The games industry ecosystem has changed a lot since 2009, to survive as an indie game developer/studio you need to adapt. Here are some survival tips on how to manage your studio and projects in 2018.
Adam Kramarzewski is a Game Designer at Space Ape with 11 years of experience in the industry and a new book just about to be published. He gives students an unfiltered insight into the production practices, responsibilities, and challenges facing Game Designers in the modern game development scene.
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WHO: Giuliano Cremaschi, Cute Attack Mobile Games' CEO and Creative Director (cuteattack.com)
WHAT: Giuliano shares his experiences on setting up a non-funded mobile gaming startup with an international Team and a distributed way of working.
WHERE: "Shared Gems 2012 -international Game Seminar", Metropolia, Helsinki (http://vyyhti.metropolia.fi/koulutukset/peliseminaari/)
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- How to get a Product Management job in the gaming industry
- What the unique challenges are that gaming brings to Product Management
- Tips on how to effectively manage the business and the game studio in harmony
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I realized what I did for Scoreoid in the being was exactly this, and it really works….
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WHAT: Giuliano shares his experiences on setting up a non-funded mobile gaming startup with an international Team and a distributed way of working.
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- How to get a Product Management job in the gaming industry
- What the unique challenges are that gaming brings to Product Management
- Tips on how to effectively manage the business and the game studio in harmony
Doing Things That Don't Scale - Counter intuitive marketing for startups...Almog Koren
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After closing down Scoreoid now having some free time, I enrolled startup class. Part of the reading was Paul’s Graham’s do things that don’t scale.
I realized what I did for Scoreoid in the being was exactly this, and it really works….
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As a product manager, it is important to understand and be well versed with the rules and characteristics of the role just like one should know the rules of a game to win. Get to know those rules, my superpowers to write a fabulous resume and how to ace a PM interview!
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Takeaways:
Getting your project up on a crowdfunding site is just the beginning
You have to bring the crowd to your crowdfunding project
Once you reach critical mass (~ 30%-50% funded), the rest of your goal becomes much easier to achieve
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2. Agenda
Today I’ll be discussing:
● 2009 vs 2018
● Building Team
● Managing Studio
● Choosing Projects
● Managing Projects
3. Introduction - About Me
Kris Antoni
Founder of Toge Productions
● 9 years of experience in game dev.
● IGDA Jakarta Chapter coordinator
● Indonesian Games Association advisor
4. Introduction - About Toge
Toge Productions
Independent game development and publishing studio.
● Started in 2009, formally established in 2010.
● Released more than 20 games across multiple platforms (web, mobile,
desktop)
5. In the
beginning
Started with only 2 guys in
a garage
Indie game developer
making web-based Flash
games
No funding (~US$ 1000
own saving)
6. Now
14 people
Indie dev &
publishing for PC,
consoles.
Collaborating with
more than 7
studios
We now have an
office and 2 cats
8. Definition of
Indie Studio
Indie Studio is a team that has
complete creative freedom and
legal independence
Not the size of the team or how
much money they have
Legal Independence
Creative Freedom
IndiesInternal R&D
Internal Studio
Work-for-hire/
Outsourced Team
Source: Jason Della Rocca
15. The Game Market
It’s getting crowded, at least for Mobile and
Desktop (Steam)
Democratization of game development has
opened the floodgates.
Supply is exceeding Demand.
We are competing for time and attention.
17. The Game Market
Mobile
● There are approx 3,6 Million apps on
Google Play Store
● There are approx 3,1 Million apps on App
Store
18. The Game Market
Mobile
App Store - There are approx. 783,269
games in iOS (25% of total app)
Play Store - 677,560 games in Google
Play Store (18% of total app)
Very crowded, visibility is an issue
Source: Statista.com
19. The Game Market
Mobile
With $70Bn market it seems that in average
each game makes $47,918 in revenue per
year.
But in reality the top 1% mobile games earns
90% of the revenue. Backed by HUGE
marketing budgets.
