Inclusive Games DesignInclusive Games DesignBy Kaye Elling & Simon SmithBy Kaye Elling & Simon Smith

Blitz GamesBlitz Games

• Independent Game Developer

• Console titles on PS2, PSP, GameCube, Xbox

• PS3 & Xbox 360

• 150 staff and expanding

• Owned & run by the Oliver twins

Blitz HistoryBlitz History

Blitz BrandingBlitz Branding

Blitz BrandingBlitz Branding

Blitz BrandingBlitz Branding

IntroductionsIntroductions

• Kaye Elling, Creative Manager

• Simon Smith, Business Development Associate

AbstractAbstract

• Inclusive game design

• Gender and age

• Our experiences: Bratz Rock Angelz

• Core game functionalities

• Design Dynamics

• Comparing “young male” orientated titles

Why make inclusive Why make inclusive games?games?

IdealismIdealism

• Games are here to be enjoyed by everyone

• It’s good for you!

• Technology for recreation expands horizons

• Play is part of human nature

Market forcesMarket forces

• Market is reaching saturation

• 103 million consoles sold worldwide

• 73m PS2s, 16m Xboxes, 14m GameCubes

• Hardcore & mainstream gamers

(USA today, year end 2004).

Future-proofingFuture-proofing

• To continue growth, market must diversify

• Hobby- and casual gamers

• Children (ages 6-15)

• Older demographic (age 35+)

• Women (all ages)

Circle of lifeCircle of life

• Inclusive games = mass market appeal

• Mass market appeal = more sales

• More sales = more money

• More money = bigger market

• Bigger market = more games for everyone

The StatsThe Stats

What makes a game What makes a game inclusive?inclusive?What makes a game What makes a game exclusive?exclusive?

Gendered SpacesGendered Spaces

• In game environments; the core of most games

• Player must want to be in those spaces

• Context can exclude potential players

Gamer Chicks: How a Generation of Young Women Inhabit Virtual Worlds Online

White paper by Constance Steinkuehler, University of Wisconsin, USA.

DefinitionsDefinitions

• Male gendered spaces

• Female gendered spaces

• Perceived as highly threatening• Frequented predominantly by males• Openly hostile to women

• Perceived as visually over-feminised• Frequented predominantly by women• Openly hostile to men

♂♂ Gendered spaces Gendered spaces IRLIRL• Lan Café

• Building site

• Football Stadium

• DIY Superstore

• Houses of Parlaiment

♀♀ Gendered spaces Gendered spaces IRLIRL• Hairdressers

• Health Spa

• Department Store

• Lingerie shops

Gender neutralGender neutral spaces IRLspaces IRL• Cinema

• Supermarket

• Gym**Recent market expansion through diversification - while retaining its core clientele.

OPEN QUESTION:OPEN QUESTION:

• Give examples of male gendered spaces in computer games.

(M) Examples:(M) Examples:

• Any area in HalfLife 2

• Strip Joint in GTA Vice City• Wrestling ring in WWE Smackdown

OPEN QUESTION:OPEN QUESTION:

• Give examples of neutral gendered spaces in computer games.

(N) Examples:(N) Examples:

• Anywhere in Tak2: The Staff of Dreams

• Mansion in Bratz: Rock Anglez

• Race circuits in MarioCart

Random video: Bratz Rock Random video: Bratz Rock AngelzAngelz

Control & Gendered Control & Gendered PlayPlay• Males and females respond differently

• One size does not fit all

• Most gameplay mechanics are male gendered

• Gender differentiates play

Risk & RewardRisk & Reward

• The bigger the risk to the player, the bigger the potential reward to that player

• Most popular game play mechanic ever

• Females do not like taking risks…

• …they prefer Action & Reaction

• To remain in control at all times

Examples:Examples:

• Risk & reward:

• Action & Reaction

• Run through the super-heated mining tunnels, risking character health loss and eventual death, to access the footlocker containing a weapon upgrade.

•Knights of the Old Republic II

• Run a paid errand for an NPC, to finance the purchase of a weapon upgrade from a trader.

•Knights of the Old Republic II

Punitive SystemsPunitive Systems

• Punish the player for “failure”

• Most popular: Sudden permanent death…• …versus an instant re-spawn

• Example: Rainbow 6• Further Examples: The Molyneaux principle

• Heavy handed & generates frustration

Violence vs. brutalityViolence vs. brutality

• When is violence not exclusive?• Defensive or provoked

• Comedic or without suffering• Stylised (cartoony, non-realistic)

• When does violence exclude players?• Offensive or casual

• Sadistic or causes suffering• Hyper-real (excessively gory)

• Example:Manhunt

OPEN QUESTION:OPEN QUESTION:

• Give examples of games with inclusive game play dynamics.

•i.e… with action & reaction•i.e … without punitive systems•i.e … with violence as opposed to brutality

Examples:Examples:

• Ratchet & Clank

• Lego Star Wars

• Prince of Persia: Sands of Time• Nancy Drew series

• The Sims series

CharacterisationCharacterisation

• Player character buy-in is more important to women than it is to men.

• Men see characters as controllable

• Women see them as representational

Lara CroftLara Croft• Why she works for girls:

• Tough• Capable• Beautiful• Cool• Intelligent

• She can do everything a man can do.

