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Pink vs Blue: Game Design Battles (Game Design for Tweens)

K
Kim Verbon

Pink vs Blue: Game Design Battles (Game Design for Tweens). As delivered at GDC Europe 2011 by Kim Verbon & Peter Hofstede for Spil Games. Differences in game design for children and gender and how to approach a huge untapped market.

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Peter Hofstede Kim Verbon @spilgames Spil Games @hofstede Peter Hofstede @digimini Kim Verbon
Peter Hofstede Creative Director Kim Verbon Head of Game Design
Huge untapped market Many games Its fun!
Session program Introduction Pink vs. Blue Top tips and pitfalls Question and answers
Introduction A company overview
Global network of social gaming platforms Targeted platforms for Teens, Girls and Jeux.fr Games.co.uk Juegos.com Jeu.fr Ourgames.ru GirlsGoGames.com Ojogos.com.br Game.co.in 300 people in The Netherlands, China, Germany and the UK Advertising and virtual items Spelletjes.nl Gioco.it Gry.pl Agame.com Games.co.id Family - free and easy 130M Unique visitors per month
Anonymous gaming portals Social gaming platforms where users can create an identity Teens and Girls love to interact, share, collect and compete
Game developers Licensed games from independent developers 3rd party studios
Single player games
Multiplayer games
Mobile browser games
Social Games
Production scale (internal and licensed) +/- 500 people worked on published games 600+ games were developed the first half of the year 600M pageviews per month Teens and Girls have a huge appetite for new games! Weve been trying to understand what they like for the last 4 years
Pink vs. Blue Comparing some of our best teens & girls games
Boys Girls 38M UVs per month Age: 10-15 Competition Extreme Big Racing 2D & 3D Sports War Action
36M UVs per month Boys Girls Age: 8-12 Dress-up Creative Caring Visual Animals Cooking
Do you know them? +/- 150 IP games a year 10 blockbusters 20% below expectations
Flakboy 2 Devilish Hairdresser
Abuse of Power Without the normal consequences
We learn to control ourselves but the fascination remains Tempted by the dark side?
Evil traps, extreme injuries Classic cartoon comedy Enter Flakboy
Strategic sandbox
Flakboy Teens like creative sandboxes Strategic freedom enables showoff Extreme and unrealistic themes resonate with teens
Universal Fears Spiders or Hairdressers
Fear Control
Pretty Pictures
Craving Crazy
Super Simple Game Mechanic
Devilish Hairdresser Girls also find it funny to be nasty, its not all about pink Taking control of your fears Simple game mechanic: young audience
7 million game plays in 3 months 17 million game plays in 3 months
Shopaholic Hawaii Arm Surgery 2
Shop & Show off But: spend your money wise!
Identify & Dream
ImpJourstta notw cnh ioti ces
Game Design Playground
UGC 5+ million per game 20.000+ images a day 60+ fashion magazines each day! Hardcore dress-up 10% owns it all! Social & scarcity makes popular $53.1 billion Photo Bill Gates: Microsoft.com
Shopaholic Hawaii New in dress-up: daily return reasons Money management: important choices Shopping! A real life activity!
Gross But I just have to keep watching
Unexplored themes..? Teens like to push themselves Photo: Amsterdam Torture Museum
Surgery turned cool! Surgery is about healing Photos: IMDB.com Where are the games?
Great, a crisis! Caring can be a great mechanic for young audiences
Arm Surgery 2 Teens enjoy grossness Very few surgery games Helping out can make them feel in control and responsible
14 million game plays in 3 months 13 million game plays in 3 months
Uphill Rush 3 Professor Purse
Extreme Just works
Simulating a popular teen fantasy How to standout from the crowd? Photo: ESPN.com
100 games! Nothing really new, but a sum of small improvements
cup How to unlock Cup reward 1 easy Directly playable at start of the game 250 1 normal Complete cup 1 on easy to unlock 1500 1 hard Complete cup 1 on normal to unlock 3000 2 easy Directly playable at start of the game 250 2 normal Complete cup 2 on easy to unlock 1500 2 hard Complete cup 2 on normal to unlock 3000 3 easy Directly playable at start of the game 250 3 normal Complete cup 3 on easy to unlock 1500 3 hard Complete cup 3 on normal to unlock 3000 4 easy Directly playable at start of the game 250 4 normal Complete cup 4 on easy to unlock 1500 4 hard Complete cup 4 on normal to unlock 3000 5 easy Complete cup 1 + 3 on easy to unlock 250 5 normal Complete cup 1 + 3 on normal to unlock 1500 5 hard Complete cup 1 + 3 on hard to unlock 3000 6 easy Complete cup 2 + 4 on easy to unlock 250 6 normal Complete cup 2 + 4 on normal to unlock 1500 6 hard Complete cup 2 + 4 on hard to unlock 3000 7 easy Complete cup 1 + 3 + 5 on easy to unlock 1500 7 normal Complete cup 1 + 3 + 5 on normal to unlock 2500 7 hard Complete cup 1 + 3 + 5 on hard to unlock 5000 8 easy Complete cup 2 + 4 + 6 on easy to unlock 1500 8 normal Complete cup 2 + 4 + 6 on normal to unlock 2500 8 hard Complete cup 2 + 4 + 6 on hard to unlock 5000 Its big
Better controls Bigger jumps Visual style
Uphill Rush Big and extreme Colorful and realistic beats abstract and stylized Well executed clich辿s often beat geeky masterpieces. Teens see a lot of things for the first time.
Who are you? Tell me more about me!
52 Ma Pgialezi noef Jfuenaktu re Photo: blogs.independent.ie Seriou Lsleyt, mthea tinst froord tuhcee :p Kicotousreje, right?
Daily crisis Daily game
Vanity Insight: Women are their own favorite topic Conversation starter insight: Self reflection The favorite conversation topic for women are their hopes and aspirations
15 personalities 150 items 10 bags 20 patterns & 12 colors Randomize!
Professor Purse Inspired by real life: wardrobe crisis Personality test: get to know yourself Based on magazine feature, not a game
64 million game plays in 3 months Total: 97M 27 million game plays in 3 months Series Total: 500M
Tips & Pitfalls For teens & girls game design
Home work DONT Go Complex Trust your intuition Texts hardcore
Love Clich辿 The online market for girls and teens is still wide open! DO KISS Big or Inspiration Small is everywhere
Thanks! Got a game and looking for a global Girls and Teens Audience? Talk to us!
Q&A
www.spilgames.com Contact us Peter Hofstede Peter.Hofstede@spilgames.com Kim Verbon Kim.Verbon@spilgames.com @spilgames Spil Games @hofstede Peter Hofstede @digimini Kim Verbon

