The Business vs. Creativity in the Game Industry

I recently attended a few game industry conferences, which sparked a lot of thoughts about the current state of developers in the industry.

I had awesome discussions with multiple people around the industry and it was fascinating to see how each of these approach the creation process for games. So, it made me think about how the differentiation happens and I ended up to the following conclusion, but also to some reasoning on how to maybe shake up both of these stands into some golden middle lane.

Simply put, there are (at least) two types of developers:

The first group tirelessly pursues the business side of making games. They focus on what type of games sell, where the masses are, and how to build a business around that. These individuals tend to share a similar mindset: it's not about the craft or the joy of creating games, but rather the joy that comes from discovering business models that generate high income. They may not care much about the final product, as long as it has the metrics and potential to become a profitable venture.

"Once you've defined the framework, you can unleash your creativity and do essentially whatever you like within that space."

Then, there are the artists—those who are more invested in the process of creating games. They want to create something they find joy in. These developers care less about the business side and more about pursuing their personal creative preferences, aiming to make the process as enjoyable as possible.

The interesting thing is that neither of these approaches is fully sustainable on its own. If you dive too deep into the artistic side, you may struggle to find a viable business model and, ultimately, income. On the other hand, if you focus solely on the business edge, you may find yourself working on projects that don't inspire or motivate you or your team.

So, how do you find that golden middle lane that considers both sides, without sacrificing too much of your personal vision?

"I guess it’s the classic “Pick your poison” type of situation."

As I am a man of concrete actions (read: simple), I wanted to approach this with some easy-to-grasp examples.

I believe the best approach is to let the existing markets and “algorithm optimization” create the canvas for your work. Once you've defined the framework, you can unleash your creativity and do essentially whatever you like within that space.

By "existing markets and algorithm optimization," I mean that you should at least define one interest your target audience has.

As a simple example, consider interests like “Football,” “Yoga,” “Gardening,” “Racing,” etc. These are categories that people likely already have in their game libraries. If you can define a clear interest (or multiple) for your game, you're already taking concrete steps toward capturing a specific target audience. Doing this also helps storefront algorithms suggest your game to the right users.

"Simply saying, ex. “I have a product that entertains people” won’t help you place it on the right shelf."

Think of it like a traditional market: there are shelves dedicated to specific product categories. When someone is looking for a toothbrush, they go to the section dedicated to oral care. If your product is related to something that is used to take care of one's mouth, you'd want it to be placed in that same section.

But what happens if you can’t categorize your product? Simply saying, ex. “I have a product that entertains people” won’t help you place it on the right shelf, making it difficult for anyone to find in the store. Heck, even defining it as a “Game” is not enough since there are so many to choose from.

It needs to be something that talks straight to some specific user(s). Something that they are personally interested in. Something that would make them happy when they see/hear it being mentioned.

Even if your game is highly artistic, you still need a defined canvas to categorize it. The clearer your canvas, the easier it is to place your game on the right shelf. And once you've done that, the algorithm can work in your favor by recommending it to the right players.

For example, maybe you want to create a story-driven game. Make sure to set the framework for it—perhaps it’s a romance story, but why not set it within a football game? Want to make a shooter? Why not set it during a car race?

These are simple examples, but they illustrate the importance of helping algorithms suggest your game to the right audience. Without specific tags or keywords targeting specific users, the algorithm won’t know where to place your game, leaving you to do all the heavy lifting of manually promoting it.

Let the algorithm work for you. Don’t work against it.

"Creativity and business do not go very well hand in hand"

This may seem as a no-brainer for some, but still we see thousands of (even experienced, myself included) developers creating games that are way too broadly designed. Heck, it’s even hard for themselves to specify what kind of players may (or may not) like the product.

It’s not an easy job to do. But even thinking about it makes you go one step ahead within the fierce competition within the storefront visibility.

As a conclusion: Creativity and business do not go very well hand in hand, but there are simple practices which can be used to draw those closer together. Without the feeling of sacrificing too much from both.

I would still say that it’s pretty much impossible to create something very artistic and still generate big income. (Unless you have lots of luck, or an existing fan base) And on the other hand, it’s also impossible to strictly follow the business guidelines and enjoy the creation process at the same time. (As a developer)

So, I guess it’s the classic “Pick your poison” type of situation. But at least you’re able to determine the dose.

Consider supporting my solo-developer journey by wishlisting the Seeker: Quest on Steam! (https://store.steampowered.com/app/2300100/Seeker_Quest/)