It’s clear that AI is entering every aspect of gaming. So where is the technology when it comes to voice-overs? Does it work? And is it worth using? We looked at the various tools out there to see the best ways to use it and whether the quality was up to scratch.

AI voice-overs won’t replace voice actors

First of all, we don’t believe the quality of AI voice-acting is anywhere close to a real actor. Even AI tools that are focused on the gaming sector hover in that uncanny valley, where the voice just sounds robotic and stilted. Not awful. But it just doesn’t have that same cadence a real person would give.

True, the technology will advance. But we don’t see it replacing the need for a real person. For one, you need to model the AI after someone. But even then, an AI can’t decide when to pause to show emotion or emphasise a point. It doesn’t have that same awareness of the context of the situation.

A YouTube comment on Sonantic’s video about AI voices. 

As models improve, it’ll get better. But it’ll never be perfect, and it’ll take a lot of work from the developer to make it believable. A well-written scene, filled with character development and poignant moments, will always need a real actor to do it justice.

The results are rather stilted

We experimented with a few different voice-over AI tools to see how well they performed, such as ReadSpeaker, PlayHT, REsemble.AI, Lovo.AI, and Replica Studios.

Even just listening to the highlight reels on their websites, the examples sound robotic and somewhat lifeless. They might be passable for minor moments or tutorial text, but they’re certainly not good enough for emotional scenes or believable characters.

Replica Studios’ digital voice studio.

There are more specialised tools, like Replica Studios, which allow you to change the emotion behind the text and adjust the settings. But even these fall flat when the text gets longer or more nuanced. Small snippets of text, like one-liners, tutorial hints or narration, can be okay. But some words seem to completely mystify the computer and it can’t make the whole paragraph… flow.

So if the quality isn’t up to scratch, what’s the point of using it?

AI can speed up prototypes

There aren’t many studios using AI for voice-over work. At least, not work that’s out in the wild. It seems that most are using it to help speed up their development process, rather than using it for their final release.

Obsidian uses AI to make sure that the story is flowing properly and that the characters are behaving believably. And, as games become more and more customizable, it’s impractical to record those lines until the very end. AI can improve the quality of the prototype and testing build.

This seems to be a trend with most studios.

“We use Replica’s software to test scripts, dialogue, and gameplay sequences before engaging human voice actors to record the final lines,” said Chris O’Neill, the senior audio designer at PlaySide Studios.

Likewise, Ninja Theory said on X (Twitter):

“We use this AI only to help us understand things like timing and placement in early phases of development. We then collaborate with real actors whose performances are at the heart of bringing our stories to life.”

This seems like a good way to think about AI in general. Use it as a placeholder or way to brief your creative team. It can help your director communicate what they want and speed the process along.

AI allows for ‘generated’ content

There are already hundreds of thousands of lines of dialogue in modern games. Bethesda’s Starfield has around 250,000 lines. Baldur’s Gate 3, even during early access, had well over 45,000 lines – and that was just the first act. Red Dead Redemption 2 reportedly had over 500,000 across 1,000 voice actors.

Games are just getting bigger and bigger. The main bulk of the dialogue probably won’t replace the need for human actors. But it can help tidy up the quality after it’s been recorded.

With so many lines of dialogue, it’s not always practical to record it all at once. Baldur’s Gate 3 has great writing and quality actors. But sometimes it’s clear the lines were recorded at different times. Using AI to just tidy it up and make it consistent could really help.

But that’s just the written dialogue. The intentional dialogue. What players want is interactivity – to be able to talk to characters and have unique responses.

The next step is inevitably more “generated” or “dynamic” dialogue. Dialogue that’s powered by AI language models to respond to the player in real-time.

Replica Studios is already working on this, with their Smart NPCs plugin for Unreal Engine. And it’s pretty impressive.

AI will soon respond to players – and it can’t all be acted

The idea is simple. Imagine you could walk around a world and talk to any NPC and they’d respond like a real human being. It seems fantastical, but it’s within reach. We wouldn’t be surprised if we see a game with AI NPCs in the next couple of years.

Replica Studios did a demo with Matrix Awakens using their Smart NPCs. Their official demo is a bit lacklustre, so here’s a better example from YouTuber TmarTn2 trying it out.

As you can see, it’s pretty impressive. But janky. The novelty of saying anything to an NPC would likely wear thin after a little while and the responses aren’t world-shattering. Mix in a real writer, coming up with scenarios and stories that the NPCs could draw from – and we’re sure it’ll be mind-blowing.

