Bridging the Gap in Game Discoverability: A Call for Standardization and Quality Data

In a recent op-ed on GamesIndustry.biz by Rob Fahey, a compelling argument was made highlighting the seemingly insurmountable challenges of game discoverability. To summarize this piece; the digital distribution of games has led to a market flooded with titles, making it difficult for consumers to find games that interest them and for developers to get their games noticed. Fahey highlighted the following points:

• Attention Economy: There is fierce competition for consumer attention, with an overwhelming number of creators seeking audiences. This saturation makes it challenging for quality games to stand out.
• Marketing and PR: Many indie developers lack skills in marketing and public relations, which are crucial for gaining visibility in a crowded marketplace.
• Algorithm Limitations: No algorithm can perfectly solve the discoverability issue, as it’s impossible to increase consumer attention span, hours in the day, or disposable income.

Fahey's insights spotlight a grim scenario where solutions seem elusive, painting a somewhat dystopian outlook on the future of game discoverability. Contrary to this view, I hold a more optimistic stance, positing that the root problem is not an indomitable surplus of content but rather the lack of standardized, quality data which leads to underwhelming discovery experiences for gamers.

Rob offers a poignant example where an Indie developer is pushed out of the New & Trending list of Steam because it got eclipsed by a bunch of classic EA games that released at the same time. I understand this issue, but I believe we need to stop dumbing down gamers believing they would only like to play the "New & Trending" games. No wonder quality (indie) games are struggling to stand out when sales numbers are determining what is surfaced. Our research (1) shows that gamers are actually trying to find games based on the vibe, genre, story and setting of the game. What if platforms created discovery experiences based on these elements instead of only New & Trending games? Perhaps the hidden gems among these behemoths would actually be surfaced to the gamer?

However, addressing these challenges requires more than just tweaking user interfaces, experiences or enhancing algorithms. The foundation of any meaningful improvement in discoverability lies in the quality and comprehensiveness of game data. Sadly, many platforms are lacking comprehensive and accurate metadata today.

I agree with Fahey that no algorithm can perfectly solve the discoverability issue, but there are still large strides that can be done. The adage "garbage in, garbage out" succinctly captures the dilemma faced by discovery algorithms today. Without consistent and high-quality data input, these algorithms are set up to fail, unable to effectively match gamers with the experiences they seek. This is not merely a technical problem but a fundamental flaw in the approach to curating game data.

What if platforms created discovery experiences based on the vibe, genre, story, and setting of the game? Perhaps the hidden gems among these behemoths would actually be surfaced to the gamer, offering a new frontier in how we explore and enjoy video games.

A glaring illustration of the disconnect within the industry is the frequent misclassification of games by developers, publishers, and gaming platforms. Take Spiritfarer, an Indie game by Thunder Lotus Games, for example, a game endowed with a profound narrative and deep emotional resonance, yet often inaccurately categorized as a Simulation game across various platforms. This mislabeling risks alienating potential players seeking a laid-back experience, as well as disappointing those anticipating intricate gameplay mechanics. Precise categorization and the ability to convey the essence of a game are crucial for effective marketing and meeting gamers' expectations. The challenge emerges from the subjective interpretations of genres, themes, atmospheres, features, and game concepts, leading to a fragmented understanding of a game's true nature.

This is not an isolated incident but a symptom of a broader issue: the lack of a standardized language or definitions to accurately describe games. The absence of a unified framework results in inconsistency, making it nearly impossible to accurately compare or identify games based on their true essence and content.

The challenge extends beyond mere classification. Many platforms suffer from a scarcity of quality data, particularly when it comes to titles outside their immediate ecosystem. This limitation stifles discovery, hindering the ability to recommend similar or complementary experiences. The success of platforms like Netflix, which excel in discoverability through extensive data use, offers a blueprint for the gaming industry. When Netflix doesn't carry the movie you're looking for, it deftly recommends alternatives, leveraging metadata such as directors, writers, studios, cast, genre, and visual style, among others.

This approach not only introduces you to new content that resonates with your preferences, like your favored design aesthetic, but it also benefits movie creators by linking their work with more prominent titles. For Netflix, this strategy minimizes the likelihood of users leaving the platform, ensuring they remain engaged. This principle of sophisticated, data-driven recommendations could revolutionize game discovery, presenting gamers with a curated exploration experience rooted in comprehensive, high-quality metadata.

By embracing standardized data frameworks and a deeper understanding of what gamers truly seek, we can look forward to a future where every game, from indie gems to mainstream giants, finds its audience, and every gamer discovers their next adventure.

Spotify is another great example on how to create differentiating discovery experiences. Spotify exemplifies the importance of mood in user experience, mastering the art of matching music to the listener's current or desired emotional state.

Imagine if gaming platforms offered this experience as well. As I mentioned earlier, the vibe of a game—how a game makes you feel—stands as a significant factor in player preference. For instance, on days when the aim is relaxation, bypassing intense titles like Call of Duty in favor of serene experiences such as Abz? could be a preference. Conversely, when seeking intellectual stimulation, a platform could direct you to thought-provoking games like Against the Storm.

This methodology offers a novel route to uncovering hidden gems, emphasizing emotional resonance over mere popularity. It suggests a future where gaming platforms not only understand but cater to the nuanced emotional desires of their audience, enhancing the discovery process by aligning with how players feel or wish to feel.

In essence, while Fahey's perspective might lean towards the dystopian due to the current limitations in game discoverability, there's a silver lining. By embracing standardized data frameworks and a deeper understanding of what gamers truly seek, we can look forward to a future where every game, from indie gems to mainstream giants, finds its audience, and every gamer discovers their next adventure.

At Gameopedia, we recognize the magnitude of this challenge and the opportunity it presents. Our extensive metadata database, built on over 15 years of industry expertise, is designed to address these discovery dilemmas head-on. By offering a rich tapestry of game attributes and a standardized framework for their interpretation, we aim to transform how games are found and appreciated. Our commitment to quality data and understanding gaming's nuances promises to bridge the gap between gamers and the experiences they seek, making significant strides toward solving the puzzle of discoverability.

(1) Comprehensive Gaming Survey Conducted by Gameopedia on 6,252 dedicated gamers. Focusing on Core gaming audiences on PC and console platforms. Global research spanning diverse demographics and gaming preferences.