MAKING GAMES FOR THE TOUGHEST CRITICS: GAME DESIGN FOR KIDS<br />By Martine Spaans<br />
SPIL GAMES Fact Sheet<br />Offers 39 localized(content and domain) online game destinations in 19 languages <br />Attracts...
Distinct Target Groups<br />CORE AUDIENCES<br />WOMEN 20-35 and kids under 8 (family)<br />
Distinct Target Groups<br />CORE AUDIENCES<br />TEENS 10-15<br />(boys & girls)<br />TEENS+ 16-25<br />МОЛОДЕЖЬ<br />16-25...
Distinct Target Groups<br />CORE AUDIENCES<br />GIRLS 8-12<br />
WHAT DO WE KNOW ABOUT KIDS?<br />
Kids Are Different <br />Assignment: Draw a line from the yellow square to the red circle.<br />http://hcil.cs.umd.edu/trs...
Age Groups <br />Preschoolers (< 5 years)<br />Early Childhood (5-8 years)<br />Middle Childhood (9-12 years)<br />Teenage...
Preschoolers<br />Self-centered<br />Starting to build social skills<br />Short play-sessions (10 min.)<br />Limited onlin...
Early Childhood<br />Starting to read<br />Increasing attention span<br />Can play in larger groups<br />Rule-based play<b...
Middle Childhood<br />Starting to develop abstract thinking<br />Refining skills<br />Shift from traditional games to comp...
Teenagers<br />Verbal reasoning<br />Abstract thinking<br />Sense of fairness<br />Selective friendships<br />Expand to vi...
Time Spent<br />Light multitasking while online<br />39% Watching TV <br />43% Listening to music<br />USA Research 2009, ...
Stuff Kids Hate<br />Won’t read “How to play”<br />Long storylines they can’t skip<br />Loading time<br />User-unfriendly ...
Brands Kids Love<br />Hypes and Brands<br />Rank    Brand <br />Wii<br />McDonalds<br />M&M’s<br />Disney Channel<br />Ore...
Stuff Kids Love<br />Colors<br />Short animations<br />Sounds<br />Browse on Spel.nl and find a game you want to play…<br />
Who Plays What? <br />Dutch Research 2009, http://www.mijnkindonline.nl/<br />
THINGS TO KEEP IN MIND<br />
Language and Text<br />Own language<br />Signs and short words<br />
Practical Side<br />Older PCs and slower systems<br />
Practical Side<br />Mouse control is a challenge<br />Point-and-click is better than drag-and-drop<br />
Practical Side<br />Understanding of ads<br />
Practical Side<br />No wallet…<br />BUT the power to convince parents<br />
Multiplayer<br />Playing side-by-side<br />Playing online with real friends (ages 5-8)<br />Pro-social: Reward the player ...
Distribution<br />Parental control<br />PEGI rating (http://www.pegi.info)<br />Online wanderers; no targeted searches<br ...
Observe<br />Watch kids play.<br />Ask them to do small assignments and observe.<br />“Find and play Uphill Rush.”<br />“F...
Fine-Tuning Your Game <br />Difficulty<br />Goal<br />Storyline<br />Animations<br />Tone of voice<br />Colors<br />Contro...
Testing & Feedback<br />Direct feedback: very polite<br />Anonymous feedback: merciless critics<br />
Send your games to :<br />Martine Spaans, Senior Licensing Manager<br />Martine.Spaans@spilgames.com<br />P:	+31 (0) 35 64...
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2011/02 Casual Connect &quot;Making Games for the Toughest Critics: Game Design for Kids&quot;

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The time when computer games were strongly associated with kids is long past, but haven’t we forgotten that kids are still a big part of the casual gaming audience? What do kids like to play, and what do they hate? How do they behave during their gaming sessions, and what should a game designer consider when creating for kids? Grab your favorite teddy bear and snuggle up to listen to some eye-opening bedtime stories from the designer’s studio.