The problem is that it’s all unique content. It needs an AI voice actor to speak the lines, because it’s literally impossible to record the dialogue.

We predict that studios will need to licence an actor’s voice to allow for this dynamic content. Pay the actor normally for the ‘real’ dialogue and then an extra fee to model their voice for the generated content.

Sure, the generated content will never be as good as the parts the voice actor actually performed. But, you know what? That’s fine. As a player, I’m willing to accept a bit of janky dialogue as an extra. I suspend my disbelief. It feels like the old days where the graphics weren’t particularly good. After a while, your mind fills in the blanks.

AI could help accessibility

Text-heavy games are always a problem for those that can’t read them. Whether the player is completely blind or just struggles seeing the tiny font – having a computer read out the text can be incredibly helpful.

Developers could use AI as a tool for accessibility. For example, you could have it narrate actions for blind people like “Frank enters the room.” Or just have it read out the in-game text and menus.

This is particularly useful for ports of old games. A game like Final Fantasy VII was purely text-based. Imagine Square Enix, when they ported it to PC, could just slap on an AI tool to read out all that text. It’d open it up to so many more players.

It’s possible to embrace AI and be ethical

If a developer wants to only use AI for their voice acting, it’s not really viable right now. Even in the future, it’s going to take a lot of effort to get to the quality you’d expect from an actor. There’s still a price to pay – time. For the most part, we imagine that developers will need a mix of AI and real people.

But how do we balance the two? Society, in general, has a lot to learn about how to work with AI. Regulations need to be set. Standards need to be made. Questions need answering.

With the right licences for voice actors, which pay them fairly for their talent, we can see a bright future for gaming. AI has the potential to become the private Game Master, helping run unique games for every individual player. Even if the voices do all sound the same.

But, then again, isn’t that every Game Master?

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VR games are growing in popularity – with predictions that there will be 23 million VR-related jobs hit the market by 2030. And with better technology and increased interest, more and more developers are shifting towards this new field.

But even with better tools, online tutorials, and a larger community, making a VR game is still no walk in the park. It’s very different to what you may be used to building. To get ahead, we’ve been doing our own research and interviewing the best VR devs to get their top-tier advice. So, here’s what we learned and what you need to know.

Controls being second nature

Depending on your audience, you can usually expect your players to have some experience with games in the past. So they should have a good understanding of controls and button layout. This may not be the case for VR.

For starters, VR controllers are a new concept. Playstation and Xbox controllers have been around for decades and are usually the first thing people think of when you mention gaming. But unlike other platforms, your players can’t see their hands with VR. Saying ‘Press X’ isn’t enough in this situation. They can’t remember where it is and can’t see their hands to figure it out.

Think up creative ways to lend them a hand. ‘Show, don’t tell’ is a handy tool here. You could have a semi-transparent image of their controller pointing out which button to press and showing exactly where it is on their controller. Seeing where the button is on their controller can help them feel for what they should be pushing. That’s what Half-Life: ALYX did, and it worked quite well for them.

Playing for hours upon hours

Unlike other platforms, people can’t wear their headsets for long periods. It’s very easy for players to experience eye strain, headaches, and motion sickness if they play their VR for too long.

So you may want to think about a target session length. Too long, and your players may quit halfway through with a pounding head. If you’ve created hyper-casual games before, then the rules of ‘keep it short, sweet, and satisfying’ can easily transfer to VR.

With that in mind, it depends on the type of game and players you have. Ramen VR’s Zenith MMORPG game saw players spending two hours at a time in their title. So take this section as a guide rather than a strict rule. Use data to listen to your players and find what works for them.

Cutscenes or forced camera perspectives

Cutscenes can be great to help tell your story or highlight important events. And in traditional gaming, it’s fine to shift your player away from first person and into a cut scene or even certain camera perspectives. But the sudden shift of perspective in VR can be very jarring and disorienting, if not done correctly.

The unique element with VR is that your players are always in a first-person view. So rather than watching from the sidelines, your players can be in those cutscenes, experiencing them first-hand.

Clash of Clans actually tackled this quite nicely. They have a 360 movie for VR, placing you directly in the action. It’s a shame this isn’t a full on game and instead more of an experience. But consider treating your cutscenes like this – making your storytelling methods much more interactive, even letting your players participate.

Quick-time events

Quick Time Events, where players are prompted to press specific buttons within a time limit, are great for adding tension to your games. But not so great in VR. For one, the sudden change can break their immersion and slap them back into the reality of they’re just playing a game. And keep in mind that your players can’t see their controls, so they may struggle to react quickly if they’re also processing which button to press.

