FantasyFantasyof theof the

FamiliarFamiliar

Or “Why do bad sales happen to good Or “Why do bad sales happen to good games?”games?”

What is this about?What is this about?

• Answering: “What makes games sell?”Answering: “What makes games sell?”• Why do some IPs channel the Zeitgeist and sell millions? Why do some IPs channel the Zeitgeist and sell millions?

• Why do some really great games sell poorly? Why do some really great games sell poorly?

Defining “Fantasy of the Defining “Fantasy of the Familiar”Familiar”

• It consists of TWO THINGS:It consists of TWO THINGS:• A Familiar Premise.A Familiar Premise.

– People must know a lot about the subject.People must know a lot about the subject.– Deeper general knowledge and interest in the Deeper general knowledge and interest in the

premise = more sales.premise = more sales.• Pre-existing Fantasies.Pre-existing Fantasies.

– People must already have dreams/desires to People must already have dreams/desires to engage in that premise outside of games.engage in that premise outside of games.

– Examples: Race car driving, slaying dragons, Examples: Race car driving, slaying dragons, exploring space, playing pro sports, being a exploring space, playing pro sports, being a WWII hero, being a Star Wars character.WWII hero, being a Star Wars character.

FotF in Action!FotF in Action!• Licensed GamesLicensed Games

• Sports GamesSports Games

• WWII ShootersWWII Shooters

More FotF in Action!!More FotF in Action!!• Tony HawkTony Hawk

• Grand Theft AutoGrand Theft Auto

• Need For Speed UndergroundNeed For Speed Underground

Even MORE FotF in Action!!!Even MORE FotF in Action!!!• WWE GamesWWE Games

• The SimsThe Sims

• Gran TurismoGran Turismo

Last Set, I Promise…Last Set, I Promise…• NintendogsNintendogs

• Wii SportsWii Sports

• Guitar HeroGuitar Hero

Good Games That Sold Good Games That Sold BadlyBadlyWas lack of FotF part of the reason?Was lack of FotF part of the reason?• Beyond Good and EvilBeyond Good and Evil

• OkamiOkami

• Mark of KriMark of Kri

• PrimalPrimal

• IcoIco

FotF at the Micro LevelFotF at the Micro Level

• Using Familiar Associations Inside Using Familiar Associations Inside GamesGames– Hockey in Spyro 2Hockey in Spyro 2– Licensed cars in racing gamesLicensed cars in racing games– The shotgun in every FPSThe shotgun in every FPS– The tank (“Scorpion”) in HaloThe tank (“Scorpion”) in Halo– The radio stations in GTA3The radio stations in GTA3– Pirates in R&C FuturePirates in R&C Future

Fantasy of the ForbiddenFantasy of the Forbidden

• Letting you do things you Wouldn’t, Letting you do things you Wouldn’t, Couldn’t or Shouldn’tCouldn’t or Shouldn’t– Because those things are:Because those things are:– IllegalIllegal– RiskyRisky– DangerousDangerous– ScaryScary– Or Just Too Dang HardOr Just Too Dang Hard

Examples of Fantasy of the Examples of Fantasy of the ForbiddenForbidden

• GTAGTA

• Tony HawkTony Hawk

• HitmanHitman

• Need For Speed: UndergroundNeed For Speed: Underground

• The SimsThe Sims

““High Concept” in MoviesHigh Concept” in Movies

• What is it?What is it?– A “High Concept” idea can be described in a A “High Concept” idea can be described in a

single sentence and immediately suggests single sentence and immediately suggests boundless possibilities.boundless possibilities.

– When you hear a High Concept idea you can’t When you hear a High Concept idea you can’t help but instantly think of some of the fun help but instantly think of some of the fun directions it could go. That’s the “promise” of directions it could go. That’s the “promise” of the idea. The film has to deliver on the promise the idea. The film has to deliver on the promise by coming up with ideas even better than the by coming up with ideas even better than the ones you can think of when you hear the ones you can think of when you hear the concept.concept.

Examples of High ConceptExamples of High Concept• SpeedSpeed• ClickClick• Mr. and Mrs. SmithMr. and Mrs. Smith• Home AloneHome Alone• Toy StoryToy Story• Bruce AlmightyBruce Almighty• Monsters IncorporatedMonsters Incorporated• The IncrediblesThe Incredibles

What’s the Point of High What’s the Point of High Concept?Concept?• The biggest issue in marketing movies is The biggest issue in marketing movies is

telling people “What It Is”telling people “What It Is”– Who’s in it? Who’s in it? – What kind of movie is it? What kind of movie is it? – What’s it about? What’s it about? – Is it my kind of movie?Is it my kind of movie?

• High Concept Answers “What Is It?”High Concept Answers “What Is It?”– In a single sentence it offers you a “promise”. In a single sentence it offers you a “promise”.

