The Culture of GamesThe Culture of Games

Summary So FarSummary So Far

Games as Games as we understandwe understand them are them are different to how they operate different to how they operate in the in the business world.business world.

- Casual games are important.- Casual games are important.

- The process of development is - The process of development is difficult. difficult.

- The market is more diverse than - The market is more diverse than merely ‘gamers’ per se. merely ‘gamers’ per se.

Some Propositions:Some Propositions:

For games and all of you to have a For games and all of you to have a future, some things are necessary….future, some things are necessary….

1.1.

The market of people who could buy The market of people who could buy your game has to be able to your game has to be able to compensate you for the resources compensate you for the resources you spend making it. you spend making it.

Some Basic SolutionsSome Basic Solutions

1.1. a) Make a game according to a) Make a game according to formulas that have been proven to formulas that have been proven to work.work.

b) Expand the types of people who b) Expand the types of people who would buy the game. would buy the game.

A) Genre Mastery B) A) Genre Mastery B) ExpansionExpansion

Both approaches work.Both approaches work.

Genre Mastery needs:Genre Mastery needs:- Total intelligence about the market.Total intelligence about the market.- Total intelligence about where the Total intelligence about where the

game will come into that market.game will come into that market.- How the game will be attractive (and How the game will be attractive (and

therefore what makes a game truly therefore what makes a game truly appealing)appealing)

Both approaches work.Both approaches work.

Expansion needs:Expansion needs:- An ability to see game ideas An ability to see game ideas

elsewhere, and to speak to non-elsewhere, and to speak to non-gaming people.gaming people.

- An ability to see what else gamers An ability to see what else gamers are into apart from games, and are into apart from games, and exploit those other cultures.exploit those other cultures.

..both can fail...both can fail.

Tim Freystedt, European Marketing Manager Game Boy Advance said:

"We feel we have created a product in the Tribal Edition that reflects the sentiments of today's youth - rebellion, attractiveness and spirituality.

….the new console allows gamers to express these emotions in a fun and interactive way, enabling them to communicate their individuality."

Tribal GameTribal Game BoyBoy