Aaron PulkkaThe Art and Science of Developing Licensed Games

The Art and Science of Developing Licensed GamesAaron Pulkka | Director of Production | Activision

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Overview

• Benefits vs. Pitfalls• Background– Can licensed games innovate?

• Framework–Deconstruction–Exploration

• Conclusions3

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Developing Licensed Games

Benefits Pitfalls

Brand ElementsProvide Head Start

ConstraintsProvide Focus

Additional Resources

OversimplifyingAccepting Stereotypes

Violating LicenseIgnoring Core

Miscommunication

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Background5

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LicensedOwned Call of Duty

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Innovation?8

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Framework

1.Plan Communication

2.Deconstruct License

3.Explore Boundaries

4.Make a Great Game!9

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Communication Plan

• Contacts– Publisher or Licensor contact for

discussion and approvals– Escalation path for exceptions

• Submission Process– Format for submissions by type• Documents, Images, Video, Builds

– Submission Method• Email, SFTP, rsync

– Feedback Timing• Typical and maximum review times

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Communication Plan

• Licensor’s Areas of Focus– Logos, Presentation, Likeness, Story,

Theme, Gameplay, …

• Level of Detail Required– Individual Assets or Playable Builds?

• Frequency of Communication–Weekly calls, Monthly meetings,

Milestone based submissions, ad-hoc chats

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Deconstruction

Identification:License TypeLicensor MotivationAvailable Assets

Analysis:Underlying StoryCharacters

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Technical IP13

• Rules based Intellectual Properties (IP)• Sports, Fitness, Professional Racing,

Military Simulation, etc.

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Story Based IP14

• License based on a specific story, or placed within the world created within series of stories

• Movies, TV shows, Books, Comics, etc.

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Personality Focused IP

• License based on a character or personality that transcends the stories they appear in

• Barbie, Mickey Mouse, Bugs Bunny, Mario, Hello Kitty, etc. 15

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Identification

• Types of licensed IPTechnicalStory BasedPersonality FocusedCrossovers

• Licensor MotivationsBrand GoalsCore Brand Elements

• Available Assets 16

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Brand Goals

• Fan Service– Game meant to appeal to existing

customers

• Brand Expansion– Licensor is hoping to expand audience

through game

Guides demographic and directionDesired balance determines how much

you can rely on player’s knowledge

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Core Brand Elements

• Target Demographic– Kids, Teens, or Adults?– Male or Female?– Interest groups?

• Brand Identity– Key phrase or slogan– Core principles– Exclusions (what is off-brand?)– Appearance

• Art Style, Character Likeness, Logo, Fonts

Constraints Provide Focus18

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Licensed Assets

License resources save time and help establish boundaries

• Request Assets:• Style Guide• Concept Art and 3D models• Scripts, Storyboards, Movies• VO, Sound Effects, Music

• Understand Usage Rights:• Some assets can only be used as reference• Some assets require additional fees

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Deconstruction

Identification:License TypeLicensor MotivationAvailable Assets

Analysis:Underlying StoryCharacters

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Analysis of Story and Character

Understanding of Western cultural references will help explain license

• Classic Literature– Greek Philosophy and Mythology

• Socrates, Plato, Aristotle, Homer– Shakespeare– Basic Plot Structures– Archetypes

• Pop Culture– Historical/Current Events– Movies/TV– Comics

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The Iliad

• Epic poem by Homer, following Trojan warrior battling army to rescue woman captured by Greek King

• Parallels in many stories, including Road Warrior and Super Mario World

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PygmalionGreek Myth that inspired Frankenstein, Pinocchio, the play “Pygmalion” by George B. Shaw (1912)

and many more …

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Shakespeare24

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7 Basic Plots of Western Literature

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Basic Plots

GameExamples

1. Overcoming the Monster 2. Rags to Riches 3. The Quest4. Voyage5. Comedy6. Tragedy 7. Rebirth

Donkey KongFarmvilleZeldaSyberiaSimpsonsHeavy RainEpic Mickey

Many stories and games combine multiple basic plots

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Character Analysis

• Stereotype– Oversimplified image of type

• Archetype– Original model on which other

characters are patterned– Used as building blocks

While some characters are Stereotypes, most are layers of Archetypes

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Basic Jungian Archetypes

• The Father: Authority figure; stern; powerful.

• The Mother: Nurturing; comforting.• The Child: Longing for innocence; rebirth;

salvation.• The Wise Old Man: Guidance; knowledge;

wisdom.• The Hero: Champion; defender; rescuer.• The Maiden: Innocence; desire; purity.• The Trickster: Deceiver; liar; trouble-

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Advanced Archetypes• Many possible archetypes exist• Compound archetypes create deeper,

more believable characters:– Hero/Child: Champion; Rescuer; Longing

for innocence– Father/Trickster: Authority Figure; Liar

• Schmidt’s Master Classes– Building on Jungian archetypes with

good/bad, male/female, friend/rival and symbolic versions

– Described through pop culture references Recognizing archetypes helps

determine character motivation and predict how characters will react to new situations

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Framework

Plan Communication

Deconstruct License

3.Explore Boundaries

4.Make a Great Game!29

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Exploring Boundaries

• Establish Boundaries– Output from license

deconstruction

• Push the Edges– Consider what has not been

done before within brand

Replication vs. Innovation

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Established Boundaries

• Core Brand Principles• Tone and Style• IP Type– Technical, Story, or Personality

• Available Assets• Story Settings and Structure• Character Archetypes• Audience / Age Rating• Brand Awareness 31

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Exploring Boundaries

• Unique aspects of interactive medium• What hasn’t been done before?

– Break rules!– Innovate on gameplay mechanics– Consider alterative genres

• Action, Adventure, Role-playing, Simulation, Strategy, Party, Puzzle, …

– Change art style– Fill in story gaps or re-visit back-story– Established archetypes in new stories or settings

• Interweave cultural references

Be cautious of violating core brand principles or changing archetypes

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Cultural References

• Pop Culture– Increases relevance to modern audience

for older/established licenses– Improves immersion or realism

• Literary– Provides familiar structure– Creates illusion of greater depth

Can be serious or comedic 33

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Framework

Plan Communication

Deconstruct License

Explore Boundaries

4.Make a Great Game!34

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Great Licensed Games

Batman Arkham Asylum succeeded through a combination of a deep understanding of the settings, themes, and characters of the Batman universe with a highly polished execution Average Review Score: 92% Previous average of Batman games: 63% Lowest Reviewed Batman Game: 22%

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Transformers: War for Cybertron achieved critical acclaim by allowing players to explore part of the never before experienced back-story, with high production values and attention to detail staying true to the license Average Review Score: 79%

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Conclusions

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Developing Licensed Games

Art Science•License Analysis

•Underlying Story•Character Archetypes

•Pop cultural References

•Pushing Boundaries

•Innovation

•Genre Selection

•License Identification•License Type•Brand Goals•Core Elements

•Defining Boundaries

•Communication Plan

•Balancing Time vs. Quality

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Licenses Maximize Resources

Games can be developed faster or higher quality, with same expenditure of resources

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Brand Assets

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Western Licensed Games Developed in China

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Questions?

• Contact:aaron . pulkka @ activision . com

• References: Heroes, Gods, and Monsters of

the Greek Myths By Bernard Evslin

The Portable Jung Edited by Joseph Campbell

45 Master Characters: Mythic Models for Creating Original Characters By Victoria Schmidt

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