Means that the rest 99% earns almost nothing
Source: Statista.com
20. The Game Market
Desktop (Steam)
● +-25,000 total games on Steam in 2018
● 7,696 games released in 2017 alone
● Predicted 9800 new games in 2018
Top 0.5% games earns 50% of the total revenue
Steam
Greenligh
t
Source: Steamspy.com
21. The Game Market
Console
● Dominated by AAA games
● However, relatively less crowded
● A lot easier now vs 2009, but still very hard
for indies to enter
(especially for 3rd world countries)
22. The Quality Expectation
2009 - Angry Birds - $ 0.99 2018 - PUBG Mobile - Free
● Gamers expects high quality polished game
for cheap
● Race to the bottom $0
24. Self-Publishing in 2018
● Making a good game is no longer good enough. You also
need to think about:
○ Hooks
○ Content Size
○ Product Positioning
○ Marketing & PR
○ Release Windows
○ Pricing
○ Target Market
○ User Behaviour
27. Small and Agile Teams
● Keep your team small and agile
● Less mouths to feed, your budget will
last longer
● Hire people with good work ethic and
attitude, not just good skills
● Keep your projects small, but focused
28. Have
ONE DIRECTION
● Your team believe in the same
shared vision
● This will give you a direction to go
● Define goals and milestones
● Allows you to plan ahead
● OKR & Sprints (I’ll explain later)
29. Have
Entrepreneurial
Soul
It’s okay to find inspirations from
other games, but if you don’t
stand-out from the crowd, you’ll
drown.
Build POSITIVE REPUTATION &
DISTINCT SIGNATURE
Impact / Innovation
Commercial Intent
Independent
Entrepreneurs
Sell Outs/
Clones
...just lost Starving Artists
Source: Jason Della Rocca
32. What is OKR?
OKR stands for Objectives & Key Results
is a framework for defining and tracking objectives to identify goals and focus efforts
“A dream written down with a date becomes a goal.
A goal broken down into steps becomes a plan.
A plan backed by action makes it reality.”
33. OKR Structure
Vision / Dream
Year 2
Strategic Goals
Year 1
Strategic Goals
Q1 Objective Q2 Objective Q3 Objective Q4 Objective
Key Result
Key Result Key Actions
Long Term
Yearly
Quarterly
Month or
Week
Company
OKR
Team OKR
Personal
OKR
Key Actions
34. OKR Best Practices
Where do we need to go?
● Objectives:
○ Directional
○ Inspiring & Ambitious
○ Qualitative
○ Time Bound (Yearly or Quarterly)
○ Actionable by team
How do we know we are getting there?
● Key Results:
○ Results/Outcomes to achieve
○ Measurement of Success
○ Measurable & Quantifiable
○ Time Bound (Quarterly/Monthly)
○ Difficult, but not impossible
Company
OKR
Team
OKR
Personal
OKR
Final Goal / Objective
Milestones / Key Results
Effort Driver / Key Actions
What do we need to do to get there?
● Key Actions:
○ Efforts to achieve objective
○ Key to Success
○ Can be Number or Boolean
○ Time Bound (Monthly/Weekly)
○ Difficult, but not impossible
35. OKR Example
Dream:
The Best Game Ever!
Year 2
Strategic Goals
Year 1 SG:
Validate Visual
Style
Q1 Marketing Objective
Viral on Social Media
Q1 Art Team Objective
Create Distinctive Visual Style
Key Result
10K Likes
Key Result
10K Retweet
Key Actions
Post 10 Devlogs
Key Actions
Post 100 Concept Art
Key Result
Win 2 Awards
Key Result
10K Likes
Key Actions
Experiment with 10
Art Styles
Key Actions
Make 100 Concept Art
36. OKR Best Practices
Max 3 Objectives at a time
3-5 Key Results / Actions
Set Quarterly
Reviewed Weekly or Monthly
Visible to Everyone
<50% is problematic, 70% is on target, >90% is too easy
Objectives
Key Results
Time
Frame
Progress
Visibility
Target
37. Benefits of OKR
● Disciplines Thinking
○ How to cascade major goals logically and how to achieve it
● Communicates Accurately
○ Gets everyone aligned to what is important
● Establishes Measurement Culture
○ Shows how far we have gone
○ Establishes benchmark
○ Motivates to push further
● Focuses Effort
○ Ensures that we are going the same direction
● Everyone is Involved!
