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

Category: business

Post-release shadowhand thoughts…

Posted on December 11, 2017

So we did it at last! Positech & Grey Alien Games managed to push the gargantuan project that is shadowhand through the big shiny gates labelled ‘release’ and put shadowhand on sale a few days ago on steam, humble store and GoG. Plus of course direct from us, although the percentage of people willing to buy a game from a developer is depressingly small, even though my own website has been around longer than…hmmm..let me see….steam, gog or the humble store. I guess they are worried I might immediately go bust (nope).

ANYWAY…

Shadowhand had a pretty strong initial release, it rapidly piled up the positive user reviews, and as I type this, the store page shows 60 reviews and a score of 95% positive. We also got a special ‘recommended’ badge in an extremely positive review in Eurogamer, and we have other big name reviews that will hit the interwebs this week. We spent some money to promote the game on launch, mostly through PCGamesN, and through Facebook, but didn’t go completely bananas. We are still spending a bit of money on ads, but not *that* much, and I think the very high review score, and addictive nature of the game should give us a decent likelihood of getting a lot of word-of-mouth recommendations.

Right as we launched the game, being able to directly contact curators became a thing, and we duly did our bit, but it proved totally pointless, as invariably, every indie developer on steam seems to have spammed every curator they can find with copies of their game, regardless of genre or suitability. TBH pretty much any system that is available at zero cost to every indie developer becomes useless, as there are so many desperate indies, and so many indie games on steam now, that such methods get immediately swamped and rendered useless.

Yup, I’m one of those (many) devs who thinks that the opening of steam submissions to absolutely everyone has…not worked as well as it should.

I have no control over that, so its best to focus on what I do have control of, which is getting eyeballs on shadowhand, and making sure those eyeballs are the right ones, and that they are going to like the game. One theory I have is that our main steam capsule art may be putting some players off. here is the capsule in question:

In purely aesthetic terms I think this works pretty well. The main character is there, a prominent face (good), and a recognizable and legible logo. Colors look nice, its high quality etc. The only concern I have is that because it focuses on one character, the character is female, and we already list the game as being part visual novel, given the impression many people have of visual novels, the image *may* be giving the impression that its more of a dress-up/romance game than a strategy/rpg affair. Because 99% of steam browsing potential customers have not heard of the game, if that is the impression they get from the image, they will not investigate further if they are looking for something a bit more strategic and complex (which the game actually is).

I wonder if something like this would have a higher click through:

And we are debating whether to give this a try. Annoyingly steam does not support A/B testing on such images. The character in this new image looks more angry and threatening, whereas our current image, she looks a little bit like she is posing for a vogue magazine cover, rather than holding up a stagecoach… hmm…

Anyway, thats just one approach. The second is to double down on game-awareness through facebook promotion. Essentially the whole decision is based on two numbers.

X, which is the probability of someone buying the game once they have clicked through to read a glowing article about it and…

Y which is the revenue that we as developers get from the sale of that game at whatever price they end up buying it. For example, lets say that to get someone to read that eurogamer review that is so glowing will cost us $1.10 in ads.  Our profit from doing so is essentially

profit = (X*Y) – $1.10.

I’m guessing that in the super-long term, the average sale price of a game is 50% off, so given $14.99, * 0.6 (for steam cut, refunds, sales tax, chargebacks), the developer earns approx $4.50 per copy sold. At a purchase probability of 10%, we lose money ($11.10 to earn $4.50), At a purchase probability of 50%, we double our money.

Of course we have zero control over the conversion rate form that article, it is what it is, but what we can manipulate is that $1.10 value. At a (I think reasonable) 10% lifetime conversion, we are getting $0.45 per click. if we can pay less than $0.45 we should promote that article more.

This is the kind of calculation I do FOR FUN.

Anyway…shadowhand is awesome, and if you want to know how it plays, here is me fumbling my way through a duel fairly early on in chapter 6:

 

Shadowhand coming on 7th December, New trailer!

Posted on November 17, 2017

Before I go any further in talking about the card-battling RPG/Adventure?Visual Novel/Unique game we are publishing called Shadowhand…check out the trailer..

If you have not heard of the game before, its an interesting mash up of a whole bunch of genres. The basic card game is solitaire, but revved up to the max with power-ups, special cards, and a unique ‘combat’ mechanic version, all wrapped up in a cool story about an 18th century highway-woman with two identities. I recommend checking out our website with more information about the game here.

