Kevin Bruner on how the episodic model is working for Telltale Games.
Réaction de Kevin Bruner sur la façon dont la vente de jeux par épisode fonctionne pour Telltale
Right from the start, Telltale Games made a clear commitment to delivering game content in episodic form rather than following traditional models. In the three years since the company was founded that hasn't changed, and Telltale has seen success with the Sam and Max and Bone series of episodically delivered games.
Dès le départ, Telltale Games s'est engagé à livrer du contenu vidéoludique sous la forme d'épisodes, plutôt qu'en suivant les modèles traditionnel. Depuis trois années que la société est fondée, le succès commercial des jeux à épisodes ne se dément pas, grâce à des titre comme Sam et Max et Bones.
GamesIndustry.biz sat down with co-founder and chief technology officer Kevin Bruner at the recent Nordic Game conference to find out more. Read on for Bruner's perspective on why the episodic model works, what challenges it presents and how it's changing games for the better.
GamesIndustry.biz s'est assis avec le co-fondateur et directeur technique de la société, Kevin Bruner, au cours du récent évènementiel, la conférence Nordic Game, pour en savoir un peu plus. Decouvrez l'opinion de Bruner quant aux publication par épisode, quels sont leurs actuels défis, et en quoi cela va changer le monde du jeu, pour le meilleur.
GamesIndustry.biz: What would you say are the benefits of delivering games episodically?
GIB : Pouvez-vous nous parler des avantage de la publication par épisode ?
Kevin Bruner: From a developer's viewpoint, there's less risk, less monetary commitment. I don't think there's less actual commitment - some people think that they can get the first episode to pay for subsequent episodes and that's not a good idea.
KB : du strict point de vue du développeur, c'est moins risqué et ça demande moins d'engagements financiers, ce qui ne veut pas dire qu'il y a, à mon avis, moins d'engagement sur le jeu lui-même. Certaines personnes pensent qu'elles peuvent avoir le premier épisode à payer pour les épisodes suivants, ce qui n'est pas une bonne idée.
It encourages a little bit more risk taking and allows you to fine tune things as you go along. At Telltale we tend to stay about 3 episodes ahead of what's on the market. That gives us a little time to course correct; we did that with Sam and Max, episode four was the first episode where we responded to consumer feedback.
Cela encourage un peu plus la prise de risque, et autorise bien des choses en cours de réalisation. Chez Telltale, nous avons tendance à penser qu'il faut lancer trois épisodes à la suite. Cela nous donne le temps de corriger le tir ; c'est d'ailleurs ce que nous avons fait avec Sam'n Max : le quatrième épisode a été le premier conçu pour répondre aux attentes des joueurs ayant testé les précédents.
So I think from a developers' perspective, since the risk and cost can be lowered up front, you have a little more control over your game. You can be a little bit more experimental. Then you've made the game you want to make and you can take it to more traditional channels.
Je pense donc, que du point de vue des développeurs, comme le risque et les coûts sont maîtrisés, on exerce un meilleur contrôle sur le jeu. On peut faire plus d'expériences. Et là, on fait exactement le jeu qu'on voulait, et on peut ensuite le distribuer selon des modes plus traditionnels. Presumably you're sticking with the episodic model for season two of Sam and Max?
Vous comptez donc vous en tenir à publication par épisode pour le second opus de Sam'n Max ?
Yep. We were built from day one to distribute episodically. We did our Bone games that way, we also make the CSI game, which is not distributed episodically but there are five episodes in a box. The company is 3 years old now and we were very committed from the beginning to making episodic games.
Oui. Notre société est conçue depuis le départ pour distribuer des épisodes. Nous l'avons egalement fait pour Bones, et le jeu des Experts, s'il n'a pas été préalablement distribué de cette façon regroupe bien cinq épisodes dans une boite. Notre société à trois ans à présent, et nous nous sommes engagés dès le départ sur cette voie-là.
Did Bone perform as well as Sam and Max?
Bone a-t-il eu autant de succès que Sam'n Max ?
It's a slightly different audience. We partnered with BHV at retail and it's being localised all throughout Europe in several different languages. Bone is aimed at a younger audience and it's harder to get them to spend money online so being partnered with BHV is going to go a long way for that.
C'est un public légèrement différent. Nous nous sommes associés avec BHV pour l'édition, et le jeu s'est vu publié à travers toute l'Europe dans différentes langues. Bone est destiné à un public plus jeune, et c'est plus difficile de les amener à dépenser en ligne, donc le partenariat avec BHV était parfait pour y remédier.
