Category: business

I just read a blog post that I won’t link to, because it will only give the accused exactly what he wants, but the upshot of it is that anyone who isn’t loving their games being pirated and anyone who actually charges money for games is making shitty games and doesn’t live in the real world.

Hmmmm. Just because someone works full time at games, and makes a living from it hardly automatically makes their games rubbish, or makes them a money grabbing satan. Is John Carmack a money-grubbing son of a bitch who hates games because his games made him a millionaire and bought him a string of ferraris? I doubt it, and I doubt his games are shitty either. In fact, the reverse is often the case. It often follows that people who are really good at what they do, tend to sell a lot of games, and thus end up well paid. That’s how capitalism works. Other government systems are available, of course. They are not reknown for outpourings of high quality digital entertainment though.

My point for this post isn’t about that though, it’s a more general call out to both indie game developers and the media that covers the indie gaming ‘scene’ (god I hate that word, do people think we all hang out in indie bars with our own indie slang?)

Please treat indie games like games, not like some desperate call for attention, or some trendy underdog story or political manifesto, and don’t think that knowing the game is ‘indie’ means you can assume anything at all. (GSB is more like Sins of a solar empire than it is like world of goo, for example).

To look at recent press and hype about indies in the gaming press (both online and in print), I wonder if I am a ‘proper’ indie at all. Lets look at the evidence:

• I am 42.
• I am not a radical EFF cheerleading cyberactivist with ‘I hate SOPA’ tattooed anywhere on my body.
• I live in the UK
• I charge more than $9.99 for my games, sometimes much more.
• I don’t make platform games, and haven’t actually played one since sonic the hedgehog.
• I am not a radical left wing campaigner that hates money, and is equally happy to just know people are enjoying my games if they pirated them. (I actually rely on income from games as…. well… my income)
• I don’t begrudge big successful games developers that have made serious money from gaming or think they must be evil. Brad Wardell (stardock) gets a lot of aggro on this front, which is ironic because he seems such a nice guy. Good luck to him.

I am sure I’m not the only one, in fact I know I’m not, due to many drunken chats in various places with other indies in the UK. I wish the media would realise that indie != notch and indie != starving student and indie != any specific political or activist viewpoint. It’s a lazy stereotype that is long past it’s sell-by date.

Ironically, as someone who has a pet interest in marketing and psychology, I am well aware how easy it would be to embrace the stereotype for my own gain. I’m pretty sure a big ‘STOP SOPA’ banner on my website, and some long angry tirades in favour of linux, ranting at ubisoft for being evil etc, would probably get some press attention, and some PR, and some excitable headlines. It’s very easy to know what the more vocal section of online gamers want to hear developers say. If I was really savvy, I’d hire someone with a cooler name than mine, who looked more like an indie, and get him to do a lot of controversial and activist stunts.

It’s much harder to actually be honest, and say what you really think, something that gets me a ton of grief, to put it mildly.

But regardless of that, I would like people to stop writing about indie developers (as opposed to indie games), and for indie developers to stop acting like they are running for president, and to do something really radical which is this:

Talk about your games.

If I wanted to court controversy obviously add…

Finish the fucking game first, ok?

For what it’s worth here are some of my games, I hope they speak for themselves.

Gratuitous Tank Battles

Gratuitous Space Battles

Democracy 2

To clarify: I’m not saying indies aren’t allowed to have political view, everyone does, or to have strong opinions on controversial subjects, It’s when any discussion about your game is automatically steered to some sort of activist rant to get page-hits that it bugs me. I don’t care if you are Che Guevara or Hitler, I just want to know if that game you are working on would appeal to me.

 

Something has changed for me in the last six months or so. A year ago, if a new game came out that piqued my interest, I would probably check out some screenshots, then read a review, (probably several), perhaps read gamers comments on forums, and maybe, if one was available, I’d try a demo of the game, before purchasing.

Now things have changed, youtube is my #1 source for evaluating the possibility of me liking a game.

I probably *hear* about the game at Rock Paper Shotgun or some other gaming site. I might hear about it first on a forum, but now I tend to not bother reading reviews until I’ve checked out a gameplay video. (reviews are good for getting a big-picture description of the entire game)

I *like* this development in the industry, because there is nowhere for the cynical marketing crap to hide…

Demos are sometimes just one slice (the best!) of a game, come out long after release, and are a huge pain to download these days, if you live in the country with a usage cap.
Screenshots are invariably bullshit. They are touched up by artists. They have zero relationship to the game you will buy. (They are called ‘target renders’ in the industry). (All my games screenshots are 100% honest simple screen dumps. This is actually rare.)

Reviews, which contrary to belief are generally not ‘bought’ or corrupt, are nevertheless seen through the prism of that reviewers opinions and experiences. A reviewer always brings their own genre tastes and personal pet peeves with them, they can’t avoid it. if I reviewed games, I’#d mark down everything with unskippable cut scenes, macho protagonists or elves with enormous breasts, but that is probably just me..

Youtube gameplay videos are wonderful. The most handy are not official trailers, or posted by big name sites. The best ones are just some random dude who played the game with fraps running and clicked on upload. That is the sort of experience I as a gamer will get, and that is exactly what I want to see. I probably know if I want to read a review within 10 seconds of video these days.

Am I alone in this?

It’s sad isn’t it, that this is probably one of the most cost-effective ways to get attention to your game. In my dreams, I’d love to  exist in a world where the only PR that was necessary was to send videos, screenshots (real ones, not ‘target renders’) and playable demo copies to journalists, and then let the public and the critics pick the best games on their merits.

But it is not.

I could get 100,000 people to come to my site tomorrow. It’s easy. You just take out your checkbook and pay the money to google adwords, or yahoo search marketing etc. It’s a done deal, it’s easy. Of course, it may not be cost effective. And this is where it gets murky.

I am currently investigating the pros and cons of flash game sponsorship as an alternative to traditional banner-ad promotion, which I have toned down a lot for the last 2 months. So far, I think I like it, even though I had one profitable sponsorship, and one relatively disastrous one.  What I’m thinking about now, is actual physical promotion at events such as trade shows. They vary widely. I’ve been looking at how many people come to these shows, the cost of hiring a booth, and a monitor and PC, the travel costs to and from for me and probably at least one other person. Overnight accommodation etc…

And rapidly it becomes very very expensive. I’ve heard quotes of $200 to ‘hire’ power cables at your booth for 2 days. Are you fucking kidding me? Yes…it costs money to rent a big hall and promote a show, but lets live in the real world for a moment. Do we really want an industry where the only games that get press attention are the ones that set aside $30,000 for trade show expenses? This is insane. That $30k doesn’t make the games any better.

I’m pretty sure a business case could be made for me going to some agency, hiring a few bikini-models with huge chests and long blonde hair, giving them ‘Gratuitous Tank Battles’ T shirts, and sticking them on a booth for 2 days to pout at journalists. The thing is, I’d feel like I was just cheapening the industry I like, and wasting money that could have gone on music, sound effects or art. Can you imagine ‘booth babes’ at a literary festival? Do they have them at Cannes? (I really have no idea).

I don’t think I’ll be hiring booth babes any time soon. I’m sure eventually there will be some cheaper, less tacky indie-focused events for me to promote my games at.