Staying Unique in the Age of Clones -- The White Nights: Mobile Games Conference http://www.wnconf.com

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What is hiding behind
the bad "C"-word?

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4. Wikipedia says:
"A video game clone is either a video game (or
series) which is very similar to or heavily inspired
by a previous popular game or series.
The term is sometimes derogatory, implying a lack
of originality, however clones can be anything from
a pure "ripoff", to a legitimate derivative or
improvement on the original or even a homage."
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THEN ALMOST
ALL GAMES ARE CLONES?!?
WTF!?

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The answer isn't that easy:
YES and NO
Let's start with...

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A short overview of
cloning history

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- Cloning is almost as old as the video game history
A short overview of cloning history:
- The first clone: Pong

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- Clones can lead to new genres:
1st person shooters were once called "Doom-Clones"
A short overview of cloning history:
Doom 1 Modern Warfare 4

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- Clones can be more successful & popular than the
original game, e.g. Minecraft (heavily inspired by
"Infiniminer")
A short overview of cloning history:
Infiniminer
Minecraft

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The 4 types of clones

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Type 1, Rip-offs: always comes with
legal issues / copyright
infringements
Original: Cover Orange

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Illegal rip of iOS
version or fake app
Rip-off 1: Cover Orange (Android)

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Rip-off from same company
with slightly changed graphics
(AND UGLY!!!)
Rip-off 2: Cover Cherry (Android)

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Besides being illegal, low quality clones
or rip-offs will never pay off or be
successful
Cover Orange
Original Fake

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Type 2:
Style clones – e.g. Doodle style
Doodle Jump Parachute Panic Doodle Kart

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Type 2:
Style clones – Block style
Minecraft
Ace of Spades

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Type 3:
Gameplay clones
Canabalt
Jetpack Joyride

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Type 4:
Look alike clones
Modern Warfare 4
Modern Combat 4

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Why you shouldn't clone
EXCESSIVELY

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- Legal issues:
- Super Mario Bros vs. Giana Sister (1980's)
- Crazy Taxi vs. The Simpsons: Road Rage (2003)
- EA vs. Zynga (Sims Social / The Ville, 2012)
- You won't be the only one to clone -> risk of even bigger
competition
- You're not original! If we all would clone games without
adding something new, people would get tired of games
and lose interest in gaming
- If pitching your game to a publisher, they won't take your
game, as long as it hasn't something new and
original
Why you shouldn't clone

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- Besides not being original, the industry
may laugh at you. For example Tiny
Tower / Dream Heights
Why you shouldn't clone

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So, why do people clone?

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- If you're quick, you can "ride the same wave of success"
as the game you're cloning (Fruit Ninja / Veggie
Samurai).
Fruit Ninja Veggie Samurai

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- Current example: What's the word / 4 Pics 1 Word
What's the word 4 Bilder 1 Wort

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- If a game is not localized to a certain market, a clone
will come and satisfy this demand
- Same applies to when games are not Cross Platform
- Customers tend to go for something familiar, something
their used to
- If you're original but ahead of your time (or too late),
your game will most likely be a financial disaster
- Easy money, but probably nobody will remember you
- Almost every idea has been there before in some way
- Cloning done in the right way –> inspiration/reference
- Cloning is essential to video games

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Examples of unique games:
XCom Enemy Unknown The Room

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How our partners
create games...

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Case Study: Cover Orange

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- Totally original idea
- Team said: "I wan't to make a game where players need
to save something"
- Character were an orange ball and a bomb throwing
airplane
- A girl playing the prototype said "what a nice orange!"
- Character was tweaked to be an orange
- The initial airplane was changed to a cloud to add
more character and personality
Case Study: Cover Orange

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Case Study: Blueprint 3D

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- After having created "Starlight", Kostya wanted to make
a similar game with 3D projection
Case Study: Blueprint 3D

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- During development, he discovered "Coign of Vantage",
probably the first game of this type
Case Study: Blueprint 3D

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- New challange: make the game different
- Basicaly easy and rudimentary game, so polishing and
presentation are even more important for a great
gaming experience
Case Study: Blueprint 3D

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How we create games...

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- First, there's the idea. It often comes spontaneously in
the shower, on the toilet or any other daily routine
situation ;)
- Or: "we need a game in a specific genre"
- Many brainstormings with lots of people
- Prototype, tweak, prototype again, try, try, try...
- Stay focused and never lose USP out of sight
Our approach when creating new games

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Case Study: Banana Kong

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- Yes, the game is inspired by Donkey Kong Country,
Sonic the Hedgehog, Jetpack Joyride and Ski Safari, but
NOT just cloned!
- Before starting prototyping, the game mechanics were
discussed for about 6 months, with LOTS of different
ideas
- We wanted to make people knowing either of the games
feel comfortable immediately
Case Study: Banana Kong

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- The character is an hommage to one of the best SNES
games
- New gameplay elements: dashing, swiping to change
platforms, 3 different parallel locations: Jungle, Treetops
and the Cave
Case Study: Banana Kong

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How to stay unique:
Don'ts...

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Don't steal assets or other IP!
(hopefully obvious!!!)
Dont's...

42. Don't try to immitate another
game
Dont's...

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Do not miss the right time!
Dont's...

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How to stay unique:
... and do's

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Play lots of games
... and Do's

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Do research
... and Do's

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Brainstorm
... and Do's

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Find your USP
... and Do's

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Mix genres to create an all
new gaming experience
(e.g. X-Com)
... and Do's

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Absolutely want to use something from another
game? Get the permission, make it an hommage or
even think about cross promoting each others games.
Endless possibilities...
... and Do's

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Find a "gem" + find flaws and improve them + add
a cool or popular theme = you may have
a winner
... and Do's

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That's it!
Thanks for listening and
be creative!

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• Contact me at:
philipp@fdg-entertainment.com
• Download presentation at:
https://dl.dropboxusercontent.com/u/49813015/FD
G_StayingUniqueAtTheAgeOfClones_WN_StPetersb
urg.ppt
• FDG on the web:
http://www.fdg-entertainment.com
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