This feature originally ran in PC Gamer UK issue 314 and PC Gamer US issue 301. Subscribe to the magazine to get great features like this sent to your door every month, and save money on the cover price.
Ooblets is beautiful. It’s billed as a game somewhere between Harvest Moon, Pokémon and Animal Crossing, so a farm builder and a battler where you make a home and build a squad of creatures—the titular ooblets. It’s not playable yet but gifs and screenshots from development keep popping up, offering glimpses of cute critters and bright, happy scenes. I’m too curious to wait for a hands-on so I email Glumberland—the tiny team of Rebecca Cordingley and Ben Wasser—to find out how the game is progressing.
To explain how work on the game divides up, Rebecca is the sole programmer and main artist for Ooblets. “95% of what you’re seeing in the game is her work,” says Wasser. His own role is as game designer, writer and “person who bugs Rebecca to make gifs (aka our entire marketing strategy)”.
The idea for Ooblets came from a desire to play a farming game with more RPG elements. “We had an idea that you could tie things like farm production to the requirements for unlocking creature moves,” explains Wasser. “Eventually we came up with more and more ways to weave everything together, like that you plant ooblet seeds to grow ooblets instead of capturing them in the wild and that location progression is tied to both battles and getting resources together.”
Those ooblets include Shrumbo, a cheery pot-bellied fungus with a yellow cap, and Clickyclaws, a bell-shaped grump. Those are perhaps the best-known of the ooblets but I have a soft spot for Radlad, a spindly radish topped with a green leaf, and Dumbirb, a bird creature with a big blue head.
The games which inspired Ooblets tend to have their own tight systems but tying those elements together, getting them to feed into one another, means opening them up a bit, adding a bit more freedom or ‘give’ to the experience. In terms of how that manifests in the game right now, Wasser says that the player will split their time farming, interacting with townspeople, exploring Oob, building a little team of ooblets, and battling “in a friendly way”.
To my mind there’s a common thread of cultivation there, either with farm crops, with relationships or with small creatures.
“When we started, not much of the game was comparable to Animal Crossing, but over time we’ve embraced a lot more of the customisation and collection aspects,” says Wasser. “There’s an element of escapism in farming, building and town-based games that we’re drawn to. Building out the world of Oob has been really fun and we want players to feel like they’re a part of both the existing world and also its development."
Given that emphasis on self-directed play, I ask what happens if you want to focus on farming or on training ooblets. Could you treat Ooblets entirely as a farming game? Or as a battler if crops aren’t your thing?
“It’s a difficult balance between providing a core progression, connecting the gameplay elements and letting people play their own way,” says Wasser. “We’re aiming to let people focus on what they like best, but the general progress is tied to a mixture of all aspects of the game. Since it’s a laid-back game, we’re hoping that the progression won’t be ‘core’ to the gameplay.
“There are parts of the game that you’ll need to participate in to advance, like farming and battling, but there are ways to make different elements more or less challenging for yourself. We’re treating the overarching story as secondary to the mechanics, so progression through the game should be more about exploring and advancing at your own pace than feeling rushed to complete the game.”
Peering a bit closer at the farming, I remember that automated processes were mentioned a while ago. I mention automated farms to Wasser and he explains how that idea has been rejigged. There is still a degree of automation but not to the extent of industrial farming.
“In an ideal scenario, any automation that the player sets up will enable them to spend more time doing other stuff in the game,” he says. “We actually have had to scale back a lot of our plans for farm automation, so it might not be as much of a balancing act anyway. At one point I had imagined a sort of sprawling Factorio-inspired farm automation progression, but as our release window swiftly approaches things like that have been pushed further and further towards the chopping block.”
Farming and town-building games, like Animal Crossing, have been part of my gaming library for years so the talk of chilled out planting and progressing has the pull of cosy familiarity. Those games tend to be where I hide out from real world stressors. Battlers are less familiar territory. I managed to be exactly the wrong age to get properly captivated by Pokémon, preferring the cartoon to the game itself. But as Wasser explains that part of Ooblets we end up in the more familiar RPG language of tanks and healers instead of evolutions and elements.
“The plan is that each ooblet has a functional type, ranging from healers to tanks to weirder things like something I wrote down called a ‘targeted defensive mage’,” he says. “They won’t be called names like that in-game and likely won’t even have categories since there will probably only be one or two ooblets of each type.
