This document discusses the concept of generalization and how it can lead to misunderstandings and problems in various contexts such as game design, marketing, and advertising. It provides examples of how generalization about target groups, game genres, and personal experiences can result in incorrect assumptions, missed expectations, lack of innovation, and mediocre receptions. The document advocates avoiding generalization and instead being specific about the target audience and details of what is being created in order to design successful games and marketing campaigns.

1. WHAT IS
MATUMIT SOMBUNJAROEN
V1.0
2015/11/30
Generalization?

2. BEFORE I GO ON TO EXPLAIN
This Slide will focus
more on Game Design
But it is a concept that is used
by pretty much on every aspects,
So,
I will do an explanation on that first

3. WHAT IS GENERALIZATION?
It is a process where a person would assume that all entities in a group
would share a same characteristic, due to limited exposures to samples.
Thai Foods
Well known
Spicy Thai Food
I’m not
spicy
I’m a
sweet
All Thai Foods
are spicy

4. THE PROBLEM, (TRUE STORY)
We are going for ASEAN market!
We’re culturally
closer to Indian
We’re culturally
closer to Chinese
Generalization caused
misunderstanding of Target Group
As such, processes that require
understanding of the Targets to function
will result in failure
Marketing, Customer Services, etc

5. IN A MORE EXTREME CASE (AGAIN, TRUE STORY)
The Result?, Everyone just hated each other
Thai Women
Prostitute
Foreigners
Sex TouristI heard Thailand
is full of Prostitutes
We are not
Prostitutes!
We are just normal
tourists, Seriously
Foreigners just came
here to get Women

6. MORE OVER,
Let’s go to
Game Design now

7. A COMMON OCCURRENCE
I’m going to make
A JRPG
Oh, you are going to
make a
turn based RPG!
…..No….
Huh? I but you said it’s
going to be a JRPG
Lots of [JRPG] are Turn-Based
Certain User only saw JRPG
That are also Turn-Based
Therefore
All JRPG are Turn-Based
<= Logic Errors +
Misunderstanding on a subject

8. THE PROBLEM – ON MARKETING
I’m going to make
A game for
Western Market
Many hits have
Middle Age Male Protagonist
Generalization
“All Westerners like
Macho Middle Age Man”
(MMAM)
Simply put in a MMAM in the hope that it will sell
The Thing is:
Users didn’t like those Game simply because
the Protagonist is a MMAM
<= Reception is Mediocre

9. THE PROBLEM – ON GAME DESIGN
I’m going to make
A Puzzle RPG Made
Generalized
List of What make
[Puzzle RPG]Do Research Samples
On [Puzzle RPG]
Started Thinking
It’s a Puzzle RPG,
Therefore it must have these
The Result:
End up doing everything
other games already have
<= No innovation + No selling points

10. THE PROBLEM – ON ADVERTISING
User make
Generalized
Expectations
based on Personal
Experiences
It’s going to be
[ ] right!
Actual Game: If the End Result is
different from Expectations
It will generate minus reception
**I pre-ordered the Game though**
What the
hell is this?

11. MORE OVER,
So,
How to fix this problem

12. It’s simple really
DON’T GENERALIZED!!!

13. BE SPECIFIC ON WHO YOUR TARGET IS
Westerner
CalifornianMen in 30s
Strategy Game
SciFi Near
Future
Main Target

14. BE SPECIFIC ON WHAT YOU ARE MAKING
Simply saying, “Tactical Strategy”
Explained nothing about a Game
Command a squad from
Tactical Map
Control Individual Units and
Shoot at Enemy

15. INNOVATE!!!
A Game with only Generalized features,
Is nothing more than a Generic Clone

16. Finally,
a Final Word

17. Seriously,
Cloning Famous other Games,
Don’t make it Popular!!!