First, we examine what you need to know about marketing, the competition, and planning for your client's needs; important considerations in this marketing-driven industry. Then there is an important unit on starting up a video game company (because that crosses everyone's mind at some point).
The link below is the homework assignment due at the beginning of the next class session.
Homework: Week 4
Be sure to study up for the second exam next week! It is worth 20 points and covers the material from weeks 3 and 4, including chapter 12 in the course text book (marketing & maintenance) and the required reading sections for those weeks on this web site.
These links feature the supplemental material that you are responsible for knowing before the first exam (that takes place at the end of Week 6). Be sure to click on every link in this section!
Article: Ten Independent Developer Myths Debunked by Tim Morten
This is the bucket of cold water in the face that every game developer needs before they consider going 'indie.' You'll thank me for this later, I assure you.
Directory: Running Your Own Game Company by GameDev.net
This web page has numerous links on it relating to starting and running your own game company. There is a wealth of data here. Just give this web site a squint and ponder the possibilities...
These supplemental links are worth pursuing only if you are seriously interested in working in the game business and want to know about it in the broadest possible sense. This material will not be directly included in the exams, but if you're serious about delving deeply into the subject of game production, here's some more lessons from others who have also "been there."
Point Point Presentation: How to Raise Capital to Start a Game Company by John Welch
There is a ton of sage advice among these slides from a man who has really been there and done that, especially in dealing with Venture Capitalists (VCs).
Article: Starting Your Own Game Company
These are some great "war stories" by someone who has tried to start three different game companies. You can learn a lot from his experiences!
Article: The Importance of Self-Publishing by Frank Cifaldi
In this exclusive interview, Diner Dash developer Gamelab's CEO Eric Zimmerman discusses the company's move to independent self-publishing, and why such a business model may be necessary to sustain the industry's future.
Summary: Independent Game Developers Convention by David Michael
If you want to know what it's like to be an 'indie' developer -- their issues and concerns -- take a look at this summary of the events held at this convention. In particular, scroll down to the Old Familiar Issues section.
Article: 2005 Indie Games Conference: Casual Games (Wrap Up) by Beth Dillion
This article focuses on the casual games content at the conference, addressing changes and trends in the casual games market that put indie developers on the road to profitability.
Article: Artists and Game Design Documents: From Interpretation to Implementation by Joshua D. Gordon
This article will focus on the relationship and communication between artists and designers during the development process. Topics will include: "Blue sky" meetings, the design document, methods for streamlining the production process, and a few other random thoughts.
Article: Industry Suffers from Producer Shortfall by Carrie Shepard
The game industry needs good producers now. What's a producer? One Bay Area game producer likened it to "driving a car, blindfolded, while three different people - a coder, a designer, and an artist - yelling directions at you. And if you get into a wreck, or are late for your destination, it's your fault." This is a very good article.
Article: Manager in a Strange Land: Optimizing a Team by Jamie Fristrom
Producers take note! Development bottlenecks can delay a game project substantially, so it's critical for your team to identify them early and alleviate them. Fristrom explains how.
Power Point presentation: International Female Gamer Demographics by Aleks Krotoski
Producers take note! Perhaps this is a game market you should be exploiting? Ms. Krotoski is from the University of Surry in the United Kingdom and has some interesting facts and figures that she presented at the Computer Game Developer's Conference in 2005. More fascinating female gaming statistics can be found here courtesy of the marketing research company the NPD Group.
Article: Sample Marketing Plan by Amy Ruhland
Producers take note! Here is a marketing plan created for a class project. It includes research, thoughtful conclusions supporting the publication of their game, as well as a supporting graphic element.
Game Industry Statistics: Courtesy of the International Game Developer's Association (IGDA)
Q: Where can I find sales numbers and other market statistics?
A: You can check out any of the following sites for market stats and sales reports, etc.
- Acacia Research Group
- Comparing Generatesion of Console Gaming
- Datamonitor
- DFC Intelligence
- Forrester Research
- Gartner Group
- IDC
Electronic Game Maker Lets Kids Do Their Marketing for Them (You'll have to join the NY Times newspaper website, but it's free.)
- International Development Group
- Jon Peddie Research
- Jupiter Research
- Magic Box Game Charts
Mobile Entertainment Benchmark Study & Video Game Study (recommended by other students)
- NPD Funworld
- Research and Markets
- Screen Digest
- Strategy Analytics
Q: How much can you earn in the game industry? What is the average salary of people making games?
A: Game Developer magazine puts out an annual salary survey. The surveys are hosted at the Gamasutra website:
- 2003 Game Developer's Salary Survey
- 2002 Game Developer's Salary Survey
- 2001 Game Developer's Salary Survey
Producers take note! Here are some of the numbers you need upon which you can base your marketing plan employee salaries.
Article: Common Methodologies for Lead Artists by Di Davies
Lead Artists take note! These are very useful 'how to' tips that will help you better manage the task at hand and those who are helping.
Article: Character Design & Animation Resources Guide from Gamasutra
Lead Artists take note! This is a compendium of articles from leading luminaries that are sure to help.
Lead Writer / Designers take note! Sample GDDs (Game Design Documents) are available on this site for your inspection.
MS-Word file: Design Document Template by Chris Taylor
Article: Better Game Design Through Cut Scenes by Hugh Hancock
Cut scenes are useful for more than marketing screenshots and a chance to see your creation realized in film-like form. They can also provide a valuable, sometimes essential, tool for game design - not only to explain back story, but as reward, encouragement, as a pacing tool, to help sustain immersion and more. Hence, this article looks at some of the ways in which the humble cut scene can influence the gameplay and game flow of its associated title.
Zip file: Scary Design Doc outline
Lead Writer / Designers take note! This is a sample of a Design Document that grew to Masters Thesis proportions. However, by examining its Table of Contents (this document) you will see the style (if not the length) of work that is expected in your Presentation Packet.
These supplemental links are worth pursuing only if you are interested in the Public Relations aspect of the game business, particularly for promoting yourself or your own company.
Article: What's My Line? PR Strategies for Trade Shows by Linda Thurmond-Meyers
Before you start backing away in disgust or dismiss PR as a topic reserved for big companies with deep pockets, be aware that there are some simple steps that you, a developer, can take to increase your chances of getting limelight focused on your company. Even if you don't like to be the center of attention, I'm sure you do like the idea of attracting the attention of some publisher who thinks your game project is brilliant, and having a tradeshow PR plan can help in that regard.
Article: The Birth of a Game Studio, Part 2: Goin' Places, Meetin' People by Daniel Sanchez - Crespo
This article is about industry events and trying to explain when, why and how you should go to these places, what to prepare, who to talk to, etc. These events can provide young companies with a wealth of info and, if well prepared beforehand, very interesting contacts.
Article: Getting Your New Company Noticed by Jessee Allread
What you have to know is that business is war, and until you decide you want to win, you will not. It’s that simple. For those of you that did not attend the recent Game Developers Conference in San Jose, you missed the visual representation of your biggest challenge: thousands and thousands of developers wanting the same thing you do: a deal. Each person with an idea, each with a plan. Each of them getting in your way. Each of them taking your piece of a diminishing development pie. How do you stop them? You can't – you have to beat them. If you can't be first, be best.
Bibliography: Week 4
