Thursday, October 15, 2009

The complete cat strategy guide for game production

This is a story about a group of agile cats with skills and a passion for games who build a game together. They met somewhere and founded:
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One Lean and Mean cat machine which will be doing something cool and have an awesomely good time together while doing it. The cat team introduces themselves and writes witty descriptions about what they do on their Google Wave.
Fixer Cat: "I am like doing all that stuff that no one else does, making sure that nothing stops the other cats from doing awesome stuff. I am obsessive about development process, cycle time, kaizen, integrity and communication. Other IT projects might call me a combination of QA, Operations and maybe Producer."
Artist Cat: "Art is like a universe of symbolic language which has emotional resonance and communicate directly into the users brain through traditional data generation. I paint, I make sounds, I write texts, I make landscapes, labyrinths, hats, mice, animations, music, particles, movies and everything that you see and hear within the game. I got quite the education to know the theory, tools and practices of all these spiffy art forms."
Wizzard Cat: "Computers speak directly to my soul. Little impulses of electricity becomes living worlds full of cats and mice through the magic I perform. You might think the world is made out of things, I know it is made out of math, logic and process. Nothing within the game reaches the player unless I make it work. All the programming languages, technical platforms, rendering engines, deployment process, automated testing and the lot is stuff I have mastered. I am quite awesome."
Expert Cat: "Sun Tzu would be pwnd by me. If he wasn't dead already, I am still alive. I know marketing and how to position products. I know how to measure success and set goals which will be even more successful. I speak directly to the end users and learn what they desire. I communicate the markets desires to the team and workshop with the team until they prove they understand what the market wants. I test the products on the market and improve our results relentlessly. A game developer would call me a designer, maybe a non-traditional artist or a biz analyst. I also do stuff like interaction design and scripting when needed."
Our four cats are maybe not using the most conventional titles as the ones you might be familiar with. But keep in mind that these guys are mean and lean cats. They don't follow conventional rules. They make their own rules and play their own game to win.

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Two kinds of players here, you know them already... In the world of cats they dont know they are a market. They just want to live their lives happily and in peace.

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The cats start working on a vision which causes a lot of half friendly cat fighting, including hissing and big fuzzy tails. Eventually cool cats reach agreement and begin with reality checking what they agreed upon. They keep running around in this loop until reality align with their concept. Or maybe it is the other way around, its difficult sometimes. If they fail they go back to the vision but these cats are so mean they only fail about half the time.

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The cat team takes a close look at the vision and how it is positioned on the market. They don't want to run into those nasty big competitors, some smaller competitors are quite ok however. They know what they are doing so they pick a spot which looks like it might have a few lonely cats without suitable and good games to play.

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Since the cat team has found its market position for a game they can start hammering out the concept. What kind of thing is this game that these other userCats are likely to want? They figure out what kind of symbolism might stimulate this audience into taking action. What kinds of goals the userCats are likely to find engaging. And they put these things into a list of priorities for production.
With priorities sitting on the wall as post-it notes they take the first one and they go out on the streets where userCats are hanging around waiting to be entertained. They talk to the userCats and carefully nudge up some information about the highest priority. Woot! This works! UserCats like this type of stuff... well sometimes at least. Quite often they have to run this loop a few times before userCats seem to provide the correct information. They might also learn new things about the competition here which needs to be taken into consideration. Sometimes they even encounter the wrong userCats and have to change them for others.

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With a successfully developed list of priorities the cat team starts producing prototype products. They think this is what a Minimum Viable Product is about. They bring it to the userCats and see what happens when the user cats try it. In the beginning it does not work very good, but the mean and lean cat team knows how to repair their broken prototype and after a while the userCats start to appear rather engaged when testing it.
And there it is! The cat team has found resonance after a few attempts of prototyping. This is a key moment for the team to get a morale boost which will bring them forward towards cat nirvana.

