Kim Verbon <br />Peter Hofstede <br />	@spilgamesSpil Games<br />	@hofstede	Peter Hofstede<br />@digimini     	Kim Verbon<...
Kim Verbon<br />Head of Game Design<br />Peter Hofstede<br />Creative Director<br />
Huge untapped market<br />Many games<br />It’s fun!<br />
Session program <br />Introduction<br />Pink vs. Blue<br />Top tips and pitfalls<br />Question and answers<br />
Introduction<br />A company overview<br />
Targeted platforms for Teens, Girls and Family - free and easy<br />Global network of social gaming platforms<br />Games.c...
Anonymous gaming portals<br />Social gaming platforms where users can create an identity<br />Teens and Girls love to <br ...
Game developers<br />3rd party studio’s<br />Licensed games from independent developers<br />
Single player games<br />
Multiplayer games<br />
Mobile browser games<br />
Social Games<br />
Production scale (internal and licensed)<br />+/- 500 people worked on published games<br />600+ games were developed the ...
Pink vs. Blue<br />Comparing some of our <br />best teens & girls games<br />
Competition<br />Extreme<br />Big<br />38M UV’s per month<br />Racing<br />2D & 3D<br />Sports<br />Action<br />War<br />A...
36M UV’s per month<br />Animals<br />Dress-up<br />Cooking<br />Creative<br />Caring<br />Visual<br />Age: 8-12<br />
Do you know them?<br />+/- 150 IP games a year<br />10 blockbusters<br />20% below expectations<br />
Flakboy 2<br />Devilish Hairdresser<br />
Abuse of Power<br />Without the normal consequences<br />
We learn to control ourselves but the fascination remains<br />Tempted by the dark side?<br />
Evil traps, extreme injuries<br />Classic cartoon comedy<br />Enter Flakboy<br />
Strategic sandbox<br />
Flakboy<br />Teens like creative sandboxes<br />Strategic freedom enables showoff<br />Extreme and unrealistic themes reso...
Universal Fears<br />Spiders or Hairdressers<br />
Fear<br />Control<br />
Pretty Pictures<br />
Craving Crazy<br />
Super Simple Game Mechanic<br />
Devilish Hairdresser<br />Girls also find it funny to be nasty, it’s not all about pink<br />Taking control of your fears<...
K.O.<br />17 million game plays in 3 months<br />7 million game plays in 3 months<br />
Shopaholic Hawaii<br />Arm Surgery 2<br />
Shop <br />& <br />Show off<br />But: spend your money wise!<br />
Identify & Dream<br />
Important choices<br />Just own it<br />
Game Design Playground<br />
UGC <br />5+ million per game<br />20.000+ images a day<br />60+ fashion magazines each day!<br />Hardcore dress-up<br />1...
Shopaholic Hawaii<br />New in dress-up: daily return reasons<br />Money management: important choices<br />Shopping! A rea...
Gross<br />But I just have to keep watching<br />
Unexplored themes..?<br />Teens like to push themselves<br />Photo: Amsterdam Torture Museum<br />
Surgery turned cool!<br />Where are the games?<br />Surgery is about healing<br />Photo’s: IMDB.com<br />
Great, a crisis! <br />Caring can be a great mechanic for young audiences<br />
Arm Surgery 2<br />Teens enjoy grossness<br />Very few surgery games <br />Helping out can make them feel in control and r...
K.O.<br />14 million game plays in 3 months<br />13 million game plays in 3 months<br />
Uphill Rush 3<br />Professor Purse<br />
Extreme<br />Just works<br />
Simulating a popular teen fantasy<br />How to standout from the crowd?<br />Photo: ESPN.com<br />
100 games!<br />Nothing really new, but a sum of small improvements<br />
It’s big<br />
Better controls<br />Bigger jumps<br />Visual style<br />
Uphill Rush<br />Big and extreme<br />Colorful and realistic beats abstract and stylized<br />Well executed clichés often ...
Who are you?<br />Tell me more about… me!<br />
 Pile of Junk<br /> Magazine feature<br />Seriously, that’s for the picture, right?<br />Let me introduce: Koosje<br />52<...
Daily crisis<br />Daily game<br />
Vanity<br />Self reflection<br />Insight:<br />“Women are their own favorite topic” <br />Conversation starter insight:<br...