More Related Content

Pink vs Blue: Game Design Battles (Game Design for Tweens)

  • 1. Peter Hofstede Kim Verbon @spilgames Spil Games @hofstede Peter Hofstede @digimini Kim Verbon
  • 2. Peter Hofstede Creative Director Kim Verbon Head of Game Design
  • 3. Huge untapped market Many games Its fun!
  • 4. Session program Introduction Pink vs. Blue Top tips and pitfalls Question and answers
  • 6. Global network of social gaming platforms Targeted platforms for Teens, Girls and Jeux.fr Games.co.uk Juegos.com Jeu.fr Ourgames.ru GirlsGoGames.com Ojogos.com.br Game.co.in 300 people in The Netherlands, China, Germany and the UK Advertising and virtual items Spelletjes.nl Gioco.it Gry.pl Agame.com Games.co.id Family - free and easy 130M Unique visitors per month
  • 7. Anonymous gaming portals Social gaming platforms where users can create an identity Teens and Girls love to interact, share, collect and compete
  • 8. Game developers Licensed games from independent developers 3rd party studios
  • 13. Production scale (internal and licensed) +/- 500 people worked on published games 600+ games were developed the first half of the year 600M pageviews per month Teens and Girls have a huge appetite for new games! Weve been trying to understand what they like for the last 4 years
  • 14. Pink vs. Blue Comparing some of our best teens & girls games
  • 15. Boys Girls 38M UVs per month Age: 10-15 Competition Extreme Big Racing 2D & 3D Sports War Action
  • 16. 36M UVs per month Boys Girls Age: 8-12 Dress-up Creative Caring Visual Animals Cooking
  • 17. Do you know them? +/- 150 IP games a year 10 blockbusters 20% below expectations
  • 18. Flakboy 2 Devilish Hairdresser
  • 19. Abuse of Power Without the normal consequences
  • 20. We learn to control ourselves but the fascination remains Tempted by the dark side?
  • 21. Evil traps, extreme injuries Classic cartoon comedy Enter Flakboy
  • 23. Flakboy Teens like creative sandboxes Strategic freedom enables showoff Extreme and unrealistic themes resonate with teens
  • 24. Universal Fears Spiders or Hairdressers
  • 28. Super Simple Game Mechanic
  • 29. Devilish Hairdresser Girls also find it funny to be nasty, its not all about pink Taking control of your fears Simple game mechanic: young audience
  • 30. 7 million game plays in 3 months 17 million game plays in 3 months
  • 32. Shop & Show off But: spend your money wise!
  • 36. UGC 5+ million per game 20.000+ images a day 60+ fashion magazines each day! Hardcore dress-up 10% owns it all! Social & scarcity makes popular $53.1 billion Photo Bill Gates: Microsoft.com
  • 37. Shopaholic Hawaii New in dress-up: daily return reasons Money management: important choices Shopping! A real life activity!
  • 38. Gross But I just have to keep watching
  • 39. Unexplored themes..? Teens like to push themselves Photo: Amsterdam Torture Museum
  • 40. Surgery turned cool! Surgery is about healing Photos: IMDB.com Where are the games?
  • 41. Great, a crisis! Caring can be a great mechanic for young audiences
