Designing for New Audiences

Sam Lewis
Lead Designer (2005 – 2009)
System Designer
ZeniMax
FusionFall
Online Studios
Login
13 May 2009
 Who Am I?
Sam Lewis
Currently on Systems team at ZeniMax
Lead Designer Cartoon Network
Senior and Lead Designer SOE
Designer and Producer Kesmai
President of FASA Corp
The Market I Market
FusionFall’s Know
Male – 14
Boys 818+
 3 KNOWS
•Know Yourself
•Know What They Find Fun
•Know What They Don’t Find Fun
 Know Yourself

“Don’t those players see this is fun?”

-First time designer

“Players would rather grind than do the fun stuff.”

-Lead designer, major MMORPG

“I don’t care what the f**king roleplayers want!

Where are they going to go anyway?”
-Lead designer, major MMORPG
 Know Yourself

•Team Strengths and Weaknesses

•Know your Player Model
Know Yourself
Strengths –
Executive Producer – Cartoon Network
Great IP
Lead Artist – Cartoon Network
Marketing Powerhouse
Lead Designer – MMO Professional
Weakness –
Technical Director – MMO Professional
No MMO Experience
Strengths –
Producer – MMO Professional
Established MMO Team
“Cute”(6)Games
Design Team – MMOare not Simplistic Games
Professionals
–
WeaknessTeam
Technical (8) – MMO Professionals
Art Team (20) – MMO
Traditional MMO focus
Professionals
No knowledge of US demographic
 Know Yourself
Strengths Weakness
• Traditional Market • Kids Market
• Game Systems • First Person Shooters
• MMO Structures • Platforming Games
• Game Settings • Character Dialog
• Economics • Spelling
 Know Yourself
Know your Player Model.
Community

World Game
Know What They Find Fun
Formal Research and Consulting
Know What They Find Fun
Know What They Find Fun
Know What They Find Fun
Know What They Find Fun
Know What They Find Fun
Know What They Find Fun
Know What They Find Fun

Move Forward

Side Step Left Side Step Right

Move/Look
Q W E Up or Down

A S D

Turn/Look Move/Look Left or Right

Turn/Look Left Right
Move Backwards
Jump
Know What They Find Fun
Know What they Find Fun
Informal Research
What They Find Fun
Collectable Card Games
What They Find Fun
Platforming
What They Find Fun
MMORPG
 What They Find Fun
FusionFall
•Platforming
•CCG
•MMORPG
What They Don’t Find Fun
Frustration / Feeling Incompetent
What They Don’t Find Fun
What They Don’t Find Fun
What They Don’t Find Fun
Frustration
 Frustration
WASD Mouse Look
Move Forward

Side Step Left Move Forward

Side Step Right

Turn Left
Q W E
Turn Right
Move/Look
Up or Down
A S D
Move Backwards
Jump
Turn/Look
Turn/Look Left Right
Move/Look Left or Right
Move Backwards
Jump
Frustration
 How Did We Do?
•Solid Reviews in Gaming Press
•4+ million Registered Users
•Launching soon overseas
Collectable Card Games
Collectable Card Games
Platforming
Platforming
 WASD Mouse Look

Move Forward

Side Step Left Side Step Right

Q W E Move/Look
Up or Down

A S D
Move/Look Left or Right
Turn/Look
Turn/Look Left Right
Move Backwards
Jump
 3 KNOWS
•Know Yourself
•Know What They Find Fun
•Know What They Don’t Find Fun
 Sam Lewis

•Slewis@zenimaxonline.com

•www.flyingscythemonkey.com