media game development

Understanding value through perception

Creating value is the defining essence of your business  

Most people understand Marketing as a conduit to generate sales, whereas it should be understood as a communication platform. Marketing needs to be practiced as a means to engage and understand those who make your company, who support your game - and most important of all, to inherently create value in these conversations and interactions.

While sales might be a result to healthy business practices, it should never be something that would hinder you from growth. It is important to withstand costs, and generate revenue, but it is far more important to ground yourself and create opportunities instead.  Not every chance of exposure will automatically result in a sale, but you can gain supporters might become leads in the future. Brand awareness cultivates a culture that will not only assist with profitability, but enables network growths that will passively work for you over time.

The key is to understand who you are, and try to convey value before sales. A solid business plan, or at least a clear guideline, needs to define everything: from how much you can spend, and what you should spend it on; to your strengths and weakness as a team, highlight what defines you as a brand. Either casual gaming or perhaps cultivating an MMO-like experience, whichever it is, value comes from developer’s efforts, and it should understand what the gamers want. Communication is necessary when it comes to establishing expectations, just as much as you expect any marketing strategy to generate results.

Value can be understood in multiple ways, the one thing to keep present is that there is no way to explore consumer behavior without a direct reference to personal values. Value is that one determining factor that will influence purchase choices, it can provoke or ruin its chances entirely. The way to identify and measure this is by opening up to consumer perception theory, learning about gamers self- perception and market price perception. How both concepts come together as something that is meant to provide quality to their lives.

Companies don’t define what value means, it is their audience who does. Every consumer is ultimately drawn to efforts that address their needs and wants; there is no direct understanding of costs in the gaming industry, but what expectations they build upon what they want from what they eventually get. It is important to highlight that, while there is value in the actual gaming experience, this conversation is aimed at optimizing business efforts. This isn’t about how to improve game development, but how to create value through business development.

Value can be broken down in two larger realms, one being the utilitarian value, which comes from solving a problem via product or service; or hedonic value, the instant gratification that is provoked by experiences. One is entirely practical, whereas the other one is emotional in nature. Being influenced by both internal and external variables, they go along with understanding they satisfy a particular need which is defined by the demographics present in your audience.

Gaming represents a vast industry that can produce incredibly stories, educational tools, casual distraction, and plenty of experiences in the realm of entertainment. Ideally, you want your marketing to stay consistent to the essence of your project – if your game is a casual short experience, do not present it as an epic Final Fantasy inspired homage. Captivating advertisement will never make up for disappointing experiences, creating false windows of expectation can only reflect buyer’s remorse, resulting in losing credibility from people who already trusted you enough to invest in you.

In order to be able to create perceived value is to listen to those who listen to you. Find out who they are, what they do, translate this information in action, then try to produce content that will represent who you are, and at the same time, provide content that will be perceived as valuable. Think of it like having a best friend, there are things you have in common, and with time, you develop your own world of jokes, activities, interests and experiences. It never happens overnight, it sure takes time, patience, and being present for your community.

Creating these environments is fundamental to growing a network, understanding these dynamics is what will create chances of building trust. Nowadays, being seen or heard of is not enough, most people tend to gravitate towards things they already know; meaning, building trust is no longer a branding attribute, but an actual variable that makes the difference between a sale or not. If you have yet to cultivate trust, you should invest yourself in finding out ways how to add value to the people that matter.

My last fook and I are very thankful you read all that >> click here to collect your thank j00 hugz <<


So, you may have noticed I haven’t been doing Inktober these last few days, I have been super duper busy, work, university assessments and what not have been preventing me from drawing. And being in a perpetual state of anxiety is also pretty shitty, but hey, one of my assignments involve lots of low poly design!

So this what I have been doing, if frustration and disappointment in my ability could be visualized, it would not be in these because I actually quite like these.

Developer Pet Peeves: Grandma's Boy

Some people with specific careers will have some sort of experience like this. A friend of mine who is a bus driver, for example, will constantly be asked by random people about her thoughts on the movie Speed. A doctor friend often gets questions about television shows like House and Grey’s Anatomy. Me? I get people suggesting I watch Grandma’s Boy. 

