Thursday, 29 August 2013

A pig of a problem: designing human-animal interspecies games by LIAT CLARK

Playing with pigs or orangutans via an iPad might sound like a novelty, but could this kind of digitally mediated interspecies communication change our view of the animal kingdom, and our treatment of it?

I'm not sure if the line is bad, whether Willie Smits is speaking to me in German or if he's just cooing down the phone to me. Turns out, it's a mixture of all three, but I'm not his intended audience -- Saima, one of 20 orangutans surrounding Smits as he speaks from the canopied centre of Jakarta's 140-hectare Ragunan Zoo, has him captive. The mobile range is impressive and the hooting of the primate, tender and chatty like a puppy pleading for attention, is clearly audible down the line.

"Really, they are like children who do not have a voice," says Smits. "If people understand that we're so closely related [we share 97 percent of our DNA] I hope they will become upset with the destruction of their forest and realise we are actually taking away their country; because they have culture, they have language and they understand."

Smits, who has dedicated his life to rescuing, rehabilitating and releasing orangutans back to those diminishing forests, believes it is possible -- and essential -- that we begin communicating with these creatures in far more complex ways. Using technology to mediate that conversation, he and Hanna Wikman of the Hong Kong Polytechnic University are developing tablet games in their Touch project that will one day pit human users against their noble relatives.




"We could even create a virtual orangutan -- by letting them play thousands of times we'll know scoring percentages and can let a virtual version play anyone online," says Smits. "People will see they have better spatial memory than us -- they have to remember 10,000 trees in the jungle."

Interspecies online gaming may not be as distant a concept as it sounds. Last year, US cat food manufacturer Friskies released its You vs Cat series of iPad games at SXSW. The idea is to flick virtual treats across the screen your feline combatant then bats back, much the same as they might scramble around the floor with a ball, a mouse, pretty much anything to use in their general annihilation of your home. It's a pretty straightforward concept, and one that leaves a cat -- used to having a much larger surface area to play with, confined to an area the owner controls. Sphero, a robotic ball controlled using smartphone apps, has been trialled with animals and iPet Companion allows users to remotely manipulate toys at US cat shelters to instigate play. Again, neither game feels particularly symbiotic, despite their intent -- rather, the human is the controller, using the game as a bit of a tease, as one might a toy mouse on a string. But what if a game could be truly interactive for both parties -- perhaps never perceived at the same level, but creating a balance whereby both genuinely have something novel to gain? What if games could be used to learn much more about the animals we share this planet with -- their thought process, needs and desires, how they relate to human counterparts and, in doing so, cause us to reflect on and question the constructs we have over hundreds of years built around these relationships to justify our dominion? When artist Natalie Jeremijenko developed Beetle Wrestler, an installation that put humans on a level with one of the strongest creatures on the planet, the idea was to form a level playing field across species. But what if animals could beat us at our own game?

"When we introduced Playing With Pigs to farmers, one said 'humans will always win because we're much smarter'," says Clemens Driessen, cofounder of a Netherlands project developing human-animal games to alleviate boredom in pigs, including an iPad app that lets users direct a ball of light around a touchscreen for pigs to catch. "He paused, and added, 'well, maybe pigs can win; they do have all day to practice'." 




The first empirical study to prove animals get bored was published in PLOS ONE in 2012 and demonstrated that minks kept in small cages respond three times faster to (even negative) stimuli than minks in "enriched" environments, and since 2001 EU legislation has instructed pig farms to provide rooting to alleviate boredom, boredom which results in damaging tail-biting and bar-chewing. When it became clear this would never keep a confined pig entertained, Playing With Pigs asked if it were possible to design a game that not only entertains the pigs, but allows their captors -- us -- to interact with them in a novel way that bridges the mechanisation of modern day agriculture and the social and emotional divide that allows that mechanisation to persist without challenge.

"The EU has some of the highest standards of animal welfare in the world, but it's a best of a bad bunch," says Richie Nimmo, Manchester University sociologist researching animal-human bonds. "I think people will still be appalled by what goes on in slaughterhouses."

"Just playing the game will certainly make the concept 'pig' less abstract," Playing With Pigs designer Kars Alfrink said. "I imagine now the only interaction people have with them is buying a piece of meat in the supermarket."

While Touch intends on enriching orangutans' lives and highlighting their plight through interspecies gaming, andPlaying With Pigs hopes to generate social commentary on farming practices, both immediately faced the same problem when it came to game design: how can we ever know what entertains a non-verbal audience?

We are not amused

"I tried to get rid of all the assumptions I might have about users," said Wirman, "because even though in some ways their behaviour is close to children, they are so different."

Wirman started out slow, putting peanut butter on reinforced touchscreens to attract interest, then assessing the orangutans' size, hand movements and sensitivity of vision and hearing, to devise games. After bashing the screen around and chucking water on it, the primates quickly learned it was impermeable, but did not show immediate interest. It's impossible to know how they perceive what's on-screen -- when presented with the image of a predator once, one orangutan approached with caution from the side the image was not facing. They do, however, seem to enjoy looking at other orangutans on-screen, particularly the opposite sex -- something Smits hopes will lead to better mate-matching: "You can use data of how long they look at each one to find out which they should mate with."

So far the games are simplistic -- touching items to make them disappear, moving items and memory games. The latter would be the most likely genre for an orangutan to beat a human at, considering their excellent memories -- but it's the only one they don't yet seem to have grasped.