Focus on more natural and immersive mechanics to add tension. Or, if you want to add a time-based element, run focus groups to see if that’s what your players like. You’ll probably need to test this quite vigorously to find the right balance of fun and challenging without being overwhelming and disruptive.

HUD elements

In most games, you’ll have some key information on-screen (like health bars, mini maps, objective markers), which convey crucial information to your players. But in VR, these elements can hinder their immersion and obstruct their view.

So consider how you’ll relay this information without overloading your players. We recently interviewed Halfbrick Studios, the developers behind the Fruit Ninja series. When designing their HUD, they opted to instead create a pad with all of the info their players needed in the form of a ninja scroll. It made it so much more natural for the player and kept it in the game’s theme.

Don’t underestimate the power of level design here, too. You don’t always need to spell things out for your players. Having clear objects, buildings and landmarks with certain colours and shapes can help intuitively guide your players to where they need to go without relying on a mini-map. This technique has been used many times in open-world games, too.

Nintendo devs actually revealed that they use this technique in their Zelda games. Key landmarks were always in a triangular shape. When players saw those shapes (usually mountains), they had two options: walk around or climb up them. Both actions led the players in the right direction. This same technique can be used in VR, too.

Written information

The screen of your VR is right in front of your eyes. And that can sometimes be uncomfortably close, especially if you need to read things. Having too much text for your players to read can break the immersion, add to their eye strain, and cause headaches.

So you’ll want to get creative when relaying information. Using auditory or visual cues whenever you can keeps the players immersed but also eases up on their eyes.

Precision controls

When playing games on consoles, PC, or even mobile games, your players can get pretty precise with their aiming. When playing multiplayer games with a mouse and keyboard, a flick of the wrist is all your players need to do to target their enemies. With mobile, you just slide your finger across the screen.

VR games can be a little trickier. You will be directly mapping a player’s hand movement to virtual weapons, so they may not have the same level of precision. Consider what limitations you’re working with. And depending on your game, perhaps give the option to increase aim assist or develop mechanics that feel natural and responsive.

Robo Recall, one of the first games to come out on Oculus, tackled this quite nicely. Here’s what we could see:

• They used very clear visuals: You can grab weapons, enemies, and even bullets out of the air easily. There’s a clear white circle around where you can grab them, so you know exactly where to point your controller.
• Time slows when catching objects: In the game, all of the bullets coming at you are slowed down. One, to help you dodge (otherwise, you’d be overwhelmed). But you can also catch bullets and fling them back to the enemy. Lots of fun. But impossible to do in real time.
• They use larger hitboxes for items: You don’t need to be precise when catching or picking up objects. If you’re close enough to a weapon or object, you can easily summon it by pointing in its rough direction. This is very common in VR, considering how restricted players are when moving around.

Lots of assets

In most games, you’ll have lots of background objects to fill the scene. Otherwise, the game can feel bare and barren. The issue with VR, everything needs to be rendered twice (as you have essentially two screens). Not only that, but every object should arguably be interactive. If a player tries to pick something up and can’t, well, that’s just another reminder that they’re just in a game. It can be confusing to know what’s interactive and what’s just background stuff when you have loads of objects. And think about the frame rate and CPU power – the more you have, the more power you’ll need.

So you’ll likely have less clutter and objects in the background. But that’s okay. Just make sure that whatever you have in your levels, your players can engage with them in some way. Even if it is just picking up a mug and throwing it across the room.

We recently interviewed Schell Games, the creative minds behind ‘I Expect You To Die’ and ‘Among Us VR’. They had items in their game that didn’t do anything and were just there. But after testing, they noticed their players trying to interact with it. It led them to decide to make it a unique object that they could pick up and break.

Get started making VR games

We hope this has been a helpful guide to get you started on your VR journey. Some of these techniques and rules may not always apply to you. That’s where data comes in. Sign up for free and download our SDKs to get going.

Read our documentation for each to get started: Unity, Unreal, or Android. Or check out our integration guide for Meta Quest 2.

It’s been the highlight of the news: AAA console games are coming to mobile. After Apple’s announcement in September, premium games are making their way to iPhone 15, with some already released. We’ll now be able to play AAA titles like Assassin’s Creed Mirage, Resident Evil 4 (the remake), Death Stranding, and more on our pocket devices.

