First of all, we must remember that Software is anything that is not hardware but is used with hardware, esp. audiovisual materials, as film, tapes, records, etc. In other terms, anything that has lines of code that “does something” when it is run in a hardware device is a software. Yes, even games. Before you start calling me Captain Obvious for that statement, think about the many developers and publishers that have forgotten this simple fact for the futile pursuit of a movie-type of business, and this have resulted in games that are really forgettable, if they are not a total waste of time, money and effort.
In the companies I worked in there was something very interesting that remains with me as a freelancer: any software can be called a “solution”, because the purpose is to solve the issues that users have when they want to get a job done. For example, a word processor makes writing documents easier and a point of sale software helps making sales faster and tracking inventory accurately. Your web browser is a solution too, to navigate through web pages and do stuff online. Like in real life, there are many solutions to an issue or problem and the people choose a solution that fits best for them; so the better the solution, the higher the chance to be chosen. When a software development company sees a constant increase of number of users for one of its products, it means that the solution has been accepted and customers are helping expanding the popularity of it. And if the software fails, it’s because other solutions are more appealing and the company needs to do improvements in order to make it attractive.
This brings to the whole point of the entire post.
What Game Developers Need to Remember (if not Learn):
- The game is also a solution: Yes, even games are solutions for customers. They serve a purpose and performs a job. So before even starting the development process a question must be asked: "what is the issue that needs to be solved?", "what is the real need to be satisfied?", "what job needs to be done in a better way?". Do not think of just "telling a story", because that's not what the customers want in a game, it may add value, but is not their main priority.
- The development tools are solutions too: The design tools, the game engine, the audio synthesizer, the physics library, etc. are all solutions to the developer. They help make the development of a game easier and according to goals. With those tools how can't a game be a solution?
- Customers are the ones to decide what solution is best: A game is a solution, period. It's up to customers to decide if the product really is of quality, that it performs the job they want to be done. Customers define the quality, not the developer, nor the journalists, nor the retail store.
- If a product fails, it's a developers fault: Why put the blame on the market, a platform, the economy, or much worse, the customer? If a game is of quality to customers, it becomes a hit; if not, a respectable developer must see what really went wrong in the development process, not outside the company.
- Visuals don't matter, just the job to be done: Focusing on the graphics alone will not make a solution better than the rest. A piece of crap that looks amazing is still a piece of crap. They can help add value to a game, but the game must first be of good quality in gameplay, content, and offering an experience to the user. polish the graphics later on, not at the beginning.
What Game Developers Need to Forget:
- Digital distribution: many games are being distributed electronically like the small, independent games (where the space is so small that does not justify even a CD). But full games should remain going to retails. Games offer entertainment to customers, and thus need to be distributed physically on order to be "treasured" by customers. There are many customers that sear online for software that does a job, but that same number do not necessarily search online for games. Many rather go to the retail store to see what's new.
- Patches and bug fixes: In software, it's almost impossible to have zero bugs, because there are particular conditions that make the application crash, but having a very good QA department reduces the need to do them. If there are many patches and bug fixes, the software can be considered of poor quality that should have been released to the market in the first place, and customers will think twice before buying another product from the company. Game developers must have an even more powerful QA to avoid the need to use patches, they should be considered out of the question. (This is not the case for updates that add content).
- Market segmentation: this works in software, because there are groups of people with different needs to be addressed and a company can charge for it in a more free manner (some tools can be worth $50.000+ O_o) because the customer have the resources to pay for them. But in games, when there is a limit in the retail price, segmentation does not work as many think. Some companies can get lucky but they lose the opportunity to get even more customers. Stop thinking of "games need to be more expensive" and think of "we need to get more customers" if a development company wants to be profitable.





