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

The marketing / production tradeoff

There is a tradeoff every developer is making when it comes to spending money. You either spend it on the product, or marketing and promoting the product.

Now the romantically inclined might suggest that the best thing to do is just make the best possible game you can (100% product) and then the product will ‘sell itself’. Word of mouth news of your awesome game will do the work of the ad-men, and you will sell games by the bucketload.

The cynically inclined might suggest that the best thing to do is to market the hell out of your game. It doesn’t matter if the product istelf is a bit rough, because if 20,000,000 people get to hear about it, then you are bound to find enough of them who are bored enough to hand over the cash.

Obviously sanity lies somewhere in the middle. Finding out exactly where it lies, is not easy. To make a rational decision requires you to be able to measure the difference each dollar you spend actually makes. Clearly that is not easy.

With improvements to a games quality, you can sometimes tell that (for example) version 1.23 has a 22% higher conversion rate from the demo than version 1.22. This is assuming you have a clever enough order process to track that, are sure people aren’t trying an old, mirrored demo download and so on. Even then, this is completely useless, because it only works on the demo. Maybe version 1.23 full version is so awesome it encourages 18.34% more of your buyers to refer a friend to the game? Maybe screenshots from version 1.23 got featured on a website whereas 1.22 would not have, thus pulling in more eyeballs etc…

You might assume that it’s an easier thing to measure how effective marketing and promotion are. To a point this is true. I can tell you the CPC, CTR CPM and other boring acronyms for all my ads. I can plot very accurately the curve of CPC rising as total ad spend also climbs, and the  sales/ad spend is also very easily measured. Google Analytics even shows you the ROI for each individual site where your banner was shown. However, this leaves out an absolute ton of variables. Maybe someone saw an ad on their work PC, then bought it later on theirs (not tracked). Maybe someone saw an ad, told a friend, and the friend bought it (not tracked) and so on…

And that’s only for directly net-connected stuff like ad buys. I ran a competition where I gave away a hideously expensive plastic spaceship model. Did that get me any PR? any sales? any good word-of-mouth? VERY hard to tell. I spend quite a bit of time replying to emails from journalists, and seeking out websites to promote the game. Is the return on investment there better than coding? Who can tell…

For me, spending money on ads is quite an easy decision, because there is only one of me. Doubling my ad spend doesn’t require any more of my (overstretched) time at all. So I’m not having to do a weigh-up of time on marketing vs time on the game. it’s much harder to weigh up anything that takes actual time away from coding. There is still the decision as to weighing up money spent on contractors (art, web design, sound) vs money spent on ads. And then of course there is the tradeoff between employing an artist (product) vs employing a PR guy (marketing).

Personally, I’m wary of actually employing PR people. I’m a one man company. The ‘brand’ ‘story’ and ‘image’ of Positech games is just me. It would feel silly to have someone try and ‘re-brand’ me. That’s a level of corporateness which I don’t want to get into.

…of course, if I’m really good at PR, then I already employ a person to do all this, and he is the one typing this blog post. Cliff’s busy coding, as always

..or is he?

Digital Distribution Wars

Disclaimer: I sell my games on all these portals, and am happy with them as a business.

So NPD think they have a list of the top 5 online games sales portals, but GamersGate and Impulse cry foul. Ok, fair enough.

With gamersgate, I can see why they are in the position they are in. They were late to the party, didn’t have a killer-app that people wanted to buy, had an abortive attempt with a client they abandoned… so maybe they have had a tough ride. They seem to be doing well though, no doubt tons better than lil old me.

Impulse is another story. I am surprised they haven’t been much more aggressive. I tend to assume they are the #2 seller, after steam. The interesting thing with Impulse is that stardock make money from Object Desktop, and presumably lots more  from games like GalCiv and SOASE, demigod etc. They literally do not need the profits from Impulse at all. So, assuming that, here is what I don’t get:

Why doesn’t stardock run impulse at a loss? Maybe only a small loss, but a loss nonetheless. Give developers 95% share of the royalties (totally crushing any other offer), or maybe 80% but 95% if its impulse-exclusive for 6 months.  Do not take a penny in profit for the next 2-3 years.  Maybe instead of cutting the royalty split, just discount the games big-time like steam are doing. Or maybe buy out the rights to some games entirely to make them 100% impulse-exclusive forever.

The prize at the end of this battle is market share. The web has 1 auction site, 1 book store, 1 video site and 1 social networking site. You know which ones I mean. It is close to having 1 PC games site, which is a license to print money. If I ran stardock, I’d sacrifice everything to fight for that slot. I’d probably run the whole business at a loss for those 2 years, taking every penny in profit from Object Desktop and throwing it at impulse to grab market share.

But….

The guy who runs stardock is a very clever guy. And no doubt rich. And no doubt he knows more about this than me, so I defer 100% to his greater knowledge of the issues.  Regardless of what happens, tragically they all do better than me. I’ll be under the table hoping for crumbs from whoever wins in the end :D

In unrelated news, if you like tower defence/defense games, then you might love revenge of the titans. I just added it to my site (it’s by a fellow indie). There is of course a free demo, and it’s 50% off right now. Give it a go, it’s excellent.

