Launching a Game: A Personal Playbook

Launching a successful game is the dream every developer chases in the rollercoaster world of video game development. Drawing from my adventures and misadventures in the gaming industry, I've pieced together a playbook that might help you turn that dream into reality.

Getting to Know Your Players: The Foundation of Game Design

Understanding your audience isn't just the first step; it's the foundation of the entire game development process. Imagine you're setting up a blind date. You'd want to know what interests them to make the evening enjoyable. Apply the same principle here. Dive into market research, sift through forums, and even engage directly with potential players through social media or early access feedback. It's all about figuring out what makes them tick, their unmet desires, and the type of experiences they're seeking. This intel shapes everything from your game's genre to its mechanics and storyline.

The Heart of the Game: Quality and Innovation

Quality and innovation are your game's heartbeat. Your game must stand out and capture the player's imagination in a sea of endless choices. This means nailing the gameplay mechanics, ensuring the narrative is compelling and immersive, and always looking for that "wow" factor that sets your game apart. And let's remember polishing. I've seen too many potentially great games get sidelined by early bugs and performance issues. A polished game plays better and speaks volumes about your commitment to quality.

Shouting from the Digital Rooftops: Marketing and Community

Long gone are the days when you could build a great game and hope it sells itself. Today, marketing starts the moment you have a concept worth sharing. Use every tool—social media, game trailers, developer diaries—to build anticipation and buzz. But it's not just about broadcasting; it's about building a community. Engage with your audience, involve them in the development process through beta testing, and use their feedback to refine your game. A loyal community can be your biggest advocate, spreading the word far more effectively than any paid ad ever could.

The Money Talk: Monetization Strategies

Ah, the delicate art of making money without upsetting your players. It's a tightrope walk, but it's doable. The key is aligning your monetization strategy with your game's design and audience's expectations. Whether you're going with a one-time purchase, a freemium model with microtransactions, or a subscription service, the goal is to ensure players feel they're getting value. And transparency is crucial—no one likes feeling duped by hidden costs or pay-to-win mechanics.

Choosing the Right Stage: Platforms and Partnerships

Selecting the right platform for your game is like choosing the perfect venue for a concert. Each PC, console, or mobile platform has a unique audience and ecosystem. Your game might be an ideal fit for the hardcore gaming crowd on PC or the more casual audience on mobile. And pay attention to the power of partnerships. Teaming up with the right publishers, platforms, or influencers can give your game a significant visibility boost.

After the Curtain Falls: Post-Launch

The launch is just the beginning of your game's journey. Post-launch support is where you keep the momentum going. Regular updates, bug fixes, and new content (DLCs) are essential to keep your game fresh and your community engaged. Listen to your players, adapt to feedback, and never stop improving your game. This ongoing dialogue with your community can transform a good game into a timeless classic.

Stay Nimble, Keep Evolving The gaming industry constantly changes, and adaptability is your best tool for long-term success. Stay on top of trends, listen to your community, and be prepared to pivot your strategies based on performance and feedback. It's about being open to change, whether it's tweaking your monetization approach, adjusting your marketing strategy, or even overhauling game features to meet player expectations better.

Demystifying Game Industry Jargon

Before we close the book on this guide, there's something important I need to share. In the video game industry, just like any specialized field, jargon is thrown around. From the outside looking in, these terms might seem straightforward, but misusing them within the industry can quickly reveal you're less in the loop than you might think. Let's clarify a few of these terms:

AAA (Triple-A):?This term is often tossed around to denote games with high production budgets and significant marketing efforts. However, the designation of a game as "AAA" should ideally be a reflection from the audience or critics based on the game's quality, scope, and impact—not a label developers attach to their project from the get-go. It's about the reception, not just the intention or investment.

Hit:?The success of a game, or whether it's considered a "hit," is determined by its market performance. This isn't something the development team can declare during or before production. A game becomes a hit based on how well players receive it, how it sells, and its lasting impact on the community. It's an accolade earned, not self-assigned.

Moment-to-Moment Gameplay: This term gets to the heart of what players do and feels at any moment. It's a critical consideration because it often answers why a game is enjoyable or engaging. Is it thrilling? Challenging? Relaxing? The moment-to-moment gameplay should keep players invested and wanting more. If you're not focusing on this, you should take a step back and reassess?unless you're developing an SLG.

SLG (Simulation and Strategy Games):?SLG games are a genre that involves managing resources, planning strategies, engaging in combat or conflicts, and building civilizations, armies, or empires. These games require players to make tactical decisions rather than engaging in constant action. Many SLG games, especially in the mobile space, are designed to play themselves to a degree, requiring player input only at crucial decision points. This genre is vastly profitable and complex, deserving of a deep dive beyond a simple explanation.

In short, SLG and so-called AFK (Away From Keyboard) or idle games represent a unique facet of gaming where moment-to-moment gameplay isn't the focus. Instead, these games thrive on strategic decision-making and long-term planning, offering a different kind of engagement than more action-packed or narrative-driven titles.

Understanding and respecting the nuances of these terms is crucial in the game development community. They're buzzwords and reflections of the diverse and intricate landscape of game design and player experiences. So, please be careful with industry jargon, and always aim to back up your words with the depth and quality of your work. Whether diving into an epic AAA title, crafting an engaging hit, or exploring the strategic depths of SLG games, the key is to remain authentic and informed.

A Word on Advising and Due Diligence

In wrapping up, there's a personal note I'd like to add regarding my work beyond game industry production works in?the past and business development now. I advise several venture firms on their video game-related investments, assisting with due diligence and background checks on potential opportunities. In this capacity, I often encounter business decks and pitches sprinkled with industry jargon. When these terms are used casually or inaccurately, it raises a red flag for me. It starts to paint a picture of a team that might not be as serious or seasoned as they claim to be.

This isn't to say that using jargon is inherently wrong. On the contrary, when used correctly, it can communicate complex ideas efficiently and demonstrate a deep understanding of the industry. However, there's a fine line between demonstrating expertise and hiding behind buzzwords. For those seeking investment or partnership, clarity, accuracy, and a genuine understanding of these terms—and, by extension, the industry—are crucial.

Ultimately, the substance has always carried more weight than style in my book. A team that can speak plainly about its game, market potential, and development challenges while appropriately using industry terminology is far more likely to earn my respect and potentially my recommendation than one that relies on jargon to impress. Remember, in game development and business, authenticity and a deep understanding of your craft will take you far.

Back when I was at Capcom, my mentor had a straightforward way of guiding me. He often said, "Stop talking and let me play the game. I need to experience it to give you feedback." This was a powerful lesson. It's not your pitch deck or Game Design Document (GDD) that you're selling to players; it's the game itself. So, the focus should always be showcasing the game and letting your product talk for you.