Party game
Kinect games
“Indie games”
![Page 88: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/88.jpg)
Big question #1
So, should I make a game based on a current Trend?
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Big question #1
So, should I make a game based on a current Trend?
absolutely not!
![Page 90: Time to market: when a worse game is better - Mattia Traverso - Codemotion Milan 2016](https://reader031.vdocument.in/reader031/viewer/2022030305/5870812b1a28ab57368b6665/html5/thumbnails/90.jpg)
So, should I make a game based on a current Trend?
First of all, you’d be already late.
Second, this is how creativity dies.
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Takeaway #1
Do not follow trends.
But watch them closely.
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Big question #1
What you are doing might be original NOW, but will it be once the
game is out?
This is obviously a question for the start of your project, but there a
couple things you can do if you realise this too late.
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Big question #1
1. Clever Product Placement
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Big question #1
2. Make a shorter game
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Big question #2
If I make my game shorter, won’t that ruin my vision?
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Big question #2
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Takeaway #2
Don’t make a shorter version of your game.
Make a new game that follows your vision but happens to be shorter!
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But what if there’s no shorter version of my game?
What if I don’t care about sales?
What if I have a vision and I want to express it?
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In conclusion
• Your game’s quality matters, but so does the timing of your release
• Look at where the market is now, and where it will be when the game is
out
• Can you make a shorter version of your game? If so, that’s always the
best alternative.
• Use SteamSpy, read Gamesindustry.biz, look at what the big publishers
are pushing right now
• Don’t make a Kinect game
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Thank you
Let’s chat! - @MattiaNotFound