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  From the Outside, Wanting In: XNA Community Games
by E Zachary Knight on 04/27/09 10:24:00 pm   Featured Blogs
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  Posted 04/27/09 10:24:00 pm
 

XNA was launched as the platform for indie developers to spread their wings and take that leap of faith. It provides a lot of benefits in the form of ease of use and a direct path to potential game consumers. Microsoft gave it a nice forum for creators to collaborate, critique and build. But will it suit the needs of a person in a position as myself? Will it be a viable option for a developer to make that first step to game development and be able to support my self.

As a platform this is one of the most public about its services. Everything about development, pricing, royalties and publishing are set out straight forward for anyone. One does not have to even sign up for the creators club to read about it.

First, what would I need in order to get started making games for the XNA platform? Well, Microsoft has that answered in depth for those interested. 

First, you need to sign up for the Creators Club website and download the tools and SDK. Everything is free to download and use. All you need is a PC with Windows XP or Vista. The only tools you need are a copy of either Visual Studios 2008 or the C# Express Edition 2008 IDEs and the XNA API.

Second and this is where the real necessities come in, if you want to actually develop for the Community Games you will need to purchase a Premium Membership, a $100 a year price, and an XBox 360 with a hard drive. Sorry Arcade owners, you will need to upgrade. You will also need a Live Gold or Silver membership and XNA Game Studio.

Finally, you can now start developing games for the XBox 360. 

I won't go through all the details of making a game. If anyone is interested there is plenty of information out there for you to learn if you don't already know. But just a reminder, if you want to develop XNA games, you will need to know C# or be willing to learn it. The API is not compatible with any other language. 

So now that you are done making your game, what is the next step? According to the link above, you must now submit it to the community. Further details are on the submission guide.

This step comprises compiling your game, adding your game to the community testing site and waiting. Submitting the game seems pretty straight forward. No surprises there. What comes next, however, is quite a bit different than most systems.It is then reviewed for accuracy and bugs by the community of developers.

The Peer Review process checks for the accuracy of the descriptions, screen shots, videos and ratings. They will also look for bugs that hinder gameplay. Microsoft is pretty tight lipped about how many reviewers need to pass the game and what sort of scores one must get for the game to be published. This is the first thing that worries me as a prospective developer. Up till this point, I have been rather interested.

The reason I am concerned is not because I am afraid my peers won't like the game. Microsoft has made it pretty clear that games cannot be rejected just because people don't like them. My concern is that not enough people will review it. As far as I can tell from the information available, there is no requirement that developers must review titles. Right now there doesn't seem to be an issue with developers being willing to review games as well as make them. Yet, the service is still new and being tried. Youtube at one point had a large number of the visitors to the site uploading videos, now it is estimated that less than 1% of the visitors ever upload a video. Will something similar happen here? Will developers eventually get tired of playing so many crap games that they will either leave or just submit games and go off to make their next one?

So far this will have to remain unanswered. Only time will tell. Perhaps the community surrounding XNA will continue to grow and foster itself.

After a game is reviewed and deemed bug free and appropriate, it is now ready to go live. There is nothing you really need to do here. You already set the price in the submission process. Once the game reaches that mysterious number of approving reviews, it automatically gets published to the XBox Marketplace.

Here is where it gets tricky. According to the FAQs page The developer makes 70% of the cost of the game in Microsoft points converted to US Dollars. Not bad really, yet there is a catch. Microsoft reserves the right to choose whatever games they want to promote even without the developer's approval. Currently they are not taking any extra cut of the game's profit, but that may change in the future.

So aside from all that, what does it look like in the long run? Recently Gamerbytes published a detailed listing of 'tens' of games, some others and their respective conversion rates and profits. Frankly, I am a little underwhelmed.

Very few games have made much money at all. Only three games in the first list made more than $5000. Some faster than others, but none at a rate to sustain a development house of more than one developer full time. Only one game has made some serious cash according to the information at hand has made a significant profit. Not a very good outlook.