It offers an enticing idea that sounds like it It offers an enticing idea that sounds like it could pay off in a funny/exciting/interesting could pay off in a funny/exciting/interesting way. When you hear the one-line description way. When you hear the one-line description you want to see the movie and see the promise you want to see the movie and see the promise fulfilled.fulfilled.

High Concept in GamesHigh Concept in Games

• GTAGTA– Play as a gangster in a living 3D city where you Play as a gangster in a living 3D city where you

can walk, drive or fly anywhere and interact can walk, drive or fly anywhere and interact with everything and everyone in the world.with everything and everyone in the world.

• Dead RisingDead Rising– You’re stuck in a mall that’s taken over by You’re stuck in a mall that’s taken over by

Zombies! Fight them off with whatever you can Zombies! Fight them off with whatever you can loot.loot.

• Ratchet and ClankRatchet and Clank– A futuristic platformer with high tech weapons, A futuristic platformer with high tech weapons,

gadgets and interplanetary travel.gadgets and interplanetary travel.

FotF and High Concept in FotF and High Concept in GamesGames• High Concept game ideas usually also rely on High Concept game ideas usually also rely on

Fantasy of the Familiar.Fantasy of the Familiar.

• You know a High Concept idea when you hear it You know a High Concept idea when you hear it because it feels “filled with potential.”because it feels “filled with potential.”

• Most movie pitches have to be “high concept” to Most movie pitches have to be “high concept” to be considered these days.be considered these days.

• Very few games, even successful ones, are “High Very few games, even successful ones, are “High Concept”. Concept”.

• Maybe the game industry should try to make Maybe the game industry should try to make more high concept games? more high concept games?

• Maybe we should?Maybe we should?

““Pre-Sold” ConceptsPre-Sold” Concepts

Movie Execs love “Pre-Sold” movies.Movie Execs love “Pre-Sold” movies.• ““Pre-Sold” means the movie has a built-in Pre-Sold” means the movie has a built-in

audience who will see it based on what it is. audience who will see it based on what it is. Examples: Examples:

• Sequels to original hits.Sequels to original hits.• Big Licenses – Spider Man, TransformersBig Licenses – Spider Man, Transformers• Every Adam Sandler movie.Every Adam Sandler movie.• Films based on popular TV shows, video Films based on popular TV shows, video

gamesgames• Pre-Sold concepts succeed because they Pre-Sold concepts succeed because they

are familiar. People know what it is already.are familiar. People know what it is already.

Main Reasons Movies Main Reasons Movies SucceedSucceed

• Who’s in itWho’s in it

• Strength of the genreStrength of the genre

• Pre-Sold ConceptPre-Sold Concept

• Compelling High ConceptCompelling High Concept

• Word of mouth – i.e. was it any good?Word of mouth – i.e. was it any good?

Main Reasons Games Main Reasons Games SucceedSucceed

• Pre-Sold concept (sequel, licensed Pre-Sold concept (sequel, licensed property)property)

• Word of mouthWord of mouth

• Fantasy of the FamiliarFantasy of the Familiar

• Compelling High ConceptCompelling High Concept

• Strength of the genreStrength of the genre

• (NOTE: We can’t control the first two (NOTE: We can’t control the first two factors.)factors.)

Let’s Look at Recent SalesLet’s Look at Recent Sales

• We’ll look at top 10 on DS, PS2 and 360We’ll look at top 10 on DS, PS2 and 360

• We’ll include titles released 2005 and We’ll include titles released 2005 and afterafter

• Sales are counted up through June 2006 Sales are counted up through June 2006 (that’s all I have data for)(that’s all I have data for)

• How many titles use FotF?How many titles use FotF?

• How many are “High Concept”?How many are “High Concept”?

• How many have a large “Pre-Sold” base? How many have a large “Pre-Sold” base?

Top 10 DS GamesTop 10 DS Games

• Nintendogs Nintendogs 4.6M4.6M• Pokemon (Diamond and Pearl)Pokemon (Diamond and Pearl)

2.8M2.8M• New Super Mario Bros New Super Mario Bros 2.6M2.6M• Brain Age & Big Brain Academy Brain Age & Big Brain Academy 2.4M2.4M• Mario Kart Mario Kart 2.0M2.0M• Super Mario 64 Super Mario 64 1.9M1.9M• Animal Crossing: Wild WorldAnimal Crossing: Wild World 1.3M1.3M• Pokemon Mystery DungeonPokemon Mystery Dungeon 0.9M0.9M• Yoshi’s Island 2Yoshi’s Island 2 0.8M0.8M• Pokemon RangerPokemon Ranger 0.7M0.7M

Top 10 DS Games (New IPs)Top 10 DS Games (New IPs)