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With the successful prototype to guide them the cat team goes into production.since they are so lean and mean they don't need any more cats for this, all they need is an even tighter relationship with the end userCats. So they pull userCats really close to the team to make sure they can test their product continuously against a useful feedback pipeline.
At this point the team starts investing a significant portion of their time into making sure that they can keep up a high speed through the loop. A lean and mean cat machine knows that the most important thing is to be able to react to feedback as fast as possible and they keep on making their reactions faster and faster for every circuit through the loop. The Wizzard protests loudly when the magic might be going kaboom in the future and the Expert stops the production and does a "5 whys" if the feedback from the userCats starts sounding like strange noises.

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While running through the production loop the cat team is making these userCat loops, Daniel Cook named them STARS. Each feature consist of many of these loops and each iteration the cat team add value to these loops. Stimuli is the first thing the userCats encounter. The team makes sure all the stimuli in the game makes sense and fits the expectations of the userCats and sometimes they make sure that the userCats are positively surprised when moving through the STARS loop.
Daniel Cook is a hero for lean and mean cat teams.

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Eventually the cat team will be successfully stringing the userCat loops together in some awesome patterns. As the Newbie user cat successfully runs through the loops the Newbie cat gets more and more engaged. The cat team is so good at this that the loops are whole and working. UserCats experience good pleasure and they don't burn out or feel confused and annoyed. As a userCat plays the first finished parts of the game it feels showers of dopamine in its brain which are produced when the nerve system extends its associations to better handle the Skills required by the game.

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When the cat team picks up a new piece of the game to build they know that they are only in the beginning of a journey which will need a few round trips with the same piece. They are quite competent so they understand that trying to add another piece before the current one reaches the "market demand per feature threshold" is going to lead to a ton of waste in future production.
While working on making one function in the game good they methodically monitor the feedback from userCats for each iteration. They keep on iterating until there is statistically reliable proof that the purring is caused by the product and not something else.

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Oh noez! The cat team has run into a road block!
Regardless of how many times they iterate on a piece of the concept which aim towards the vision they just can't make the userCat purr from it. This is a tough spot to be in. Now they have to do a pivot. Such a lean and mean cat team is not very scared of this problem. They know that they have a solid core product developed which causes userCats to purr satisfyingly. To keep on progressing their product so they can get even more purring all they need to do is some analysis and observation.
The cat team steps back a bit and takes a close look at the market again. "Ok" they say, lets figure out where to move now. Should they abandon the project? Switch to some totally brand spanking new vision? Or ignore the feedback and release it anyway? No, instead they keep one paw firmly planted in their current vision, and prepare to take a step towards a new direction.
They adjust the aim of the vision a bit, keep the successfully developed userCat value, kill the remainder of the old backlog and define a new set of concept pieces which will lead to the new visionary point they find interesting.
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Eventually the game does all of the things it should be doing and the userCats are excitedly running along its dopamine infused feedback loops, having a blast and feeling the luurve all around. The userCats realize that the lean and mean cat team made something that was just perfect for them and they send love letters and even a bit of money to the cat team.
The Cat Team are heroes in the world of the userCats and they know it. What the cat team will be doing next is a secret hidden within the future.

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4 comments:

  1. Great stuff, who can deny the awesome power of the cats? Maybe adding some lolcats-wallpapers would spread the ideas even more ;-P

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  2. That would almost be abuse of lolcats, altho its a tempting idea. The only real reason I have to ignore the proposal is that actually building a post of this size through the blogger CMS is totally painful.

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  3. I like it!

    But i would like to see more of where it usualy fails, like a pitfall of the kittens.

    Also to tie the scope of a new feature together with the overall budget, because that is usually one of the strongest pitfalls why you dont finish your iterations.

    Hence we dont have enough money, lets push it out to the customer since we promised our stakeholders, instead of removing it.

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  4. That would be quite the post indeed. :D

    If you were to read through all the posts on this blog you would probably find a lot of the pitfalls implicated in other posts but I think I'll take you up on the idea and describe them to the best of my ability. It is really not my area of expertise to be a real authority on the topic but I think I have studied this stuff enough together with a lot of personal learnings from within various businesses since about 1996 to give it a shot for the fun of it.

    One problem with such a post is the negative tone it might get. To handle that problem I will probably try to turn the story around to rather be "The Learnings of the Cats" or something along that line which can end on a positive note. I'll probably have to split it into a whole lot of different posts as it will be stories full of various circumstances and metaphors.

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