Game Design, Programming and running a one-man games business…

I suspect nobody will read this one either but…

I guess we live in attention deficit times. I’m guessing roughly 95% of people commenting on the various sites that ran my last blog post, most of which had a bucketful of abuse and hatred for me, didnt actually read the article at all. They skimmed it, eager to whine and moan and hurl insults at a game developer, as is the trend, and assumed it said “Sales are a bad thing because I make less money”.

Which it didn’t. it didn’t even come fucking CLOSE to saying that. Sales make me, and many devs a lot of money. I’m not moaning about money, my games sell very very well, but as 95% of people just wanted to hurl abuse at a game developer to deal with whatever issues they have in their lives, then thats what people wanted to read, and thats what people moaned about.

Why bother?

If you won’t read an article, why comment?

The vast, vast majority of insightful, interesting and well-thought out commentary on the games industry I have read has been on invite-only private mailing lists and forums that you will not find or be able to read. Why? because it shuts out the foghorn of internet abuse from anonymous angry kids. I try, in this blog to write stuff of some interest, from a point of view most people do not have (indie game dev) because I feel it might be something other devs and gamers like to read. Quite why people who hate me, and want to insult me even read my blog is beyond me. I think Jeremy Clarkson is a dick, so amazingly, I don’t follow him on twitter!

Let’s try again…

I studied economics at university. One of the things you learn is about maximising market utility. This is basically trying to achieve a situation where everyone is paying for something what it is worth to them (not what they ‘think’ it is worth). That means people who LOVE a game pay more than people who play it for 20 seconds. PWYW bundles kind of achieve this, but only if people are 100% honest about what a game is worth, and because they probably haven’t played it yet, it’s kind of backwards.  F2P kind of achieves it, but it doesn’t take into account different income levels. $100 to me is different to $100 to you.

The reason we want everyone to pay what something is worth, is that this leads to the absolute perfect allocation of resources. Really good games do really well. Really bad games tank entirely and the developer goes bankrupt. That’s the free market, and in theory it works great. it means we get more good games and less bad ones. If you don’t agree with me that this is a good thing, then stop reading.

Given that we want everyone to pay what something is worth, two things come to mind:

1) If you pay less than the value of something to you, then this is a market distortion, the developer is not rewarded in proportion to the products quality, and thus the important market-signal is not sent, so less games like that get made. THIS IS A VALID POINT BUT NOT THE ONE I WAS MAKING.

2) If you buy something you don’t like at all, and do not even actually EVER play, then a developer is potentially rewarded for making a bad game. A NEGATIVE market signal is sent, encouraging the production of more bad games, and taking resources away from making good games. This is the point I was making. Sales of 90% off where people grab 20 supposedly 20 hour games that they will never play lead to this problem.

If you don’t see how 2) is bad for Gamers, then I give up. If you don’t see that the mass phenomena of people buying games they never play leads to 2), then I give up.

More upbeat posts about Democracy 3 coming next :D

 

 

We need to talk about unplayed games

You hear the comment quite often ‘I’m not buying anything till I clear my backlog’ and ‘I bought that game then realized I already owned it’ and ‘I bought the first one but didn’t play it, might pick this up…’

This is nuts. Gamers are being played, played like a fucking piano, every time you see the word SALE. This is a big psychology trick that is being used to siphon money from gamers, and it’s a bad thing, and if we can (and I think we probably can’t) we should stop it. Here is why I think using deep discounting to sell games to non-players is bad:

  • It kills off game launches. That thing where everyone plays the latest game doesn’t happen so much now. The game is ignored until the first 50% or 75% off sale. You don’t get that ‘water cooler moment’ where everyone talks about a game. That means some multiplayer games launch without the proper size of players, and the company isn’t making enough to retain support staff to patch and improve the game at launch.
  • It’s a step away from selling based on quality. When a game is in a one-day 75% off sale, how much research do you do before buying? Did you watch a lets play? the trailer? did you read any reviews? how many? Admit it, you have bought a game based on the name, a logo and a screenshot because it was under $5 haven’t you? If so, this is a problem. We are rewarding games with cool names & screenshots over actual quality.
  • We are handing power to people who run sales. If anyone can sell $50,000 in a day with any game just by being on the front page of a sale, then that makes the people who manage the sale webpage the kingmakers. Is that right? is it fair? is it an optimum maximization of everyone’s satisfaction and enjoyment? Or is it more likely making hits out of games who are well known (or liked) by the owners of the big portals?
  • We devalue games. We expect games to be $5. We don’t ‘invest’ money in them, so we give up and discard them at the first time we lose, or when we get confused or stuck. Some games are complex, tricky, hard to master, take a while to get to the point at which it all makes sense. We are increasingly likely to not bother with complex games, if we paid $5, we want something quick and disposable.
  • We don’t play beyond the first 10%. There is not a single game in my steam collection I’ve finished. Not ONE. And I almost always buy full price. There are many games I’ve played for under 30 minutes, some for under 10 minutes. They may have wonderful endings, who cares? I have another X games sat there I can experience the opening level of instead. And yet… gamers insist on 50 hours of gameplay. Cue 49 hours of back-tracking and filler, because game devs KNOW that 90%+ of buyers will never see the game ending anyway…

I’m not sure there is anything we can do about it. Discounts work. Sales work. There is some mileage in building a reputation for maintaining high prices for longer, I think I’ve built that up to some extent. D3 has never been lower than 50% since release back in October, with no immediate plans to re-do that 50% off or go lower. This is quite rare though. I got called a ‘fascist who hates gamers’ one month after release because the game was not on sale. *sigh*.