○ Everyone knows where the company is going and participate in
moving forward
39. Acknowledge Your
Limitations
Do you have it to pull this off?
● Skills
● Experience
● Budget
● Time
● Platform / Tools (Multiplatform)
● Passion / Do you care?
Impact & Result
Cost & Effort
(Effort)
Max Cost
Max Result
(Waste)
Max Cost
Min Result
(Stagnant)
Min Cost
Min Result
(Lucky)
Min Cost
Max Result
40. Methods There are 2 approach
Product Oriented
Games First
Approach
Market Oriented
Audience/Platform
First Approach
Gameplay ThemeVisual Competition Trends
User
Behavior
41. The Product
Oriented Approach
● Start with creating prototype
● Focus on innovation
(Mechanic, Visual, Narrative)
● Game-jams
● Find market fit later
Prototype
Market
Research
Experiment
Development
Launch
42. First, Best, or Different
● If you can’t be the first, be the best
● If you can’t be the best, be different
● By being different sometimes you’ll be
the first
● Experiment & Innovate!
Example:
Ultra Space Battle Brawl
Fighting PONG game on
steroids
43.
44. Fail Fast, Fail Forward
● Don’t waste time polishing crap
● Prototype and validate quickly
● Participate in game-jams & Ludum
Dares
● Learn from your failures and move
forward
45. The Market
Oriented Approach
● Start with market research
● Understanding the market
(User Behavior, Competition,
Trends)
● Market analysis
● Find game design to fit market
Prototype
Market
Research
Experiment
Development
Launch
46. Know Your
Audience
● Mobile Gamer
● On the go
● Short sessions
● Not willing to pay upfront
● PC Gamer
● Dedicated time/space
● Med-Long sessions
● Willing to pay upfront $-$$
● Console Gamer
● Dedicated time/space
● Long sessions
● Willing to pay upfront $$$
● Do market research &
analysis
● Know their behavior/habits
● Know their demographic
● Know your customer
journey
● Identify their personas
● What hooks them?
47. ● How consumers find you?
● What influences them?
○ Streamers / Youtubers
○ Game Media
○ Etc
Important
● Landing Page ASAP
● Build fan base!
Customer Journey
48. Understanding
Hooks
Something that can grab your attention
and pull your curiosity
Types of hooks
1. Visual Aesthetics
2. Theme Cohesiveness
3. Interesting Mechanic
4. Emotional Hook
a. Nostalgia
b. Controversy
c. Dev Story
5. Audio Hook
6. Technological
Novelty
7. Brand Loyalty /
Power
8. Catchy Title & Pitch
9. ROI for the Player /
Affordability
10. Social Hook / Peer
Pressure
49. Know Your
Competition
● Is it a crowded genre?
● Product positioning?
● What works?
● What to avoid?
● Steamspy / App Annie
● Boxleiter method
Simulation
Play as the
zombie horde
Play as a
single zombie
Action
50. Anticipate Trends ● Don’t follow current trends, you are too
late!
● Predict future trends!
51. You Need Both!
● Iterate and test
Prototype
Market
Research
Experiment
Development
Launch
55. Vertical Slice
A portion of the final product.
1 level / 1st 15 minutes.
MVP
Core Gameplay
Secondary
Features
Polish / Cosmetics
56. Build Visibility as
early as possible
Build hype and awareness.
Direct traffic to your Landing Page or
Store Page.
Goal collect wishlist & fan base!
Concept Art
Mock-ups
Post concept art or
mockups to social
media
Concept
Alpha Demo /
Early Prototype
Post GIF or video,
Proof of concept
demo
Alpha
Vertical Slice
Demo
Feature highlight,
Teaser demo
Teaser trailer
Exhibition &
Competitions
Beta
Trailers
Gameplay,
Story / Narrative,
Announcement
Trailer
Pre-Launch Launch
Updates
Post-Launch
64. Take Away &
Conclusions
● The market is always changing, be
ready to adapt
● Always look for new opportunities
● Keep your team small & agile
● Have clear direction
● Set goals & milestones
● Know your limitations
● Be unique & distinctive
● Build your fan base early
● Collaborate
65. Thank You
● Kris Antoni
@kerissakti
● Toge Productions
@togeproductions