Rapid Design and Developent for Start-Ups
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Rapid Design and Developent for Start-Ups Presentation by Adam Mayes, Uppsala University
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Rapid Design and Developent for Start-Ups
- 1. Rapid Design and Developent for Start- Ups
- 2. Part 1: Oops Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 2 We’re going to cover: Niches – how to find them and why you want to Paper Prototyping to prove a concept MVP Lean Startups
- 3. Part 1: Oops Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 3
- 4. 4
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- 10. Part 1: Oops Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 10
- 11. Part 2: Let’s Get This Going Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 11
- 12. Part 1: Oops Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 12
- 13. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 13 When you build a game, you know nothing. Part 3: Niches
- 14. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 14 When you build a game, you know nothing. You don’t know if your game is going to work If it’s got an audience If it’s going to reach that audience If that audience is going to even pay for it Part 3: Niches
- 15. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 15 Every game is, pretty much, a crap shoot Part 3: Niches
- 16. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 16 This is important for these 3 reasons: Part 3: Niches
- 17. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 17 This is important for these 3 reasons: 1 Part 3: Niches
- 18. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 18 This is important for these 3 reasons: 2 Part 3: Niches
- 19. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 19 This is important for these 3 reasons: 3 Part 3: Niches
- 20. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 20 From the moment you say: “Hey, we should, like, start a company and make a game.” You’re burning money. Part 3: Niches
- 21. Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 21 From Start Small, Stay Small: Market comes first, marketing second, aesthetic third, and functionality a distant fourth The product with a sizable market and low competition wins even with bad marketing, a bad aesthetic, and poor functionality Part 3: Niches
- 22. Part 3: Niches Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 22 How do you find a niche? What are you interested in that you don’t see in games? What retro genres aren’t getting remade – remember there’s a generation that played these games that could play again What game types could you fuse? System or Setting
- 23. Part 3: Niches Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 23 How do you find a niche? Maybe an entirely different audience? Mobile Fishing games? Turn based God Games? PBEM/SMS games?
- 24. Part 3: Niches Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 24 Start Small, Stay Small has links to various blogs with start-up ideas. These aren’t necessarily Games, but might spark some inspiration. I’ll add a list to the back of this presentation before releasing it. (or…buy the book…)
- 25. Part 4: Determine Value of the Niche Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 25 How do we know if our niche will return a profit?
- 26. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 26 The Lean Business Model is built on scientific method. It demands an entrepreneur constantly learns about their business by experimenting. State a hypothesis Build a product to test the hypothesis Examine the results
- 27. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 27 It remands rigorous skepticism on the part of the business owner. Data has to be everything
- 28. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 28
- 29. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 29
- 30. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 30 DESIGN Procedures And play patterns Player Experience A Design is written. It features the games rules The player interacts with these rules and develops play styles Which translates into one of 8 kinds of “fun”
- 31. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 31 Mechanics Dynamics Aesthetics
- 32. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 32 AARRR does the same thing. Each stage of the funnel has a set of tests and metrics that measure the success of that stage
- 33. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 33 If there is a break in the chain, we go back, change one thing, and run the experiment again. Each change is documented Each new test is measured All Data is analysed
- 34. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 34
- 35. Part 4: Scientific Method Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 35 We’re experimenting on two things Content Audience
- 36. Part 5: Prototypes and the MVP Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 36 Paper Prototype core features. New Features Features you are unsure about Features that can be prototyped on paper
- 37. Part 5: Prototypes and the MVP Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 37 An MVP is a minimum viable product. This is a product that has just those features that allow the product to be deployed, and no more. The product is typically deployed to a subset of possible customers, such as early adopters that are thought to be more forgiving, more likely to give feedback, and able to grasp a product vision from an early prototype or marketing information
- 38. Part 5: Prototypes and the MVP Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 38 An MVP is not a minimal product, it is a strategy and process directed toward making and selling a product to customers. It is an iterative process of idea generation, prototyping, presentation, data collection, analysis and learning. One seeks to minimize the total time spent on an iteration. The process is iterated until a desirable product- market fit is obtained, or until the product is deemed to be non-viable.
- 39. Part 5: Prototypes and the MVP Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 39 It doesn’t have to be interactive. An MVP can be a video, a website, even the paper prototype. It is the heart of your experiment. Build something that you can test each of your hypotheses on.
- 40. Part 5b: Prototypes and Early Adpoters Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 40 You give your MVP to early adopters.
- 41. Part 5b: Prototypes and Early Adpoters Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 41 Early adopters are people that: Desperately need your product, Want your product to succeed, Will give you their time and their honest feedback, You don't want to try to sell your product to your early adopters, you will learn from them how to achieve real customers.
