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In the hardware messaging war, Ouya's playing the wrong notes Exclusive
August 22, 2013 | By Leigh Alexander

August 22, 2013 | By Leigh Alexander
More: Microconsole, Console/PC, Business/Marketing, Exclusive, Video

When a platform holder is careless about messaging, it dents its value proposition for developers, argues Gamasutra's Leigh Alexander.

You may have noticed that the Ouya's marketing has been a little... off. Its mouthy 90s-magazine slogan "GET SOME" is abrasive enough on its own, but when it was infamously paired with an announcement about a game based on the tragedy of pediatric cancer?

"The powerfully-moving That Dragon, Cancer is now an OUYA exclusive. GET SOME," blabbed the company in a now-deleted but unfortunately-memorable tweet.

Just yesterday, an ad circulated on the Android console maker's official YouTube channel where a grotesque, cartoonish man in his underpants ripped out his own spine and filled his living room to the brim with vomit over the price tag of a fictional console game.

After the ad raised a lot of eyebrows -- is a disruptive, lightweight and supposedly indie-friendly platform really marketing itself with a rage-spewing adult in underpants? -- the company distanced itself, first claiming the ad (professionally commissioned and on Ouya's own channel) was not official, before eventually relenting later in the day and admitting it had been "experimenting... to get feedback from the community." [Video mirrored above on a YouTube user's personal site.]

If that had been the intent, why not release it to a limited focus group? Perhaps I'm not generous enough with my benefit of the doubt, but I've a sneaking suspicion lots of people saw the ad, loved it, posted it and were somehow fully shocked by the reception.

Out of step with the times

The multiple misfires create an odd conflict: the demographic available to game developers is clearly evolving as the traditional core matures and new hardware lets them reach new audiences with a wide, promising variety of content. Affordable so-called "microconsoles" like Ouya are part of the necessary (and exciting!) disruption of the traditional business.

But this vision of the traditional living-room market -- hysterical manchildren howling to have their faces melted and "GET SOME" -- is not only inauspicious messaging about games' future, but is puzzlingly out of step with the times.

Poor communication dents the value proposition for small and independent developers, who suddenly have a plentitude of platform choices in an age that sees console makers scrabbling desperately for their fealty in an attempt to distinguish themselves.

Ouya has the opportunity to position itself as a low-cost, consumer-friendly bastion of openness and independence for game creators, and the console's squandering that goodwill in an effort to match the brand proposition of some bygone-age AAA console. In conversations with the press it even resists the term "microconsole" at all, preferring "gaming system that offers exclusive content."

Even the company's voucher to apologize to backers for late delivery was $13.37 -- last-gen internet jargon favored by fans of competitive shooters. At best, this messy angling for a dated definition of the "core gamer" does a disservice to developers flocking to its platform in the hopes it will offer something different. At worst, Ouya's miscommunications border on the disrespectful: It announced a $1 million Free the Games fund by which it would offer funding matches for games that had successfully raised over $50,000 on their own on Kickstarter, in exchange for six months of Ouya exclusivity.

Sounds good, right? But when questioned by a colleague, the company struggled to answer questions on what would become of participating Free the Fund games that failed to meet the $50,000 self-funding goal. Were they still obligated to exclusivity, and to wait six months for possible revenue from other platforms, if they ultimately funded and finished the game on their own?

"No ... Of course, if you don't meet your Kickstarter goal at all, then maybe that means you can't afford to make a game," the company's Free the Games Fund FAQ states. "We'll be sad, of course, but we'll understand if the game you can't afford to make isn't on Ouya." Not the most tactful language when talking to people who want to support your console. Even still, as of right now, the fund's official website says that eligibility for the program requires developers "commit that this game will be an Ouya exclusive for six months -- no matter what."

It's one thing to willingly undersell the opportunities in the current market by targeting history's constraining old "18-24 year-old male" demographic, but another thing entirely to misstep when it comes to demonstrating openness, enthusiasm and genuine respect for developers and their content. I've written before and spoken last GDC about how out-of-touch marketing damages games, but for a platform, it can be lethal.