Is this the start of the AAA game era on mobile? Will we expect to see more high-end, hardcore games hitting the smaller screens? And will players actually play them? Here’s what we know.

Can mobile devices handle AAA games?

Yes, they can. But they’ll require a specific technical frame in order to work. Technology has always been getting better, more powerful, and, more importantly, smaller. Only 20 years ago, the CPU in your desktop PC would’ve been 1 GHz. Now, phones are twice that. It’s no different for the latest Apple phone.

“The iPhone 15 Pro is powered by Apple’s first 3-nanometer mobile chip, the A17 Pro. Apple says the A17 Pro marks its most significant GPU redesign ever, with 20% more power than last year’s A16. As a result, the iPhone 15 Pro is reportedly capable of high-end native gaming features like ray tracing, upscaling, and variable refresh rates—as well as HDR support.” – Rhys Elliot, Newzoo.

Even though the tech is advancing, there are still a lot of challenges to overcome when bringing AAA games to mobile.

The tech isn’t quite up to scratch

The device needs to be able to run the games. That means a CPU, GPU, processor, cooling system, RAM, storage, etc. All powerful enough to run high-end AAA games.

When we checked the iPhone’s 15’s tech in PassMark, we found that the CPU is about as good as the AMD Ryzen 5 1600 (which came out on Apr 11th, 2017). That’s the year Horizon Zero Dawn, Injustice 2 and Breath of the Wild came out. If we look at the specs alone, the new Apple chip is as good as a top-end (and, you know, still pretty decent) processor from six years ago. That said Jackie Thomas at IGN tested an early version of Resident Evil 4 on the iPhone 15, and the results weren’t too promising.

“I was recently invited to get some hands-on time with AAA games coming to iPhone, namely Death Stranding and Resident Evil 4. However, it’s clear that both of these games are either very early in the porting process, or they’re just not going to be that great of an experience on your phone.” – Jackie Thomas, IGN.

Overheating and battery life

Consoles and PCs have both experienced overheating problems in the past when running intensive games. To keep them cool and running, these devices are designed to be big and able to accommodate fans.

Even if the CPU of the latest phones can handle a top-end game, you won’t be able to hold the device if it gets as hot as a PC does. Players will need to get their hands on cooling devices built for phones to simply play the games on the go.

Gaming can also suck the battery life of devices in no time. YouTuber Ammar Ajjoub did a drain test while playing games, and found the phone drained after four hours of constant gaming. That actually isn’t too bad, considering that the average daily playtime for the adventure genre on PlayStation and Xbox was around 124 minutes in June (sourced from 2021).

The size of the games will be too big

You have a few different storage options for phones, usually: 64GB, 128GB, 512GB, and 1TB. If a game takes up between 40GB to 60GB, that already eats up a big percentage of your phone space. Players will be limited to how many games they can have on their phones at once. And, unlike consoles, where your only competition for space is mainly other games, you have other apps and forms of media on your phone) to compete with.

Players aren’t used to hardcore games on phones

The majority of mobile games tend to be quick, simple, and easy. That’s why the hyper-casual genre is so popular among the developers. You can play them on the go without having to dedicate too much of your attention.

AAA games are different – they’re built for dedicated gaming sessions, where you give yourself a few hours in the evening to play with your full attention. You can’t easily play Death Stranding while waiting in a queue at the bank. The exceptions are long commutes (like on a long train journey or flight). This is where devices like the Nintendo Switch and Steam Deck are good alternatives – something with better controls, powerful tech, and a decent-sized screen. These devices give a much better experience over mobile.

For AAA games to work on mobile, players will need to change their idea of what a mobile game actually is.

Apple is trying to change the users’ view of mobile gaming

Apple is making a statement. By porting popular AAA titles, they’re proving that the tech is now up to scratch. But the question still remains: Will people be willing to compromise storage, battery, and finances to play AAA titles on their phones? Especially, if we consider that some of these games will still have that AAA price tag on them.

The key lies with the younger generation

When we look at overall stats, people do play on mobile more than they play on console. But we need to take into account how vast the mobile gaming audience is. If you look at more demanding games, people prefer to play those on console and PC, rather than mobile. It’s clear that the vast number of genres, and rise of casual games, are inflating the stats of mobile gaming.

For AAA games, the story is different. It’s the younger players that play on smaller, touchscreen devices. They’ve grown up with mobiles and are already playing games like Minecraft, Fortnite, and Call of Duty on them.

