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Jon SnoddyJon Snoddy
Giantwatchface/Partner
jon@snoddy.net
Giantwatchface/Partner
jon@snoddy.net
IntroductionIntroduction
Korean game developers lead the world in domestic MMORPG earnings.
North America is a very different world from Korea, and understanding some of
those differences can increase the probability of success.
We are in the right business…We are in the right business…
• Everything I read says that things are going great.
• The marketing guys say the industry is growing at 100% per year
• It sounds like were all in the right business.
Unfortunately, so is everyone elseUnfortunately, so is everyone else
• Online revenue is expected to double this year, but the number of games in development is up by a factor of 10.
• Reasonable questions for developers might include:– Who will buy all these
games?– As the audience grows, does
it change?– How long should we assume
the market will grow at this rate.
Where will those new players come from
Where will those new players come from
• 1997, 136 online game projects were announced in the US (30 were for-pay MMOGs)
• Only Ultima Online developed a significant audience.
• Over half were never published online or shipped to retail.
• Over half the companies and interactive divisions are gone.
-DFC Intelligence
• The US online is a tough audience.
A Different AudienceA Different AudienceA Different AudienceA Different Audience
• Korean game developers will find the online game audience in the US to be different in many ways:– It is bigger– It is culturally more diverse– It is growing to include many new types of
players
The US is NoisyThe US is Noisy
• 800+ SKU’s are currently battling for sales in the US
• Many have “Deep Pocket” marketing budgets
• Many games have a similar look and feel to Lineage/Ultima Online
• New games will need to offer something new
GAME NEWS
Over 800 SKU’s will be on store shelves this holiday season…
GAME NEWS
Over 800 SKU’s will be on store shelves this holiday season…
The US is DiverseThe US is Diverse
• Compared to the US, the Korean audience is:– More homogenous– More organized– More closely shared preferences and values
Top 10 Films of 2001Top 10 Films of 2001
Remake of wacky a 70’s TV series
Planet Of The Apes10Gangster, assassin friendsGuns & Talks
Fun with DinosaursJurassic Park III9Mummies and explorersThe Mummy
Returns
Prison friends rob Las Vegas
Ocean's Eleven8War and friendsPearl Harbor
War and friendsPearl Harbor7Boy magician makes good.Harry Potter
Mummies and explorersThe Mummy
Returns6Animated parody of Beauty and the Beast
Shrek
Gangster comedy (with Asian star)
Rush Hour 25Gangsters hide out in monastery.
Hi, Dharma
Animated comedyMonsters, Inc.4Gangster boss gets married.My Wife Is A
Gangster
Animated parody of Beauty and the Beast
Shrek3Gangster comedyKick The Moon
FantasyThe Lord Of The
Rings2Romantic Comedy with time travel
My Sassy Girl
Boy magician makes good.Harry Potter1Gangster and friends grow up together.
Friend
Korean market chooses a few winners
Korean market chooses a few winners
• The US population is 6 times that of Korea
• Korean Online RPG market is about the same size as the US
• Lineage is said to have 4,000,000 players in Korea. Almost 10% of the population plays it
• That would be 25M if it were America
US Game Sales by Genre 2001US Game Sales by Genre 2001
• The US market is diverse mix of many genres
• No single type dominates
Player Styles can be DifferentPlayer Styles can be Different
• Asian arcade cabinets VS US game cabinets
• Americans like to see their opponents
Americans Don’t Play SoccerAmericans Don’t Play Soccer
• It is significant that soccer is not very popular in the United States.
• Not enough scoring• Not enough close-ups• Americans like to be
“on stage”
US Audience is ExpandingUS Audience is ExpandingUS Audience is ExpandingUS Audience is Expanding
• As games become easier to install and play they appeal to a broader audience
• That audience is less tolerant of tech problems.
• No more setting jumpers on the Motherboard.
The Moderate Gamer Goes Online
The Moderate Gamer Goes Online
• Demands more richness in the sound and visuals
• Less user interface complexity
• More and easier interaction with friends
• Marketing through familiar channels
• Easy to learn
Production Value must Go UPProduction Value must Go UPProduction Value must Go UPProduction Value must Go UP
• Sound is under utilized. Game sound tracks can improve dramatically.
• Complexity management will improve. People will become less tolerant of frame rate problems.
• Scene complexity must go up.
PC Room as Game LobbyPC Room as Game Lobby
• Korean Online games already have all the needed features for the moderate gamer.
• They are in the PC room.
• Think of them as an extension of the video game
Those Functions Should go Online
Those Functions Should go Online
• PC room lobby where people meet
• Game machines allow conversation
• Places to relax between games
• Help available immediately from peers and professionals
• Peer to peer game reviews
• Access to all games
Attitudes towards violenceAttitudes towards violence
• Violent games are popular
• Constantly debated in the US
• The country is becoming more conservative
• Legislation regarding content is possible, but unlikely as long as the industry self regulates.
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