The current hardware war is taking place on many fronts, and the extent to which it's a combat of messaging has never been clearer. It's the ideals of openness, flexibility, and friendliness to developers (particularly indies) and consumers that are winning the day in the traditional hardware market.

Even though John Carmack made headlines by declaring the PlayStation 4 and the Xbox One "essentially the same," Sony has the spiritual lead by far thanks to its decision to put indies at the forefront -- and because of a series of Xbox One messaging missteps about used games, Kinect requirements, self-publishing (you name it) that made Microsoft look like it was unready for primetime at best -- and tone-deaf to consumers and developers at worst.


To some extent, we expect off notes from massive corporations, for whom building and refining strategy in the face of intense competition can often be like turning a barge around. It's unfortunate to see the same kind of mistakes come from a company we look to to be an agile little-guy, a champion alternative for developers seeking new routes in a market suddenly erupting with brand-new opportunities. For developers who hitched their star to that proposition (and legitimized the experimental platform with their attention), Ouya risks leaving the taste of a bait-and-switch.

Enthusiasm for Ouya is driven by hope among creators and players alike for something new, so let's hope the company stops alternately ignoring and insulting the spirit that's allowed it to get this far. If the company wants to take advantage of its chance to GET SOME -- success in the current hardware landscape, that is -- it's going to have to do something about its message.

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Ian Bogost
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It's, uhhh, possible that the messaging is not the only thing devaluing OUYA for developers.

Lance Thornblad
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Wow, that is one of the worst ads I've ever seen. And, "We'll be sad, of course, but we'll understand if the game you can't afford to make isn't on Ouya," sounds like it was written by a cocky 14-year-old.

I love the idea of Ouya, but the execution has really left the door wide open to their competitors.

Mike Sweeney
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Everything around the console seems that it was written by a 14-year-old boy. I was put off by the messaging when updates were downloading about "awesome-sauce" and the like. It seems that it has to be over the top indie, and from the outside it looks to be too indie for its own good.

Kevin Alexander
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It seems like it started out as a brilliant idea, then a bunch of out of touch people were hired to come in and do marketing, branding, messaging and generally run the business on the cheap or something.

Kale Menges
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You're probably right about that. If anything, the Ouya advertising scheme should've been focused on an "underground" or counter-culture emergence theme of some kind instead of belittling itself with the very elements of the mainstream console gamer stereotypes that most of the indie games on mobile platforms strive to avoid in the first place. They should be taking an angle that says "Hey, anybody can play video games; you don't have to be a basement-dwelling, antisocial, non-hygienic, gamer stereotype to enjoy them, nor do you have to empty your life's savings to do so."

Thomas Happ
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Though I could see that ad fitting right in during the commercial break for Beavis and Butthead, there are people who love that kind of humor. But I kind of thought Ouya should be marketed more like an Apple product; classy clean lines, white or black backdrops, hip, clean-looking, "I'm a Mac" spokespeople...

Michael Joseph
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maybe they can parlay this series of missteps into a successful "we're nerds and we're inept at being cool and pc and marketing savy... but our hearts are in the right place!" campaign. Their ineptitude suddenly becomes an endearing quality and a badge of authenticity. Rule of Marketing #452 "Every marketing mistake is a marketing opportunity." Go go spinmeisters!

Alan Wilson
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That's actually an excellent take on it :)

Christian Philippe Guay
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Microsoft definitely knows that rule...

Ali Afshari
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Wow, if I had seen this ad before the trailer for "That Dragon, Cancer", I may have already written off this device. The trailer was amazing, though, so I'm still going to get an Ouya. I totally agree with Michael Joseph's suggestion of spinning this into something positive.

