Tag: press releases

#oneaday Day 931: Pure Profit

The more doublespeak I hear from industry analysts and company executives on earnings calls, the more and more glad I am that companies such as Atlus, Carpe Fulgur, Xseed et al exist. (Though Atlus should really pull their finger out and open a European office. I’ll happily run it. Single-handedly. Gladly. Just bring fucking Trauma Team out over here and we’ll be cool, Atlus. Why you gotta be that way?)

Why? Because these are companies whose primary motivation is not profit, it’s pleasing their customers. They accept that they are catering to niche interests and accept that they are not going to create games that sell millions of copies.

Here’s an actual quote from Aram Jabbari of Index Digital Media, Atlus USA’s parent company:

“With the launch of the strategy RPG Growlanser: Wayfarer of Time, an iteration in the popular franchise never before released in North America, Atlus demonstrates the continuation of its proud heritage of supporting niche titles aimed at the core gamer. We are not intimidated by the challenges of servicing a smaller audience or pursuing more modest success with a given project. Our fans are excited for a new Growlanser title and we are excited to be able to bring one to them.”

What a great attitude to take. A bold, proud statement that Atlus specifically isn’t going after the quick buck, but is instead aiming to build long-term loyalty with its customers by giving them the things that they have been asking for.

Note: this is not the same as pandering to the whims of crybabies. It is a case of listening to your customers and providing them with things that they will appreciate, which in turn builds up a strong and significant base of loyalty which can be drawn upon in the future. I know plenty of people who will happily pick up anything that has the Atlus stamp on it purely because of the goodwill the company has built up over the years (goodwill which they’re at risk of losing with the whole Persona 4 Arena region-lock business, but that’s another matter entirely).

It’s the same with Carpe Fulgur, whose dedication to their craft shines through in every one of their three releases so far. While Recettear, Chantelise and Fortune Summoners may not be the most technologically-stunning or even best games in the world, they feature a top-quality localisation job the likes of which we haven’t seen since the days of Victor Ireland and Working Designs on the PS1. They work on niche titles that players might not have heard of, but built up a solid foundation of brand loyalty with Recettear and have continued to provide memorable experiences since.

Then there’s Xseed Games, whom I have to admit I’m not as familiar with, but who are noteworthy for bringing excellent PSP action-RPGs Ys Origin and Ys: The Oath in Felghana to PC, and are also handling the North American release of the fantastic The Last Story. (C’mon, guys, pick up Pandora’s Tower, too — your fans will thank you.)

And then there’s the even smaller niche developers and publishers like Mojang, Gaslamp Games, Zeboyd Games — too many to mention. Not one of these companies is responsible to shareholders and investors, which means they can take a much more “human” approach to business. Their team members can speak as individuals and freely give their opinions rather than stock, robotic “we do not comment on rumours and speculation” responses that frustrate journalists and public alike so. They can enthuse about their products in human terms rather than spouting bollocks like this actual quote from Ryotaro Shima, senior vice president the EML business department at GREE Inc and CEO of GREE UK Limited:

“The formation of a UK studio is strategically significant on many levels. Primarily it will allow us to focus on Western content, keyed to local social trends, as well as tailoring content for global propositions. It also reinforces GREE’s commitment to growth within European markets.”

Besides the fact that these smaller companies tend to have job titles that are less of a mouthful, there’s a clear disparity in the language used. Let’s take a look at another quote that is more roughly equivalent to the one from Jabbari I posted at the beginning of this piece — this one’s from Paul Nicholls, sales and marketing director at Koch Media, annoucing Andrew Lloyd Webber Musicals: Sing & Dance (yes, that is a game that is actually coming out, and you bet it’s a game being made primarily as something that will sell rather than a great creative work):

“This is a fabulous signing for us. Andrew Lloyd Webber and his creations are a British institution that have been enjoyed by generations across the world. The chance to bring this product to market for the Nintendo Wii is both an honour and hugely exciting.”

Note the difference in the language used. Jabbari refers to “our fans”; Nicholls talks of “bringing this product to market”. Jabbari speaks of “servicing a smaller audience”, “pursuing more modest success” and emphasises what Atlus is doing for its fans; Nicholls speaks of what a “fabulous signing for us” the Andrew Lloyd Webber license is — no mention of customers at all.

Obviously those two aren’t exact equivalents — one is a rather niche PSP release while the other is a Wii game based on the music of Andrew Lloyd Webber. But the point stands — personally speaking, I’m much more inclined to respect companies that have a “human” face; companies who make it clear that their first priority is not shifting as many copies as possible, but pleasing, surprising and delighting their fans.

Obviously it would be nice if the niche titles were multimillion-sellers, but that would somewhat diminish their “niche” status. What the continued existence of smaller outfits like Atlus, Xseed and the like proves, however, is that you don’t have to be focused on big business and the bottom line to be successful — it is possible to please your customers and have a company that performs well.

It’s also, I’d argue, a sign that going public is a terrible, terrible idea for a company supposedly based around creative ideas. As soon as “what would be cool?” becomes “what would sell?” or “what will make the investors happy?” I, for one, am no longer interested, because I’m being treated as a bag of money rather than a human being. For all I know, Atlus et al may be laughing all the way to the bank, but because they put such a human, consumer-friendly face on the way they do business, I’m more than happy for them to take all of my monies while I consistently give companies like EA, THQ and Activision the finger until they start speaking English.

#oneaday Day 643: Out, Hyperbolical Fiend!

I think I’m allergic to hyperbole.

Well, okay, maybe “allergic” isn’t quite the right word. I don’t break out in a rash or anything any time someone says that something popular is good. But I do tend to find that excessive hype actually dulls my enthusiasm for something rather than fuels the fires as it may once have done in the dim and distant past.

Take the recent release of Batman Arkham City. By all accounts, it’s a marvellous game (apparently) but I have very little desire to rush out, buy it and play it. There are a number of reasons for this — cashflow, the fact my Pile of Shame grows seemingly by the day at times, and the fact I’m still playing Xenoblade Chronicles — but seeing the relentless fawning all over it recently has been a little offputting. I find it doubly offputting due to the anti-consumer practices which have been foisted upon it — for the unfamiliar, a chunk of game content is locked off behind a single-use code, meaning that only people who purchase the game brand new will be able to access it without paying extra.

From what I’ve heard, this butchered content actually isn’t particularly good, anyway, so at least that’s something — but it still smarts to know that companies are wilfully screwing over consumers in the hope to make an extra buck. There is literally no good reason for this to be implemented in the case of Arkham City, which is a single player game. Online passes which lock off multiplayer modes can use the “it’s helping to pay for the servers” argument, which is slightly more plausible, though which can still be easily debunked.

But we’re not talking specifically about Online Passes here. We’re talking about hyperbole in general.

The “big games” of the year are all coming out within the next few weeks, and it’s surprising how little I care. I attribute this to several factors: firstly, most of them are first-person shooters that involve Soldiers With Guns, and secondly, having seen the PR circus teasing pointless information about them for the last [x] months, I’m sick of the sight of them already and they’re not even out yet.

I perhaps wouldn’t be quite so sick of the sight of them were it not for the fact that the publishers of these heavily-hyped titles treat them as “products” or “consumables” rather than what they actually are, which is interactive creative works.

Let me give you some sample quotes from press releases to give you an idea of what we’re dealing with here.

This delay is a move to ensure players and fans of our promise and vision to produce high-caliber games that deliver the best quality game experience.

— Sony, on the Payday: The Heist delay.

We are thrilled to see Ezio enter the world of Soulcalibur, as we believe the values of both brands fit together. We think that this partnership will bring a great new gameplay experience to both Soulcalibur and Assassin’s Creed fans.

— Ubisoft, on Ezio being the guest character in Soulcalibur V.

Letting fans vote for the UFC Undisputed 3 cover athlete is a unique way for us to connect with our extensive worldwide audience of UFC fans, fighting game enthusiasts and more casual sports followers. We look forward to seeing if Jon Jones, Anderson Silva, Georges St-Pierre or Cain Velasquez has what it takes to grace the cover of what will be the most invigorating MMA videogame release to date.

— THQ, on the pointless social media marketing ploy that is getting people to vote for what sweaty man will appear on the box of UFC Undisputed 3.

As you can see, these titles are being treated as products, commodities, things to be sold. All soul is sucked out of them any time you let someone with a title that includes “Vice President of [pointless-sounding department]” or “CEO” talk about it. Meaningless adjectives are applied, and talk turns to “brands” and “engaging with audiences” rather than “making a fucking badass game”.

The developers should be talking about these games. The people who are creating them, building them, testing them. Not some suit who has probably never picked up a controller by choice in his life.

Imagine how much better a press release would be if it were written by the developers and they were allowed to show some enthusiasm and/or honesty about their work, rather than sticking to a rigidly defined PR schedule.

In fact, let’s do better than that. Let’s write one.

LONDON, October 23 2011 — Studio A33 today announced their new game “Hobbit Blasters”, soon to be available for PC, PS3 and Xbox 360.

The game revolves around the tired old concept of pointing a gun at things and pulling the trigger, but this one features arcade-style point scoring with big numbers and loud noises that make it more fun than anything you’ve ever played ever.

“Seriously, you know, it might sound a bit lame,” said Dave Thunder, lead programmer on the project, “but give it a chance. Hobbits are annoying. No-one ever seemed to comment on that fact when Lord of the Rings was big. We’re allowing you to blow the shit out of those little scrotes in HD and you wouldn’t believe how satisfying it is, particularly if the guys from the publisher have been in all morning making us sit through pointless meetings about stock value and other things we really couldn’t give a flying fuck about. There’s blood and guts and it really, positively, absolutely is fun, I promise. And if it isn’t, you can have £10 of my own money. And a pint. And a cake.”

Hobbit Blasters is in early stages of development but Studio A33 is more than happy to show off its work, warts and all, to any who are interested in seeing it.

“It’s a bit shit at the minute,” said Sally Harpy, lead graphic designer on the project. “But that’s to be expected. We’ve not long been working on it. What do you want, stunning graphics from day one? Give me a fucking break here. I’ve been slaving over concept artwork for months, and now I have to implement all that shite into the game. But if you want to come and have a look, be my guest.”

Hobbit Blasters is due out when it’s finished.