Outsourced: Midway Home Entertainment Chief Marketing Officer Steve Allison on What Developers Must Do to Make Games That Sell, Part I
According to our numbers, the actual success rate of new IP over the past four years is just seven percent. In other words, 93 percent of new IP fails in the marketplace. So while the 90-plus review scores and armfuls of awards create the perception that titles like Psychonauts, Shadow of the Colossus, Okami and other great pieces of work were big successes, the truth is that they were big financial disappointments and money losers.
So with a success rate of less than 10 percent for new IP, it is not the way we market and launch games that needs revisiting in the next generation. No, it is development that needs reflection, refinement and change. It is development that must evolve in all its various facets, from inception to execution. It is the conception and creation of new IP that must be redefined in this new generation so that we can all pull together to beat the 93 percent failure rate--even as we face significantly higher development costs--by reaching a common understanding that the potential success of any game is wholly dependent on three key factors, in the following order of importance: the true commercial power of the game's high level concept, the timing of the game's release, and finally the quality of the game's execution.
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1. The Most Important Thing to Get Right is the Concept.
Games should have an elevator pitch that makes avid gamers and average mass market consumer who plays games say "I've got to get that" or "Bad ass!"
One very important truth is this: 16-35-year-old males in 2007 are not attracted to the things our PD [product development] guys naturally tend to come up with. Why? Because working at a publisher day in and day out, particularly in development, we all get trapped in the hardcore gamer's mindset. It's really important to understand that our customers on next generation home consoles--Playstation 3 and Xbox 360--are 90 percent male, and that's not going to change anytime soon. Therefore, the games that have the highest commercial potential are those that provide an outlet for them to live out their alpha male fantasies, to do the things they truly want to do but never could in real life.