Caulder Bradford
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Putting aside their unfortunate awkward marketing... to date no one was has been able to give me one good reason why Ouya is a good idea. You give mobile hardware grace for being underpowered compared to consoles or desktop pc's... cause it's, well... MOBILE. So why is a CONSOLE using mobile hardware in any way a good idea?

adam anthony
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I actually need this explained to me too. I feel like I'm missing a key ingredient to this 'console'

Trevor Florence
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Very simple reason. Imagine if this were released by Apple. iOS 7 has a Bluetooth controller API. My suspicion is that the next Apple TV will use the iPhone 4s SOC and will have at least 8GB of storage. Xbone and PS4 are coming out this fall but Apple could taken them easily. If mom's go to the store to get their kids Christmas gifts and they see a $500 Xbox One, $400 PS4, $300 Wii U, and $150 Apple TV which plays games which do you think they'll pick up?

Ouya had the benefit of being a first mover in this space but they don't have the brand or marketing abilities that Apple will have. There will be many more mobile-powered "consoles" in the years to come.

Lance Thornblad
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Oh, surely that is not the case. Perhaps you've simply decided that their reasons aren't good enough.

For my part, I own one and I like it. But I come from the old school that says that games don't have to look like an Unreal 4 demo. Ouya is perfectly adequate for running any of the old classic arcade games I used to love, even if they have gone out of style. And I like being able to play on a big screen with a controller. Besides, just because they start out with under-powered hardware doesn't mean they have to stay that way.

For me, the best thing about Ouya is Android for their choice of OS. It is possible to make games that run not only on Ouya, but a lot of other devices. However, that also means that those games will run on (better) hardware that is being designed by their competition. Ouya has a small head start, but the others will likely catch and surpass them.

Unfortunately, the marketing missteps are not the only trouble. The controllers they touted so much are not as nice as those of any of the major consoles (or even close), and mine have sticky buttons that I had to fix myself!

Anders Thomsen
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Because it makes a lot of sense. A Tegra 4 can be had for 20-25 $s. Android is free, available, and modifiable. It is the worlds fastest growing platform, and billions of dollars are being poured into it both on the hard-ware and soft-ware side. Tapping into this is certainly a smart move. In fact it makes so much sense, that I don't see any other way of doing it.

A mini-PC running Linux? That would be expensive, difficult, and it would probably suck. How would you make a game-console in a different way?

The way I see it, there is nothing wrong with the plan. It's the executing that is lacking.

Anders Thomsen
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Because it makes a lot of sense. A Tegra 4 costs 20-25$, Android is available, free, and modifiable. It is a platform experiencing explosive growth, and billions of dollars are beeing poured into it, both on the hardware- and on the software-side. Why not tap into all that, instead of rolling your own? It make so much sense, that I don't see any other realistic way of doing it. How would you make a console?

The problem wasn't the plan. It was the execution.

James Coote
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Imagine OUYA is a motorbike and your tablet or PC is a car:

The motorbike is so underpowered! It's got a smaller engine and only two wheels! Plus my car can do everything the motorbike can, but better, and gives me air con and a roof to stop the wind and rain, and I can listen to the radio! As well it can do loads of stuff the motorbike can't, like take the kids to school or do the shopping. So why the hell would I want a motorbike?

To put it another way, the reason why you don't know what the OUYA is for is illustrative of why OUYA's marketing sucks so bad.

OUYA could be branded as a retro-machine, taking games back to the old days when life was simpler, and you didn't have top-heavy social networks tacked onto everything and subscription-based online multiplayer shoved down your throat for every game

Or could be pitched as a console for kids to play with their parents, featuring a slew of cartoony games that eschew the ultra-realistic violence of Saints Row or Call of Duty

My personal feeling is that OUYA makes a great party games machine, with many of its current and best games being ones you can jump straight into with your friends and have a bit of fun with over a slab of beers and pizza, or in-between your more hardcore gaming on PS4/Xbox one

And at the end of the day, it's cheap (a lot cheaper than an equivalent powered phone, and while you can pick up an xbox360 or PS3 for £99, the games for those still cost £40 each)

The OUYA has loads of angles it could play to really make a powerful argument for who should buy it and why. (If you look at what gamepop have been saying for example, they are really gearing themselves up to pitch to the kids/parent market)

Lance Thornblad
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Completely agree. I feel the Ouya should have been pushed as the next Wii. That console was also significantly under-powered compared to the Sony and MS offerings, yet it won out (at least in the short term) because it was the "party games" machine.

