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Video Game Designer
Working in the Industry, Part Four:
Video Game Design
It's been a while since my last article and I'm sure you've spent some time thinking about your own game, putting ideas on paper and dreaming about your title topping the charts world-wide. There's only one obstacle between you and fame and richness: the seemingly unsormountable wall which surrounds videogames companies. They are big - sometimes huge - corporations, with lots of people (in most case talented people...) working on games - why should they need you and your idea? Why should they lend an ear to listen to your suggestions? Don't be afraid to ask: as Adam Ant once sang, "There's always room at the top - don't let them tell you that there is not". So ASK. "Fine", I hear you saying, "but ask WHOM?!?" In other words, which companies should you contact? Which people in the companies are the most suitable to send your work to? Your first step will be to consider which game have you thought of and analyse the catalogue of as many publishers as possible. In order to maximise your efforts, you need to know which companies have already in their catalogue one or more titles similar to yours: it's highly unlikely that a company which has in its line-up a successful football game will listen to you and adopt your concept ditching a proven gold-mine. The market for football games is huge and you can bet they won't change a successful game for a new, yet-to-prove-its-value concept.
On the other hand, most companies without a football game in its catalogue will surely be interested in finding a valid idea which would allow them to enter a rich, although very competitive, market. Smaller companies may not be interested in publishing a game which would be destroyed by its competitors, unless it boasts expensive licenses and it can count on a large marketing wallet. Would you invest in a new ice-hockey game (therefore not an established franchise) which hasn't got any NHL/NHLPA license? Thought so...
Therefore, look around, look at companies catalogue both present and future: it may well be that a publisher has not got a football title in the market right now but it could have one in the next 6-12 months. Keep reading magazines and surfing the web in order to have a view as clear as possible of "who's making what". Needless to say, GameSages will be your Number 1 source of reliable information...
Now that you have spotted a few "candidates" for your idea, you need to find the right person to get in touch with in order to make sure that your concept does get the attention it deserves. There are 3 guys who can help you: Mr Marketing Manager, Mr Head of Development and Mr Producer. In the Marketing Department usually (but there are quite a few good exceptions to this awful rule...) work people who don't know that much about games and only cares about how to make a game as appealing as possible to the market.Unless you included in your game design documents clear references to Unique Selling Points, Key Release Dates, possibilities for licenses and the likes, you'd better not approach the Marketing Department: they would frustrate you with issues which often are not related at all to gameplay, game structure and fun. It can really be a frustrating experience... Nonetheless, if you have analysed some or all of the marketing issues for your idea, head straight for the Marketing Dept. As this move can save you a lot of time.The Development Department is usually easier to approach: they know how to make games and should always be interested in good, original ideas. Don't expect them to instantly fall in love with your documents, though: it may take time (even months) and your lack of experience means that there will be some inconsistencies in what you've written. If they like your idea, they'll probably contact you and ask you to tell them more about it. It may start with an e.mail message or a phone call, with simple compliments for your idea and vision about games: should this happen, then it's all up to your skills.
Try to have a face-to-face meeting with them: show them that you know about games, that you are a real enthusiast and that the document you sent them is just the tip of the iceberg of creativity you have in making games. In case you achieve to do this, you're in their database: you may not be able to make your game but at least they know that you know your stuff and are willing to work in the business. It's very important for you to show that you possess "strong communication skills - both verbally and written" and "an attitude to work as part of a team". Cliches sentences they may be, still you need those skills...
In case you get no reply whatsoever, you should contact them either via e.mail or a phone call. Again - don't be shy: in the worst case they'll tell you they don't need you but sometimes it could bring your document (maybe forgotten in a dark, dusty drawer) back to their attention. Usually, sending e.mail messages is better than making phone calls as the higher the rank of the person you wish to contact, the higher the number of wasted tries as "Mr X is on holiday/in a meeting/out to lunch" (tick the appropriate box). How to find the address of the right people? Easy... Check on the companies' web-sites, call the companies and ask for the right names and you'll get what you need.
One last thing: while visiting companies' web-sites, you may find messages discouraging players from sending in simple ideas of full projects for new games. The reason behind this warning is quite simple: it may happen that you send a company your idea for a brilliant game while they are developing a game based on a similar concept. It's easy to understand that such a position may leave the company in a difficult position: the player may even decide to take legal action against the company in order to protect his concept.
In order to avoid this sort of situation, companies often just plainly refuse to accept any sort of game idea or concept. Don't let this possibility stop you: together with your idea, include an NDA (Non-Disclosure Agreement) which - basically - forces both you and the company you're sending the materials to to treat your concepts with complete and utter secrecy. Also add a sentence where you state that you do understand that the comapny may already be developing a game based on the same concept or sharing the same ideas and that you will not take legal action against any title already in course of development. Your submission will look more professional and the company may also feel that they're not dealing with somebody who wants to rip them off.
Bear a little patience and don't forget that there are loads of players who want to achieve just the same thing as you do. Don't rush up your work because there's always time for great ideas and a well-designed project will definitely include your name in the company's database. Sooner or later, they may need you...
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