Finally, Gamerbytes points to two developers and their take on the numbers. I would like to quote them before I close and pass my judgement.

Caffeine Monster Software said of their numbers:

 We’ve mostly received positive reviews for DUOtrix, but it doesn’t make much of a difference because it quickly got buried by newer games, regardless of their quality. The issues of visibility and shelf space that plagues retail is just as prevalent here. What’s frustrating is that it’s very easily avoidable in the downloadable space.

Mommy's Best Games also lamented their numbers:

Although this number may look enticing to a hobbyist, we can only look at sales data and what it means for Mommy’s Best Games, taking into consideration

Although this is only 4 months of sales, except by the grace of God or a divine new marketing strategy, we do not anticipate seeing sales staying this strong.

What all that means to our bottom-line, we do not yet know, but it does not feel great.

From everything I have read, from the awkward review process and the difficult exposure issues, this may not be a platform for anyone wanting to get into anything beyond a hobby level of game development. To top it off, you will also have to compete with the professionally developed XBLA titles and the disk based games for the consumers' dollar.

My verdict in the end is that if you want to strike it out on your own, you will probably want to avoid XNA. However, if your goal is to eventually work at some awesome game development studio, this could be a great way to get your name some serious recognition. 

Next up: XBLA

 
 
Comments

Danny Day
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Couple of points:

Microsoft planned to take an extra percentage to promote selected XNA titles. This has since been dropped. It's doubtful that it will make a comeback, although judging from the download rates I think a lot of the more savvy devs would not mind "paying" an extra 30% of their income to be featured on the dash like XBLA games currently are and theoretically gain access to the 100 000+ monthly downloads such titles enjoy.

The biggest issue that we've seen so far with ALL the community games is that there's no marketing behind any of those titles. Sure, getting to the game can be tricky via the dashboard, but there's no buzz around a single community game the same way people look forward to something like Fez. Even Weapon of Choice has relied on secondary visibility via press pieces about the DreamBuildPlay contest and having the fortune of being a launch title.

Launching a game on XBCG is very similar to launching a casual game as a new studio. Chances are you won't get the returns you're hoping for unless you've got a really strong marketing push and some sort of amazing customer hook behind you. I doubt anyone would advise building a fully-staffed startup around the casual industry unless they were going to take it seriously. It's the same with XBCG.

Furthermore, XNA allows you to "pitch" a fully-fledged game, already running on a console to XBLA publishers. We know that there are extensions that allow XNA games to work on XBLA (Shizoid, Dishwasher) and I'd imagine that this is one of the major draws for small studios trying to get into the console market. Plus you can easily maintain multiple platforms in XNA, it's not a case of porting your game over to PC - once you've got the input and resolution selection stuff handled, your game will work just as well on Steam as it will on 360. Again, we're not seeing this happen. I would hazard that the main reason is nobody is approaching the platform with the business mentality required to build a sustainable studio... Or maybe they are and we're simply not hearing about them because they've all landed XBLA contracts and are busily polishing up their games ;)

My own studio is aiming at XBLA and PC digital download via XBCG, we've already produced one of the top 20 DreamBuildPlay entries last year. The hard part is attracting publishers to South Africa.

E Zachary Knight
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Thanks for the comment Danny. I enjoy hearing from other developers on these platforms.

I did note that Microsoft is not taking additional revenue for marketing XNA titles at this time. Yet, they do not have that in any of the information on their XNA site. This information has come from developers after the release of the stats. That decision to not take additional revenue is most likely due to the limited success of the games on the service.

I do think that it could change if the XNA CG service gains steam and starts to produce more successes. If more games start bringing in more revenue with and without the MS marketing push, they will probably bring it back.

As for XBLA, I will be getting to that next and will be discussing my impressions of it.