Epic opinions

I’ve mulled over whether to say anything at all, but if you can’t say what you think about the games industry when you own your own company, when can you?

I was part of a panel yesterday at Develop, the games conference for developers in Brighton UK. I was speaking about ‘microstudios’ with Robin Lacey(Beatnik), Sean Murray(Hello Games) and Mark Morris(Introversion), all of whom are good guys. As a one-man outfit, I’m the real baby studio there, but at 13 years of experience, also the grandfather, so I guess that makes me middle aged. Anyway… all was cool, and there was much joking and mutual silliness. Apparently I am the Barry Manilow of game development, and a mug to spend £75 on jeans. And the topic then came up of how indies can respond directly to gamers on stuff like messageboards. Basically I started making the point, and mark was also agreeing about how someone can email you as an indie dev, and you can reply personally back to that potential customer, and hopefully, that way you have converted that guy to buying the game.

At this point, there was this derisive snort from this guy in the front row, who said something to the effect of ‘one guy? who cares, that’s a waste of time’. He then started to lecture us on how that’s a silly way to do it.  I’m 95% sure that all four of us on the panel thought ‘what the fuck?’ as well as ‘who is this guy’? compounded by Robin asking him if he worked in marketing.

Anyway… it turned out this guy was Mark Rein from Epic, although he seemed to assume everyone within earshot knew exactly who he was, and why he must obviously be right. I got the impression he was there to laugh at the little guys, or to just inform us how we are all wrong. Interestingly, it seemed there was someone from sports interactive (one time indies, as I recall) there, who seemed more on the indie wavelength than Mark. It would have been cool to chat with him.

So… I’ve given this a lot of thought, and weighed up the pros and cons of just putting this down to misinterpreting someone, and so on, and I have reached this conclusion.

Mark Rein is a jerk.

Now I suspect this is not groundbreaking news, although it is to me, because I’ve never met him or even seen him before. However, this experience seems to confirm my opinions on Epic and companies like them in general. Now Mark may well look down on humble indies like me. He may well think I’m doing it wrong. he may laugh when me and Mark discuss the pitiful money our companies make, and giggle at the fact that we reply to gamers on a one-on-one basis… But fuck him. I would rather earn minimum wage making indie strategy games for the PC, as my own boss, with an original game, satisfying a hardcore niche of friendly customers (the one-thousand-true-fans-philosophy), without a publisher telling me what to do, and without having to leave my house to go to work, without having to do ‘crunch time’ (because, dude… its like so macho to work until 3AM and never see your family)… Than I would work at epic for megabucks. The sheer overwhelming stench of testosterone would probably give me a headcahe, combined with the dizzy excitement of exactly what shade of grey our next game’s space-marine would wear as he kicked alien butt. (I feel bad working on Gratuitous Space Battles for almost 2 years, but it seems like that old ‘wisecracking space marine with big muscles and chisel-jaw’ idea has been stretched out longer than the hundred years war).

I have absolutely no doubt mark would just naturally assume me feeling like that is jealousy, which, as anyone who knows me personally would testify, is just fucking funny. I really don’t care about Epic, and their games, as they are way way too macho and ‘dude’ for my liking, and don’t have demos, so I just assume they haven’t changed since Unreal Tournament. I try not to comment on games I don’t like, as each to their own tastes etc.  The only reason I’m moved to give a damn enough to state my opinion, is that I resent having some triple-a studio jerk come and tell someone whose run a microstudio for thirteen years that he is doing it all wrong. If Mark from introversion suggests I’m doing it wrong, thats cool, he does what I do, and has some serious experience, ditto anyone on that panel, or anyone with long indie experience. And I listen carefully, often over lunch.

But Triple-A studio bosses trying to lecture me on how to communicate better with gamers? Fuck off.

Cliff Harris (cliff@positech.co.uk)

When adsense isn’t worth it

I was reading an article on a games blog recently, and noticed our ever-present strobing friend, the ‘evony’ ad.* Apart from the ubiquity of the ad, and my lack of interest in ‘saving my queen’, what I really noticed was the prescence of a google ad on such a low traffic blog.

I can see how a lot of people would think it makes sense for people to stick small google adsense (or similar) ads on their blog, or maybe even their indie developers website to ‘bring in some cash’. I think it’s a bad idea. (I am selling stuff too, and need money, but ads on a site can be a step too far. My games are here, feel free to buy one to support my blog, I won’t mind :D)

There is a tradeoff happening here. You are basically giving up a bit of your creation (in this case, screen-space on your website) in return for some revenue. I think a lot of people get the calculations dead wrong.

Does your site get 10,000 page-views a month? That’s a ‘not bad’ amount of traffic for someone who is actively trying to build a web business (although positech gets more :D). If all of those 10k impressions result in an ad view, then that’s 10 CPM, as the hip-cats say online. How much is a CPM costing an advertiser?

I actually pay about £0.20 for a thousand impressions when I buy ads. So assuming you get that, and google takes 70%, you get £1.40 a month in ad revenue, or not enough to buy a coffee. If you are not based in the US, currency conversion swallows the first 6 months income.