  • 42. Arm Surgery 2 Teens enjoy grossness Very few surgery games Helping out can make them feel in control and responsible
  • 43. 14 million game plays in 3 months 13 million game plays in 3 months
  • 44. Uphill Rush 3 Professor Purse
  • 46. Simulating a popular teen fantasy How to standout from the crowd? Photo: ESPN.com
  • 47. 100 games! Nothing really new, but a sum of small improvements
  • 48. cup How to unlock Cup reward 1 easy Directly playable at start of the game 250 1 normal Complete cup 1 on easy to unlock 1500 1 hard Complete cup 1 on normal to unlock 3000 2 easy Directly playable at start of the game 250 2 normal Complete cup 2 on easy to unlock 1500 2 hard Complete cup 2 on normal to unlock 3000 3 easy Directly playable at start of the game 250 3 normal Complete cup 3 on easy to unlock 1500 3 hard Complete cup 3 on normal to unlock 3000 4 easy Directly playable at start of the game 250 4 normal Complete cup 4 on easy to unlock 1500 4 hard Complete cup 4 on normal to unlock 3000 5 easy Complete cup 1 + 3 on easy to unlock 250 5 normal Complete cup 1 + 3 on normal to unlock 1500 5 hard Complete cup 1 + 3 on hard to unlock 3000 6 easy Complete cup 2 + 4 on easy to unlock 250 6 normal Complete cup 2 + 4 on normal to unlock 1500 6 hard Complete cup 2 + 4 on hard to unlock 3000 7 easy Complete cup 1 + 3 + 5 on easy to unlock 1500 7 normal Complete cup 1 + 3 + 5 on normal to unlock 2500 7 hard Complete cup 1 + 3 + 5 on hard to unlock 5000 8 easy Complete cup 2 + 4 + 6 on easy to unlock 1500 8 normal Complete cup 2 + 4 + 6 on normal to unlock 2500 8 hard Complete cup 2 + 4 + 6 on hard to unlock 5000 Its big
  • 49. Better controls Bigger jumps Visual style
  • 50. Uphill Rush Big and extreme Colorful and realistic beats abstract and stylized Well executed clich辿s often beat geeky masterpieces. Teens see a lot of things for the first time.
  • 51. Who are you? Tell me more about me!
  • 52. 52 Ma Pgialezi noef Jfuenaktu re Photo: blogs.independent.ie Seriou Lsleyt, mthea tinst froord tuhcee :p Kicotousreje, right?
  • 54. Vanity Insight: Women are their own favorite topic Conversation starter insight: Self reflection The favorite conversation topic for women are their hopes and aspirations
  • 55. 15 personalities 150 items 10 bags 20 patterns & 12 colors Randomize!
  • 56. Professor Purse Inspired by real life: wardrobe crisis Personality test: get to know yourself Based on magazine feature, not a game
  • 57. 64 million game plays in 3 months Total: 97M 27 million game plays in 3 months Series Total: 500M
  • 58. Tips & Pitfalls For teens & girls game design
  • 59. Home work DONT Go Complex Trust your intuition Texts hardcore
  • 60. Love Clich辿 The online market for girls and teens is still wide open! DO KISS Big or Inspiration Small is everywhere
  • 61. Thanks! Got a game and looking for a global Girls and Teens Audience? Talk to us!
  • 62. Q&A
  • 63. www.spilgames.com Contact us Peter Hofstede Peter.Hofstede@spilgames.com Kim Verbon Kim.Verbon@spilgames.com @spilgames Spil Games @hofstede Peter Hofstede @digimini Kim Verbon