Adam Bishop
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As someone who has just released a game on XBLCG in the past few days, I can't really agree with your assessment of the review process as "awkward". My own titled got through the review process with no problems in one week. That's less time than an XBLA title takes to get through certification. The review process is extremely straight forward: reviewers test the game to see if it crashes, if it has any serious useability issues (games are expected to work on all controllers, not just controller 1, for example), and if the game has any content on the list of prohibited content that Microsoft has given us. Most games get through the process pretty easily. The only people who have trouble getting their games through review quickly are either people who create applications rather than games, and people who repeatedly submit games that need to be failed, often for pretty obvious crashes. I understand your trepidation about the XBLCG market from a business standpoint, but the review system itself operates pretty well.

E Zachary Knight
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Thanks for the feedback. But that still leaves teh concern about how long that active community of reviewers will remain active.

I was unable to find any information on this and after signing up, I can't seem to find the terms of service again. There is no link that I can find. But as a developer, are you required to review games in order to get your game approved? Or can you submit a game and just wait.

If it is the latter, that is where the concern and 'awkwardness' of the review process comes from. Will people just assume that others will review games and thus they don't have to?

I don't want to go into too much detail and comparison with XBLA, but at least you know that Microsoft will always be around to approve those games. With XBLCG, there is not that 100% assurance.

Bob McIntyre
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I think that there will always be people who just want to get the first chance to see games and review them. Look at Wikipedia. There are people on there who clean up vandalism within five minutes of somebody defacing an article. The only questionable issues I can see would be someone who either spams with pornographic games, or who upvotes or downvotes every game they see. Both are fixed much more easily here than on YouTube, though, because people have to pay $100 per year for their accounts, so it's easy to discourage people from abusing the system.

Joshua McDonald
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I'm not sure about the review thing, but I think that many people are misjudging how to rate the success of XNA games.

1. Marketing makes a huge difference:
I've never actually seen marketing for any community game. I've seen articles and information, and some got a nice boost from Microsoft hosting the Dream Build Play contest, but I've never seen a banner ad, I've never seen somebody on a forum link to their game in their sig, etc. You won't have a powerful opening without lots of marketing.

2. If your game is truly good, sales will go up, not down, as time passes:
For a AAA title that everybody knows about and anticipates, sales tend to be front-loaded into the first few months of the game's life. For a game in a new franchise made by a new development studio who can't afford to market it, the games growth needs to be viral (aka, word of mouth). I doubt Alien Hominid was huge in its first 3-6 months, but it was well liked enough by those who played it that they spread the word and it eventually got big enough to be ported to modern game consoles.

So don't get too worried about low numbers for XBLCG, especially since a lot of those games really aren't good enough to have high numbers.

E Zachary Knight
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The problem with the marketing argument here is that these games are made by people who most likely don't have the funds to market their games in any significant way. It takes a serious amount of money to market a game. even banner ads can be expensive if you want to get them in places that your potential customers will be. I have seen banner ads in high profile sites go for $1000 a week.

For hobbyists and indies, that is not always possible.

Personally, I think the biggest issue in getting your game noticed is not really with marketing (there have been numerous heavily marketed games that have failed) but having to compete with the professional games of XBLA and disk based. A consumer would be more likely to choose a professional game that had to go through the console manufacturer's vetting system before publishing. They would feel more secure in choosing one of those than a game that was made by some guy in his bedroom.

Danny Day
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Remember that we're talking about indies here. People who run the entire gamut of skill sets and creativity... I'm sure there are some that will find ways to creatively market their games for little to no money. I know we have some unusual ideas for our own titles, when they're done. Most are just happy to get their games out the door by the time they release.

@Adam: What did you release? Give us a chance to take a look at it (and exercise those marketing muscles of yours).

Adam Bishop
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My game is called "Time Flows, But Does Not Return". It's an experimental game in the vein of things like Passage or The Marriage. This is probably a good example of why I'm not cut out for marketing, but I kind of feel like it's not really polite to use someone else's blog as a way to push my own creations. It's their blog, not mine, right?


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