• Nintendogs Nintendogs 4.6M4.6M• Brain Age & Big Brain Academy Brain Age & Big Brain Academy 2.4M2.4M• Pokemon (Diamond and Pearl)Pokemon (Diamond and Pearl)

2.8M2.8M• Cooking MamaCooking Mama .42M.42M• SpectrobesSpectrobes .29M.29M• Asphalt: Urban GTAsphalt: Urban GT .28M.28M• CATZCATZ .28M.28M• DOGZDOGZ .28M.28M• HORESEZHORESEZ .20M.20M• Trauma Center: Under The KnifeTrauma Center: Under The Knife .20M.20M

Top 10 PS2 GamesTop 10 PS2 Games

• Madden 06: Madden 06: 3.3M3.3M• Madden 07: Madden 07: 2.8M2.8M• Gran Turismo 4: Gran Turismo 4: 2.1M2.1M• God of WarGod of War 2.0M2.0M• Guitar Hero 2Guitar Hero 2 2.0M2.0M• Star Wars Battlefront 2Star Wars Battlefront 2 1.9M1.9M• Kingdom Hearts 2Kingdom Hearts 2 1.9M1.9M• Lego Star WarsLego Star Wars 1.7M1.7M• Final Fantasy XIIFinal Fantasy XII 1.5M1.5M• Need For Speed: Most WantedNeed For Speed: Most Wanted

1.4M1.4M

Top 10 PS2 Games (New Top 10 PS2 Games (New IPs)IPs)• God of WarGod of War 2.0M2.0M• BlackBlack .79M.79M• GunGun .74M.74M• 50 Cent: Bulletproof (*)50 Cent: Bulletproof (*) .69M.69M• Destroy All HumansDestroy All Humans .63M.63M• BullyBully .59M.59M• MercenariesMercenaries .56M.56M• Naruto: Ultimate NinjaNaruto: Ultimate Ninja .46M.46M• Thrillville (life simulation)Thrillville (life simulation) .45M.45M• 25 To Life (shooter)25 To Life (shooter) .33M.33M

• * = not sure whether this counts as a “license”* = not sure whether this counts as a “license”

Top 10 360 GamesTop 10 360 Games

• Gears of War Gears of War 2.1M2.1M• MaddenMadden 1.2M1.2M• Call of Duty 2Call of Duty 2 1.2M1.2M• Ghost Recon: Advanced WarfighterGhost Recon: Advanced Warfighter 1.2M1.2M• Elder Scrolls: OblivionElder Scrolls: Oblivion .94M.94M• Call of Duty 3Call of Duty 3 .94M.94M• Fight Night Round 3Fight Night Round 3 .92M.92M• Rainbow Six VegasRainbow Six Vegas .87M.87M• Guitar Hero 2Guitar Hero 2 .84M.84M• Saint’s RowSaint’s Row .75M.75M

Top 10 360 Games (New Top 10 360 Games (New IPs)IPs)• Gears of War Gears of War 2.1M2.1M• Saint’s RowSaint’s Row .75M.75M• Dead RisingDead Rising .70M.70M• CrackdownCrackdown .67M.67M• Lost PlanetLost Planet .54M.54M• F.E.A.R.F.E.A.R. .31M.31M• KameoKameo .28M.28M• Viva PinataViva Pinata .27M.27M• Table TennisTable Tennis .23M.23M• ChromehoundsChromehounds .22M.22M

SummarySummary

• The biggest new IPs over that time The biggest new IPs over that time span benefited from Fantasy of the span benefited from Fantasy of the Familiar.Familiar.

• The top overall sellers, not just new The top overall sellers, not just new IPs, all have FotF.IPs, all have FotF.

• The best sellers tended to be familiar The best sellers tended to be familiar ideas but offered something new to ideas but offered something new to gamesgames..

So, Is Fantasy of the Familiar So, Is Fantasy of the Familiar the Opposite of Creativity?the Opposite of Creativity?

• Well….. Sort of?Well….. Sort of?– Being “too creative” can be a liability.Being “too creative” can be a liability.– Creating a world where there is nothing Creating a world where there is nothing

familiar or accessible is likely to have a very familiar or accessible is likely to have a very small audience.small audience.

– But creating a familiar world isn’t enough. But creating a familiar world isn’t enough. Nobody wants to play “Let’s explore downtown Nobody wants to play “Let’s explore downtown Burbank.”Burbank.”

• The most successful concepts are usually The most successful concepts are usually the ones that tap into pre-existing human the ones that tap into pre-existing human dreams and fantasies.dreams and fantasies.

ConclusionConclusion

• This isn’t a road mapThis isn’t a road map

• Games without FotF can still be hitsGames without FotF can still be hits

• These are observations, not guidelinesThese are observations, not guidelines

• Some mega-hit games don’t fit this Some mega-hit games don’t fit this mold:mold: