What Can Games Learn from He-Man? | Sophie Vo
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Delivered at Casual Connect Eastern Europe 2018. A New and Necessary Approach to Game Development: How do we make games in the context of a hyper-saturated and maturing market? Good games are just not enough, we must aim for Great. But what is a Great game in the current context? Why so many game companies with a past success and excellent track record still fail to release a new hit? As an Executive Producer at Rovio, Sophie will reveal an unconventional way to approach new games development and how to increase your odds of success in a hyper competitive context of the market.
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What Can Games Learn from He-Man? | Sophie Vo
- 1. What can games learn from He-Man? Sophie Vo Executive Producer Rovio
- 3. Who am I?
- 4. GROWTH
- 5. Making a F2P game Goals VS Reality KILL OR NOT? GO, GO, GO! GROWTH FROM LAUNCH
- 7. Growing Market *Source: New Zoo 2018
- 8. *Source: Statista Google Play AppStore 1,000,000 mobile games! Market offer
- 10. Maturing Market *Source: App Annie 2018 ???
- 11. Making a F2P game (The reality) Goals VS Reality KILL OR NOT? 2-3 years 90%
- 12. Why?
- 20. We make a game that no one needs!
- 22. Good Great Making a Great F2P is f***ing hard!
- 23. What is Great?
- 29. The WHY Little boys wanted to feel in charge To have the POWER.
- 30. The power of the Why Very few organisations know WHY they do what they do. It’s a purpose, cause or belief. It’s the very reason why your organization exists.
- 31. Be in top 10 grossing Become the leader in the category Make $200M yearly runrate These are results, not missions! What is your mission?
- 32. For the team Why should they care about making the game? Why is it worth 2-3 years of their lives working on the project? Do they believe in the WHY of that game?
- 33. For the players Why would players play your game? Over the competitors and other forms of entertainment? What added value do you bring in their lives? WHO are your players?
- 35. Who are your players? *Source: Google Play
- 38. *Source: Quantic Foundry Beyond the demographics
- 39. One cannot fit all
- 40. My goals ● To progress ● To complete something How I play ● Level up / move forward ● Complete daily quests ● Complete Events My goals ● To improve my skills ● To compete with myself or others How I play ● Level up / move forward ● Complete daily quests ● Complete Events ● Master the game (i.e. 3-stars) ● Be on top of Leaderboard “I want to feel I got things done today!” “I want to be the best”“I want it now” My goals ● To get maximum pleasure in a short time and minimum efforts How I play ● Passing levels, without being stuck for too long ● I enjoy the celebrations FX ● I look for validations from the game of my competences The Completionist The Pleasure Maximiser The Challenger
- 41. 5-Year old boys who are tired of mums and teachers telling them what to do.
- 42. WHY WHO WHAT?
- 43. THE VISION
- 47. 1.Your 2. Game 3. In 4. Five 5. Words
- 48. WHY WHO WHAT
- 49. HOW?
- 51. SORRY, NO RELEVANT TIPS AT THIS POINT :)
- 54. What can games learn from He-Man?
- 61. GROWTH?
- 62. The New Way Why? What? Who? GROWTH FROM PRODUCT 10X! How?
Notes de l'éditeur
- Anyone here in the room knows He Man? He one was of the most successful toys in the 80s, got also very popular with the TV show Master of the Universe. Now, you wonder what could possibly be the correlation between games and He Man??? If I take the example of Angry Birds here, still not seeing the connection? Well, bear with me until the end of my talk, to know more about it.
- So, who am I? I have 10 years of xp in the mobile gaming industry and worked in the past for big companies such as GL.Popular for premium and java phone games. I also joined in the past Wooga in Berlin, and in 2016 joined Rovio in Helsinki where I live now.
- And I’m here to talk about Growth, we talk about it a lot in our industry nowadays. Isn’t it what we’re all looking for?
- For the ones not familiar with F2P games process, this is the development process for a new game in THEORY You concept and go through pre-production, production and reach the critical stage of SL of the Reality check. Provided that everything goes according to the plan, you launch and you grow from there. Where this the combined work of UA, marketing, Live Ops teams.
- Let’s take few min though to look at what the F2P market looks like today
- Consumer spend in gaming app trends the past years, and yeah the market is still growing each year
- Source: https://www.statista.com/statistics/780238/number-of-available-gaming-apps-in-the-apple-app-store-quarter/ Source: https://www.statista.com/statistics/780229/number-of-available-gaming-apps-in-the-google-play-store-quarter/
- This is a pretty crowded space to go for the blue ocean!
