The Bull’s Eye of Games

There are different theories floating around based on scientific research, such as:

• Uses & Gratifications Theory Applied to Games
• Self-Determination Theory (Autonomy, Competence, Relatedness)
• Motivational Categories
• Escapism as a Powerful Driver
• And many more…

It is estimated that several thousand English-language research papers on video games have been published over the past 10 years, and the number has grown significantly in recent years as more companies, brands, and others have become increasingly interested in video games

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ELO’s 4 Key Ingredients for every game

Whatever the deeper psychological drivers and behaviours (let’s discuss whether you’re a Fight or Flight type of player!), we think it comes down to 4 simple ingredients what makes games great:

1. Competition — for showcasing and comparing skills against other real players embody mastery and achievements.
2. Creativity — as a form of expressive and creative art embodies autonomy and freedom.
3. Storytelling — a way of immersing and escaping yourself into another world.
4. Rewards — building up value, gratification and respect for the time spent.

We looked at ‘all’ the research and every time each ‘driver’ would fall into one of these 4 game ‘ingredients’’.*

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Your Bull’s Eye: the community

I hear you saying — what about the Social aspect? What about a great, empowered community? And our answer is: that’s the Bull’s Eye of Gaming.

We are humans after all, and the vast majority of (online / live service) video games provide for a place of belonging. In other words: a community of likeminded, equally passionate, inclusive and protective group of individuals who may not know each other, other than by their in-game name and avatar.

Now the issue is that these ingredients are usually only defined in the game, and not outside the game. The out-of-game experience is usually the ‘lawless realm’ of the community. And that’s interesting, because as it shows again and again, in gaming it’s the community that drives culture and innovation.

Some of the best performing games to date originated before the decade when gaming was controlled by corporates, public scrutiny and IP lawsuits. They were modifications, hobby projects and the realm coders and creatives.

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DreamHack Winter 2004

In-game and out-of-game, it should be one and the same

At ELO we think that we don’t need to make a distinction between what’s in-game and out-of-game. The experience does not need to stop when you log out of the game client. The lore continues, the creativity lives on, we can still get better and rewarding doesn’t stop.

The experience of playing a game goes far beyond the game itself, to really satisfy a community game devs need to think beyond the in-game experience and become fluent at speaking the language of the community.

In a recent panel, I heard an executive in the gaming industry saying that ‘short form content is our biggest competitor’. The view should be ‘short-form content is our biggest friend’. Games have become very time-consuming, and game time in the client can be exchanged with game experiences outside the game.

Be prepared for the unprepared

As a game developer there’s not much you need to do. However, ideas are easy, and execution is everything. Develop with the community in mind. What would happen if you gave your community the tools and assets into the ‘lawless realm’? Just get prepared for the unprepared.

A report from Twillo has shown that 75% of companies provide a good personalized experience for their community, the harsh reality is that more than 50% of the community disagreed with it which just reinforces the need for a great community strategy and how difficult it can be to engage with one.

At ELO we help game studios (and brands) alike to create a community critical mass. That’s not a number, it’s the point where the community carries your game (or brand). It’s the eternal motion of community energy. You give some, and you receive a lot. Not just by luck, but by design.

Your community is not your marketing channel, neither your consumers you’d like them to consume more and more, or just a number in your P&L.

Your community should be the bull’s eye of your game.

*Ok, ok, we conveniently left out things like graphic quality, sound, game mechanics, stability, patches etc etc. Let’s just assume that quality meets quality so these things should be a given!