Is it worth it? I reckon not. The point of my rant, is not to say that it isn’t worth it for people running those ads, it may well be worth it. You might get more than 70%, or a higher CPM, or way more traffic. But have you done the math? Is that banner ad on your website actually making any vague economic sense?  The big name popular, succesful and much loved games studios don’t stick an adsense banner on their site, and it just reminds people that you aren’t in the same league when you do it. If you can make the numbers make sense, then fine, but it really is worth checking the numbers.

* I know about adblock, but I tend to leave it off. Some websites really do run purely from ad revenue, and I’m happy to support that, unless it’s entirely overdone.

How to stay motivated whilst programming a game

Lots of people want to know the answer to that question. Most indie games fail. Most indie projects never get completed. I don’t have any way to prove that, but any indie game veterans will know it’s true. Here are my top tips. Some of them may seem like they de-motivate, rather than motivate, but I get motivated by knowing how important and serious it is for me to work hard. Most indies don’t realise how hard they are going to have to work, and how good their game has to be.

1) Code something you like.

Just because you did your research and can prove that a poodle simulator is the best choice for the current games market, doesn’t mean you want to program one. You might kid yourself that you can see it as a ‘mere engineering challenge’, but you won’t. Getting out of bed when nobody forces you to, with no deadline and no boss, to go code poodles probably won’t motivate you for a solid year. Pick something you are passionate about. I love sci fi and space battles, so making gratuitous space battles was a no-brainer. On a related note, save up some ‘fun’ coding for when motivation is low. Feeling keen? code the save game system and the options menu. Get them out of the way.

2) Surround yourself with inspiration

I listen to music from star wars or star trek when coding easy stuff or doing art. Coding scrollbars can seem dull, but the music reminds me these are spacefleet scrollbars and that makes it ok. The people who play your game won’t see the code, only the art and the game, so keep a picture of the final ‘atmosphere’ of your game in your head all the time. Does your pc desktop wallpaper not reflect the mood of your game? why not?

3) Keep a log of what you did each day.

Sometimes its easy to think the day was wasted, that nothing got done. I have lists of things to do for my games like this:

  • Fix bug with plasma torpedoes
  • Resize scrollbars
  • Add tooltips to buttons
  • Add transition to options screen

At the end of the day my log looks like this:

  • **DONE**Fix bug with plasma torpedoes
  • **DONE**Resize scrollbars
  • **DONE**Add tooltips to buttons
  • **DONE**Add transition to options screen

And that makes me realise how much I got done. You get a tiny adrenaline rush by crossing things off a todo list. Make one each day. Make the entries small, simple items, rather than huge projects. It should always be possible to cross something off each day.

4) Do some shiny

Mr Spock would code the entire game engine, get the gameplay balanced using just coder art, then add the graphical fluff last, to minimize re-doing work. I used to assume that made sense too. I used to rail against Lionhead for having so much artwork, code and music done before we were even sure how the game played. So much work got thrown away. Now I realise it’s important for your motivation to have something that looks and plays nice ASAP. The GSB campaign add-on hasn’t got all its gameplay coded yet, but theres a gratuitous map-zoom effect in already, plus background music. Having those things there keeps me positive about how cool the final game will look. There really is a good reason to code some shiny stuff in the first 25% of your project. Just don’t go mad.

5) Hard lessons in money

I gave a talk at a conference recently about the reality of indie games as a business. To be short and sweet, you need to sell a full-price game direct to a customer every 45 minutes, or you probably won’t make a career as a  full-time indie. That means at the very least someone grabbing your demo every 240 seconds. When you keep this in mind, you realise you need to make your game really good. Better than it is. You need to do better, just to survive in this market.

6) Stay aware how high the bar is (know your competition)

Don’t forget that for most gamers, the competition isn’t other indie games, but AAA games, or even other activities, TV, movies, etc. When I worked on the battles for GSB, I spent very little time looking at rival games, and virtually no time looking at indie space games. I compared it to the best sci-fi battle scenes I knew of, by ILM. Yes, you have to pick your battles, and graphics might not be one of them. Spiderweb compete on game length, Dwarf fortress on gameplay depth. Whatever it is that you are competing on, you need to ensure you aim as high as you can. Also remember that your game isn’t measured against the best game there is right now. It’s measured against the best game when your’s gets released…

8) Take short breaks.

Get away from the PC for a short while, so when you come back, you are fresh, keen and energised. Physical activity is a good idea. I do archery now and then. It’s ideal because it involves standing upright, concentrating on a distant object, and 100% focus on what you are doing. It’s the perfect sport for desk-bound geeks

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Staying motivated is hard. Everyone has the same problem. Often, its the deciding factor between getting your project done or not. High motivation trumps everything. There are indies making games who are homeless (yes really) and who had to make them ‘undercover’ in Cuba. They still got stuff done. Lack of experience, lack of money, lack of time, can all be overcome by sheer bloody determination, if you can summon it. Now stop reading this, and type out tomorrows todo list.