- Still the past years it remained highly dominated by persisting high quality games Clash Royale, CCS, CoC, Pokemon… and solid companies such as Supercell and King. It is a maturing market. Will it remain like this in 2018? To be seen with the arrival of newcomers such as Fortnite.
- As a result, this is the reality of the development process of a new game. At the critical phase of the SL, we kill, most of the games. And this has sometimes taken several years before that decision is made. It cost time, money, and tears of developers.
- Why companies are struggling to create a new success? When was the last time Supercell, King or Rovio released a new Hit? Why so many fail?
- Traditionally in games, we find great idea by prototyping in a Game Jam for ex.
- Everyone gets excited about it.
- We give the greenlight and launch it.
- We hope for the best.
- Aaaaaaand we crash.
- This has to stop. We cannot go on like this. For the time, money and developer tears it costs.
- This is a pretty crowded space to go for the blue ocean!
- Because we make a game that no one needs! Or that a handful of people want, but we cannot scale it unfortunately. Niche markets, indie games.
- When comparing development of new games to startups who also come up with new businesses, no suprises that this is one of the top reasons why new games fail in a very competitive mature market.
- After working 10y in mobile, I admit Making a Good F2P is hard. But GOOD is just not enough.. We must aim for GREAT. But Making a GREAT F2P is damn hard!!!
- And what is GREAT? In a way, the Unicorn we all look for.
- Going back to our friend He Man and what explained their big success
- Anyone has watched the documentary on Netflix The Toys that Made us? This is the expert team (marketers + designers) who were behind the success of He Man. In the 80’s they were assigned to beat Hasbro on their Star War Toys which were completely dominating the market. They tired and tried several attempts but just failed.
- And a revelation came to them, based on the suggestions of the marketers, to go do some field research and observe the little boys playing with toys. And they made a big discovery
- They found a need uncovered. The Why.
- I want to refer back here to the power of the Why by Simon Sinek who demonstrates it is THE key question behind any success; whether it is professional or personal.
- When talking about the why, I think of the mission. What is your mission? Be in top 10 Become leader Make XX Noooooo! These are results, not missions!
- That why is important for the team and the people involved in your venture. Why do they wake up everyday to work on this? Money is goal too ABSTRACT for the team
- The why is not only for the mission but also the players. Ask yourself with your concept, why would players play your game? Over competitors and other forms of entertainment. Because yes, we are not just competing with games, but Netflix, books, family time, life you know :)
- Not only Nancy but other players I met since then and talk to
- And here an ex of report we get in user research, revealing demographics, app used and consumption. What does it tell really?
- The pb with these high level detailed reports is that it leads to categorizations like that when trying to go further without really understanding.
- Leading to games like that...
- Demographics are just informative but won’t tell you much you should design your game. Using the matrix source from Quantic Foundry, ask yourself which motivations you are fulfilling in your game. Is this? Or that? Or a bit of all of them?
- The pb of trying to please all the needs is to end up doing a game that is no longer consistent and more an addition of few things average instead of one thing great.
- The pb of trying to please all the needs is to end up doing a game that is no longer consistent and more an addition of few things average instead of one thing great.
- Coming back to He-Man, who was their target audience?
- Good, so we covered the Why, Who, What.
- Basically, it is the vision
- Taking the example of He Man. Very solid positionning.
- A good way to test the vision: Can you describe Your Game in 5 words?
- Good, so we covered the Why, Who, What.
- What would He Man do?
- Sorry, but I have no relevant tips to give at this point.
- Kick ass team who looks beyond their needs and serve customers - Heroes for others
- So wrapping this up. What games can...
- Angry Birds did uncover a new need when they made a hit on mobile in 2009
- Where you cannot just be opportunist and hope for the best
- You need to do the proper research work to create something new and that people really want.
- Onboard your team of experts
- And this is where all the magic happens!
- And I’m here to talk about Growth, this is the App Growth Summit after all :)
- Going back to our development process. I discussed about the growth at launch. But now we know that one is pretty doomed because it assumes you actually launch a game. I want to focus here more on the growth, from the product. Where the true growth potential is. And which implies the questions of why, what, who, how for your game, on the very early phase.
- Be less of the crazy genius, bring in more the marketer in your to discover the NEEDS of your target audience.
- What would He Man do?