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  Game Changers
by Brandon Sheffield [Business/Marketing, Design]
14 comments Share on Twitter Share on Facebook RSS
 
 
November 9, 2011 Article Start Previous Page 2 of 4 Next
 

Rovio (Espoo, Finland)

Angry Birds is not really an amazing game in itself. It's certainly a massive hit, with over 500 million downloads as of this writing, but when you break it down, it's nothing more than a standard action physics puzzler using a formula and playstyle that has existed for many years. It's not the game that puts Rovio on our list -- it's how the company has supported it.

Once it was clear that Angry Birds was going to be a success, Rovio didn't start planning a sequel, or even a new game. It took the "games as a service" model touted by MMO developers, and shrank it to mobile size. The company has released extra levels, holiday-themed versions, and other updates and upgrades (including some item purchasing) consistently throughout the game's now nearly two-year lifespan.



People are still buying Angry Birds even now, because Rovio knows when people are playing a game, they talk about it. And when people talk, others become interested. Consistently building buzz has been critical for the title, but so has a massive campaign of porting to every device under the sun, including upcoming versions for Nintendo's Wii U and 3DS, but also older phones and operating systems.

Rovio began as a mobile company doing J2ME games and working from contract to contract, and some of that shows in its porting lust. But the clever bit is that when they found a hit, they stuck with it, instead of moving on to the next contract again. The company also used new platforms to prove out new business models (the first version on the Android OS was free-to-play with ads).

Is this sustainable? Rovio certainly thinks so, bragging that when it goes public, its IPO will be worth more than PopCap's. This remains to be seen, but the company is doing a fantastic job of pushing Angry Birds out to as many people as possible, without a huge backlash saying that it's just milking one franchise. And that takes real ingenuity.

Humble Indie Bundle (Internet-based)

The Humble Indie Bundle was an intriguing experiment -- pack several indie games together, and give people a "pay what you want" model for downloading them. The profits were to be divided up among the developers. There had been attempts at models like this before, but not on this scale.

The quality of the titles as well as the buzz generated meant that the first bundle went on to generate almost $1.3 million. Subsequent bundles have done even better, helping all companies involved generate additional income without the bundle claiming any ownership over the products themselves.

One of the project's additional successes comes from its ability to retain that indie feeling while growing massively. As the bundles have gotten more successful, they attracted the attention of investors. Sequoia Capital provided venture funding of $4.7 million to the bundle's future growth, which is a decidedly un-humble amount of money.

Even so, the third "Indie"-branded bundle has surpassed the previous two in sales, and only a minimal amount of ill-will has been generated from fans decrying the less-than-indie funding source. So long as the games are indie, and no royalties are asked for, it appears the Bundle will continue changing the way indies look at their own post-release business.

Microsoft's Kinect (Redmond, WA)

The Kinect was Microsoft's answer to the motion control craze in games that started in earnest with Nintendo's Wii. Through the power of a 3D camera, Kinect was to make your full body the controller, and early numbers looked good.

Though Microsoft hasn't released any statistics in the last several months, as of March, 2011, the peripheral had sold over 10 million units. The Kinect camera was instantly the cheapest 3D camera on the market, and the device was quickly modified by hobbyists for non-standard use, with early demos showing some amazing technologies, from 3D rendering of a space in real time, to curious visualizers.

It quickly became clear that Kinect was a hit among not only game players, but the tech community at large, and if Microsoft didn't get in front of the bus, the hobbyists were going to drive it away. So in February, 2011, MS released a non-commercial SDK for Kinect for PC, and while the third party market for PC-oriented use has only begun, a great number of impressive strides are already being made.

Scripts exist in Google Chrome to control the browser with hand gestures, MotionBuilder is using Kinect for cheap motion capture (as are some hobbyists), and others have found virtual reality game applications for the hardware. Outside of games, Kinect has been used in video surveillance, for trying on new clothes in Topshop, and medical imaging.

Kinect is proof positive that if you provide intelligent people with an affordable and intriguing product, it will take on a life of its own. While the Kinect's greatest success will likely be in games, when our world crosses over into other spheres, even greater things can happen.