Daniel Miller
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I think Nintendo "won out" due to a company manufactured shortage (their VP at the time said, and I paraphrase, "if you see one at a store you better buy it--there's no telling when they'll be in stock again") and by having the cheapest console.
Unfortunately, if you look at the numbers of games sold per console they were abysmal compared to Sony and Microsoft's offerings.
Every Wii sold netted around 2 games per console and every PS3 and Xbox 360 netted around 8-10 games.
That's not exactly great news for potential devs which Ouya is sorely lacking right now.
Remember, Wii Sports was a first party title and it was the only game, anecdotally speaking, that any of the people I knew who owned the Wii ever bought.
I know I personally haven't bought a Nintendo console in the last 2 generations.
The Gamecube was ace though.

Vos Normandy
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Don't know where you're getting your Wii sales figures Daniel, but here's the scoop from Nintendo's own site:
[url][/u rl]

100.04 million Hardware units sold
872.73 million Software units sold
*worldwide, as of 6/30/13

Erring on the conservative side and assuming that all consoles were bundled with one game, that's 772.73 million software units sold.

Attach rate = 1 : 7.72 or just about 8 games sold. And that's just first party titles.

Kujel s
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I generally agree with you James but you should replace Saints Row with GTA, Saints Row is not realistic at all.

Bill Tsagas
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I totally agree. As an indie developer myself, I was pretty excited for OUYA. It's a shame to see it failing due to bad marketing.

They are focusing on totally wrong selling points, promoting and correlating negative images with their product, depicting their targer audience as grotesque, half-naked adults.
Bottom line: they should promote their product's strengths, not their competitors' "weaknesses".

Ron Dippold
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It's going to be a real shame if this game doesn't eventually come to a wider audience on some place like Steam, Desura, or the console indie areas.

Of course that's always the problem with exclusives on any system, but especially with such a niche system.

Sergio Rosa
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"We'll be sad, of course, but we'll understand if the game you can't afford to make isn't on Ouya."

I wonder if they'll be happy if the games indies can't afford to make are on the PC, Mac, Linux, and iOS or Android tablets...

ken adams
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everything around ouya is getting worse and worse that its getting embarrasing

i hope for their own safety they dont get to the point that the platform becomes something devs will be ashamed to develop for

Emory Myers
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You don't want your customers associating videogames with standing ankle-deep in a room full of vomit while they rip out their internal organs and beat themselves with them. They could have done a campaign of twists on the phrase free to play, like "Free to play games without your thumbs covering half the screen" or "Free to play games without worrying about battery life" - granted, that's terrible, but I'm not exactly Don Draper.

Ben Sly
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I suppose it's worth noting that the Kotaku article on this indicates that although it was on the official channel, it was not an official ad. Specifically, Ouya said in response to Kotaku's contact:

"We are experimenting with animated content and posted this video briefly to get feedback from our community. Stay tuned for our official video!"

I'm not entirely sure what that means (maybe somebody exceeded his authority and put a stupid video up for kicks, or maybe they intended it to be official but backpedaled when it was met with a less-than-eager reaction), but I doubt it's a good indication for their management.

Under assumption that these comments don't allow hyperlinking, the address is:

Zach Grant
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Considering that's pretty much how I feel when I buy a rehashed $60 game, I see nothing wrong with this ad.

I've often been asking myself this question about the gamasutra croud lately... oversensitive much guys?

adam anthony
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No we just, you know, grew up.

Michael Ball
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Yes, blatant ad-homenims are clearly the mark of a mature person.

Ron Dippold
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Well, on one hand I thought it was sort of funny... It'd work great on Adult Swim.

On the other hand, do I have a better impression of Ouya after seeing that? No. Do I want to buy one now? No. You've got a guy in a swimming pool of vomit who's ripped out his own spine and destroyed his brain who suddenly decides he wants an Ouya. That's more of a commentary on the Ouya Kickstarter backers than it is a good ad.

Phil Maxey
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This is a very odd ad. It's not going to appeal to the masses but equally talks down to it's core audience.

Jeff Leigh
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One of the rationals behind the low-tech hardware is that you don't need cutting-edge tech to make a compelling title (Let's be real: Ouya will never compete on graphics, immersion, cutting-edge AI, Virtual Reality/Oculus Rift/Omni, etc. with PC or the next-gen consoles - it has to rely largely on nostalgia as well as solid game design). A lot of indie games sell on how well they can embrace nostalgia while still surprising and delighting us.

If Ouya is trying to appeal to unattractive ignorant compulsive consumers laying around in their underpants ranting about high game prices, then maybe they are connecting with a crowd. I kind of thought it was supposed to be a *kickstarter* kind of project - something made "by those, for those" that really connected with indie projects, indie games. I'm not on board with the Ouya myself, and seeing that ad as well as how much they keep inadvertently distancing themselves from their potential core audience, I'll stick with PC.

Right now, we're seeing and thinking about headlines like "Game developers could be more inclusive to people of all walks of life." Where are they reading that "game developers could be more inclusive to the adolescent male Ren & Stimpy crowd?"

Garret Bright
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Eh, I don't think it's that bad of an ad. Kind of dumb, but it has a sort of 90's retro feel to it.

Whatever the case, people are talking bout Ouya again... hopefully long enough for some enterprising group to take the idea of an open, modable, indie-friendly console, and make it worth buying. Maybe then we'll see AAA games sell new at under $30 without all those licensing fees.

Justin Leeper
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The ad was an attempt to go viral. Marketing companies/departments have been trying this for over a decade, and they miss more than they hit. That's how all viral things are.
I personally thought the ad was clever enough. With more console, iPhone, and PC games than I could hope to play, I'm not really the target audience. Heck, I won't even drop $200 on a Vita.
Finally, I'm pretty sure I couldn't resist the urge to emulate retro games if a Ouya found its way into my home.

Kujel s
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Personally I found that little ad amusing, not lol funny but amusing none the less. I'm probably in the minority here but I think Ouya will survive but we need to give it more time and be a little more positive about it. Do we really want the suits to continue to decide what gets developed and what doesn't? Don't anyone suggest steam as an alternitive as that is as closed off as any console!

DanielThomas MacInnes
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Ouya is struggling because they failed to learn the first rule of videogames: Like the music industry, this business is built on HITS. You need hit video games, and a steady supply that appeal to all audiences, to have a chance at success.

What video games are available on Ouya? What HITS do you have? Where's Minecraft? Where's Angry Birds? What are your five or six key titles? What big names will be available for Christmas? What do you have that distinguishes yourself from the competition?

I do believe there is a market for a $99 video game system, if done correctly. Offering free demos is interesting, and it's possible that a Netflix download/streaming model could somehow work for video games. But Ouya doesn't seem to have any identity or strategy, beyond some vague notions of rebelling against the status quo, and appeals to "indie" developers. All of this is too "inside baseball" for the average consumer. The general public is interested in only one thing - HITS. They don't give a damn about anything else, not brand loyalty, not marketing, not software developers feelings about the state of the game industry.

Ouya doesn't know which customers to pursue, the "hardcore" Sony/Microsoft crowd, or the more "casual" iOS/Android scene. The controller is too bulky and has far too many buttons. You don't need 14 buttons to play Angry Birds. The "hardcore" gamers already have the new Playstation/Xbox. And nobody is going to spend money on another box that plays the exact same games available elsewhere.

What the company needs is a stable software developer or publisher, one whose library could be relied upon to build a software library. I still think a "Virtual Console" style system could be a hit, with the key software support. You need to win key support from popular developers, grab some exclusives. Again, where is Mojang? Where is Rovio? Where is EA? Where is Sega? For that matter, where are the retailers? Can I buy this thing at Target? Why or why not?

It's certainly not too late for Ouya, but the clock is ticking. The company needs to be FAR more aggressive and proactive than they've been. Let's hope this embarrassing episode will inspire them to make the needed improvements.

Jeff Leigh
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Ouya is trying to build a core audience. In retrospect, rather than building a broader audience than the top consoles with diverse concepts and advertising, I think it is kind of desperately trying to appeal to the 'hard core' gaming crowd... which makes next to zero sense.

"(B)OUYA! GET SOME!" Does "get some" appeal to retro gamers? Indie gamers? Casual gamers? Female gamers? Who is this supposed to appeal to?

John Kelly
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I totally agree with the points you've covered here, albeit the focus on "hits" that you strongly recommend Ouya to pursue. The way I see it, that old dogma of "ok publishers, what 5 games are coming out this holiday?" (catch my drift?) is precisely what the Ouya wants to take apart with the onset of "microconsoles." Take a look at their vision statement - it's pretty moving, actually.

Think about it - why would they pride themselves on "free demos!" if they instead went to push 3-5 "hits" to the front? Only allowing 3-5 demos for those "hits" seems silly (not saying you recommended such!).

But again, your argument certainly holds water. ANY media whatsoever, in its first strides, needs to have some seriously kick-ass content to enter the party with.

David Paris
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Consoles are worthless without games to play on them. Without some awesome games to bring customers, Ouya is dead and buried. My guess is that they're already too late.

Justin Sawchuk
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The ouya has become as big a joke as xblig and now its only getting funnier, with julie is laughing all the way to the bank

Lex Allen
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All of the gaming sites are talking about this ad. It already has about 80,000 views on an unassociated youtuber's channel. When an ad goes viral, it's a success regardless of how bad it is.

I would rather have a bad ad that everyone sees than a good ad that nobody sees.

Ron Dippold
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But does it make anyone want to buy an Ouya? Making fun of Call of Duty is shooting fish in a barrel, but then you need something positive. Almost everyone watching the commercial already knew about it from the Kickstarter stories. And at the end I just felt sort of amused but disgusted, which is not the sort of thing that leads you to run out and buy into a lifestyle console.

Do you think this ad (which was all over the internet at the time) sold PSPs, enhanced the brand, and was a general positive for Sony: ?

Lex Allen
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That's not how advertising works. People often need to be advertised to multiple times before making a sale. The more that people see OUYA, the more likely they will eventually ask, "What is that?" after they have seen it multiple times. And that's when you make the sale!

Ron Dippold
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Ehhh, well it raises brand awareness, but they're raising brand awareness at a time when very few people have anything very good to say about Ouya. So even if you go 'lol whats that' and search on Ouya you're just going to find a wall of mediocre reviews. This ad might work once (if) they've fixed the worst of their problems.

Scott Strout
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You know what's more offensive then that?

8 million dollars from backers (people like me)

Still have not gotten my console.

Can I have my money back? (crickets)

Dave Hoskins
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It's the total naively that spoils the image of the company, and the failed delivery of the device, the controller defects, lack of games, poor communication to the backers, and not to mention the adult film themes - 'ouya, ouya, get some, ouya!' - Probably.

In the end it's the total lack of maker experience that shines out brightly, and it causes game developers to feel that it's an unstable platform for investment.
I wish them all the luck! ; )

Slo Bu
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You could make your beef with Ouya known without wrapping it inside a critique of an advertising campaign. The game industry is rife with marketing hyperbole. You're basically pointing a finger at one drunk in a game industry bar-fight.

I would instead berate them for attempting to imitate the other bar patrons with things like always-on validation of game purchases. If you want to be the underdog don't soil your owners carpet with such things.

James Coote
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Thank you for writing this article!

OUYA is a fantastic platform to develop for, but I've been saying for months that their marketing sucks. OUYA Inc are their own worst enemy

There is a huge opportunity for OUYA to style itself as the new Wii. Underpowered maybe, but full of bright, cartoonish content and plenty of party games you can play with friends or let your kids play

The disaffected hardcore gamer crowd evaporated when PS4 was announced, because although they like to complain, they really do like super-shiny shooters at the end of the day. And when we keep getting told that those hardcore gamers, that male, 18-24 demographic are a smaller and smaller proportion of the wider market, and exactly the part of the market the big companies are targeting... Why would you want to try and target them!?

David Serrano
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Exactly. The Ouya should be exclusively targeted at players who's needs are not being met by Microsoft, Sony and Nintendo. So they should market the console as a more adult (less cartoonish) alternative for advanced Wii or Wii U players. And as the antithesis of the brodude centric 360 / PS 3 and XBO / PS 4.

Marvin Hawkins
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Great article seriously. I didn't initially back it on Kickstarter. The CEO spoke at one of my local industry groups. I was impessed with her knowledge of the industry. She seemed really genuine. Despite my reservations on how they would market this to, well, the mass market, I bought one. While I don't think this is a 'get rich' revolution, the idea is cool to me. Their marketing makes me a bit embarrassed to be an early adopter. While PS4/ID @Xbox is great, they want to see some type of track record. Which I don't have(yet). Therefore Ouya is still a viable platform for the average indie. Add the fact that you can publish your games for Android to that target. The Ouya is a decent platform to cross develop for.

My issue, Is that they rely too much on messaging price concious people. FREE GAMES. FREE THE GAMES. Games shouldn't cost 60 bucks! (Hey play your old emulator games for Free too while you're at it) This helps them sell a system, but where does that leave me as a developer? I wasn't surprised when they said most people haven't bought anything. The average parent won't buy a game for thier child if there's hundreds of other time sinks FREELY available. Add the fact that in most games, you have to find the buy button. (I know this is on the individual developers) Sadly I'm not sure this will catch on with a mass market. They went after the hacker crowd, but didn't seem to have a strategy for the non under wear playing consumer.

I still have mine. I'll put something out. Hopefully they GET SOME of their act together.

Sharon Hoosein
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If they took some direct quotes from the reasons why That Dragon, Cancer chose Ouya, they'd have a foundation of mature marketing campaign right there.

"We canít think of a safer place to share in meaningful conversation, food, laughter, and yes, even video games than your living room."

"We needed a partner willing to take a chance on us, and who was able to see the interactive medium for what it is capable of and not just for its current market trends."

"Well, the short answer is, they[OUYA] have the guts to make something they believe in"

"The OUYA presents us with an opportunity to shape that space by bringing our game to a round table that equally values the scrappy upstart with the established publisher. "

Jeremy Alessi
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You know, after all the hype I was prepared to be offended. I showed it to several people and we all agreed that we missed some parts of the 90's and that we get a kick out of Itchy & Scratchy. This wasn't that bad and actually gave us a little chuckle.

All the hoopla set our expectations straight.

Harry Fields
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I had preordered one and then cancelled about a month before launch. There just wasn't anything available I couldn't get elsewhere, it seemed. Indie or otherwise. I don't quite grasp the system's "raison d'etre".

Heng Yoeung
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The selling point the Ouya should be pushing is that you can have just as much fun as the AAA titles The Man markets and sells to the mass audience with its ginormous graphics, but 3-4 times cheaper and without the online immaturity. Why not showcase all of the typical genres that videogames used to be before The Man decided that x million polygons is more immersive than 8-bit and 16-bit Mario and Sonic used to be. That's essentially what the above ad was meant to say, but not so well. I saw the short trailer for That Dragon, Cancer, but wasn't particularly moved to say wow I gotta get an Ouya. But, these are the types of games the system need to showcase. We have too many choices of conformity. Break the rules once in awhile. Stick it to The Man. Ouya. While you're at it, make hardware that works, too.