Know what you are making
know who you are making it for
make it marketable
X Statement
The one line that describes your game and sums it up easily
Pillars are the core selling points of the game.
My favourite game of all time would be NieR Automata, and a moment in the game that felt like no other would be one of the endings of the game, Ending E, [E]nd of Yorha.
This was a powerful moment after the emotional story and amazing gameplay and world you have gone through the entire game. The music being in 3 different languages having 3 different singers and the lyrics resonating with the story of the game and the characters really got to me and still does. The game has a story that makes you question a lot about life and is a true Yoko Taro masterpiece.
Having to fight the credits in the bullet hell, hacking system was so powerful. The most powerful part about this moment of the game is if you die you get the option to receive help from other players that chose to sacrifice their save file to help you and the game asks you yes/no questions like "DO YOU ADMIT THERE IS NO MEANING TO THIS WORLD" & "DO YOU THINK GAMES ARE SILLY THINGS" while also see encouraging messages from other people that went through this. For example, "we are not so different, you and I. So I want to help you." Finally, when you finish the battle you can also sacrifice your save to help someone else.
Other people that enjoyed the story of the game and took it to heart would also feel this moment is very powerful. These kinds of moments make the whole journey worth it.
X-statement
YoRha, the android army, fight to reclaim the earth for the humans from the alien machine invasion that claimed the world 1000s of years ago while battling their sense of self and their understanding of the world.
Shortened version: Androids fight to reclaim earth from alien machines in a 1000 year long war while finding out hidden truths of the world
Pillars:
Android characters: Interesting characters and will have cool movements
Machine threat that are otherworldly: Interesting designs for enemies that have to look like machines while also looking like aliens. The amount of time they have been on an unknown planet needs to also be present in their design
world abandoned for 1000s of years: The scenery needs to look overtaken from nature after years of being uninhabited
characters that question everything: The story will be an emotional journey
Category enthusiasts - 7%
These players are the most engaged of all and they love to consume games of all types and genres. They are so well informed that they're almost impossible to market to.
Not' a gamer gamers - 17%
These are players that play games on occasion for a little enjoyment and are mainly playing games on their phone. They don't come looking for complexity or to be immersed and instead like to advance through a game at a decent pace and accomplish something. The core things that drive them are advancing through levels, accomplishing challenges and rank. The demographic for this category of player is 64% female with a typical age range of 22-24.
The features that make up these games, that appeal to this type of player, normally consist of single player gameplay, practice modes, tutorials, customisation options and have a less realistic aesthetic style. Genres that this type of player plays normally are puzzle and arcade games primarily on mobile platforms.
Improvers (Solvers) - 14%
These people seek continual mental improvement.
The west is 20% in this category, while APAC are 9%.
Driven by: cognition/memory/prevent decline, challenge.
Prize Finders - 9%
ONLY motivated by prizes, real or virtual. Rewards far outweigh progression or challenge. They want simple games with lots of rewards. They love winning coins and other items through playing simple games and hate to think about stuff to much, they'd rather just get rewards for simple actions. They're driven by the desire to earn money/currency and earn rewards/prizes. The demographic for this category of players has 45% female audience with most coming from the 22-44 age range.
The features that make up these games mainly are reward focused, with daily rewards and big payouts for simple actions. These games are normally played alone. A well known type of game that fits this category is Gacha games. Gacha games give you characters or weapons/items through opening lootboxes and have flashing lights, sounds and other things that trigger chemical reactions in the brain that makes people hooked.
Imaginators - %
They want the ability to create their own world, allowing their visions to become real.
Loves: creating worlds, nurturing, exploring, imagination
Hates: bragging, dominating others, being in charge
Driven by: creation, nurture, exploration, impossible in real life
Features:
interaction with NPCs, involving a strong narrative, strong theme, side missions and quests, character customisation, worlds and events
city builders, simulation, rpg
Storytellers - %
Value narrative over most other aspects of the game. Control character's fate and become invested into the characters and narrative. They respect games as an art form and usually play alone but see themselves as part of the wider community.
Loves:
Features:
interaction with characters and NPCs, open world or linear gameplay, side and main quests choices with consequences, deep narrative
Genres:
Adventure, action, RPG, city builder/resource management
Party People - 7%
These players use games as a social event, to bond with people and make friends.
They like to teach others how to play and enjoy cooperative play as much as competitive.
Loves: fitting in and peer approval, making new friends, being in a team, ERP/RP
Hates: bragging, showing off, be the best or dominating
Driven by: Fitting in, make friends, feel supported, teamwork
Demographic: 61% male 23/45 mixed of married and single
Features:
Teamplay, MP, 1v1, track and progress against others, ask players for help in games, split screen, in-game chat, user created content, social features
Genres:
MMO, CO-OP, shooter, MOBA, RPG, MMORPG, VR
Score Chasers - 13%
Uber-competitive types who want to dominate the competition.
Bragging rights are very important and this consumer generally likes to play with friends and family.
Loves: Bragging, dominating, being the best, getting the highest rank
Hates: emotional connections, narratives, strategy
Features:
realistic environments/photorealism, career modes, team play, customisation, online MP, stats, manager modes, fps
Genres:
action, shooter, rpg, sports, MMO , MOBA
Strategy - %
All about the strategy. they take pride in being smart and leading others to victory using teams as a means to get to the number on spot.
Loves: gaining prestige, being the best, being in charge and leading, bragging
Hates: experiences that don't measure success, caring for others
Driven by: status, support from others, in charge, be the best
Demographic: 65% male 22/44 single/flown the nest
Features:
Team play, voice chat, stats, online matchmaking, 1v1, multiplayer,
Genres:
MOBA, Strategy, MMO, RPG, shooter, action
NOTE: most people are a hybrid of these types of audience. They could fit one type of audience for one genre and another for a different genre, they can even be multiple for one genre/game.
Assets
Assets are what you use to sell the game.
Great GIFs and screenshots will get your game attention, great trailers will sell your game.
Your key art is your pack front - it's the one asset that will be seen more than anything else.
Write wonderfully compelling copy, the words that go with your game.
Descriptions
The description needs to be clear and promote the game while also being interesting.
"An unrelenting onslaught of eye-popping visuals, ear bursting soundscapes and mind-melting action makes this game the vanguard for the next-generation of shoot-em ups"
Key Art
Typically the first thing that people will see of your game on/in the store.
The art needs to be flexible to fit different formats, like rectangles, squares and on box art, as well as changes in size between on a tv/monitor and on a phone or a portable console like a switch.
The key art has got to be complex to show off all the cool aspects of the game.
Having a story visible in your key art communicates the theme of the game, for example having combat can show conflict.
Mood board:
Throwing images onto a page as references for an artist to use for making the key art helps to get ideas flowing and shows the artist what the game is and how to show it off.