Published in: Entertainment & Humor, Design
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2011/02 Casual Connect &quot;Making Games for the Toughest Critics: Game Design for Kids&quot;

  1. 1. MAKING GAMES FOR THE TOUGHEST CRITICS: GAME DESIGN FOR KIDS<br />By Martine Spaans<br />
  2. 2. SPIL GAMES Fact Sheet<br />Offers 39 localized(content and domain) online game destinations in 19 languages <br />Attracts more than 130 million unique visitors worldwide every month, including target-specific segments <br />Portfolio contains 4,000 free online games of all genres, including casual, skill, and download<br />Zapapa application to bring games to social networks<br />Championing HTML5 as a game development technology for mobile platforms<br />
  3. 3. Distinct Target Groups<br />CORE AUDIENCES<br />WOMEN 20-35 and kids under 8 (family)<br />
  4. 4. Distinct Target Groups<br />CORE AUDIENCES<br />TEENS 10-15<br />(boys & girls)<br />TEENS+ 16-25<br />МОЛОДЕЖЬ<br />16-25 лет<br />
  5. 5. Distinct Target Groups<br />CORE AUDIENCES<br />GIRLS 8-12<br />
  6. 6. WHAT DO WE KNOW ABOUT KIDS?<br />
  7. 7. Kids Are Different <br />Assignment: Draw a line from the yellow square to the red circle.<br />http://hcil.cs.umd.edu/trs/2003-16/2003-16.html & http://www.playinvestigator.com <br />
  8. 8. Age Groups <br />Preschoolers (< 5 years)<br />Early Childhood (5-8 years)<br />Middle Childhood (9-12 years)<br />Teenagers (>13 years)<br />Dutch Research 2009,http://www.mijnkindonline.nl/<br />
  9. 9. Preschoolers<br />Self-centered<br />Starting to build social skills<br />Short play-sessions (10 min.)<br />Limited online activity<br />
  10. 10. Early Childhood<br />Starting to read<br />Increasing attention span<br />Can play in larger groups<br />Rule-based play<br />
  11. 11. Middle Childhood<br />Starting to develop abstract thinking<br />Refining skills<br />Shift from traditional games to computer games<br />Girls: strong focus on social activities<br />
  12. 12. Teenagers<br />Verbal reasoning<br />Abstract thinking<br />Sense of fairness<br />Selective friendships<br />Expand to virtual friendships<br />
  13. 13. Time Spent<br />Light multitasking while online<br />39% Watching TV <br />43% Listening to music<br />USA Research 2009, http://www.kff.org/entmedia/upload/8010_AppendixC_Toplines.pdf<br />
  14. 14. Stuff Kids Hate<br />Won’t read “How to play”<br />Long storylines they can’t skip<br />Loading time<br />User-unfriendly gameplay<br />
  15. 15. Brands Kids Love<br />Hypes and Brands<br />Rank Brand <br />Wii<br />McDonalds<br />M&M’s<br />Disney Channel<br />Oreo<br />Nintendo DS<br />Doritos<br />Popsicle<br />Chips Ahoy!<br />Nickelodeon<br />http://www.asksmartypants.com/younglove/Young_Love_Top_100.pdf<br />
  16. 16. Stuff Kids Love<br />Colors<br />Short animations<br />Sounds<br />Browse on Spel.nl and find a game you want to play…<br />
  17. 17. Who Plays What? <br />Dutch Research 2009, http://www.mijnkindonline.nl/<br />
  18. 18. THINGS TO KEEP IN MIND<br />
  19. 19. Language and Text<br />Own language<br />Signs and short words<br />
  20. 20. Practical Side<br />Older PCs and slower systems<br />
  21. 21. Practical Side<br />Mouse control is a challenge<br />Point-and-click is better than drag-and-drop<br />
  22. 22. Practical Side<br />Understanding of ads<br />
  23. 23. Practical Side<br />No wallet…<br />BUT the power to convince parents<br />
  24. 24. Multiplayer<br />Playing side-by-side<br />Playing online with real friends (ages 5-8)<br />Pro-social: Reward the player for interaction<br />Making new friends online (9+ years)<br />
  25. 25. Distribution<br />Parental control<br />PEGI rating (http://www.pegi.info)<br />Online wanderers; no targeted searches<br />Search mistypes<br />
  26. 26. Observe<br />Watch kids play.<br />Ask them to do small assignments and observe.<br />“Find and play Uphill Rush.”<br />“Find a racing game.”<br />
  27. 27. Fine-Tuning Your Game <br />Difficulty<br />Goal<br />Storyline<br />Animations<br />Tone of voice<br />Colors<br />Controls<br />Instructions<br />Etc.<br />
  28. 28. Testing & Feedback<br />Direct feedback: very polite<br />Anonymous feedback: merciless critics<br />
  29. 29. Send your games to :<br />Martine Spaans, Senior Licensing Manager<br />Martine.Spaans@spilgames.com<br />P: +31 (0) 35 646 6325 <br />M: +31 (0)6 104 969 88<br />Thank You<br />Questions?<br />

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