15 personalities<br />150 items<br />10 bags<br />Randomize!<br />Effort!<br />20 patterns <br />& 12 colors<br />
Professor Purse<br />Inspired by real life: wardrobe crisis<br />Personality test: get to know yourself <br />Based on mag...
Total:<br />97M<br />Series Total:<br />500M<br />K.O.<br />64 million game plays in 3 months<br />27 million game plays i...
Tips & Pitfalls<br />For teens & girls game design<br />
Go hardcore<br />DON’T<br />Texts<br />Trust your <br />intuition<br />Complex<br />Home<br />work<br />
Cliché<br />Love<br />DO<br />Big<br />or<br />Small<br />Inspiration is everywhere<br />KISS<br />The online market for g...
Thanks!<br />Got a game and looking for a global Girls and Teens Audience?<br />Talk to us!<br />
Q&A<br />
Contact us<br />Peter Hofstede	<br />Peter.Hofstede@spilgames.com<br />Kim Verbon	<br />Kim.Verbon@spilgames.com<br />	@sp...
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Pink vs blue gdc europe 2011

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Check out our presentation on designing games for girls and boys. Originally presented by Kim Verbon and Peter Hofstede at GDC Europe

Published in: Entertainment & Humor, Design
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Pink vs blue gdc europe 2011

  1. 1. Kim Verbon <br />Peter Hofstede <br /> @spilgamesSpil Games<br /> @hofstede Peter Hofstede<br />@digimini Kim Verbon<br />
  2. 2. Kim Verbon<br />Head of Game Design<br />Peter Hofstede<br />Creative Director<br />
  3. 3. Huge untapped market<br />Many games<br />It’s fun!<br />
  4. 4. Session program <br />Introduction<br />Pink vs. Blue<br />Top tips and pitfalls<br />Question and answers<br />
  5. 5. Introduction<br />A company overview<br />
  6. 6. Targeted platforms for Teens, Girls and Family - free and easy<br />Global network of social gaming platforms<br />Games.co.uk<br />Agame.com<br />Spelletjes.nl<br />Gioco.it<br />Game.co.in<br />Jeux.fr<br />Juegos.com<br />Ourgames.ru<br />Jeu.fr<br />Ojogos.com.br<br />GirlsGoGames.com<br />Gry.pl<br />Games.co.id<br />130M Unique visitors per month<br />300 people in The Netherlands, China, Germany and the UK<br />Advertising and virtual items<br />
  7. 7. Anonymous gaming portals<br />Social gaming platforms where users can create an identity<br />Teens and Girls love to <br />interact, share, collect and compete<br />
  8. 8. Game developers<br />3rd party studio’s<br />Licensed games from independent developers<br />
  9. 9. Single player games<br />
  10. 10. Multiplayer games<br />
  11. 11. Mobile browser games<br />
  12. 12. Social Games<br />
  13. 13. Production scale (internal and licensed)<br />+/- 500 people worked on published games<br />600+ games were developed the first half of the year <br />600Mpageviews per month<br />Teens and Girls have a huge appetite for new games!<br />We’ve been trying to understand what they like for the last 4 years<br />
  14. 14. Pink vs. Blue<br />Comparing some of our <br />best teens & girls games<br />
  15. 15. Competition<br />Extreme<br />Big<br />38M UV’s per month<br />Racing<br />2D & 3D<br />Sports<br />Action<br />War<br />Age: 10-15<br />
  16. 16. 36M UV’s per month<br />Animals<br />Dress-up<br />Cooking<br />Creative<br />Caring<br />Visual<br />Age: 8-12<br />
  17. 17. Do you know them?<br />+/- 150 IP games a year<br />10 blockbusters<br />20% below expectations<br />
  18. 18. Flakboy 2<br />Devilish Hairdresser<br />
  19. 19. Abuse of Power<br />Without the normal consequences<br />
  20. 20. We learn to control ourselves but the fascination remains<br />Tempted by the dark side?<br />
  21. 21. Evil traps, extreme injuries<br />Classic cartoon comedy<br />Enter Flakboy<br />
  22. 22. Strategic sandbox<br />
  23. 23. Flakboy<br />Teens like creative sandboxes<br />Strategic freedom enables showoff<br />Extreme and unrealistic themes resonate with teens<br />
  24. 24. Universal Fears<br />Spiders or Hairdressers<br />
