Should we be doing more to recruit new players?

Almost ten years ago I was hanging out with some non-game industry friends and we were playing Buzz! – a well known quiz game at the time. I wasn’t working in the games industry yet, but I was well into writing my Masters thesis on MMORPGs, if not completely finished. I was blogging about games here and I was a contributing writer on two other games blogs. I was giving lectures on games and I was constantly procrastinating reading about games. So my friends cunningly tried to avoid the “Video Games” category in the game feeling fairly confident that I would beat their asses without breaking a sweat. Eventually one poor sod had to go up against me. And you know what? I couldn’t get a single answer right. Not one! I didn’t recognize any of the games that were mentioned and I remember the room becoming eerily quiet. My friends were awkwardly embarrassed for me and I was stunned. The only games that were mentioned were kids games that were associated with kids movies. I had no clue about any of them. I didn’t have kids, none of the games blogs I was reading at the time had even mentioned any of these.

Discussing the awesomeness of Firewatch to the a room who hadn’t even heard of it

I think this is one of the first times I really understood how segmented this industry is. 16640695_10158361202625235_6815700435215193673_nAnd now that I’m in the industry I’m constantly disappointed with the lack of knowledge of indie games when I meet gamers. Last year I was in a panel discussing something about games, I forget the theme, but after the panel had been discussing Firewatch passionately for 10 minutes, I asked the audience who had played or even heard of Firewatch. One person raised his hand acknowledging that he had heard of the game (this may be a slight exaggeration but it was dramatic). We were in a room full of people who play games with a passion.

I remember feeling a bit saddened by this. How can we discuss the awesomeness of games when the general public has only played 1% of them (totally a made up statistic by me)? The value of us discussing it to this crowd is that they probably went home and looked it up after. But it seems too small to me!

With so many indie games struggling to reach profitability and yet the number of gamers seems to be increasing, I wonder if there is something more that we can do to remind the average game consumer that there’s a rich variety of amazing games out there.

From the inside of the industry it certainly feels like the platforms and consoles are doing their best to promote games and they always make sure to bring indie game titles to their shows and more. I think that’s brilliant. But a friend of mine, who recently left the games industry to work for a young and hip internet company called me one day and said with amazement “Linn! These guys haven’t even HEARD of Steam!”.

Defining and reaching a broader market

This has to mean that there’s an untapped market out there, right? How do we tap into that? Here are three of my thoughts on the topic:

  1. A marketing campaign for games in general.
    I sometimes feel like the world of video games is an exclusive club and it’s

    600_245713792

    Taken from a Code Kids event at The Bergen Public Library

    dangerous to tell others about its wonders and gorgeousness. I guess we’ve just been through a scandelous time because of it. I believe that reaching new markets will take some capital investment. Whilst the industry recognizes that it’s the games from the independent game studios that are pushing the boundaries and coming up with new creative gameplay expressions, more often than not, these studios will not have the funds to market to new audiences. Even if they’re signed with a publisher, I believe the marketing budget is targeted at the audiences that they know.
    So I’m wondering if we should gang together and create a campaign to spread the incredible diverse array of games that are out there? I have no idea what it would look like and where to target such a campaign. But I wonder if it would be worth some time and effort to look into what we can do?

  2. More visibility in mainstream media. 
    This is half the reason why I’m so intent on getting more articles about games into women’s mainstream media and magazines. I want games to be more accessible. I certainly don’t want anybody to feel like they don’t have the skills to play games. There will always be room for specialized media for games that has the knowledge and experience to cater to devoted gamers. I would like to expand our reach to more mainstream media as well, but to do this we need to find another form of rhetoric other than consumer journalism. The work that Spillpikene (Norwegian group of women writing about games) has done on this issue is really impressive and should definitely be considered an example.
    I keep having the same discussion with with people in the games industry and journalists. All of us agree, but we never seem to be getting anywhere. Particularly on my end of things. I keep wanting to start things but never truly following through.
    I’m very impressed with what Brie Code is doing by designing games for non-gamers. I love the attitude and vision of her work. But I also genuinely believe that there are so many undiscovered games out there which the sceptics, the ones who think gaming is a waste of time and boring, would love.
    In search of the right rhetoric, I’m currently working on curating a talk for people who’ve always been curious about games – but have yet to understand their appeal. First I’m organizing a dinner with a bunch of local business women I’ve met on my journeys that are keen to get engaged with games, but have yet to understand their appeal. We’ll see where it goes from there.
  3. Festival/Award/ – Sundance/Cannes for games
    I know what you’re thinking! Not another one, right? We’re all already constantly exhausted and jetlagged because of all the trade shows for games! Yeah …. I almost didn’t put this here. It’s just when I think of the films industry I’m not so knowledgable. Sure … I’ve picked up a thing or two from our local film festival and I’ve been a member of a film club or two through my life time, but I’m not one of those that actively seeks out indie films on iTunes or something. I think of myself as a mainstream consumer of film. But when I see the words “Sundance” or “Cannes” on the film – I instantly think that it may be worth my while. I think BAFTA has done some great work there and many many others. But I’m not finding it hitting home among mainstream consumers yet.

Clearly – I don’t have the answers. But I would like to contribute to the conversation and this is my start of that.

