Game until recently regarded as entertainment zakompleksionych teenagers who are forced to proms to invite her sister, has recently changed its face firmly. Teenagers have become najchłonniejszym, trzydziestokilkuletnim target and do not reflect long on purpose 200 ofł for your favorite title, their sisters passionately cultivate the farm on Facebook, and all together, instead of a guitar by the fire, choosing to play with Guitar Hero.
The value of computer game market worldwide is estimated at billions of dollars, so old it only confuse the child entertainment not only for this reason seems to be least risky. Production of high-budget game points out the production of Hollywood movies. Committed staff of high-class specialists, it takes at least several years, taking up a lot of money, in the case of a flap – and it often means selling less than one million copies, even threatens to bankrupt the company or department. High barrier to entry makes the same, that this market segment is already quite precisely parceled …
therefore, it would seem that the age of computer-enthusiasts who have formed a garage interactive masterpieces gone forever – without the support of the entire legion of professionals are likely to gain little, after all … In the case of games written for “hardkorowego” player, which features the latest equipment and usually spends a lot of time with him – Indeed, in the case of the so-called game. casualowych – available for free in web browsers and increasingly on social networks in which from time to time Flaggenbar most of us – not necessarily.
Problems with the definition of a player and game flow casualowych both imprecisely defined target groups, as well as the structure of the game itself. As Paul says Kopiński of Wroclaw’s Techland: In Polish, often operate the term “player on Sunday,” which indicates the frequency of play more than a selection of titles. There are a lot of titles that are on the border of casual and hardcore games, that’s at least one of the best-selling series in the world – The Sims. Perhaps some people are not agree with me, but clearly it has characteristics of both types of games.
The phrase “a player on Sunday” by clear reference to the Sunday drivers is also pejorative coloration, which translates into a slightly mocking attitude “real players” for this branch of entertainment. It is common belief is that the casual player is not very demanding, who is looking for an alternative to a boring, rather than a series of true challenges that provide electronic epics. However irreverent opinions only indigenous players – both creators and distributors of games have long recognized the potential and importance of this market segment. Gregory Miechowski studios with 11-bit explicitly states: There is only one feature that distinguishes the casual player hardkorowego. This is not his passion, a hobby, but one of the many leisure activities, such as movies, books and a walk. Uncomplimentary opinions are going to the mental shortcuts and simply false. Anyone who wants to play in the game has to her high expectations. He wants to make it a fun and behind. The challenge for developers to create such a game, is the same.
Player casualowy on playing often spends a total of more time than many hardkore. High-budget games that they require the appropriate setting, concentration i. .. a few free hours, and much easier to save these teens than thirty years managers. Casual games is often the only kilkunastominutowe sessions at the computer or phone, however, repeated a dozen or so times a day.
So if not the quality of entertainment offered, or the time devoted to it are those dystynktywnymi casual, so what is it? On the financial aspect draws attention to Charles Kowalczyk’s World-Loom, which deals with the production of casual games from 3 years. [Casual - editor. kg] appreciates the intricate storyline and graphics – but reluctant to pay more for it. It’s a bit like the movies at the cinema and watching the production at home watching television. Goes to the cinema for something amazing, and the house looks at what flies – and decides to what happened to us interested. Nobody is trying to watch everything on TV or play and compare all Casu. Expenditure of $ 7 is not a fortune, and these games are often bought on impulse.
Casualowy favorite player is playing the game so the browser. The spectacular success, despite the general economic downturn, has been responsible for agricultural Zynga madness on Facebook. Farmville is a free game, but revoked the producers left the door open to their own profit. Player cultivating the field can win all the good hard work, but not all with the same zeal he likes to plow the land and these are paths to shortcuts. Exchanging real money, the currency used in the game, you can buy goods, which allow you to quickly and painlessly develop their own farm. The choice is, Of course, a player …
But Google has already decided – the last time it got loud about Google’s investment, which is planning to create a platform for their games, Zynga has invested in approximately $ 100 million (the exact amount is unknown, some sources say up to twice the total) . For now, little is known about the project, but working with Zynga suggests that the changes will be focused precisely on casualach.