“Your party can form battle teams of up to three ooblets that you’ll pick in relation to your opponent’s team. The current system lets you choose just one move per turn (across your entire team, not for each ooblet), and the moves have cooldowns. You’ll be using status effects, buffs and debuffs along with attacks and healing moves to provide strategy to everything. From what we’ve implemented so far, it’s promising, but we’ll see if it all works out and make changes to make it as fun as we can.”
Ooblets is currently intended as a single-player game so those battles are not going to be versus real-life friends, but against non-player characters. The structure of the game there is more fluid at the moment—a work-in-progress with a basic outline.
“The current plan is to structure difficulty along the physical locations you’re exploring,” says Cordingley. “But plans have been known to change.” The structure of battles and the way difficulty works also depends on what happens after a player has finished the meat of the game.
“We’ll probably need to work out some sort of adaptive battle difficulty curve in some part of the game eventually to let people continue to have compelling battles after they’ve completed the main progression and want to keep levelling up their ooblets, but we honestly haven’t gotten that far yet in development,” says Cordingley.
The ooblets and your player character both reside on Oob, rather than Earth, and the setting is a mixture of country village and curious alien life. When looking through gifs of character selection it was a nice surprise to note that character creation doesn’t ask you to pick a gender, you just apply the outfits, hair and other options that you fancy to a base model and create a sense of your character that way. I was curious as to where else Glumberland might be quietly setting aside or reassessing the standard videogame approach.
“We’ve set out to throw as many standard concepts out the window as we can,” says Wasser. “Ooblets doesn’t take place on Earth, so we’ve got a lot of freedom to build a society and world around our own whims and interests. There’s no way to get around all the influences of society and reality, so we try to weave them in from an outsider perspective and mess with them subtly where we can.
“We also don’t make any super strict rules for ourselves,” Wasser continues. “People ask us whether ooblets are plant-based since they’re grown from seeds in the ground, and the answer is that sometimes they’re based off plants, sometimes they’re based off jellyfish, and sometimes they’re just bears wearing pants. In everything we do in Ooblets, we’re free to infuse our own random interests and dumb ideas, and I think that’s what a lot of people like about it.”
One thought I keep drifting back to with Ooblets is inextricably linked to how often it pops up in my timeline on Twitter or on my more general internet travels. The cute gifs and colourful screenshots lend themselves incredibly well to being shared. Cordingley cites influences including The Wind Waker, Steven Universe, Gravity Falls, Adventure Time and Studio Ghibli—“Anything where we’re immersed in these really cheerful, cosy, not-quite-Earth worlds makes us feel good, and that’s something that we want to translate to Ooblets.”
Excitement and buzz can also breed less salubrious conditions for a game. One potential problem I’ve seen other projects deal with is feature creep as more and more people weigh in with opinions or crowdfunding cash.
With Ooblets specifically, the pitch knits the systems of Animal Crossing, Harvest Moon and Pokémon together, mostly via the work of one person. That means there were so many elements in play from an early stage. From my outsider perspective it’s actually less about feature creep and more about how you keep the game to a manageable scale from the start.
“We don’t!” is Wasser’s unexpected answer. “This game is way too big for such a small team, and the only reason we’ve gotten so far along on it is Rebecca’s insane abilities and speed at programming and art. Before we started working on the game, we knew it was way bigger than we were prepared to make for our first game, but the reactions we got to it and the opportunities that opened up made it something that we just had to do.”
That’s not to say the team aren’t mindful of what’s actually possible: “We’ve had to cut a lot of things we would have liked (like co-op) for the sake of actually finishing the game some time this century, but it’s still a monumental task.”
Cordingley has been working at the centre of that attention. “It’s been a little distracting and overwhelming but it’s also probably what has made it possible for us to make the game,” she says. “We have the added pressure of having to keep people interested and not being old news, which I think isn’t too hard, in theory, but when you’re trying to also actively make the game, communication and marketing adds a lot of overhead.”
With that in mind, Ooblets has been a little quieter of late. “We’ve been frantically trying to get systems-complete,” says Cordingley. “I’m hoping we’ll have more time soon to get back to inundating the internet with gifs.”
Another issue popularity can bring is that of managing fans’ expectations so they don’t end up excited for a wildly divergent imagined game—a Bizarro Ooblets of sorts. This is where Cordingley and Wasser are trying to use online platforms both to create transparency about what Ooblets is, and to forge a connection with the people interested in playing.
