IGDA Meeting - 9/16/2010<br />Jason French<br />
Who’s This Guy?<br />Started in game industry in 1998<br />Atomic Games<br />Joined EA in 2000<br />TimeGate in 2008<br />...
What is Madden Ultimate Team?<br />Based on FIFA Ultimate Team<br />DLC to Madden NFL 10<br />Released January 2010<br />F...
Play for Free Model<br />Players can play by earning coins.<br />Faster progression through in-game purchase.<br />Peer pr...
Economy Tuning<br />Set a goal<br />Player can play indefinitely by purchasing Bronze & Silver packs<br />Gains vs. Drains...
Friendly Competition<br />Team Rating<br />Leaderboards<br />Overall Record<br />Team Rating<br />Number of Legendary Play...
Telemetry<br />Record what players are doing<br />What are they spending their coins on?<br />Analyze their habits<br />De...
Unexpected User Tricks<br />Selling of coins on eBay<br />Selling of players through PayPal<br />Impersonating Producer on...
Madden NFL 11<br />Joined team with 2 months left in development<br />Move coin economy into Madden<br />New Scouting feat...
Server Architecture<br />
Scouting<br />Play calling tendencies stored on server.<br />Use Madden Coins to see what opponent has done in this situat...
Expanding the Economy<br />Earn coins outside Ultimate Team.<br />Spend coins on Scouting & other features<br />Changes ec...
Expanding Ultimate Team<br />Collections<br />Rewards for collecting a set of players<br />Specialized Players<br />Update...
Stress Testing<br />Peak Simultaneous Users<br />75k per platform for first week.<br />Database load<br />LUA Scripts simu...
More DLC Features<br />Madden Moments Live<br />Released last week<br />Use coins to purchase “replays” of past week’s gam...
The Future<br />More Server-Based features<br />Storage of User Data not local<br />Consoles/Portable Devices are where yo...
Questions?<br />
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Madden NFL 11 Ultimate Team Development Review

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A review of the development of Madden Ultimate Team.

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Madden NFL 11 Ultimate Team Development Review

  1. 1. IGDA Meeting - 9/16/2010<br />Jason French<br />
  2. 2. Who’s This Guy?<br />Started in game industry in 1998<br />Atomic Games<br />Joined EA in 2000<br />TimeGate in 2008<br />Return to EA in 2009<br />Transition from Engineer to Manager<br />Twitter: @jasonfrench<br />
  3. 3. What is Madden Ultimate Team?<br />Based on FIFA Ultimate Team<br />DLC to Madden NFL 10<br />Released January 2010<br />Fantasy Football Collection Game<br />Fantasy Football meets Pokémon <br />Features<br />Build Collections of Players<br />Madden Coins<br />Play Madden vs. CPU & Online<br />Auction House<br />Friend Leaderboards<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7. Play for Free Model<br />Players can play by earning coins.<br />Faster progression through in-game purchase.<br />Peer pressure<br />Stay ahead of your friends<br />Give User decision on how much they want to spend.<br />Recent Examples:<br />Farmville<br />Dungeons & Dragons Online<br />
  8. 8. Economy Tuning<br />Set a goal<br />Player can play indefinitely by purchasing Bronze & Silver packs<br />Gains vs. Drains<br />Simulated games & user activity<br />
  9. 9. Friendly Competition<br />Team Rating<br />Leaderboards<br />Overall Record<br />Team Rating<br />Number of Legendary Players<br />Push to be better than your friends<br />Missed Opportunity:<br />Play Against Friends – Ran out of time<br />
  10. 10. Telemetry<br />Record what players are doing<br />What are they spending their coins on?<br />Analyze their habits<br />Detection of User Cheating<br />
  11. 11. Unexpected User Tricks<br />Selling of coins on eBay<br />Selling of players through PayPal<br />Impersonating Producer on Twitter<br />
  12. 12. Madden NFL 11<br />Joined team with 2 months left in development<br />Move coin economy into Madden<br />New Scouting feature<br />Integrate Ultimate Team & add features<br />Collections<br />
  13. 13. Server Architecture<br />
  14. 14. Scouting<br />Play calling tendencies stored on server.<br />Use Madden Coins to see what opponent has done in this situation in the past.<br />Notification of scouting<br />Find out what opponent is seeing.<br />
  15. 15.
  16. 16. Expanding the Economy<br />Earn coins outside Ultimate Team.<br />Spend coins on Scouting & other features<br />Changes economy tuning.<br />
  17. 17. Expanding Ultimate Team<br />Collections<br />Rewards for collecting a set of players<br />Specialized Players<br />Updates throughout the season<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Stress Testing<br />Peak Simultaneous Users<br />75k per platform for first week.<br />Database load<br />LUA Scripts simulate user paths<br />Stress environment simulates users hitting server.<br />Function and database optimizations.<br />Done between submission & going live<br />QA of optimized features<br />
  22. 22. More DLC Features<br />Madden Moments Live<br />Released last week<br />Use coins to purchase “replays” of past week’s games.<br />
  23. 23. The Future<br />More Server-Based features<br />Storage of User Data not local<br />Consoles/Portable Devices are where you play your game.<br />Franchise / Meta-Games “in the cloud”.<br />
  24. 24. Questions?<br />

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