Shadowhand is being developed by Grey Alien Games and published by me. The game was originally planned to come out about a year ago, but the games scope changed a bit which pushed it to January, and then…well to cut a long story short, it took longer than expected, but the end result is truly awesome and I’m very excited that we are about to release it to the world.

Oh yes…I haven’t mentioned yet that the release date is now 7th December. Thats a proper, public, its going to happen release date, even if I have to break down jake’s door with a bat-leth and grab the final build from his desperate claws to upload it to steam…

Shadowhand will be extremely interesting as a publisher (although TBH I am moving away from publishing games directly now), because it represents a unique experiment. The developers (Grey Alien Games) have a lot of game development experience, but that experience has mostly been in casual games, of the sort normally sold by the big casual sites like Big Fish games, and back-in-the-old-days, RealGames and Yahoo Games, IWIN and so on. It was all those years ago that I first met Jake, who was selling games through those sites (and eventually went to work for a big casual games developer) at the same time I was selling Kudos and eventually Kudos 2.  There was a time back then when a decent, experienced indie game dev could make a reasonable liviung from making casual games and selling them direct, and also through the big portals for casual games.

All that changed with the consolidation of casual games publishers, combined with a shift for that game style to first facebook, and then mobile. This led to lower revenues per game, lower game prices, and a miniscule revenue share for the actual game developers. Suddenly the smart money was in ‘hardcore’ games on steam and GoG, instead of the ‘mass-market’ casual games often sold to ‘soccer moms’.

Thats a long history to explain why the developers behind Shadowhand have so much experience, but so few well-known games on steam. The problem was, selling on steam was ‘different’ to selling casual games through other portals. Also, the level of polish, game design and user experience often demanded by casual games was often actually higher than the typical indie steam game. This is especially true now, where most games launch into early access with bugs ahoy and placeholder stuff everywhere.

So together, me and Jake hypothesized that he could take his design skills and experience of user-interfaces and game-polish, and bring that sort of game design to steam gamers with a suitable theme. The idea for shadowhand was thus born. If it works, it proves there is a gap in the market for taking what casual games do best, and applying them to serious hardcore game designs for the steam audience.

I strongly think its going to be a success.

Shadowhand will be out soon for $14.99, 10% off at launch, and you can add it to your steam wishlist right now, (which might be a good idea, as you will get a reminder on launch day). If, in the meantime you have a need for some similar entertainment, Grey Aliens previous game ‘Regency Solitaire’ is already out on steam…

(Nothing to do with me, this is a game Grey Alien Games made and sold themselves).

Your game sells…because your game sells. (or the opposite)

Posted on October 22, 2017

How many people are playing PUBG now? 2 million? 2 billion? 2 trillion? Whatever the number, we know its insane. We also know that its player-growth was not slow and steady, but what seemed to be an accelerating exponential growth. It seems that pretty much everywhere I go, I keep seeing those same exponential graphs of growth. A few things are growing at an incredible rate. Its not especially relevant, but lets look at the robot company KUKA and its share price:

Holy fuck. Now one could argue (and I do), that this is people suddenly realizing the potential for future revenue and market share that a long established high quality robotics firm has in a super-accelerating market. But one could also argue that its just the herd mentality, or people buying KUKA because other people have bought KUKA. Be honest…if you have savings you are thinking about it now aren’t you? FWIW, I’ve doubled my investment :D

I remember a long time ago standing in a physical store (GAME) fondling a boxes copy of world-of-warcraft. I was not the target market for the game. I didn’t really play MMO games, I didn’t like fantasy games, I was not excited by the name, description or the videos I had seen. But there I was, holding the box thinking that maybe I should play it too.

Maybe I SHOULD play it TOO.

Bizarrely this is normal, and in some ways primitively rational. if everyone in your cave is only eating the red berries, you only eat the red berries. if everyone else flees from the tiger, you do too. Its a decent survival instinct when it comes to identifying both danger, and a decent source of food. Its absolutely fucking useless when it comes to entertainment.

I saw the comedian Stewart lee live last night, and he has a hilarious rant about people asking him if he has seen Game Of Thrones. I especially loved it, because I dont watch Game Of Thrones, but the SOCIAL PRESSURE to watch it is quite high. I even tried an episode of Westworld (FFS can they squeeze any more sexual violence or rape fantasies into a single episode?) because ‘everyone’ was watching it…

And I admit I am part of the problem. if you haven’t seen Silicon Valley, I will lecture you on how you should, because its awesome, everyone agrees etc…

So how does this relate to games and indie game development? Well basically there is a line, somewhere, and above that line, you go into a positive spiral of awesomeness. More people play your game, so more ‘friends’ see that their friends are playing, and they grab the game too, then steam notices that the time played and the ‘conversion’ is going up, so it gets displayed to more people, so more people get the game, so more streamers notice it and start wondering if they should stream it and…

And there is also another line. below this line, nobody is playing the game. The steam forums are empty because nobody has any questions. Nobody sees their friends playing, and the game is not in any charts. Nobody streams it, because nobody is playing it. Nobody is buying it so the dev earns no money for any PR. No journalist writes about it because frankly nobody is playing/streaming/tweeting about it…and down we go into the vortex of failure.

