Big Fish, Small Pond: Surviving in a Maturing Market
Last week I attend Quo Vadis in Berlin and gave a talk on how to survive in a maturing mobile market. The slides are below.
My main take away was that companies need to set themselves smart constraints within which to be creative.
The four ideas I gave for setting yourself smart constraints were:
1. Know your strengths
Whatever your strengths are, be that an existing audience, particular technical expertise, or genre knowledge, you have to build on that. The market is tough enough without you giving yourself the best chance.
2. Find your pond
Incumbent games have too much market presence and content and too many systems and players to go head to head with. Define your market as a niche that is small enough for you to dominate (though big enough to pay the bills).
3. Manage the Risk
All game production is risk management – no one knows for sure if a game will be a success or not before it launches. Make sure that you manage the risk in production as well as possible. Do a risk assessment as you start out a project to get an objective feel for the number and scale of risks involved, and an idea of when they can be addressed (sooner is better!). This will also help you tackle the biggest risks first wherever possible.
4. Stick to the plan
It’s very easy half way through production, when things aren’t going well, to convince yourself that you just need a couple more months to fix things. Set yourself some fixed targets at the start of the project that trigger a full scale review of the project if they are missed. That way you will waste the least amount of time on projects that are doomed.