If the founders of Apps for Apes are to be believed, touchscreens are key. The group, which has been presenting orangutans in US zoos with iPads, says the primates have been taking to it naturally, particularly those games featuring bright colours and sound. However speaking to University of Nottingham Malaysia neuroscientist Neil Mennie, it seems these claims could be overblown. He has found, like Wirman, that orangutans do not have a natural attraction to iPads.




"I use gaming apps, and Tsunami plays once or twice but gets bored," Mennie, who is using eye-tracking equipment to study orang utans at The National Zoo of Malaysia, tells us. "She knows what we want her to do. Sometimes she drags the blob over the screen, drops it in the bin and looks at me as if to say, 'yeah, so what?'. I suspect it's because of their hand shape -- the iPad has been designed for human hands and they have longer ones. If they had more 3D objects or natural colours it would be better." Mennie suggests setting up a game using webcams, whereby orangutans are rewarded for touching the screen at the same time as humans on the "other side". But it's the idea of sensory 3D smart objects that has Wirman excited.

"They like poking things with sticks and wires. I noticed one female orangutan playing with an ant for 20 minutes in her mouth, directing it on her lips -- if we had tiny little smart objects, we could do something like that." They started out instinctually using lips and tongues on the tablet, so moving away from a focus on hands could be key. They are also not used to sitting still, so anything they can take up trees that can survive the rough and tumble of orangutan play would be best.

Simon Evans, cofounder of street game collective SlingShot, says he can imagine bringing real animals into his games if the focus were on physicality, rather than static touchscreens. In Hounded, his team already use scent and dogs in an artificial chase of human players. "As a starting point, I think that would be powerful, a really deep way of connecting with an animal. A dog likes to chase you and I like to chase the dog -- we're two animals enjoying the same thing in the same way at the same point. I might construct all kinds of meanings and structures around that and that's how we're different -- my ability to hold abstract thought -- but at a basic level we're the same."

A focus on the physicality is of course quite tricky, particularly when you're dealing with 40 piglets "quite intent on destroying anything physical", says Driessen. So far, he and Alfrink are focusing on "early adopters"; daring piglets that show interest, eventually leading the group in a more deliberate pursuit.

At the end of the day, avoiding anything too artificial remains the main challenge. "We should try to get into the mind of an orangutan," says Smits, "rather than manipulating them to use unnatural ways of showing what they are doing."



Playing With Pigs' creators tread that same fine line, between enriching the lives of these animals, and simply manipulating them -- once again -- to a human entity's chosen end.

"We have to avoid creating a situation which emphasises how much smarter humans are than pigs," said Driessen. Even the question of using incentivising treats is an issue, the danger being we end up having them do tricks for treats. "Would the food reward detract from it being play and intrinsically motivating as a game?" asks Driessen. That would be too easy -- to create a symmetrical form of mutually beneficial play should remain the goal.

Us v. them: who is it for?

Good intentions aside, our relationship with the animal kingdom ultimately remains a selfish one. It is, historically, built around what they can do for us -- in agriculture and industry -- and today, what they can bring us in domestication: namely companionship. What we might learn from them is kept to the confines of a lab and technology is only used to mediate our relationship with them here, or in the mechanics of concentrated farming -- the positive aspects of technology remain the preserve of humans. Touch and Playing With Pigs'may on one level be aimed at entertaining humans, but the hope is they take away something more -- questions that challenge the social norm at a time when our view of animals is already evolving.




"Previously, animals were regarded as asocial, outside the sphere of society and culture," said Nimmo. "In the 19th-century modern pet-keeping emerged and people began to form relationships with animals that weren't centred on their usefulness as commodities. People began to play with animals just for fun, and that led to dramatic changes in the way some were perceived."

For Alfrink and Driessen, the hope is to use technology to bridge the gap between the two perceptions -- pigs as supermarket pre-packaged fodder, and real world pigs which are, just a few miles from those supermarkets, biting their own tails out of frustration and boredom in confined conditions. But what do the pigs stand to gain, and can we ever hope to challenge long-held perceptions through gaming?

"Absolutely," says Nimmo. "Change is possible in the agriculture system. It's through play we've come to appreciate that animals are social, not just biological machines. But there's tensions with using these technologies in the current agricultural complex. A shift in perception of animals using this kind of play could undermine the industry, and if that happened my suspicion is they'd be modified or withdrawn."

Already, Playing With Pigs has come up against harsh criticism from the public, and even its creators. "It's a mediated interaction," says Alfrink, "not a replacement for going to farms and having a look at these pigs. But perhaps it can serve as a lead up to people making that step." On the other hand, says Driessen, the game could inadvertently perpetuate the division: "it could create a distanced form of interaction away from the reality of the pen; or it could be a way to reconnect." He also admits the game can be misleading "because you phase out all the bad noises and only hear the joyful [grunting] ones".

Some argue it's unnatural -- even Wirman admits it's not strictly normal for orangutans to play ("it's something they do in captivity; in nature they only play when very young"). Likewise, natural play for pigs would be frolicking in the mud, but Alfrink argues caged farming is not natural either, and Evans that the human-animal relationship has always been mediated through technology, whether via a ball or a lead. We have already changed the playbook of what is "natural" by taking these animals out of their habitat -- does this then mean anything's game, or do these projects distract from the more pressing question of their treatment?



