Target Audience A case study in the world of Gaming Design Matumit Sombunjaroen 2014/08/04 firstname.lastname@example.org
A Brief Personal Story During my day in Game Design school, the [ 3r■-r■te fu■k ■■g s■n ■f a b■■■h ] teacher told us to include Target Audience in the GDD.
The problem is
He never told us why it is important
When I started doing actual Project on the Busi ness Level…. I flopped pretty badly for a few years.
Then I realized what t he Cause was
I didn’t understand what T arget Audience is
Now that I realized it, IT’S THE MOST IMPORTANT THING IN A GDD!!!!
Art & Product When a Creator created a Piece of Work, they can be d escribe as a combination of 2 basic Categories Expressive Merchandise work Something that was Something that was created as a mean of created to sell to self expression someone
As a child or a student, when someone wanted to be a Creator, it is usu ally because they simply have something that they wanted to make I want to make this!!!
This would be categorize as an Expressive work Expressive work If the end goal is simply just to create it. Then there is no need to consider what Target Audience is.
In The case of a Mer chandise
The End Goal of making a Merchandise Merchandise Is to sell it to Someone
Thus, you have to know who it is that you are go ing to sell to
Customer & Target Audience Let explain the differences between Customers and Tar get Audience
Let say that you have a merchandise to se ll, or a service to offer Merchan dise Customer is someone who come in and pay you money for what you can offer
Target Audience Prefer Tactical Thinking Like Action Like Sci-Fi Is a group of people who have sets of share traits that make them potential Customers
Target Audience can be separate into following groups Primary Target People who like most of the traits that the Game has to offer Secondary Target People who like some the traits, but might not like some of them Non Target Audience People who do not like anything that the Game has to offer
By knowing who your audie nce is, you can design the Game t o suit people who will buy t hem.
Side Scroll Beat’em Up Action A genre that has seen a popular past. Kamiya George, The Director of Dragon’s Crown, is also known as one of the man who created Dungeon and Dragon: Shadow over Mystara
High-Fantasy Genre Not is it a well known Genre with its own Core Audience, Dragon’s Cro wn contain Parodies and references to well known works in the Genr e as well.
Sexy Woman Do I need to say anything?
Sexy Women Feminists hated the Character Design, and made it one of the b iggest controversy at the time
Regardless, IT SOLD NEARLY A MILL ION COPY!!!
Why is that?
First and Foremost, it is a very good Game AND Feminists, are not this Game’s Target Audience
Feminists are not the Target Audience Like the Action, Like the Boobs Like the Boobs Feminists
Well, Sexy women is pretty much one of Dragon’s Cro wn biggest Selling Points
The Target Audience is pretty much the same Group a s those who like this,
And this, Well, you get the point
Doing things to please Non -Audience, will not increas e the sales
Disappoint the Primary Aud ience, will result in decrea se sales
Things that can lead to False Audience **Hypothetical, but structurally base on True Story** Let’s make a Hi-End Space Battle Fleet Game
Target Audience for this Like Tactical Strategy Games Like Space Opera Setting Own a Gaming Level PC
Then a Side Spear arrived
Side Spear （横槍） Is a Japanese term, referring to when a squad got Cha rged by enemy on the flank. Disrupting the Formation and March.
…In general Business usage… Add in [A Add in Place], it will be Teddie Bear, good Kids love it. advertizement! It’s when people with more authorities than you starte d making orders that are nonsense and irrelevant to the project.
…Audience for the said features, is so mehow this… Kids - Teenager People who like to Travel Tablet Owner
Question, Why don’t we add everything to plea se everyone?
Because, everything cost TIME and MONEY!!!
For each feature that got added, the development cos t will increase. Feature Time (Month) Cost (US$) Teddie Bear 0.25 500 SpaceShip Tourist Location 1 2000 Stage
And, not everything pleases the Target-Audience Thus, no increase income even with the increase expe nses I don’t care about this I don’t want to play it in the 1st place
Know who your Target is, And design your game spec ifically for them
Summary Rules of Thumb for Design Do things that will make Target Audience want your Game. Do not do things that will make Target Audience hate your Game. For the people who are not your Target Audience. Do not bother with their opinion.
BTW, I want to play a Game that allow me to make a clan and d escendants of my Character. And has an open ended Political Social System that allow my Character to forge a nation, or simply live as a citize n of one.