Plan for Phil Carlisle
by Phil Carlisle · 08/11/2004 (5:01 am) · 14 comments
If your serious about selling your indie games, you should also be serious about learning how to help sell them. One of the things I've been reading up on recently, is the concept of "positioning".
To simplify things a lot, 'positioning' is aspect of promotion that fixed how and where a prospective buyer thinks about your product. For example, if I said "Cutesy fun console games" you might think Nintendo, if I said
"dark scary games" you might think ID.
The idea of positioning is to make sure that you have a clear understanding of how people will perceive your products. Think in terms of the broader picture, how does your website portray you?, how well presented are your
games?, have you designed a game such that the players are in the correct mindset to buy (and better yet, promote to other people so THEY can buy?).
So here is an example of a pretty common sense positioning issue (to be fair, most of these kind of things, positioning, guerrilla marketing etc are all pretty common sense).
One of the teams where I used to work was having a problem with one of their game characters. Basically the game was a jumping platformer in the style of spiro and jak and daxter. They were originally using a nice little
female (schoolgirl I think) character, lets call her Jessica. I kind of liked that character, she could potentially hop and skip around, had lots of character in animations with things like pigtails and a little
backpack etc.
Now, for some strange reason they were told to dump the Jessica character and do something different. I can only guess that this was a publisher requirement as the initial change was to change Jessica into a small
baseball-hat wearing kid. Fair enough I guess, they're making a platform game, so they might want to make it a bit more masculine for the more hardcore players (although personally, I think they would have been better
served using the Jessica character, at least it would have been a first).
So the little baseball kid was kind of American cartoon-generic and didn't really push anyone's buttons. So it was back to the drawing board (literally).
Anyway, because no one could decide, by some twist of fate, they decided to hire in an external character designer. This guy had some pretty good credentials in terms of character (having designed some pretty well
known characters for UK cartoons).
After a short while, we hear the news. The new character is done! Yayy! Cheers all round!
So what is the new character? Well, it's... it's... it's a pig.
I don't know how it happened, but somehow, this jumping puzzle platformer game suddenly got a pig as a main character. Sure, he was a very characterful pig. I don't want to give too much away to protect the innocent J
but lets just say he was a pig who looked like Sherlock Holmes.
Now to get to my main point. It was as soon as I heard this news that I could tell the project was doomed. Why? Well, simply because of all the game characters you would ever want to play, how high up would "a pig" be on
your list?
Barring farmers and some lets call them 'animal lovers', I simply cannot imagine anyone wanting to play a pig. Much less a pig in a Sherlock Holmes costume.
Now, the point really, is that when you look at positioning, it's really trying to project yourself into the minds of the potential consumer. You want to relate to what it is they are after, how they will think about you,
how their experience will affect their buying decisions etc. Then it's about reinforcing that mental image with as many methods as possible.
There are plenty of great articles on the web about positioning, marketing and so forth, I'd definitely recommend that people go out and read up on it. I'm sure as hell doing it as much as I can.
For your reference, 'the' book that has been pointed out to me is Trout and Reis's book:
www.amazon.com/exec/obidos/tg/detail/-/0071373586/qid=1092229428/sr=8-1/ref=pd_k...
PC.
To simplify things a lot, 'positioning' is aspect of promotion that fixed how and where a prospective buyer thinks about your product. For example, if I said "Cutesy fun console games" you might think Nintendo, if I said
"dark scary games" you might think ID.
The idea of positioning is to make sure that you have a clear understanding of how people will perceive your products. Think in terms of the broader picture, how does your website portray you?, how well presented are your
games?, have you designed a game such that the players are in the correct mindset to buy (and better yet, promote to other people so THEY can buy?).
So here is an example of a pretty common sense positioning issue (to be fair, most of these kind of things, positioning, guerrilla marketing etc are all pretty common sense).
One of the teams where I used to work was having a problem with one of their game characters. Basically the game was a jumping platformer in the style of spiro and jak and daxter. They were originally using a nice little
female (schoolgirl I think) character, lets call her Jessica. I kind of liked that character, she could potentially hop and skip around, had lots of character in animations with things like pigtails and a little
backpack etc.
Now, for some strange reason they were told to dump the Jessica character and do something different. I can only guess that this was a publisher requirement as the initial change was to change Jessica into a small
baseball-hat wearing kid. Fair enough I guess, they're making a platform game, so they might want to make it a bit more masculine for the more hardcore players (although personally, I think they would have been better
served using the Jessica character, at least it would have been a first).