“We try to be as open as possible with development and our plans, and make it easy for people to talk to us directly on things like Discord, Patreon, and Twitter,” says Cordingley. “We try to use our dev vlogs to show people what we’re actually like in person (for better or worse) so they’ll know we’re just a couple humans and not just a means to the end of playing a game.
“It’s really easy to forget that there are people doing their best at stuff behind the scenes of everything, so the more we can keep the game’s news and progress in our own voice, the more people will hopefully think of Ooblets as Rebecca and Ben’s game and less like some faceless commercial product that they want to tear apart at the first opportunity.”
When talking about Ooblets there’s another game which comes up a lot: Stardew Valley. I never quite clicked with Stardew Valley and am secretly thankful because it’s the sort of game I can end up pouring hundreds of hours into. But between Stardew Valley, the various Animal Crossing and Harvest Moon games, the mobile and handheld Pokémon titles of various flavours—even the evolutionary cultivation game from Harvest Moon’s Yasuhiro Wada, Birthdays the Beginning—the space Ooblets is entering isn’t so much crowded as replete with games which already feel like ‘home’ to players. Cordingley is optimistic that Ooblets can stand out, and sees the benefit of more attention being paid to that space.
“I think in most cases it helps us that more people are interested in these sorts of games,” she says. “Ooblets has a lot of personality and unique attributes that we think will set it apart in people’s minds. Hopefully we can express that enough before release to get people to give it a chance.”
As a bonus, here's one of the neat boxouts that appeared in the original print edition of this feature:
As we lay 2017 to rest, let us remember all of the wonderful games that flickered across our screens and occupied our hearts and minds. But now we must promise never to think of them again because times have changed. This is 2018 and if we’ve learned one thing from the few hours we’ve spent in it it’s that there are games everywhere>. Every firework that exploded in the many midnights of New Year’s celebrations was stuffed with games and they were still raining down across the world this morning. We cannot stop them, we cannot contain them, but we can> attempt to understand them.
Hundreds of them will be worth our time and attention, but we’ve selected a few of the ones that excite us most as we prepare for another year of splendid PC gaming. There’s something for everyone, from Aunt Maude, the military genius, to merry Ian Rogue, the man who hates permadeath and procedural generation with a passion.
This post was originally written on the Ooblets Patreon as advice for indie devs, and was reprinted here with permission from author Ben Wasser. Wasser is working on the design and marketing of farming/life/silly dancing sim Ooblets with Rebecca Cordingley.
In an interview Rebecca and I did with PC Gamer last year, I mentioned offhand that we used a “marketing first” approach to making Ooblets. Since that article ran, I’ve had a bunch of people who’ve been following the game’s development bring that phrase up to me, so I figured I’d write out what I meant by it in some more detail.
Disclaimer:
I’m not an expert and I don’t want to try to come across as one. I can just describe what’s been working for us on Ooblets and what I see working and not working for other people.
The wonderful thing about games is that they don’t need to fit a common convention, so I’m sure there are many that have and could succeed with drastically different strategies. This is just an outline of our strategy in the hopes that sharing it might be helpful to some people who are in similar circumstances to us.
Now that I’ve said all that, I’m going to jump right in with a bunch of claims asserted as facts! Forgive me!
I won’t bury the lede here: There is no difference.
Most of the gamedevs I’ve spoken to seem to see marketing as this secondary element of releasing a game, like QA or localization. They’ll ask questions like "when is a good time to start marketing our game?" To me, what they’re describing is "sales," not marketing.
If you’ve got a finished or nearly-finished product and are trying to convince people to buy it, you’re stuck in the unenviable position of a salesman. With sales, at the end of the day, your success is going to be bracketed by how appealing the product is, in ways you can’t really influence anymore.
Marketing is considering what’s appealing, integrating that into your product, and demonstrating that appeal.
Compared to something like a phone, where you have a functional baseline and can differentiate on other elements of appeal (materials, UI, etc.), a game is 100% about appeal. There’s no functional element of it. From the game mechanics to the art to the UI, it’s all about what will strike someone’s fancy. Your role in making a game is that of a marketer, whether you know it or not. Your game design, aesthetic, name, and every element of your process should be designed to appeal to people, and it needs to be from day one.