Lara CroftLara Croft• Why she works for guys:

• Tough• Capable• Beautiful• Cool• Intelligent• Boobs• Boobs• Boobs

• “She can do everything a man can do. In fact, she might as well be a man in drag.”

• Earnest Adams, Designersnotebook

Lara CroftLara Croft

• She works despite of her appearance, not because of it.

• Until Lara came along, most female characters in games were:

• Waiting to be rescued. (Pauline, Donkey Kong)• Eye-candy (Princess, Donkey Kong)

• Statistically inferior (Ling XiaoYu, Tekken)

• First “equal” heroine• Paved the way for others Nikki (Pandemonium)

BratzBratz• Why they work for girls:

• Fun• Intelligent• Creative• Stylish• Friendly• Individuals

• Friendship• Cooperation

What women wantWhat women want

• Personality as well as appearance

• Role models to aspire to

• Failure to include a viable female character immediately makes the game exclusive.

• Women demand characters with more depth

• Equality in terms of stats and abilities

Characters as AvatarsCharacters as Avatars

• Gender bending in MMORPGs

• Representational vs. controllable

• Other reasons:• Social - how players are treated among themselves• Variety - players have multiple characters• Subterfuge – denying true identity for a reason

CustomisationCustomisation

• True cross –gender, cross-demographic tool

• Creates unique user experiences

• Seen in all kinds of consumer products• Cars: Mini Cooper• Clothing: Nike Trainers• Electronics: Mobile phone fascias, I-pods

CustomisationCustomisation

• Seen in a huge variety of games• Motors: Need for Speed Underground• Motors: Juiced• Clothing: Tony Hawks Pro Skater• Appearance: WWE series (Create a Wrestler)• Avatars: any RPG

Customisation in Customisation in BratzBratz• Customisation stats in the game

• 224 make-up colours & decals• 135 jewellery items• 40 Mobile phone add-ons • 221 clothes & accessories• 66 pairs of shoes• Totalling 686 items!

Random video! PacMan Random video! PacMan World 3World 3

CommunicationCommunication

• Vital tool in reaching alternative audiences• Split into 2 categories

• Functional communication (Direct, necessary etc)• Responsive communication (Intuitive feedback etc)

CommunicationCommunication

• Older players and female players require more communication than male players do.• This is for 2 reasons:

• Women have a more social approach to gaming and expect more interaction between the NPCs and the player.• Casual or novice gamers require more instruction and feedback than hardcore gamers do.

Mobile phonesMobile phones

• Direct communication• Characters

• Indirect communication• Impersonal

• Emotional & intuitive communication means the player is more likely to respond.

• Vocal, phones

• Computers, anonymous

CreativityCreativity

• Gives the player freedom

• Creativity spans all demographics

• A big hit in all kinds of gaming genres• UCC in The Sims• Halo 2 multiplayer clan badges• Tags in Counterstrike• Tags in Jet Set Radio• Bratz make-up editor and T-shirt/Poster Editors

Make-up editorMake-up editor

Choice is freedomChoice is freedom

• Player freedom is addictive

• Player choice = player freedom

• Choice is best achieved through Sandbox play• Sandbox isn’t always an option if:

• There is a strong narrative• Level progression is set• The game is essentially linear

Choice in linear Choice in linear designsdesigns

• Intersperse these with larger goals

• Linear games benefit from anytime activities

• Break up linear play

• Examples• Sub games • Skirmish areas • Bonus levels/tasks

Intellectual pursuitsIntellectual pursuits

• Alternative game play features

• Appeal to older players

• Appeal to younger players

• Appeal to both genders

Alternative gameplay Alternative gameplay stylesstyles• Nurturing

• Pokemon • Monster Farmer• Nintendogs

• Puzzle solving• Puzzle adventures• Board based

• Narrative• Classic Adventures• Mystery

• Strategy• Resource management• Historical re-enactment

Alternative input & Alternative input & next gennext gen• Alternative input devices can attract new audiences.

• This is already evident in the industry:• Nintendo: Bongos • Sony: Eye-Toy• Sony: Microphone• Multiformat: Fishing rod

• More of this to come….

Nintendo RevolutionNintendo Revolution• “3D Pointing” • “Tilt Sensitive” • “Multifunctional”• “Wireless” • “Rumble Built-in”

• TV remote based• Less threatening?

SummarySummary

• Never take game play mechanics for granted.

• Context (gendered spaces)• Control (gendered play)• Characterisation• Communication• Customisation• Creativity• Choice

• Good designers can create for others.• Remember the 7 Cs:

OPEN QUESTION:OPEN QUESTION:

• Rate these games in terms of inclusiveness:• FIFA 06• TIGER WOODS PGA TOUR 06• SPARTAN: TOTAL WARRIOR• ULTIMATE SPIDER-MAN• BURNOUT REVENGE• BLACK & WHITE 2• BROTHERS IN ARMS: EARNED IN BLOOD• CONFLICT: GLOBAL STORM• MORTAL KOMBAT: SHAOLIN MONKS• NINTENDOGS: LAB & FRIENDSELSPA top 40 all formats 19/10/05

Further readingFurther reading

• Gender Inclusive Game Design: Expanding the Market.Sheri Grayner-RayCharles River Media

•Chicks and Joysticks: An Exploration of Women and gaming. Aleks KrotoskiEntertainment andLeisure Software Producers Association.

Q & AQ & A