So the little baseball kid was kind of American cartoon-generic and didn't really push anyone's buttons. So it was back to the drawing board (literally).
Anyway, because no one could decide, by some twist of fate, they decided to hire in an external character designer. This guy had some pretty good credentials in terms of character (having designed some pretty well
known characters for UK cartoons).
After a short while, we hear the news. The new character is done! Yayy! Cheers all round!
So what is the new character? Well, it's... it's... it's a pig.
I don't know how it happened, but somehow, this jumping puzzle platformer game suddenly got a pig as a main character. Sure, he was a very characterful pig. I don't want to give too much away to protect the innocent J
but lets just say he was a pig who looked like Sherlock Holmes.
Now to get to my main point. It was as soon as I heard this news that I could tell the project was doomed. Why? Well, simply because of all the game characters you would ever want to play, how high up would "a pig" be on
your list?
Barring farmers and some lets call them 'animal lovers', I simply cannot imagine anyone wanting to play a pig. Much less a pig in a Sherlock Holmes costume.
Now, the point really, is that when you look at positioning, it's really trying to project yourself into the minds of the potential consumer. You want to relate to what it is they are after, how they will think about you,
how their experience will affect their buying decisions etc. Then it's about reinforcing that mental image with as many methods as possible.
There are plenty of great articles on the web about positioning, marketing and so forth, I'd definitely recommend that people go out and read up on it. I'm sure as hell doing it as much as I can.
For your reference, 'the' book that has been pointed out to me is Trout and Reis's book:
www.amazon.com/exec/obidos/tg/detail/-/0071373586/qid=1092229428/sr=8-1/ref=pd_k...
PC.
About the author
#2
In fact, it's one of the reasons I am leary about the gaming industry. If someone fronts you the money, they usually only do it with the agreement that they can change anything at anytime. I'm not afraid to cut out ideas that won't fit in the overall gestalt of the game, or change things, but I like to feel like I in control of my projects.
As for positioning, I see what you mean. It's kind of like brand name recognization, except for concepts instead of an actual name. I suppose I should learn more about this, as soon I will be ready to start selling my future games. :)
08/11/2004 (8:25 am)
Hmm, I've always believed in the old saying about don't change horses in the middle of a race -- But when it comes to publishers holding the purse strings, I do understand you sometimes don't have a choice.In fact, it's one of the reasons I am leary about the gaming industry. If someone fronts you the money, they usually only do it with the agreement that they can change anything at anytime. I'm not afraid to cut out ideas that won't fit in the overall gestalt of the game, or change things, but I like to feel like I in control of my projects.
As for positioning, I see what you mean. It's kind of like brand name recognization, except for concepts instead of an actual name. I suppose I should learn more about this, as soon I will be ready to start selling my future games. :)
#3
So it might be just personal publicity (for instance, getting recognition, or getting seen as an "expert" in something).
08/11/2004 (8:54 am)
Yeah, it really goes beyond just the things you are selling though. It can come into play at many different levels. Its best to think of it as putting yourself in your audiences shoes and trying to think what would be the best thing to convince them of the things you want.So it might be just personal publicity (for instance, getting recognition, or getting seen as an "expert" in something).
#4
08/11/2004 (9:39 am)
My wife read that book. She told me some interesting ways companies "positioned" themselves. The companies sit back and figure what they can do better than anyone else in their industry and try to make that what customers think of when they here that companies name.
#5
This isnt actually just theoretical either. I was turned on to this by Scott Miller (3D Realms) who is a big advocate, but aside from the kind of evangelical thing (which always rubs me the wrong way), it does seem to be a pretty common sense insight into the best way to approach things.
Simply, its a way of changing your thinking so that you dont think as the developer, but think as the customer. Thats ALWAYS got to be a good thing hasnt it? Our industry is based around the experience we give the customer isnt it?
Anyway, hopefully we'll see more of this stuff from some new people coming along :)) hohoho..
Incidentally, I'm going to be doing a blog with my experience with this stuff, just to show the background and how it fits in with what I'm doing.
08/11/2004 (10:02 am)
Thats part of it yes. But it also can help decide which products to make, or how to maximize those products potential.This isnt actually just theoretical either. I was turned on to this by Scott Miller (3D Realms) who is a big advocate, but aside from the kind of evangelical thing (which always rubs me the wrong way), it does seem to be a pretty common sense insight into the best way to approach things.