Making your game appealing isn’t about selling out. There is no overarching general audience you can appeal to or find a common denominator with, but rather just a bunch of different audiences of different sizes.
Your gameplay mechanics and positioning are going to be a major part of what appeals to people, so marketing should be your first stop when formulating the very first ideas of your game.
The first few questions you need to answer before or while designing your game are "Who is your audience," "Does that audience actually exist (or exist enough to make this endeavor financially viable)," and "What does that audience like in a game?"
Whatever audience you choose to make a game for, keep them in the forefront of your decision-making processes.
If you want to make a deep, artsy game, you should consider the audience of people who like that sort of thing and make choices with their interests in mind. Maybe micro-transaction loot crates aren’t appropriate for that audience…
For example, one game design concept we try to follow in Ooblets is to always be nice to the player. You can see this when your ooblets learn a new move; You don’t have to pick an existing move to overwrite and permanently lose, because that wouldn’t be nice for the player. We feel this philosophy appeals to our specific audience but wouldn’t necessarily work if our audience was more like that of Super Meat Boy.
I talk a lot about hooks as discrete draws that will grab people’s interest. It’s basically another way of saying appeal, but in less broad terms. You should be thinking about what hooks your game has, and make sure it’s got at least one.
You may have also heard of the term "high concept," which is about being able to sell your idea on the pitch alone, and not so much its execution. This can definitely be valuable for making your game appealing, but it’s not the only way to have hooks. A hook can be your aesthetics, humor, subject matter, gameplay—all of which are directly related to execution. That said, don’t rely on "good" execution as a hook; If you made the best-executed early-access multiplayer zombie survival game and released it in 2020, you’re still going to have a hard time selling it amongst the hundreds of other games that have saturated that market.
Here are a few examples of hooks in games:
— Minecraft - The main hook is that you have a level of interaction and control over a complex and open world environment that was pretty unheard of in gaming before it.
— Flappy Bird - The hook was a very lucky (or possibly genius?) mixture of high difficulty, small units of measuring success, and bringing it all together by making it easy to compare your score publicly on social media.
— PUBG - The hook is the Battle Royale concept which has become more recognizable to people through various media over the years, but hasn’t been fleshed out as extensively before in game format.
— Gang Beasts - The hook is that a variety of naturally-emerging funny and strange situations can play out in a social setting.
— Ooblets - Ooblets is definitely high concept in that it mixes two well-known gameplay mechanics that people already like and can imagine working well together, but we also try to leverage our aesthetics, tone, personality, and content to have as many small hooks as we can.
If I were writing this ten years ago, I’d put more of a focus on how well you execute your ideas, but with the extreme amount of competition in the gaming industry these days, I’d put way more of an emphasis on differentiating your ideas. It’s a struggle for mindshare, and if you have no momentum, you need to grab attention as quickly and simply as possible.
Youtube, especially looking at the top channels, is a great place to investigate this, as the concept has been distilled to an art over there. Using only thumbnails and titles, attention is clawed from the other millions of videos through techniques demonstrated below:
You don't necessarily need to emulate these precisely...
Think of what will make a vlogger want to cover your game. Think of what headline about your game the press could write that would get them clicks. Consider someone rapidly going through their Steam queue and what it would take to make them pause on your game.
It should be obvious by now that there isn’t a scale of "graphics quality" like there was in years past where everyone was rushing to make computers simulate reality better than the competition. As that competition has sort of evened out, there’s been a shift back to mechanics and aesthetics, sort of like the shift from realism to impressionism in art. This is great for you, because you don’t need to compete on graphical fidelity with AAA games, but you’ll still need to compete for visual attention.
From Sacramento
Remember that the art in your game is Art with a capital A. Art is about emotion, grabbing interest, asking questions, and being creative. Leverage these attributes and think of what will make your game attractive or stand out compared to every other game.
People have a lot of difficulty with this one. We had a lot of difficulty with this one. What do you call your game?
Here’s a tip: AAA games have it a lot easier than you. They can call their games one-word generic titles like Battlefield and Destiny. They can pick long winding names like "Tom Clancy's Rainbow Six Siege" and "Warhammer 40,000: Inquisitor - Martyr." You might not want to try to emulate them if you don’t have their resources.
My general suggestion for indies would be to pick something either very clear and descriptive, something short and memorable, or something that will stand out and make people look twice.