- 42. Part 5b: Prototypes and Early Adpoters Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 42
- 43. Part 5b: Prototypes and Early Adpoters Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 43 Are they married? Do they have kids? How do they get to work? Do they work in an office? On a construction site? Driving a truck? How old are they? What kind of car do they drive? Do they watch TV? Surf the web? Listen to music?
- 44. Part 5b: Prototypes and Early Adpoters Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 44 • What do they want to find there? • What will your product provide for them that they absolutely cannot live without? • What is best way to convey this message to them? • What will they respond to? • What elements naturally draw them in? Audio? Video? Images? • What is going to make them click a link? • How should you introduce your product to your customer? • What should your copy say on the first page they see? • What is going to convince them to provide you with their email address? • What is going to convince them to purchase your product?
- 45. Concept | Intention • Who are the target audience for your Game? • Present the Profile(s) which describes the target audience
- 46. Concept | Intention • Why will the target audience notice YOUR Game?
- 47. • What is the basic Game Play in your project? • Which KEY features trigger purchase / engagement? • Explain what the features facilitate in the Audience Profiles Concept | Expression
- 48. Part 5b: Prototypes and Early Adpoters Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 48 Be Remarkable
- 49. Part 5c: MVP Launch Strategies Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 49 Because Games have never seen a method they couldn’t poison, beat to death, and then try and feed to their audience… Alpha access – early adopter access – the thing you need to test your ideas Has been poisoned and hated on and had mistrust sewn into it
- 50. Part 5c: MVP Launch Strategies Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 50 You need to find strategies to: bring people in maybe monetise them take their information
- 51. Part 5c: MVP Launch Strategies Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 51 These don’t have to be new methods. A closed alpha with a selection of early adopters is a brilliant idea. Giving those adopters an invite, to bring in someone who they consider an early adopter is a great way to expand your test audience, and give your audience a sense of worth and gratitude.
- 52. Part 5c: MVP Launch Strategies Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 52 Objects of Desire "A magazine is a thing that must be designed to be wanted. That statement includes within itself postmodern approaches that create discourse on the notion of being designed to be wanted.” Warren Ellis
- 53. Part 5c: MVP Launch Strategies Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 53 Your game goes beyond your game. Think Stuff! Think TV & DVD Sales Buy plain collected series? Pfft! I want the DVD Director's Cut, Special Edition, with added plastic crap!
- 54. Part 6: Pivot Or Persevere Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 54 The hard part You’ve got your data You’ve measured growth of audience/engagement/access to the features you loved the most. And it sucks.
- 55. Part 6: The Pivot Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 55 Your assumptions are wrong. You need to change. The Pivot is a “structured course correction designed to test a new fundamental hypothesis about the product, strategy, and engine of growth.”
- 56. Part 6: The Pivot Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 56 Features: • Can you change use your features in another game type? • Can you change your features to better match your goals? • Do you need to kill your features and start again? • Are your features “content agnostic”? If so, what aesthetics do your features suggest? • Can you change the game’s dynamic?
- 57. Part 6: The Pivot Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 57 Content: • Can you change the setting and keep the same gameplay? • Can you change the characters? • Can you change the narrative? • Can you change the dynamic of the game? • Can you change the aesthetic goals?
- 58. Part 6: Persevere Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 58 The hard part You’ve got your data You’ve measured growth of audience/engagement/access to the features you loved the most. And it’s awesome
- 59. Part 6: Persevere Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 59 What features do you add? What is the next experiment you perform? Who are the new audience? Do they alienate the last audience? Can you build a sustainable business model from this? Have you left MVP and moved into Product?
- 60. Part 6: Persevere Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 60 Lean Methods rest on the fact that you never stop learning. Even after release you should be doing the Learn, Build, Measure cycle This ensures your product is always viable, and your audience is always growing.
- 61. Part 6: Sustainable Growth? Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 61
- 62. Part 6: Sustainable Growth? Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 62
- 63. Part 7: TL;DR Department of game design: http://game.hgo.se/ Campus Gotland: www.campusgotland.uu.se 63 Start-Ups. They’re not easy You know nothing. Learn. Build Metrics into everything – Design, Release, Features Prototype early to ensure validation of ideas Get something into the hands of early adopters Be ready to pivot. Those darlings? You might need to kill them … PROFIT!
Hinweis der Redaktion
- We were going to look at this
- And, sure, it was a bit underpant gnomey But it worked.
- And then this man This is Christ Natsumme He was producer on the original FarCry and now runs a successful, mid-sized studio out of Japan, called Boomzap The other day he posted this:
- Followed by this. Which put a massive crimp in my presentation. But these things bear talking about. We always say “start up, start up” but it’s not easy.
- The cost of discovery is expensive and is only going up. And by discovery we mean “The cost per customer” And you need to recoup this cost somehow.
- And, if F2P is the prevailing model, remember the model is skewed heavily against payers.
- Being a start up is hard. Really, really hard And most of them fail.