Simply, its a way of changing your thinking so that you dont think as the developer, but think as the customer. Thats ALWAYS got to be a good thing hasnt it? Our industry is based around the experience we give the customer isnt it?
Anyway, hopefully we'll see more of this stuff from some new people coming along :)) hohoho..
Incidentally, I'm going to be doing a blog with my experience with this stuff, just to show the background and how it fits in with what I'm doing.
#6
Phil Carlisle:
Coz
08/11/2004 (10:33 am)
Just out of curiosity Phil. How do you feel about the philosophy that if I like playing my own game, It will be atleast somewhat of a success? I mean there has to be a group of people that would enjoy a game if one person likes it. No? I don't know if I believe in that philosophy but I have heard that before. Not sure where. The guy said I don't make games for other people to enjoy. I make them because I enjoy them. If it sells thats great. I guess you would have to agree with it to some degree.Phil Carlisle:
Quote: Its best to think of it as putting yourself in your audiences shoes.
Coz
#7
Now... think of your clothes being your website and other things that are publicly potrayed. Then think of your game as the one who is going to be wearing the clothes and your personality as how you present your company/game. We all know that first impressions are what counts. And you want your game to make a good first impression, right?
-Jase
08/11/2004 (10:40 am)
To support the topic, you could also look at positioning like shopping for clothes. When you look around for clothes you like, you look for clothes that best represent who you are and your personality. Whether you put a lot into finding the clothes you want or not, you still look for something you like. What you wear is also something that people use to form a first impression on you, aside from your personality.Now... think of your clothes being your website and other things that are publicly potrayed. Then think of your game as the one who is going to be wearing the clothes and your personality as how you present your company/game. We all know that first impressions are what counts. And you want your game to make a good first impression, right?
-Jase
#8
Looking at things from a gamers point of view is something that should be done from the very beginning of developement. After all, how can you design a game thats fun if you yourself don't even know what makes a game fun? So I do support this theory.
However, this is only one of the many things that get factored in when you are trying to sell your game. After all, they don't have career fields in marketing for nothing.
-Jase
08/11/2004 (10:45 am)
Quote:How do you feel about the philosophy that if I like playing my own game, It will be atleast somewhat of a success?
Looking at things from a gamers point of view is something that should be done from the very beginning of developement. After all, how can you design a game thats fun if you yourself don't even know what makes a game fun? So I do support this theory.
However, this is only one of the many things that get factored in when you are trying to sell your game. After all, they don't have career fields in marketing for nothing.
-Jase
#9
As a game developer, its my wish to make a great playing game which delivers a great experience. As a game *company* we have to think about the business aspects of this thing. Like "who is our target audience?", "how do we connect with the target audience to get them interested in our game?", "what can we do with the game to give our audience the best impression?".
Of course, this whole thing is conjecture until you actually HAVE a game. But thinking about positioning has also had some effect on the content and certain aspects of the game design itself. I'll cover them more later on.
08/11/2004 (10:50 am)
Michael: There isnt any problem with people just wanting thier games for themselves. But if you are at all serious about doing it as a living, I think you have to try and marry the two things better (you can still enjoy making the games you make, but you have to temper that with solid idea's about how your going to sell it).As a game developer, its my wish to make a great playing game which delivers a great experience. As a game *company* we have to think about the business aspects of this thing. Like "who is our target audience?", "how do we connect with the target audience to get them interested in our game?", "what can we do with the game to give our audience the best impression?".
Of course, this whole thing is conjecture until you actually HAVE a game. But thinking about positioning has also had some effect on the content and certain aspects of the game design itself. I'll cover them more later on.
#10
But the main issue, is to think about the positioning aspect before, during and after development.
I'm not the biggest fan of traditional "sales & marketing" type approaches. I hate with a passion being "sold" at. You know, the typical high-pressure sales where you go in to buy a coat and some idiot comes up to you saying "ah, you want this one, looks great on you, shall I bag it up now?". My reaction to that is to immediately leave the shop.
But there is an aspect of sales/marketing/PR that interests me, because it isnt really to do with high-pressure sales tactics, but more to do with getting inside the head of your potential audience. That interests me as a game in itself really.
08/11/2004 (10:56 am)
Jase: there is also the issue of emergent gameplay. Or idea's that just come out of the development process. Another issue is that of course sometimes great idea's simply dont translate very well to the medium. So rapid prototyping (which is where torque comes in) is very much an issue.But the main issue, is to think about the positioning aspect before, during and after development.