"Playing With Pigs sounds like The Matrix," wrote one anonymous commentator when developers asked for feedback, "as if we could make them believe through computer simulation they have a nice life outdoors, while actually they're crammed together, stuffed with hormones and antibiotics in a meat factory." Another admitted, "being ignorant to how these animals live and get slaughtered is what keeps me enjoying meat -- I find the less I know, the happier I am. Playing a game with them, only to kill and eat them, I can't help but humanise that idea, and how sick it sounds. Then again I guess if you're destined to death you might as well have some fun." And the most frank response: "I think it's kind of sick as it makes you remember these pigs aren't stupid. And yet, I love bacon." These will be the concerns of farmers -- do we really want to humanise a meal? Interestingly, one farmer presented with the idea of being a "gaming farmer" paid to play with pigs rather than slaughter them said: "Sure, I'd love that. My aim is to raise pigs, not to slaughter them necessarily."

Such a reaction is, Nimmo would argue, a result of our continual reassessment of how we understand ourselves as human. "Historically we've defined human beings against other animals and increasingly that's not tenable. Playing With Pigsgives us a way to understand how cognitively sophisticated and social non-human animals are and how they can engage in meaningful interaction. It raises questions about how unique we really are."

Whether or not people agree with the reasoning behind Touchand Playing WIth Pigs, both aim to enrich animals' lives. Yet the question remains as to how we can ever know they are enjoying it. In Touch the play enclosure is voluntary -- orangutans enter and leave when they want -- while pigs probably wouldn't do it if they weren't receiving some stimulation, argue the founders, just as toy balls are discarded in pens.

"The only way to measure 'happiness' is if they continue doing it and do it right, but it could be pure chance," says Wirman. "Then there's the challenge, are they only coming because it's new and exciting? They return, they use the games and seem to be doing alright, but it's very hard to say what they understand or if it's bringing joy to their lives -- how to understand that is a personal goal."

It's clear one thing does make them happy: bonding with real people. "I can tell you Tsunami is desperate to interact with her keeper," says Mennie. "She loves him and always wants a cuddle off him." Whether technology could be seen as a replacement for that kind of closeness, and for the lack of maternal care that has ultimately brought this about, remains dubious. It may, however, teach us to preserve their habitats, so no orangutan is separated from its mother prematurely due to human intervention.

The future of human-animal play

Enjoying each other on a base level, in a pre-cultural space, is best explored through play -- a practice we already share with animals (a January 2013 study revealed chimpanzees share the human preference for "fair outcomes" in games). Asymmetrical games could deliver this for orangutans, whereby animals uses smart objects and human counterparts iPads, and Mennie and Smits want to see orangutans having trans-Atlantic conversations via Skype (Wirman already chats with her subjects this way). For Driessen and Alfrink, making Playing With Pigs open source will pave the way for other groups to explore ways to develop the conversation, and crowdsource a solution to the question: what makes a pig happy? How distant these realities are depends on our willingness to change the status quo and face uncomfortable realities about our unbalanced coexistence. The pay-off, argues Smits, will be well-worth the battle.

"I'm due to visit the first orangutan I saved, Uce," he says. "She's been living in the jungle for 21 years and just had her third baby. As always, she'll come down, give me her baby and we'll have a wonderful hour before I wander back into the forest and she back into the tree. It will always be that way. She never forgets."



source (wired)

Why gamers make a poor audience by Vaizard27

I believe gamers make a pretty bad audience for games. Why you ask? Well gamers know all kinds of stuff about games, like what you can do, and what you cannot do. For them gaming is not just a hobby it's part of their everyday life. So if you are making a game for that audience you always have to consider their knowledge about games. 
Whenever a gamer starts up a new game he always sees mechanics that have been used in other games before. Also most are used to the retail model of buying games as a whole. That's why there has been such an uproar when the first DLCs schowed up.

But there is another reasons why gamers are not the best target audience for games:

Generally gamers are broken, complain a lot about changes in the beloved gaming series, and about rusty old mechanics they've seen before, always want something new, and something special, and something that has never been seen before. I guess you can see how that target audience is pretty hard to satisfy.

In my opinion that's the reason why so many social- and browser-games have been showing up lately. They target an altogether different audience: non-gamers.
But why is it that games are starting to target other people than the average gamer? Well first non-gamers don't complain about anything, they are happy if they can just play a game. And another reason is, probably,that those people are actually ready to pay for micro-transactions.
As I have been digging my way through many browser games, I came to realize that most of this games are pretty simple. They require almost no skills, and they reward you for everything you do. 
They also prompt you to spend money for pretty, shiny, cute, and all kinds of other features. And many non-gamers are actually ready to pay for those features.
The basic version of most browser-games is completely free so many people can try it out. Browser games are not aiming to get 50 bucks from yo, they are happy with little amounts of money and instantly give you the boost/item/skill/or whatever it was you bought. Some of them have no pvp aspects at all. Nobody can attack you or destroy what you created, but you can compete indirectly by who has the higher score. Some don't even have scores and feel just like multi-player tamagochi.

But all of those games you can see on Facebook or when you google browser-games have one thing in common: They make enough money to fill the stomaches of the guys who made them (most of the time). They generate more Money than you would think at first. And they do something else. They convert normal people into gamers. Even though they won't call them selfs gamers, they play a game, often every day of the week. And that is what I'd call a gamer.