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Jory Prum – a champion in the Norwegian gamedev community

On April 23rd we got the sad news that our dear friend and best “sound guy”, Jory Prum, had passed away after a motorcycle accident a few weeks before. He had been slowly recovering and we were hopeful that he would soon be with us again complaining about a tiresome recovery period. It was therefore a painful shock to many of us and I, for one, have been crying in many public spaces since then.

Jory had an enormous influence on the Norwegian game development community.  Not only did 12238036_461610137361671_2300017370915052368_ohe work on the sound for many of the games but he was also an essential team player of our sales force. We don’t actually have an official Norwegian game sales force, if we did, Jory probably would have led it. Jory understood the importance of networking and communication. He has played a vital role in placing Norwegian game developers on the map in several ways: by introductions to his vast and rock star network, by carrying around and distributing pamphlets on Norwegian games at GDC, by making sure to invite his amazing network to our conferences and events, by giving talks at our schools, by giving talks at Norwegian gamedev events, by giving talks at events that have nothing to do with game development, by naturally taking on the mentorship role for both students and first-time game developers and by constantly rolling his eyes and shaking his head at the Norwegian reluctance for selling ourselves.

But without a doubt he was a champion of sound and he was brilliant at reminding us how essential good sound is in game development. He fought for sound to be taken seriously in both budgets and planning and it infuriated him when it was suggested that students could do sound for games for free, that there was no need to pay professionals to do it.  Jory was a champion for real professionalism and can take a good deal of the credit that so many of our game studios are running successful companies and churning out top quality games.

Here are some of the Norwegian games that Jory worked on:

For me, personally, he seems to have been a larger part of my life than I thought. He was with me when I bought the computer that I’m typing this on (and warned me that I would regret not getting more memory – which I, of course, do), he graced Konsoll with his presence twice, he had faith in the work I’ve been doing and I was privileged to know a good deal about the project he was working on .

It’s unbelievable that he is gone and left this deep void.

 

 

 

 

Konsoll 2015

Yes! Of course we’re doing a Konsoll 2015! This year I am so far behind on everything … hence this post is way too late!

Plakat

We’re growing into a conference that I’m extremely proud of! We’re inviting speakers back that we love and it genuinely feels like we’re forming a special family.

It will be exciting this year, I promise!

So please join us on the 29th and 30th of October.

Center for game development in Norway

I’m extatically happy that we’ve received funding from The Norwegian Arts Council and Hordaland County Council for a pre-project that will be working towards building a

center for computer game development in Norway. I’ll be working on this full-time for the next months and I’m hoping to have a financial and business plan ready by summer.

This is gold for me! Getting paid to do something that I’m very passionate about – is just so wonderful.

So! Why a center for game development in Norway?

1) The game developing community is rather fragmented and with several rather small companies in Norway. We have about 70 companies working on game development in Norway, but most of them are rather small, consisting of one or three people full-time and probably even more part-time or down right volunteers. We in The Game Developers Guild of Norway want to build a network of all proffessionals working with game development so that we can learn from and help each other grow as an industry. If you are in crunch mode and need an extra programmer, illustrator, sound guy or similar, our network should be able to provide you with the connections needed.

2) When I tell people who aren’t working within the game developing community that Norway has over 70 companies working on computer games I’m faced with shock and bewilderment. Our center for game development will also function as an information office looking to promote and create awareness about what’s going on in Norway. There’s a lot of beautiful games coming out of Norway these days – and we want to make sure that everyone in Norway knows how awesome they are, and as many as possible abroad.

3) Because most of our companies are rather small, most also only have a very tiny marketing budget. Our center will be supplying game developers with our network of journalists, publishers, distributors a.s.o. When a Norwegian game developer is going to GDC, for example, then we will do our best to arrange meetings with relevant companies for them.

4) I forget

5) Workshops. We want to provide game developers with workshops within their field. So giving them advanced skills within their field. We also want to work closely with the education institutions and increase the game development courses in Norway. We also want to work closely with diverse research institutes.

Picture on my iPhone at l33t by Gunvor Rasmussen: http://www.gunvor.no/. Caption in Norwegian says "Let's go build a rocket" - given to me by Ina Remme, my favourite film producer.

Picture on my iPhone at l33t by Gunvor Rasmussen: http://www.gunvor.no/. Caption in Norwegian says “Let’s go build a rocket” – given to me by Ina Remme, my favourite film producer.as “game developer” to a professional and serious level. We see our skills needed in lots of innovative fields and we want to make sure that there’s a guarantee of excellence.

6) Build strong bridges between the game developing community and other industries. Our goal is to advance the occupation of “game developer” – making sure that all who “dabble” in game development use professionals to ensure a quality of excellence.

All of this may change in the course of the next few months however. ;)

Firstly I’m focused on getting representatives from all the game development districts in Norway together so we can look at our challenges and needs on a national level. At the same time – I’m looking for organisations that would be interested in collaboration – if you know of any – don’t hesitate to get in touch!

Actually – dear blog reader – I’m looking for similar centers around the world. Do you know of any? Please let me know! Either send me an e-mail at

linnsovig (a) spillmakerlauget.no or please comment on this post.

I’m really enjoying this work – I may actually be approaching so-called “happiness”! ;)