I'm not the biggest fan of traditional "sales & marketing" type approaches. I hate with a passion being "sold" at. You know, the typical high-pressure sales where you go in to buy a coat and some idiot comes up to you saying "ah, you want this one, looks great on you, shall I bag it up now?". My reaction to that is to immediately leave the shop.
But there is an aspect of sales/marketing/PR that interests me, because it isnt really to do with high-pressure sales tactics, but more to do with getting inside the head of your potential audience. That interests me as a game in itself really.
#11
Positioning is a key part of thinking about perception and attracting attention. Understanding your audience is key to understanding how you want to position. We talk alot about the Gen Xer's and yet the younger audience that are the market drivers right now are the Millenials - as soon as your markets are not a direct reflection of your own (or yourself) you have to goto school on the kinds of things that appeal to them and attract their attention and keep it.
08/11/2004 (11:35 am)
Phil you must be baiting me to work on my Branding Blog... Positioning is a key part of thinking about perception and attracting attention. Understanding your audience is key to understanding how you want to position. We talk alot about the Gen Xer's and yet the younger audience that are the market drivers right now are the Millenials - as soon as your markets are not a direct reflection of your own (or yourself) you have to goto school on the kinds of things that appeal to them and attract their attention and keep it.
#12
Seriously though, I always like to learn from people doing the work than people talking about people doing the work (its great reading from Seth Godin, Al Ries etc, but thier work is kind of academic in comparison to someone like yourself).
You mention that the younger audience are the market drivers? what makes you say that? From what Ive heard the consumer of games has matured significantly over the past 10 years (which seems like common sense to me, having matured a bit myself :))
Look at the demographics of places like popcap, real etc.. That demographic would have been unheard of 10 years ago (the 30+ female audience). Thats not to say its the ONLY market (popcap/real etc would have us believe it), but that it IS a marked change in buyer demographics as far as I can tell.
But I'm willing to argue the point in YOUR plan :)) after the branding blog :)
08/11/2004 (11:49 am)
Think so Jay? whatever gave you that idea? :))Seriously though, I always like to learn from people doing the work than people talking about people doing the work (its great reading from Seth Godin, Al Ries etc, but thier work is kind of academic in comparison to someone like yourself).
You mention that the younger audience are the market drivers? what makes you say that? From what Ive heard the consumer of games has matured significantly over the past 10 years (which seems like common sense to me, having matured a bit myself :))
Look at the demographics of places like popcap, real etc.. That demographic would have been unheard of 10 years ago (the 30+ female audience). Thats not to say its the ONLY market (popcap/real etc would have us believe it), but that it IS a marked change in buyer demographics as far as I can tell.
But I'm willing to argue the point in YOUR plan :)) after the branding blog :)
#13
Making a great game with out any "positioning" is like running a marathon and being way a head of everyone only to drop dead from a heart attack a few inches from the finish line. I see this in other industries too. A great idea is meaningless unless you can convey it to other people.
08/11/2004 (6:35 pm)
Marketing is a very important part of being succesful for any company. It seems like fluff at first. But with out it you can't be successful. There are a ton of great games that rotted on the shelves, and a ton more that never even make it to the shelf in the first place.Making a great game with out any "positioning" is like running a marathon and being way a head of everyone only to drop dead from a heart attack a few inches from the finish line. I see this in other industries too. A great idea is meaningless unless you can convey it to other people.
#14
@Jay: I'm waiting for your Branding Blog too. You said you were going to give us more insights. I eat, breathe and you-know-what branding at the moment, so I want to see some musings from the marketing side of the fence, as I'm so used to the designer point of view.
08/11/2004 (8:40 pm)
@Phil: Seth Godin rocks. If I remember right, he wrote Unleashing the Ideavirus, which is one hell of a cool book (and you can download it for free). For me, I've found the ideas presented in it have applications beyond marketing, such as presenting a quasi-mathematical model of how ideas get transmitted (which I find interesting since my big thing for researching the last couple of years has been social networks). As a graphic designer and illustrator, too, I used to think of marketing as fluff. For some reason, I now find it endlessly fascinating; I think moreso for the psychological side of it rather than the money side of it.@Jay: I'm waiting for your Branding Blog too. You said you were going to give us more insights. I eat, breathe and you-know-what branding at the moment, so I want to see some musings from the marketing side of the fence, as I'm so used to the designer point of view.
Torque Owner Thomas \"Man of Ice\" Lund
Developing any product (game, app, corn flakes...) is just half of the show. Rest is sales and marketing and usually no developer thinks past the "gold master done" stage. Thats where the real battle starts