The only thing that worries me right now is this: What will happen if all those browser-gamers out there are suddenly fed up and want to play something more... sophisticated. They'd probably go and play FTP-MMOs. Some of them might go play EvE, some might pick up WoW. And then we'd have to teach tons of noobs what real gaming is... MOORPG are not really known for having super-helpful communities or being very nice when asked questions by newbies... well we all went through it once.

Browser-games generate tons of revenue with really simple designs. They are more about being easy to learn then about being deep and challenging. They don't want you to smack your keyboard through your monitor in frustration (dark souls will finally come out for pc!), they just want you to lean back and click around a bit.
Also they don't require special hardware or installations. Most of them can be directly accessed via browser and don't even have a loading screen. They might feel like child's play to a seasoned gamer, but titles like Travian and other monsters out there can easily hook you to spend many an hour on a browser-game.

So lets sum why non-gamers a better better audience than gamers:


  1. Gamers hate everything new, while wanting something new all the time.
  2. Gamers are cheapskates.
  3. Gamers can easily flood forums with bad comments about your game.
  4. Gamers hate DLC/Microtransactions, basically anything that costs extra money.
  5. Players hate new features while complaining about old features.
  6. Players will notice every tiny little mistake you made, and will complain (again).
  7. Gamers would have made that game a hundred times better than you.


Non-gamers on the other hand...


  1. Don't know much about games and will experience many of your features as "new".
  2. Are often ready to spent money for stuff gamers would never even consider giving you one cent for.
  3. Have more money than gamers (because they don't buy 50 buck retail games)
  4. Don't complain about stupid features, because many of them don't know that it could be done better/different
  5. Don't notice mistakes you made in the design
  6. Are just happy they can play your game

Now, if asked for which of those groups you would want to design if you had a fixed budget and timeframe, which would it be?

Unlike a few months ago I no longer think browser-games are evil and will kill everything in gaming I like. Now I feel they are an opportunity for the gaming industry to convert more people into dedicated gamers. Also they are interesting to monitor, there are no retail games out there we have nearly that much numbers and fancy graphs on. You can learn a great deal from analyzing browser games and I guess everybody should at least take a look at them from time to time, since some of them seem to draw closer and closer to real games, with real challenges and, most important, the kind of "fun" gamers want to have while playing.

Well that's it for now. I hope I will fall back to my old pace of posting again, but I really got my hands full with work and almost had to force myself to write this right now.


source (blogspot)

The 13 worst game design crimes by Tom Senior




Some game mechanics are divisive. There are those who would argue vehemently against regenerating health in shooters, while others would be entirely fine with it. It’s a matter for debate. This is not a list about those mechanics. This is a list of design quirks that should be consigned to the scrapheap forever. We see them time and time again, even in multi-million dollar games built by hundreds of developers, so we decided to get some of our biggest gripes together in one place. And on that day, in a storm of fire, fury and intense grumbling, we forged our list of gaming’s greatest design crimes. Here it be.

Defeating the player in a cutscene




Far Cry 3 dishes out cutscene concussions regularly.


You’ve reduced a pirate camp to rubble. A firestorm of hot lead and popping grenades you’ve taken out twenty or thirty foes and now you’re charging into the caves with a shotgun and a tiger-bag full of ammo. Hordes more rush out of the shadows, but you cut them down effortlessly. Then you turn a corner and WHAM. Cinematic banding clamps the screen in place, the controls stop working and a goon bludgeons your character into unconsciousness with a rifle butt.

With a squeaky POP, the carefully crafted power fantasy implodes. The cutscene takedown doesn’t just jolt the player out of the action, it undermines all of their efforts leading up to the interruption, and can make entire levels feel like a pointless waste of time. Worse still, the offending cutscene defeat is often an attempt to ram a chunk of narrative down the victim’s throat. How many times must we watch our avatar wake up, restrained and bleary-eyed, to receive a monologue from some lurid villain?

Unskippable cutscenes




This is all very pretty, Rage, but I’d quite like to shoot things now.


Cutscenes can be great, but we don’t play games to watch films. We already have films, and they’re often made by people who have spent their entire lives learning how to make films. The films they make cost millions of dollars to put together. If I wanted to see a film, I’m going to spend my time on their efforts, not those whose primary skill lies in creating fantastic interactive experiences. By all means, have a cutscene or two, but make them instantly skippable and give us a way to pick up any plot details we may have lost in the interim. Yes, that goes for intro movies, too.

Save points before unskippable cutscenes


There are certain points at which I’m likely to just switch off a game and never, ever play it again. Being thrown back to a save point before an unskippable cutscene is a big one. You’re lucky if my attention survived the first watch, but the video I barely got past once will be much, much worse the second time round. I’ll never know what it’s like to endure a third run through. I’ll have long since been distracted by a squirrel.

Invisible walls and unconquerable waist-high barriers





Return to the combat area. OR DIE.


Creating believable ring-fences in a high fidelity 3D environment is a tricky problem, but the solution should never be a magic invisible barrier that blocks all progress. A shin-high trickle of rubble is almost as bad, and the flight-sim tendency to take control of your craft and force it into a U-turn feels equally awkward.

An approach we’ve seen recently in military shooters grays out the screen and threatens the player with death unless they get back in bounds before an arbitrary countdown expires, which at least adds an interesting element of blind panic to boundary navigation. Why not employ a spring loaded boxing glove USB peripheral to increase the tension? Alternatively, put a wall there.