You've talked about the benefits of the episodic model, but what are the challenges? What are the biggest lessons you've learned?
Vous avez parlez des avantages de la publication par épisodes, mais quels en sont les défis ? Quelles leçons avez-vous retenu ?
The biggest one is the schedule. It's unrelenting. There are a lot of games around that are called episode one or two that aren't on a regular schedule. When we announced Sam and Max, we announced all the release dates when we put out the very first episode.
Le plus dur, c'est la maîtrise du temps. C'est implacable. Il y a beaucoup de jeux épisodique qui ne sont pas distribués régulièrement. Lorsque nous avions annoncé Sam'n Max, nous avions annoncer toutes les dates de publication lors de la sortie du premier épisode.
We think it's critical to be really reliable with when the games are going to come, so from a development perspective you can't slip at all. If you slip once on a traditional game it's no big deal, but if we slip two months we slip the whole series two months.
Nous pensons que c'est difficile d'être digne de confiance à ce niveau quand les jeux sont sur le point de sortir ; d'un point de vue du développement, impossible d'y échapper. pour un jeu traditionnel, repousser la date de sortie n'est pas très grave, mais si nous nous le faisons, c'est toute les dates de sorties que nous reculons en même temps...
The other thing is design considerations. The games are much shorter and being able to get a complete feeling of beginning, middle and end in a four or five hour sitting is a big deal. So we learned a lot about designing short games, what makes a good satisfying experience in that short a time.
L'autre problème majeur c'est la cohérence visuelle du jeu. Les épisodes sont par essence plus courts, et être capable de donner un sentiment d'unité à ce niveau-là du début à la fin est délicat. Nous avons donc beaucoup appris quant au design des jeux courts, ce qui est une expérience satisfaisante pour la suite.
What's your message to the critics of episodic gaming?
Quelle est votre réponse aux critiques sur ce type de jeux ?
There are a lot of perceptions of episodic gaming that float around. One of the big ones is that you just create a game episodically to charge more for it; that you take a 10 hour game that you would sell for USD 30 and chop it into five, two hour games and sell them for USD 20 each, and suddenly you're gouging the consumer USD 100 extra.
Il y a beaucoup de façons de percevoir la publication de jeu en épisodes, en ce moment. L'une des plus importantes, c'est l'assertion selon laquelle créer une publication par épisode, ce n'est jamais qu'un moyen d'en obtenir financièrement plus : comme si vous preniez un jeu de 10 heures que vous vendriez normalement à 30 euros, et que vous couperiez en cinq, en les vendant par exemple 20 euros le chapitre : du coup, c'est 100 euros qu'il coûte au consommateur.
We believe that games are too expensive right now so we sell each episode at USD 9 each or you can buy the whole season, which is the equivalent of a retail product, for USD 35. So we think that our games are priced correctly but a lot of episodic games and games in general are priced too highly.
Nous pensons que les jeux sont trop chers de nos jours ; en conséquence de quoi nous vendons chaque épisodes 9 euros ; vous pouvez vous procurez la saison complète pour 35 euros, ce qui est le prix d'un jeu d'aventure traditionnellement publié. Nous pensons que les prix de nos jeux sont corrects, mais beaucoup de jeux publiés en épisodes sont effectivement trop cher à l'épisode.
We also think that games are too big. We like being able to interact with the customer so regularly. Once you get over the production challenges of making a game a month then it's a really attractive model. I've made a lot of traditional games and I much prefer to work this way than spending two years making one game and when it comes out, if you've screwed something up then you don't get a chance to fix it.
Nous pensons également que les jeux en question sont trop gros. Nous aimons communiquer avec nos clients régulièrement. Une fois que vous surmontez le défi de sortir un jeu par mois, cela devient une façon de publier les jeux plutôt gratifiante.
So I think consumers are going to really enjoy the episodic format, you get a much longer relationship with your game than you do traditionally. It's like a TV show as opposed to a movie. With a TV show you can get around the watercooler and talk to your friends about what's going on. You can do that online with an episodic game because it takes six months, in our case, for everything to pan out. You get a lot more value for your money.
Je pense que les consommateurs vont vraiment apprécier la publication par épisode ; ils ont une relation au jeu plus longue que lors d'une publication traditionnelle ; c'est comme pour une série télévision, par rapport à un film : avec une série, vous pouvez souffler, prendre le temps d'en discuter avec des amis de ce qui ce passe. C'est le même principe avec les épisodes de jeux distribués en ligne, qui, donnent notre cas sortent sur six mois : vous en avez beaucoup plus pour votre argent.