The potential for this type of game also saw our last-Klasa.pl, which is carrying out a rebranding in the fashion of Facebook for a lot of reserve games portal space. Our-klasa.pl, or rather nk.pl decided on this step, risking displeasure of its users, regulaminowym Reluctant to change. Prospects for profit must therefore be higher than the losses associated with the eventual migration of all the malcontents.
Social networking is as yet surest way of reaching out to potential players. Huge, but imprecisely defined target group is one of the major marketing problems creators and distributors of gaming casualowych. More difficult is the address a promotion. Can casual game is a game for everyone? If so, how to reach “everyone”? Every good game, this game is a casual game, however, with a specific idea of what we are going to play, so it is often not a game for everyone, but for a group of people who have to try to define – says Grzegorz Miechowski.
The difficulty of this segment of the game so do not lie in the production part, because, as Karl Kowalczyk convince: budgets and teams are much smaller. While the production of hardcore games can cost millions of dollars, a budget is usually casual located within a few dozen, stukilkudziesięciu thousands of dollars. There continue to be made here productions “in the garage.” Hardcore game produced a few years. The market takes a few Casu production, up to several months, but just in distribution.
These problems are not discouraged, however, neither the authors nor the entrepreneurs who are well aware that the risks associated with investments in the casual game, however, is temptingly low. Hardcore games are usually long-term investment, requiring a good team, testing, high expenditures on audiovisual binding. Casual game three of your friends can write on the weekend and improve on the observations of players almost immediately. If you do not come out, just write another, in the case of “big” production flap may mean many millions of dollars of losses – Peter says the service Gnyp Polygamia.pl.
A separate subcategory in the segment for the particular case are the games that use motion controllers. Japanese Routes wiping with Nintendo with their Wii. This innovative console came to fight with other giants in the market – the PlayStation 3 and Xbox 360 – and, despite the obvious technical deficiencies, the world is doing very well.
Being different from other Wii consoles available on the market is crucial. Nintendo gave up because the arms race in graphic design, bringing innovation to the control, which was henceforth to be natural and intuitive. Instead of traditional pads, inexperienced players who could pose some difficulties, the Wii console is equipped with a wand called Wiilotem. The movements were a player, with its sensors shown, sczytywane and changed the coding to control an avatar. The player was forced to physical activity, but allow the natural movements for smooth navigation.
Wii on the market introduction was accompanied by a huge promotional campaign directed to a whole new client – primary target group became the women who were seen in the Wii substitute for fitness classes. Judging by the results of the sale to a large extent have succeeded.
In Poland, things were somewhat different. None has done any marketing support from the Japanese brought the little console a technical curiosity. In Poland (as opposed to Western Europe, the United States and Japan) Nintendo as a company is marginal. Please note that Nintendo is not even a Polish subsidiary. Resellers Nintendo hardware and games come down in small quantities and sell them at your own risk. About the Polish versions of such games for Nintendo in general there is no question – says Paul KopińSki.
There are also important historical backwardness. Michael Gembicki CD Project notes that has not developed much in the habit of Poland social gaming, which is meeting and playing together, players and the environment is still perceived as a rather tight and hardcore. Fortunately, the situation changes with each year more and more people playing casual games.
Symptoms change, Paul is seen CcńSki: Increasingly, this is some form of spending free time with friends, and among 20 – 30 year olds is not surprising and unprecedented. Not only did I have in mind “with a friend at the border of beer, but larger meeting fans Guitar Hero, SingStar or Rock Band.”
The chances of the growing popularity of games “movement in Poland Michal Gembicki sees the next phase of the console war. The popularity of the Wii has made Sony and Microsoft could not hesitate to copy the idea. Announcing the new controllers and Move Kinect, this time probably supported solidly prepared campaign gives reasonable hope. It may be shown at E3 – Move and Kinect and Prime Minister of Poland, the situation will change and be interested in playing a wider target, and thus will increase the sales of casual games.
games – both hardcore and casual is increasingly popular pastime, and, consequently, more and more reliable business idea. Casual further demonstrate that this business is the idea – not the initial capital – counts the most.
Kaja Grzybowska
Inwestycje.pl