“Are you sure?” pop-ups that can’t be disabled





Giving the player a warning before they do something that might lose progress or otherwise damage their own experience is reasonable, but some games seem to underestimate the level of physical control the player has over their own body. Our limbs are not flailing madly out of control. Mouse hands do not go rogue and start clicking random patches of screen. The left hemisphere of my brain has never betrayed me by trying to auction off my Diablo 3 inventory, or closed a game I didn’t want closed. If you’re asking a player if they’re sure they want to do what they just told you they want to do, always give them the option to tell you to shut up forever and never bother them again.

The arbitrary insta-fail




Simon says: press E to shoot the bad guy!

At the beginning of id’s post-apocalyptic shooter, Rage, you’re told to get in a car by a stranger in a buggy. Behind him a dusty slope heads off into the wasteland. If you walk past the buggy and head off on your own, he threatens you, and then shoots you dead. You’re forced to reload and get in the car. Why have the path there? Why offer a false option and then dish out the ultimate punishment when the player indulges? It sends a clear and unpleasant message. “Don’t exercise free will. Do as you’re told, or you’re dead.”

Many quick time events are guilty of committing this particular crime. In the final moments of Battlefield 3′s co-op campaign, you’re required to shoot a foe to trigger your victory cut scene. Instead of letting you aim with the mouse and left click to shoot him, as you’ve been doing for the entirety of the campaign, it randomises a button-press demand, which in my case was E – the enter/exit vehicle button (here’s a video of the scene via IGN). I pressed left-click to shoot, and failed. Less of this sort of thing, please.

Invincible locked doors



Rage again. You can get through the door on the left. You can never get through the door on the right.


You know the ones. You’ve walk up to them and press ‘use,’ you hear a weak rattling noise. Perhaps the handle wobbles apologetically, as though your avatar has given the handle an experimental tug. No dice. Perhaps you draw your shotgun and empty the barrel into the wood. It splinters but doesn’t budge. You unhook a grenade, place it at the foot of the door and run down the corridor. BOOM. You wade back through the smoke and the door is still there. It always was and always will be, for it is an Invincible Locked Door, and it exists only to waste your time.

If you’ve got a building, you have to have doors, of course. It’s fun to watch designers work their way around this one. Think of all those convenient stacks of furniture in Half-Life 2, and those big, dark cybernetic Combine locks. It doesn’t matter how contrived the visual language is, anything that stops us from wasting our time trying to go through apparently functional doors is good. And for goodness’ sake don’t put a green light on an impassable door.


source (pcgamer)

Wednesday, 28 August 2013

Cut the Rope studio: We're not a one-trick pony by James Brightman

ZeptoLab CEO stresses that his company "cannot always be known as makers of Cut the Rope"


ZeptoLab, makers of the popular Cut the Rope franchise, announced a new mobile IP earlier today called Pudding Monsters. It's an attempt by the Russian games developer to branch out and prove to the world that it can be successful with other titles besides Cut the Rope. ZeptoLab CEO Misha Lyalin spoke with GamesIndustry International last week about the need for his company to take on this challenge.

ZeptoLab, in some ways, is a bit like Rovio, albeit slightly less successful. Rovio is still very much the Angry Birds company. Their entire business, whether games or merchandizing, revolves around Angry Birds. Amazing Alex and Bad Piggies didn't produce results in the same way. ZeptoLab, however, is hoping that it's not in the same position with Cut the Rope, which has seen over 250 million downloads so far.





"The company is called ZeptoLab, right? We cannot always be known as makers of Cut the Rope. And so we need to cultivate that brand and the only way we can do that is by releasing new games that make sense to whatever target audience it is," Lyalin tells us.

While Pudding Monsters, Lyalin says, is designed to be playable by anyone from two to a hundred years of age, ZeptoLab isn't necessarily afraid of going after a niche market either.

"If we, for whatever reason pick a very niche game for a very target audience and we're being successful there, it doesn't mean we haven't created the next Cut the Rope; it just means that we created another great game," he says.

"I think the opportunity is still enormous because there are so many genres that haven't been even touched yet"

And unlike its early days when the company signed a one-time publishing deal with Chillingo for the original Cut the Rope on iOS, ZeptoLab is prepared for another breakout success on its own. "If we manage to create a game that everybody will love just like Cut the Rope, well, great, and then we can build another brand outlet. Certainly, when we have attempts like that, we will know some of the pitfalls and some of the issues to solve because we now have a lot more experience because we've gone through merchandizing, licensing, setting up that business and it's going well and it's growing like crazy," Lyalin continues.

While Lyalin notes that ZeptoLab is a games developer first and foremost, he also believes his company, like Rovio, is equipped to handle entertainment properties. "There is a lot more now we understand as a company. So we're experienced and if we happen to have a success like Cut the Rope, with all the success that Cut the Rope has, we will make sure that we will address it properly. So we're set up to handle an entertainment property. At the same time, with Cut the Rope, we do understand that we need to take steps further. We have a good demand for our character. We have a good demand for our game... but we also need to grow our story. So there will be more of Cut the Rope and there will be more of Om Nom," he says, adding that part of that includes a deal recently signed with Sony Pictures to do a live TV show.