Suite de l'interview (publiée originellement en deux temps, désolée)
Max Power
Illustration
Ellie Gibson 13:57 (BST) 02/07/2007
In the second part of our interview with Telltale's Kevin Bruner, conducted at this year's Nordic Game conference, he discusses the changes that are happening to games and the way they're delivered. To read part one, click here.
You mentioned earlier that you think games have gotten too big. Can you explain why that is?
Kevin Bruner: I think the industry is crafting one type of content and that's the 1000 page novel. If you went into a bookstore and every book was a 1000 page novel - not everyone wants that.
It's breaking out of that now; we've gone through five or six years of the 50 hour FPS. With the Wii and the handhelds and casual gaming, we're seeing a lot of consumers who want something different.
In traditional gaming I've always said the worst job is the penultimate level designer. You know that 70 per cent of the people who play the game are never going to get there, as most people don't finish games. The people that do get there are going to be pushing for the end of the game, they want to see the last level so they fly though it.
You could argue that if you look at the charts, many of the big selling games, titles like Spider-Man, are ones that have big franchises, big teams and big budgets attached. So is that what people want?
I think what people want are the franchises and the properties. People want to interact with the Spider-Man and the Superman universes. Those are very action orientated characters, but there are a lot of franchises which don't make sense in the videogame space - where for example you turn into James Bond: Mass Murderer, or you make Star Wars games about hacking and blowing stuff up.
We think those games sell well, despite not being very good games, because people really want to interact with those characters and experience a little bit more than what they got out of the movie.
Our games are all very story driven, they're not action games at all. We think that that kind of treatment is what people would respond more favourably to if they were offered it.
Alongside episodic gaming it's a great way to introduce people to the format cheaply and also to bring a number of new properties into the market that aren't appropriate for action games.
Spider-Man is a big action game but you're not going to go around killing everyone in the CSI games that we make. We're really focused on not just episodic gaming but also licensed games, Bone, Sam and Max, CSI. Some of the new stuff we'll announce is licensed too - we've never actually done an original game.
So what approach do you take to licences?
We really believe that a lot of licences have just had horrible treatment. You take an FPS engine and slap whatever you've got into it and crank it out for four platforms. We're really committed to trying to change that, to get real quality from licences and be more faithful.
Are you sticking with developing for PC only?
The studio is currently working on Wii and 360 development but we haven't announced anything yet.
Why not PlayStation 3?
We're looking at PlayStation 3 as well; we're working with different partners for different consoles at the minute and we just haven't found the right partner for PS3 yet. It's more of an opportunistic thing.
We would love to do PS3 and PSP and DS. Our games are relatively simple, they're not technical tour de forces; we can run run pretty much anywhere. We're a small studio so finding the right partners is important.
Going back to the issue of episodic content - do you think episodic games will compete successfully against traditional, big budget games? Perhaps in a similar way to how TV shows like Lost compete with blockbuster movies?
Absolutely. They're different experiences. If you think how you feel when you watch a big blockbuster movie as opposed to how you feel watching three years worth of Lost, they're totally different experiences.
They can definitely live together. At the moment Telltale does a lot of episodic games but that doesn't mean that we couldn't do a big feature in the future. We could take Sam and Max and make one great big game from that.
They're different formats and you just have different expectations of how you want to play them. No one is really doing episodic the way we're doing it at the moment; I think a lot of things which are considered as episodic are just chopped up big games.
So there hasn't been a lot of opportunity for people to tell the difference between the feature and the episode format. But if we tried to take a single episode of Sam and Max and stretched it out into a big game it would feel like a TV show that had been stretched out into a movie.
If we tried to tell a huge epic story in the timespan that we do for an episode it would feel wrong as well. I don't think there are any other episodic games that have quite differentiated themselves from what their larger game context would be.
But why make people wait for new episodes when there seems to be a growing trend towards content on demand, all in one go - box sets and so on?
Again it maps really well to TV where there are a lot of different ways in which you can consume content. You can jump straight in at the beginning and download it there and then, go straight on the Internet and talk to your friends about it, you can come and download it at anytime you want.
We partnered with Gametap for Sam and Max which is a subscription service so you can download it with a whole bunch of other games, or you can do the box set at the end of the season if you want to sit down and play it from beginning to end - kind of like you'd watch a DVD box set.
Episodic content gives you a lot of options on how you want to consume the game. As opposed to, say, Halo, where you go buy it and you spend your three weeks getting to the end of it and then you're done. You have one consumption option whereas with episodic gaming you have a lot of options - and people seem to like choice.
Kevin Bruner is chief technology officer at Telltale Games. Interview by Ellie Gibson.
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