Spoilers under the cut.

Keep reading

On Apologizing for Getting Punched in The Face.

So apparently we got an article written about us, I’d link to it, but that would only encourage more traffic which would cause people to write more hit pieces. And the next time I’m not going to be angry enough to write a funny response.

So the problem with considering women as being equal is you’re not impressed by them just being women. I vividly remember one of the contestants for TFYC saying into the phone “I never thought I’d be able to make a game,” hoping for an emotional reaction and me saying to myself “Why the fuck would she think that.”

Women aren’t special, making a video game isn’t some big thing that’s never been done by one before. Roberta Williams made like 10 of them, most of them were pretty good and I’m pretty sure she didn’t wake up look in the mirror and say “Look how awesome I am for breaking gender barriers.” She made games, they were awesome and they sold for money.

Zoe Quinn didn’t understand this project, she decided to send some followers our way, one of them doxxed me she retweeted it, one of them sent a death threat, tons of them called me transphobic and the majority said the project was exploitive. It costed me some money, a friend and a sponsor. She fucked up, I’ve been treated worst, I rarely think about it anymore. My greatest sin seems to be not pretending it didn’t happen.

It happened, she didn’t know what she was doing. Apparently she’s not an omniscient god sent from heaven to purge the earth from heathen gamers. She’s just some woman that wants to get people to make games. We wrote the statement/peace treaty with her specifically so that she could go to PAX and point to it if anyone asked how we felt about her. And I told Samantha just before pushing it to the webpage “I feel like I’m apologizing for getting punched in the face,” she laughed we posted it.

You don’t know Lola’s she a woman, you don’t know Giovana she’s a woman. Samantha, Laura, all of them have worked really hard on this project. All of them have jobs, all of them are confident and none of them wants to be treated as a victim. The entire article was a hit piece on their work. And if we were to play the victim card, the majority of the crew is Latino, and Samantha has Cerebral Palsy so we win the oppression Olympics. We don’t bring it up cause it’s irrelevant for their work. But technically the author did make fun of a cripple. (I specifically asked Samantha and she said we could use that wording.)

They’ve done excellent work, and you don’t give a single care to their struggles, because they’re not famous. The article was never about misogyny, or harassment, but about one guy trying to white knight his way into getting with the cool kids. And guess what, he fucked it up.

I know reading this doesn’t give that warm fuzzy feeling, like when you’re looking at a young girl attending school for the first time. Zoe’s not a child, women aren’t children, and treating them equally means treating them like adults. To my backers, please shut up about that woman. To the journalists that are covering these proceedings, please remember that’s she a person, not a god, and in our case, she fucked up.

I did get an email from gameranx it just went to spam. Thankfully none of the questions were relevant to the inaccuracies in the article so I will address them here.

1) Given TFYC’s goal of promoting women within gaming, what is your position on your supporters who have been engaged in the harassment and abuse of women within with game media and development?

Your reader base is gamers and they also have been painted with the same brush as harassers and abusers of women. I think it would be a great statement if you returned your ad revenue for the last month.

2) What is your reaction to TFYC’s initiatives to promote women game designers being used as ammunition in the continued attacks on Zoe Quinn and Anita Sarkeesian?

Anita Sarkeesian isn’t a game designer, unless you’re referring to another one I haven’t heard from. I ran a streaming sessions where people could discuss Anita’s work and answered peoples questions to remove some of the anger. And I wrote a long statement with the help of Zoe Quinn to explain that we were no longer angry at her. I have no idea why my supporters would use me against them. That would be like saying giving women money for their game is oppressing them.

3) In light of your objectives and the manner in which you are being used as part of ongoing abuse campaigns, do you intend to issue a rebuke of online harassment, such as the one seen in the recent open letter from game developers?

Yes, to all my backers that are harassing people online, stop. To all the game designers that support the women gameranx has mentioned out of some sense of guilt, I absolve you of that guilt. Now go and actually do something to get more women involved in games.