One of the keys to success on mobile has been accessibility, as noted by Swarm co-founder Matt Haggerty, but there's also the rise of the midcore segment on mobile, and that's an area that ZeptoLab believes is growing. While Pudding Monsters is obviously casual in nature, the Russian developer could be targeting a midcore style title in future.

"That's going to grow and we see it right now with some of the top grossing titles have really been in that category. And obviously people need that," Lyalin says. He notes that his team has grown enough to the point where they can approach both the casual and midcore sectors.

"Basically, because we've grown from essentially two people when we started to over fifty people now in the studio, we're able to work on multiple projects at the same time and do regular releases and updates to those regular releases and we're going to try ourselves some different genres because our user base is very interesting and our user base has asked us in comments and in tweets and Facebook to do certain things and we're moving in that direction. We'll see," Lyalin says.

For as big as the mobile games market has become, Lyalin sees it getting bigger and bigger and the growth has been accelerating. Developers are experimenting, and plenty of new genres will be created in the coming months and years.

"Everybody is digging for gold where everybody else is digging at the same time and there are lots and lots of applications on those stores but at the same time, there are completely empty categories - empty of really, really good content. I think the opportunity is still enormous because there are so many genres that haven't been even touched yet," Lyalin observes.

"This market is just like any market. The only differences from before mobile or before console...this is just moving a lot faster. It's getting bigger and it's going to get much, much bigger than anything we've seen. And it's going to get there much, much faster. And the transformations that are going to happen will be a lot more because that's what usually is required to get to where the market will be mature. So we're going to see a lot of fun times."

While Lyalin is obviously not an unbiased source, he does feel that mobile - or at least the mobile ecosystems - will dominate the games sector. With companies like Green Throttle Games, Ouya and others pushing mobile to the HDTV, consoles are facing increasing pressures. And tablets have enormous potential.

"If you're a completely new game developer, you don't know how to market. I think your best bet is to seek somebody that has traffic and has a network"

"You know, I still have an Xbox and a PlayStation, but I don't use them, at least not as often. I think that's pretty general for the market, so I would definitely agree that the market is going mobile. Tablet devices are probably going to be played more overall than the console," Lyalin says. For now people's expectations are being kept in check when it comes to tablet games, he notes. You don't expect Call of Duty level gaming on that device currently. And sometimes the simplest games are not only enjoyable, but more successful.

"On consoles right now, if you play something, Xbox Live Arcade, you expect that thing to be different quality, a different level, right? But if you look at iPads and tablets and phones in general, the simplest games are probably the best quality you can ever see. So it's an interesting way how the market will perceive that and how people experience with those devices will be. It will be different than consoles. Definitely, the dynamics and psychology of the purchase is obviously different. And the freemium model is going to be dominating the midcore and basically every layer probably," he says.

It's certainly a positive that the simplest games can succeed, because with the rise of midcore, the cost of mobile development is on the rise, and one day it may approach the higher levels of console development.

"It's going to get that way. There's no other way about it," Lyalin notes. "Obviously, when people are making a lot of money in the market, they compete by throwing more money into products and people are trying to make products better and phones and tablets are getting much, much better and the processors are more powerful, more memory, the whole nine yards. So that is obviously going to happen."

"That doesn't mean you cannot make a game for cheap. You can still make a game for cheap. So I think the market is going to develop just like any other market, right? It's going to be segmented. There will be cheap games to make and people will throw them out to see if they're successful. And then there will be cheap games to make that will be combined with the networks and people will make money that way. There will be expensive games, blockbusters, and everything in between."

For new mobile developers, that's encouraging, but Lyalin doesn't think they should go it alone at first. It's way too easy to get lost in a sea of apps or mismanage a business when you're fresh.

"If you're a new company, if you're a completely new game developer, you don't know how to market. I think your best bet is to seek somebody that has traffic and has a network," he offers. "The problem there is that traffic - everybody claims to have traffic, but not everybody can convert that traffic from what those people are playing or doing or whatever to your game. That is the biggest question that always needs to be asked by everybody who wants to enter the market. If they partner with somebody, do those people have experience? Do those people know where to get the relevant audience to the game?"

"So that, I think, is the name of the game for everybody right now and there are different ways to do that. Some people just get much bigger, right? Have a lot of titles and try to shop traffic between them. And people who are doing it in a smart way, do that very well, because their games are in the same kind of genre; the same kind of people who like those kinds of games and you can grow your audience and make sure that your audience converts really well. For others, they just get bigger for the sake of getting bigger and that has different effects. Some people just buy traffic and can be very successful there, just buying and monetizing that way."

"Our strategy is, because we have such successful games and we have such a successful brand, we get our traffic virtually for free. So we know the people who play our games, they like games like that, being easy to play, and they love our brand. So we're going to continue expanding from there and do a lot more consumer marketing, not just App Store marketing, and not just Google Play marketing," Lyalin concludes.



source (gamesindustry)

ZeptoLab CEO Lyalin: We're game farmers, not business warriors or conquerors by Jon Jordan




There's no doubting Misha Lyalin's commitment to business or to ZeptoLab.

After parading around on stage in a large red costume and red wooly hat to promotePudding Monsters in late 2012, ZeptoLab's CEO was in London for the launch of Cut the Rope: Time Travel.
There was no costume this time; only an On Nom shirt, and a restless demeanor.

"I've started six companies. I should have started nine," he says, as we talk about his history as an entrepreneur.

