The Future Face of Gaming
Wednesday, June 29th, 2005Over at Yog Shoggoth’s Dice, Brand responded to a challenge from me on how a games company could publish non-Illusionist games and not go bankrupt. The conversation developed from there to begin just touching on the outskirts of marketing issues the likes of which gaming tends to avoid. These are the issues that I had written that post about but Blogger ate.
At present, the ‘Generic RPG Marketing Model’ goes thusly: Core Book (sometimes Player Book and GM Book) which generates the majority of the revenue, and Supplements which do much worse, but keep the game ‘alive’ and the Core Book selling. This is as seen in White Wolf, 7th Sea, GURPS, Rifts, et cetera, with a few elaborations (World of Darkness now has two hardcover player books necessary to play). The Generic model tends to assume play will go for years; the supplements are designed to keep the line going for years. Players buy supplements, encourage their friends in the playgroup to buy their own copies of core books, and even replace their original copy of the core book. There is also the ‘Indie RPG Marketing Model’ which goes thusly: BOOK! The Indie model defaults to play lasting a couple months; these games tend to be more focused and also tend to generate stories that actually end.
The company (or individual) creating the game, if they have any hope to support themselves on the affair (which is another matter entirely; I should post about the RPG Cottage Industry sometime), need people to keep buying books. They don’t actually need people to use the books; they don’t even need people to play the game (I have a number of games I’ve never played; you?). They need people buying books now, and more importantly, they need people buying books next quarter, too. They need people to buy the books they have (so they can stop paying warehouse fees) and they need to generate demand for the books that are currently in development. 7th Sea did this by revealing information bit-by-bit, using a bit of legerdemain to suggest that there really was this gigantic vibrant world that was already established, just not in print, as they feverishly created new content to add. Eventually this imploded. Exalted continues offering bigger, badder, and more ludicrous content, stuff that you just have to have / see / kill. It’s doubtful that this will implode any time soon. Generally speaking, Indie games don’t do any of this, because there is little long-term planning in indie RPG design; even Sorcerer, which has many supplements, is more a succession of chapters that should have been in the original book and are being published separately as afterthoughts.
What is it that game designers (and game companies) offer to customers that will continue to get them to buy those books? It’s difficult to get a handle on this, since once you get down to it, the game designer supplies perhaps a fifth of the actual game experience (and I’m being generous). Most supplements are fluff that never actually gets used in the game; the best of these offer color that informs and inspires actual play indirectly, but even then there is very little ‘content’ being delivered. Good games offer a sort of blueprint for enjoyable social interaction, but this material is almost entirely included in the core book, and once that sells, what more do you have to offer customers? Maybe you have something to offer to that first customer’s friend, but that is not the same thing. Oddly, game companies may have more in common with car dealerships and computer salespeople than with people who sell hammers and dry goods.
I’ll cogitate on this and post more later; in the mean time, I’ll throw it open to whoever happens to be reading: what is it that game designers offer customers that keeps them buying more books? What do they give us that we support them and their families for?