Pixologic's Sculptris (Los Angeles, CA)

It wasn't too long ago that ZBrush, and later Mudbox took the game art world by storm, offering 3D modeling environments that were closer to sculpting than they were to traditional Maya modeling. The high-polygon models couldn't be beat -- but for some, the software was too complex and labor-intensive.

And so it was that hobbyist Tomas Pettersson set about developing Sculptris in his spare time in 2009. The software is still in alpha, but already has artists excited, with its simpler user interface and speedier entry into the world of digital sculpting.

Though some call it a "ZBrush lite," the software is now under the guiding hand of the the ZBrush company, Pixologic, and packs nearly as much power into a more user friendly package.

Artists, indies especially, have gotten excited about the development of the software, which looks to open up the world of digital sculpting to a whole new audience. What's more, it's free to download, though of course Pixologic hopes to transition users into ZBrush and its more robust, deeper toolset, allowing interoperability between both packages.

 
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Comments

E McNeill
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Props for describing Gameloft honestly instead of hiding behind "some claim" and other weasel words.





"The fund currently supports four announced projects, Steph Thirion's Faraway, Dan Pinchbeck's Dear Esther, Andy Schatz's Monaco, and Toxic Games' Q.U.B.E."



What happened to Shadow Physics?

scott anderson
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Shadow Physics was dropped from indie fund in July. I might release a little more info on this in the future but that's the gist of it, the game is no longer funded.

E McNeill
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Thanks for responding. I'd be interested in hearing the "more info". I'll keep an eye on the website.

Victor Soliz Kuncar
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Gameloft sounds as a great development to me. "IP" battles are making software companies focus about lawyer stuff instead of making good quality products and thus it is good to have a good precedent such as Gameloft.



Although angry birds is just a physics engine, it does a big deal of cute visual design that is good at attracting new players.

Bart Stewart
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As a side note on the patent phenomenon, the problem is not primarily "shady engineers," it is a patent system that intransigently insists on treating software algorithms and concepts exactly like physical inventions.



The concept of encouraging invention by protecting the ability of inventors to profit from their creativity is a good one. But the system through which this concept is implemented is broken. It is failing to achieve its stated goal where software is concerned because it fails to accept that software, while property, is a different form of property with a different range of obviousness and prior art, and a different speed of development and a shorter span of value.



I suggest that blaming the creators who use the current patent system misses the real problem. The patent system itself is what needs to change to reflect the realities of software versus other forms of creative property.

brandon sheffield
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I'd say it's a mix - the system is broken, to be sure, but there are a lot of shysters that are exploiting that system. Creators are not the problem - it's the folks who have never actually created anything, but then file patents on existing techniques just because the patent didn't exist yet that I am decrying.

Titi Naburu
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Well said, brandon. Although there must be creators-shysters too. But some patents are ridiculous, like patenting the thumbs up gesture or a shiny screen.

Bart Stewart
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I understand your point, Brandon. Mine is that the problem is best fixed not by going after the trolls, of whom there will always be plenty to take the place of others, but by fixing the broken system that grants such patents despite obviousness or prior art.

Matt Hackett
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The funding of the Humble Indie Bundle really surprised me. From what I understand, it was started by Wolfire, who wears "indie" like a badge of honor. But surely the investment must mean that they now have to report to investors (at least with regards to their bundles). And why did they even need the money, after the smashing success of the first bundle?

brandon sheffield
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Confusing, indeed! We've asked these questions, and have been unable to get an answer.

Martin Pichlmair
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(Disclaimer: I'm not part of Humble Inc. but I had a game in the third Humble Bundle)



The "smashing success" of the first bundle sure made some money for Wolfire themselves. But the major part of it went to the developers and the charities. Also, Humble Inc. is a separate company from Wolfire Games, though started by the same people. Wolfire is still independently developing games.

Alexander Cooney
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It's incredible to read this and think about how much has changed in so little time.



I'm surprised, though, that Unity didn't get a mention here. Or if not Unity specifically, at least some kind of acknowledgement of the switch from modding to independent game development as a result of a growing stable of viable game frameworks and tools. UDK? Cryengine3?

Jeremy Alessi
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Unity +1

Robert Hewson
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Great read... change is sweeping through the industry, it's going to be a very, very interesting decade.


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