  25. 25. Fear<br />Control<br />
  26. 26. Pretty Pictures<br />
  27. 27. Craving Crazy<br />
  28. 28. Super Simple Game Mechanic<br />
  29. 29. Devilish Hairdresser<br />Girls also find it funny to be nasty, it’s not all about pink<br />Taking control of your fears<br />Simple game mechanic: young audience<br />
  30. 30. K.O.<br />17 million game plays in 3 months<br />7 million game plays in 3 months<br />
  31. 31. Shopaholic Hawaii<br />Arm Surgery 2<br />
  32. 32. Shop <br />& <br />Show off<br />But: spend your money wise!<br />
  33. 33. Identify & Dream<br />
  34. 34. Important choices<br />Just own it<br />
  35. 35. Game Design Playground<br />
  36. 36. UGC <br />5+ million per game<br />20.000+ images a day<br />60+ fashion magazines each day!<br />Hardcore dress-up<br />10% owns it all!<br />$53.1 billion<br />Social & scarcity makes popular<br />Photo Bill Gates: Microsoft.com<br />
  37. 37. Shopaholic Hawaii<br />New in dress-up: daily return reasons<br />Money management: important choices<br />Shopping! A real life activity!<br />
  38. 38. Gross<br />But I just have to keep watching<br />
  39. 39. Unexplored themes..?<br />Teens like to push themselves<br />Photo: Amsterdam Torture Museum<br />
  40. 40. Surgery turned cool!<br />Where are the games?<br />Surgery is about healing<br />Photo’s: IMDB.com<br />
  41. 41. Great, a crisis! <br />Caring can be a great mechanic for young audiences<br />
  42. 42. Arm Surgery 2<br />Teens enjoy grossness<br />Very few surgery games <br />Helping out can make them feel in control and responsible<br />
  43. 43. K.O.<br />14 million game plays in 3 months<br />13 million game plays in 3 months<br />
  44. 44. Uphill Rush 3<br />Professor Purse<br />
  45. 45. Extreme<br />Just works<br />
  46. 46. Simulating a popular teen fantasy<br />How to standout from the crowd?<br />Photo: ESPN.com<br />
  47. 47. 100 games!<br />Nothing really new, but a sum of small improvements<br />
  48. 48. It’s big<br />
  49. 49. Better controls<br />Bigger jumps<br />Visual style<br />
  50. 50. Uphill Rush<br />Big and extreme<br />Colorful and realistic beats abstract and stylized<br />Well executed clichés often beat geeky masterpieces. Teens see a lot of things for the first time. <br />
  51. 51. Who are you?<br />Tell me more about… me!<br />
  52. 52. Pile of Junk<br /> Magazine feature<br />Seriously, that’s for the picture, right?<br />Let me introduce: Koosje<br />52<br />Photo: blogs.independent.ie<br />
  53. 53. Daily crisis<br />Daily game<br />
  54. 54. Vanity<br />Self reflection<br />Insight:<br />“Women are their own favorite topic” <br />Conversation starter insight:<br />“The favorite conversation topic for women are their hopes and aspirations” <br />
  55. 55. 15 personalities<br />150 items<br />10 bags<br />Randomize!<br />Effort!<br />20 patterns <br />& 12 colors<br />
  56. 56. Professor Purse<br />Inspired by real life: wardrobe crisis<br />Personality test: get to know yourself <br />Based on magazine feature, not a game<br />
  57. 57. Total:<br />97M<br />Series Total:<br />500M<br />K.O.<br />64 million game plays in 3 months<br />27 million game plays in 3 months<br />
  58. 58. Tips & Pitfalls<br />For teens & girls game design<br />
  59. 59. Go hardcore<br />DON’T<br />Texts<br />Trust your <br />intuition<br />Complex<br />Home<br />work<br />
  60. 60. Cliché<br />Love<br />DO<br />Big<br />or<br />Small<br />Inspiration is everywhere<br />KISS<br />The online market for girls and teens is still wide open!<br />
  61. 61. Thanks!<br />Got a game and looking for a global Girls and Teens Audience?<br />Talk to us!<br />
  62. 62. Q&A<br />
  63. 63. Contact us<br />Peter Hofstede <br />Peter.Hofstede@spilgames.com<br />Kim Verbon <br />Kim.Verbon@spilgames.com<br /> @spilgamesSpil Games<br /> @hofstedePeter Hofstede<br />@digimini Kim Verbon<br />www.spilgames.com<br />

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