As a games producer/marketer/business person, your job is to aim for the high line, and live in fear of the low line. Be aware that 95% of indie games are below that second line. How can you fix this? There are basically two systems at play:

OPTION 1:  MONEY

Basically this is ads, and its also stuff like appearing at every show, and getting in the faces of taste-making players, streamers, bloggers and so-on. Appearing at a show is EXPENSIVE and its basically advertising. You do this if you have money. If a show takes 4 days and costs you £4k, then you have to be a pretty successful dev to be worrying more about the time than the money in that case. (Even then you can reduce the burden by hiring someone to go to the show, or only sending 1 team member).

OPTION 2: TIME

Social media is your friend. Hang out on every game forum, every social media site, post about your game, the making of your game, the financing of your game, the support of your game, everything. Reply to every comment thread and every review. make every customer feel special, even the angry ones. Aim to turn every player into a fan, listen to every concern and promise to address it, keep the players informed as to what you are working on. All of this is free, but really time consuming. take this option if you have no money, but are young and enthusiastic, or have a team size > 1.

Also be aware both systems rely on you making the best game you possibly can. That goes without saying.

Me? I tend to choose option 1 because a) I am time-limited, b) I live in nowheresville and 3)I’m not very extroverted. The big question is probably ‘where is the line’. To be honest, I’m not sure, but I know its definitely above $1,000 a day in steam revenue. I have some evidence that $2,500 a day in revenue will be self-sustaining for a long time, but below $1,000? thats not momentum at all, thats just heading into a downwards spiral. YMMV.

 

More production line game balancing

Posted on October 13, 2017

Balancing games is really HARD. I’ve posted before twice about using stats to fine tune Production Line, mostly because I ma better with hard numbers than I am with reading forum comments, reddit comments, facebook comments, emails, reviews on steam and everything else the community has to say in order to draw conclusions. people generally dont comment on a game, so the 1% that do can give you a very skewed view of what is going on, and I want to ensure I am working to effectively improve the game for everyone. With that in mind lets look at some stats.

Here is a graph showing the progression within games from 50-500 game hours, expressed as the median value.

It looks like I kinda screwed up with build 1.32 and it was too generous(easy) in the long run, with the median player having buckets too much cash. I prefer the way things are now, although TBVH cash accumulates too much at the end anyway. This may be the effect of outliers running cheats though? If I look at the distribution for the current version I get this:

Which has a log scale and shows that we definitely have some people cheating at the top end, but a fair few people who have more than $100mill in hour 500. A cluster seems to be around the 1-10 mill level which is fine. overall, I dont see any major balancing issue here. Now looking at profit margins:

I really dont want the player to have significantly negative profit margins over the course of the game. Its fine in the short run, as loans can allow it, but not indefinitely. It looks like the last two builds did a decent job of preveting catastrophic meltdowns over the 100-400 hour mark, but I could still do with tweaking the marketplace to stop that negative margin being so low. it looks like the system is good at preventing excessive profits, but can resulty in unsustainable losses, so I’m going to need to tweak that a bit.

This chart is showing how strongly the AI competitors compete with the player. it looks like I made no noticeable impact on this in the last build. The AI basically runs on maximum from when you reach the 200 hour mark. This is probably related to it over-punishing the player and causing that negative profit margin. It looks like I just need the AI to back off a bit quicker once it starts having an impact on the players profit margins.

All fun stuff for me to think about today, and then tomorrow I’ll just be doing final testing before releasing build 1.34 to the wild. Talking of which…

I am increasing the price of Production Line tomorrow from its current $15.99 to $17.99. I thought this was a good time to do it, as I’ll be adding the new exciting Pickup Truck to the game:

As well as lots of new animations, and we are getting closer to the eventual point where it gets described as ‘beta’ and then eventually ‘released’. The games price has been the same all through Early Access so far so I thought it was about time. if you want to save yourself $2 you can grab it from the link below. (or steam/Gog). If you are enjoying the game, positive reviews are always nice to have :D