He's a man in a hurry, but as he points out, he wasn't a founder of ZeptoLab. Actually, he employed the Voinov twins (Semyon and Efim) in a previous game company.

"Now I'm working for them," he jokes.

The road ahead


The three clearly work well together.
Semyon and Efim handle the games, while Lyalin takes care of business and acts as the company ambassador, similar to Peter Vesterbacka's role at Rovio.

"I empower the staff, make sure that I hire smarter people than me, and make sure there's money in the company," Lyalin explains.




He says the days of him doing start ups - aside from some personal investments - are behind him for the time being. ZeptoLab is an massive opportunity, both culturally and financially.
"I always wanted to make an impact with my companies. At ZeptoLab, we have great possibilities. We don't want to screw it up," he argues.

Not about the cha-ching


In the manner only successful businessmen can pull off, he says it's not and never is about the money.

"Money buys you freedom, that's it," is Lyalin's view.

"If we need money to invest in our business, we will raise it, but at the moment, we don't have any plans to buy other companies or sell."

And making an interesting analogy, he compares ZeptoLab's approach to that of farmers, not business warriors.

"We are farmers. We just want to make games. It's not about conquering. The market is so huge."
In this context, he says the company's focus is on the quality of its products.

"With Pudding Monsters, we needed to make sure it was the highest quality. Monetisation and reach are different," he replies, to the question of whether ZeptoLab would have been better to focus all its attention on Om Nom and theCut the Rope brand.

After all, it's been downloaded more than 300 million times, while Pudding Monsters underperformed, relative to Cut the Rope at least.


Om Nom throughout history


To underline this, Time Travel immediately hit the #1 spot in the US iPhone paid game chart, also going #1 in another 28 countries.

Portfolio play


"We need to build up a hand [of IP] to play," Lyalin says.

Indeed, aside from Cut the Rope: Time Travel, ZeptoLab hopes to release three other games in 2013, two of which will be new IPs.

"Like Disney, like Marvel, we want players to know what you get from ZeptoLab. It's a brand, although it will take time to build," he points out.

So, given the Disney comparison, how does ZeptoLab position itself compared to Rovio?

There are some obvious similarities. A small developer, published by Chillingo, has a global hit with a simple, physics-based game featuring cute characters that becomes a global phenomenon.


Lyalin dressed up for Pudding Monsters' launch


"I don't worry about Angry Birds," Lyalin says.

"We did when we started merchandising because Rovio had done the rounds just before us. But apart from that, I don't worry."

Small is beautiful


So, continuing the analogy, will ZeptoLab, currently 54 staff, grow as Rovio, with over 300, has?

"We actively try not to get too big. Small is the new big," he emphasises.

And, to end where we started, this feeds back into his CEO role.

"We are a transparent company," Lyalin says.

"There is no management layer to get in the way. There is no politics. When you get big, planning becomes topdown and that's wrong.

"As CEO, I try to expose my decision making to the company. But it's not about power. You don't force people to do what you want. You drive them to be successful."



source (pocketgamer)

Om Nom and beyond: ZeptoLab, a studio profile by Lee Bradley

Starting out at an early age toying around with a ZX Spectrum, the Russia-born Voinov twins have been making games for over two decades.

Yet it wasn't until they founded ZeptoLab that the twins hit really big, building on the popularity of seminal puzzle title Cut the Rope to become one of the game industry's leading lights.

In the latest of our company profiles, we speak to co-founder Efim Voinov about ZeptoLab's early days, embracing expansion and creating an empire on the back of a sweet-toothed monster.

Learning the ropes


The Voinov brothers' earliest experiences in professional game development came with their first studio, MuddyGlass.

Just like ZeptoLab, MuddyGlass would enjoy success by forging strong links with platform holders and capitalising on the possibilities offered by an expanding market.

Efim Voinov


"In the early 2000s, Palm OS was king of the mobile OS market," says Efim.

"Their PDAs looked simple and smart, and once the affordable Palm m100 was released, I immediately got it. We were excited to start a new project.

"We released several games and apps, and managed to achieve some success - one of our games, Spy Chase 3D, was pre-installed on the Palm OS-powered smartphone, and several US schools adopted our animation creation tool, Animator."




With independent success under their belts, Efim and Semyon took on roles at Reaxion, a mobile developer and publisher focusing on feature phone titles.

Efim says that the experience taught him that a good working atmosphere, the right tools, and a focus on quality over quantity are essential to running a successful company.

It was with this in mind that he would strike out on his own in 2009, setting up ZeptoLab while Semyon worked in Finland at Digital Chocolate.

Yo-Yos and parachutes


Efim immediately threw himself into the development of ZeptoLab's first title, the physics-based arcade puzzler Parachute Ninja.

In the game you use slingshots to propel a spherical assassin into the air, using accelerometer controls to guide the character on his parachute-aided descent.



Parachute Ninja


"In the initial concept, there was only a single slingshot, which was used to launch the projectile toward the targets," says Efim.

"One of our goals was to make the controls as intuitive as possible, and we came up with the mechanic of using your finger to slide the slingshot."

Happy with this initial concept, Efim settled on an Asian-themed setting and a ninja protagonist, before looking to evolve the gameplay.

"We came up with a concept of a rope to help the hero navigate, and began calling the game Yo-Yo Ninja," he says.

"Later, when we showed the game to our friends, it appeared that the mechanic of the rope was too difficult. We intended to target a casual audience, so we replaced it with the more intuitive parachute."