I understand that varied price points to suit different gamers is good, I understand the reasons for sales being economically efficient ways to maximize global utility. But this implies utility is derived from the product. We are no longer selling products, we are selling discounts. The endorphin rush is now from getting a bargain, not the fun of actually *playing* the game. This is bad.

Am I right? Am I wrong. TELL ME :D

Post-BAFTA positech random update

So I didn’t win a BAFTA. I didn’t think I would. I thought Papers,Please would win it, and it did. I did get to drink champagne and listen to carol vorderman and some nobody from hollyoaks though. Quite why some nobody from hollyoaks is giving out games awards baffles me. At least Dara O Brien actually *is* a gamer.. Anyway…

By the time you drive to London & back, park in London, book a hotel room in London, BUY 2 tickets for the awards ceremony and hire special outfits that apparently in 2014 we still need to drink champagne… There isn’t actually much change from £1,000 ($1,600) in being an indie game dev at the BAFTAs. Obviously for a billionaire like me, this is petty cash, but it’s a big chunk of change none the less. Luckily those fine chaps at steam ran a BAFTA sale on the day with Democracy 3 included, which earned me about £12k that day, so woohoo! I win!

sale

Now I’m back in my sheep-surrounded country headquarters, and coding away, there are probably a number of other updates to mention. Update #1 is that for a LONG TIME, I will be working away on Gratuitous Space Battles 2, and mostly I just *can’t* show you any of the stuff I’m doing now until I reveal the ‘big feature’ in it, and I don’t want to do that until i have some newer art, which will be a month or three.

Secondly, there are firm plans now to bring Democracy 3 to the IPAD. Oh yes. the IPAD. I have not been a huge evangelist for the income-generating potential of the ipad, but I have had such commercial success with D3, and it’s such a touchscreen-friendly GUI, that I have taken the decision to give it a go. There are not enough thoughtful deep strategy games on tablets, so I’m hoping to find a niche there. I’m outsourcing this 100%.

facebook

Thirdly, I continue to throw money at advertising, despite nobody ever agreeing with my theories there :. Right now I have a pretty steady $400/day spend on facebook ads. My tracking (which I’m improving today) shows that getting someone to visit the BUY page on my site for D3 costs between $3-4. The game is $25, DLC can take that higher, and of course there is extra viral + future income. Right now, I’m content to continue with that experiment, having chalked up $4,541 on facebook ads this month. The direct+steam+apple app store sales of D3 are very good, so I’m still somehow making a daily profit on this, and as D3 has paid for itself happily, I’m looking at this process as a general ‘raising my general site profile’ expense right now. I’d stop if it ever hit 50% of my revenue.

There are also TWO other projects in the works under the positech umbrella. that probably sounds mad, but I’m slowly expanding in little dribbles, and I’m not working on either of them, so I still have plenty of time to concentrate on spaceships. yay!

 

GSB 2.0 Ship hull lighting

Finally got this stuff working today, I just plonked any old windows and hull lights on a test hull to see if it works, obviously it will get fine tuned to be better, and stuff positioned better, but you get the general idea. I now have a day or two of really complex and fiddly behind the scenes stuff, then off to the BAFTA’s, where Democracy 3 is nominated for a strategy/simulation game award, which is kinda cool. Then back to work! (click to enlarge image)

screenshot_10-03-2014_11-46-39

 

Facebook advertising

I found it to be fairly effective. it’s another weapon in the armory of getting noticed. I know some people hate facebook and twitter ads, but those people forget that facebook and twitter are FREE. And nothing in life is free. Gmail isn’t free either, they both show you ads, and data-mine your email to build up a profile on you they can sell to people. This is why I like paying for stuff. ‘Free to play’ is anything BUT free. It means you are paying in time (artificial grind) or in personal data, or you are providing a service (cannon fodder to the whales). Absolutely nothing out there is free.

It does surprise me that you can’t buy a paid subscription to twitter or facebook to remove the ads. I’d pay $20 a year for each happily. Would you? Maybe the income from ads is way higher than that. I suspect so.

In an interesting development, I have found that facebook will let you target ads purely at desktop users, and ignore mobile but only *if* you edit this setting through the ‘power editor’ that seems to require you using google chrome to do so. This seems a bit strange, but at least they provide it as an option which is a relief, given that googles adwords service insists that limiting an ad to only being shown on desktop PC’s is somehow a technical impossibility, which is pure bullshit, and another reason that adwords ROI for me is lower than facebook. Do these hipster smartphone obsessed google-glass wearing kids not realize that there are still companies out there that make and sell (quite profitably) products that are aimed at the PC? like PC software maybe? Not everyone agrees that mobile apps are the way to make money…

Anyway, I’ve found facebook to be quite effective. Yes, you are helping to build up a presence on a service that you don’t control, and which is right now free (but how long until it costs you $100 a year to have a non-personal facebook account? a year? 5 years?), but I consider it a trade-off worth making. You have to draw a balance between contacting your customers in the place where they are (facebook, twitter etc) and ensuring you don’t hand over your entire community and social strategy to third parties. Also, you never know when you have it right. Commence much stroking of chin…