The worst case scenario is that you spend years of your life dedicated to a game that you’ve invested everything in and expect to do amazingly well… and it flops. Let's try to avoid that.
Data is what separates good marketing from simply trusting your judgment about what you think people will like.
You can inform your decisions through research, testing, and estimations— starting with the overall marketability of your game concept.
In the startup world, there’s a strategy to test out the viability of ideas by creating a landing page with a signup form before you ever start to build your product. If you can’t get traction on that, you don’t need to invest the time and money to ever build the product.
In game development, we have a bunch of ways to test ideas:
— Social media - Share early and often. If nobody is interested on social media and you’re not growing your audience, you need to switch gears and rethink things. On smaller scale items, like particular mechanics, aesthetics, or content, you can use social media performance to figure out what people like and what direction your game should take.
— Kickstarter - I’d definitely not jump into a Kickstarter without a lot of marketing ahead of time, but if you don’t take marketing seriously, it might be a valuable kick in the butt to see how well the if-you-build-it-they-will-come strategy could work for you by jumping straight into the deep end.
— Publishers - Your friends and family won’t be able to help you estimate whether real people will spend their money on your game. Publishers, on the other hand, have to wager a lot of money on your success, so if your game is in front of them and they’re all not interested, that’s very important data you can’t ignore.
Besides these big data points, I’d suggest you have a firm grasp on the market you’re entering, simply through being aware and open to the environment. The mistake I see a lot of devs making is comparing their game to games that came out in 2013. It might not seem like that long ago, and you may have started work on your game back then, but the reality is that the market has changed a lot.
The tools are better, there are more folks in the industry, and as such, there are way more games being released every year. What could stand out in 2013 won’t necessarily stand out today. To get a better idea, look at the recent releases for your genre on Steam. Look at their dates. Look at their number of reviews. It’s tough out there, and you shouldn’t be deceiving yourself. The more realistic you can be, the more rational your decisions will be.
You probably know that we started sharing our work on Ooblets from the very first art test we ever did for it, but I’m not actually going to tell you that this is the absolute best strategy. I don’t know. I think it’s very possible to announce everything the same day you release your game and have it take off. For us, though, we couldn’t take that bet. We couldn’t spend the years of our life on something without any strong indications that it would be worthwhile in the end.
We also didn’t have a marketing budget or any connections in the industry, so sharing our development was the only asset we had to build an audience around. If a game is in a similar situation but has finished development, what assets do you have left to build an audience?
You can pray that power brokers somehow discover your game and like it enough to help you market it, but the reality of the situation is that Youtubers, streamers, and press prefer to follow interest, not generate it. If a portion of their (potential) audience are interested in a game, they’re going to be way more likely to try to capitalize on that interest than try to market a game nobody is interested in. It’s a feedback loop: If people are interested in something, the media will cover it and then more people will be interested in it, leading to more media coverage.
I really hope some of you found this article helpful. If you’d like to support Ooblets development and encourage me to write more of these sorts of articles, you can become a supporter on Patreon. If you have feedback on or criticisms of this article, I’d love it if you shared them, either through comments here, Twitter, or Discord.
Ooblets won't be arriving until "hopefully" 2018, but the adorable looking farming and creature collecting game is already on a lot of our wishlists. As Greg Rice of Double Fine tells Evan in the video above from PAX West, "It's a little bit of Animal Crossing, a little Pokemon, a little bit of Harvest Moon, so it's like RPG, town sim, farming sim, wrapped up in a cute package."
In other words, as Rice puts it, Ooblets is like "all your favorite games mashed into one." Ooblets (the creatures, not the game itself) can be won through combat or by planting seeds and simply growing them on your farm. One question Rice can't answer is which Ooblet is the cutest. "They're all too cute," he says.
See for yourself in the full interview above and catch up on the rest of our PAX West 2017 coverage here.
Each year E3 rolls around like a giant evil worm, crushing all that’s good and pure. BUT that worm also announces lots of exciting gaming news as it wreaks its carnage upon the Earth. Here we have gathered every announcement, reveal, and exciting new trailer that emerged from the barrage of screamed press conferences over the last few days. And lots of it looks rather spiffy.
A rather enormous 47 PC games were either announced, revealed, or updated upon, with new trailers, information, and released dates that will all be missed by at least three months. We’ve collected the lot, with trailers, in alphabetical order, into one neat place, just for you. … [visit site to read more]