It was a wise move. Published by Freeverse in February 2010, Parachute Ninja hit the top ten paid charts on iOS and would go on to rack up over 3 million downloads.


The next level


Buoyed by the success of Parachute Ninja and with Semyon leaving Digital Chocolate to join the fold, ZeptoLab began work on its next project.

"Although the rope didn't make it into the final release of Parachute Ninja, we had spent a long time working on the physics of the rope mechanism to make it feel right," says Efim.

"We started thinking about how else it could be applied, and decided to use the same engine when creating the game design for our next project, which turned out to be Cut the Rope."




Even before release it was clear that ZeptoLab was onto something.


"I think the first indication that we were on the right path was when one of my friends who had never played games before got his hands on the prototype and didn't return my iPhone until he had collected all the stars," says Efim.

"Physics seems complicated, but it actually comes very naturally to us as humans - both children and adults. I think that's why physics-based games are so popular and have such wide appeal."

Despite all this, Efim was still massively surprised by the popularity of the Chillingo-published game.

"In a matter of a few days, the game climbed to the number-one spot in most countries, and it became clear that it had greatly exceeded our financial expectations," he says.

To date Cut the Rope has been downloaded more than 250 million times.

The importance of support


For Efim, the post-release support for Cut the Rope has been a key part in the game's continued success.

"We always think about how to encourage players to return to our games," he says.

"By consistently delivering new content and features, we keep our games fresh and add more challenge for those who seek it. It's critical to our success because it turns players into dedicated fans."



ZeptoLab's offices


Released in January 2013, over two years after the game's initial release, Cut the Rope's latest update takes the game's tally of levels to 325.

In addition to this ZeptoLab also released the self-published Cut the Rope: Experiments in July 2011.

A spin-off from the main game, Efim identifies Experiments as a place to play around with novel new features.

"During development, our team occasionally came up with a number of great ideas that didn't quite fit in the original Cut the Rope."

"When the amount of ideas accumulated enough, we started developing Cut the Rope: Experiments.

"We saw Experiments as an opportunity to expand beyond what we had done with Cut the Rope, while keeping the core that our fans loved."

And, of course, Experiments also helped maintain the visibility of what had become a hugely profitable franchise.

Not just games


At the heart of all of this is a little green monster with an insatiable taste for sweeties: Cut the Rope's Om Nom.

Designed to "tap into the player's paternal instincts," Om Nom is one of the most recognisable mascots in the industry, due in no small part to ZeptoLab's willingness to capitalise on the character's popularity.

"In the first days after Cut the Rope went live, we noticed that people were frequently writing about their desire to have more connection with Om Nom beyond the digital experience," says Efim.

"This inspired us to bring him to life in the form of plush toys, apparel, board games and other merchandise."




Next up, says Efim, is a deal with Burger King to bring Om Nom toys to the fast food chain's kids' meals. And beyond that ZeptoLab is even working with Sony to bring an On Nom show to the small screen.

No longer just a game developer, ZeptoLab is now an entertainment company.

Expansion

Going hand-in-hand with this increase in interests, ZeptoLab has also significantly expanded its workforce, growing from two to almost 60 employees since 2010.

"First, we needed to support our initial iOS release with updates, so we hired a programmer, an artist and a game designer.

"Together, we managed to consistently update Cut the Rope, and started to further expand the company with our CEO, Misha Lyalin.

"The next step was to cover other platforms, so in the course of a few months we got a team onboard to start the porting process."

Alongside this ZeptoLab has doubled its staff in the last year and even now is "currently in active hiring mode."



The ZeptoLab team enjoy a classic 'I said I was wearing that' moment


Efim says that dealing with increased expectations from the business side of the company was "complicated" at first, as it brought attention and opportunities that ZeptoLab "lacked the resources to handle."

"Now, the situation is much better," he says.

"We have great professionals on our team who help us operate from a business standpoint, so Semyon and I don't have to sacrifice our desire to stay in development."

Sweet success 


This desire was apparent during the making of ZeptoLab's second self-published release, Pudding Monsters.

In keeping with the ZeptoLab's expansion, Pudding Monsters was born of a company-wide ideas contest, in which staff were encouraged to share their game concepts.

Yet Efim and Semyon still chipped in with the some of the characterful puzzle game's art, programming and design work.




Not the runaway hit that Cut the Rope proved to be, Pudding Monsters nevertheless enjoyed high chart positions across the world following its release in December 2012.

For Semyon Voinov, however, Pudding Monsters has greater significance beyond its commercial performance.

"During development, we added cross-platform capabilities to our internal framework, which allowed us to release the game both for iOS and Android simultaneously," he says.

"So, on a technical side, this project is much more important for us than it might appear from the outside, in that it will help us to boost the development speed and quality of our upcoming apps."

Beyond the monsters


The next twelve months promises fresh Cut the Rope content, a number of new games across fresh IP and the company's first steps in the freemium market.

It's the beginning of a hugely productive spell for the company, one that would have been scarcely conceivable during the early days of MuddyGlass.




"Semyon and I were lucky enough to start working at the dawn of the mobile industry," says Efim.

"It's exciting to see how vast the changes have been, and how much the industry continues to evolve."


Now at the forefront of that evolution, it's Efim and Semyon Voinov's job to ensure that ZeptoLab can stay there.



source (pocketgamer)