- I’m not giving you a silver bullet. This isn’t going to absolutely make you all millionaires. It’s going to be a lot of hard work. A lot of tears Because a start up now isn’t the same thing as a start up in a mythic “then” when publishers gave out money. But some of the things I tell you might help.
- That was very much Entrepreneurial. And a lot of this presentation leans that way. It borrows from a bunch of places: Lean Startup, Start Small, Stay Small, Dave McClure’s Metrics for Pirates – AARRR And some good old MDA and game design thrown in for good measure.
- So this is why you want to target Niches
- If your brilliant idea is a MOBA – that’s your market share. You’d start in Other. And, unless you could make a dent into Dota2, you’d be staying there. Now – with a small team, and low overheads, you could probably earn a comfortable living there.
- But is the money you’re earning in Other enough to see you though? Making money isn’t easy – and this is where niches come in
- http://www.entrepreneur.com/businessideas/ http://www.sixmonthmba.com/2009/02/999ideas.html http://www.ahbbo.com/ideas.html http://ycombinator.com/ideas.html http://astartupaday.wordpress.com/ (also on Twitter at http://ww.twitter.com/astartupaday http://ideas.4brad.com/ http://www.ideaisqueen.com/wordpress/ http://www.ideatagging.com/ http://springwise.com/ http://www.trendwatching.com/ http://www.coolbusinessideas.com/
- You know what? As we move towards more concrete actions, we’re going to notice a set pattern to our actions. And it’s a pattern that we’ll see in Lean, so I’m going to change that headline
- The experiments that you do, and the data that you get, will prove or disprove your business idea – and be the difference between success and failure. You have to go in with your eyes open.
- The Lean method goes under the process: Build, Measure, Learn. And, while it focuses down on the feature set and code – this idea of building test metrics into development isn’t new it’s something we see with MDA and AARRR
- Aesthetics are translated as a type of fun or as “the thing I want my player to experience” As such, each aesthetic has an aesthetic goal. A specific, measurable, outcome that you can test your game against, to make sure that you’ve achieved what you wanted.
- Whatever you are testing – each iteration of the cycle needs: A clear hypothesis A set of measurements that prove or disprove the hypothesis A set time to run the experiment Time to analyse the data And, from that analysis, a way of taking that into the next iteration.
- We teach paper prototyping. It’s cheaper than code and you can iron out a lot of the design bugs early. But what do you prototype? Space Shooter: Prototype systems, not the entire game.
- The MVP is a deployable prototype
- The Dropbox MVP was a video that demonstrated syncing
- For games – that firs one is a odd one. I mean – I’d like a game, but I don’t think I’d desperately need it. But then my flatmate played FTL And then I saw Skylanders presented at GDC And then I saw Amiibo from E3
- And these were real “JUST TAKE MY MONEY” moments
- These things determine.. Well, so much When do they play, what type of quiet do they get? What time of price point do they look for?
- We use these 3 slides as part of a concept submission at GAME I like to talk about these as 3 levels of audience Early Adopter, Secondary, Mass
- But these slides force our students to think about outreach and marketing
- As well as gameplay and product tailored to a specific audience
- We had a speaker at our last conference who told the audience to be remarkable. Not good, not biggest – remarkable. Because if you can make your audience remark about your game, you have a viral, word of mouth spread of your content. So make something they can remark on.
- The Industry. How we love it…
- You need their information to make them YOUR audience. So you can get in touch with them when you need to
- This doesn’t really belong anywhere – but it’s a great quote and you should print it out and hang it over all your desks, the door into your office, and on the other side.
- This is how you monetise. T-Shirts, books. All the added stuff you pay-up for when you give money to a kickstarter. Give your adopters a chance to buy some of that stuff, and at a discount. Or signed. Or both. I mean, they’re giving you feedback, after all.
- A notable example of a company employing the pivot is Groupon; when the company first started, it was an online activism platform called The Point.[4] After receiving almost no traction, the founders opened a WordPress blog and launched their first coupon promotion for a pizzeria located in their building lobby.[4] Although they only received 20 redemptions, the founders realized that their idea was significant, and had successfully empowered people to coordinate group action. Three years later, Groupon would grow into a billion dollar business.
- What does this mean for games? How do you pivot? Dynamic: MDA An explorer RTS with a lot of resources, easily found, but a lot of places to look for A combat RTS. 1 set of resources, in the middle of the map. No respawn. The mechanics for these games are the same – gather and build. The dynamic changes the aesthetic of the game completely – combative or exploratory
- Generally – yes. It’s content. But content is also the think that designers hold onto the most. The context of the game is their baby.
- All of which brings us back to this man’s rant.
- And the last line: Discoverability linked to quality. If you can own your audience, you can shepherd them from title to title – for as long as you have their trust.
- So how do we wrap this up. Other than quickly because I bet I’m over time