Even back in 2010, we were seeing that the younger generation are far more willing to play on mobile devices. A 2010 Nielson study found that kids under the age of 13 opted for an iPad or iPod touch over gaming consoles. This lowered for teenagers, but mobile devices were still the top choice. Fast forward to 2022, mobile phones and tablets are still the highest for kids aged kids between 3 and 7.

This starts to shift to console when people hit 8 onwards, with console gaming taking the lead, tablet use going down, but mobile remaining a close second.

So why do players then shift to console? Perhaps it’s because the games aren’t available on touchscreen devices or because they aren’t good enough quality. Either way, players have no choice but to make the switch when they want to play more advanced titles.

But with better mobile hardware, that trend could change. By introducing new AAA games to mobile – and not just adaptations – there’s less reason for a player to make the switch (aside from wanting a larger screen). By bringing these more demanding games to mobile, Apple will prove that these games can run well, that the tech is up to scratch, and that they’re worth the money. This could change the perception around mobile gaming and open up a new market for developers.

It’ll take time to bring AAA games to mobile

With all these challenges, it’ll take a while for AAA games to truly take off on mobile. The shift in the mindset of premium games on mobile, the technology itself progressing, and even the marketing around these games – they all take time.

By making Assassin’s Creed Codename Jade exclusive to mobile, and porting some of the most successful AAA games to mobile, we’re at the beginning of a proof of concept. Players will be tempted to try out the new game on the smaller screens. We’ll have to wait and see if it meets their expectations.

Use data to perfect your game

It’s uncertain how things will progress over the next few years. But one thing is for sure: mobile gaming is expanding and evolving. According to Statista, in 2023, the mobile games market is projected to generate a revenue of $89.25bn worldwide. And it’s clear that more developers, publishers, and companies are trying to break into the mobile gaming market.

Data has always been crucial for a studio’s success. But considering how fast the industry is progressing, with new genres entering uncharted territories, it’s now more important than ever. Get in touch with our team to learn how data can help your studio.

Once your mobile game has had time to mature, it might be worth developing a version for console or PC. If you’re looking to port the other direction, from console to smartphone, check out our blog on adapting games for mobile.

In this article, we’ll look at how porting to consoles or PCs could help extend the lifespan of your game, bring in more revenue, and the challenges you’ll face.

What are the benefits of porting your mobile game?

Not every game is suitable to port over to PC or mobile. The platforms have vastly different requirements and player expectations. However, this shouldn’t deter you from exploring the option.

Porting can open your game to a new market

The mobile gaming market holds around half the overall gaming revenue in the world – consisting of around $92 billion. However, it’s worth remembering that console and PC markets still make up the other half.

While there’s an overlap of players, porting your game gives it more visibility, opens up new revenue streams, and provides new opportunities to reach a wider audience.

It isn’t just porting your game that can help you take advantage of the PC and console markets. Cross-platform play is becoming increasingly common, as we explored in our trends for 2024.

The advantages of launching on a new platform are similar to launching in a new country. Not only do you reach those new players, but you can celebrate the launch, reach out to press, and keep your game present in the zeitgeist.

It also gives more choice to your current players. If they can play on their PC or console, as well as their smartphone, they’re far more likely to continue.

Porting increases your return on investment

The cost of porting an existing game is typically lower than going through the whole game lifecycle – half the initial cost, according to iLogos Game Studios.

This is borne out when we look at the figures. In a post from Kevuru Games, elementary 2D games cost up to $10,000 to develop, causal games cost up to $50,000, and mid-level games cost up to $120,000. As a benchmark, they claim that Angry Birds cost around $140,000 to develop.

Meanwhile, iLogos Game Studios estimates it costs around $5,000 to $20,000 to port simple games. Although, for more complex games that can rise to between $20,000 and $100,000.

This makes it a viable option for publishers with an already successful title. Being able to reach the other half of the gaming market, while costing only half your initial development is a far better return on investment than taking a risk on a completely new title.

Porting can lead to increased session length

People tend to play for longer on PC and console than they do with mobile. The average session length of a mobile gamer is around 30 minutes to an hour. The average for console gamers is an hour to two hours.

This was even more prominent when you look at the extremes – an additional 20% of console gamers said they play between two and four hours, compared to only 10% of mobile gamers.

These increases in session length can directly lead to more in-app purchases. The longer people play, the more likely they’ll pay.

What are the challenges to porting your game?

There are plenty of reasons to port your mobile game to another platform. However, there are a few challenges you’ll need to consider before you start the journey.

Advertising is uncommon on PC and console

This trend is changing. While it’s a relatively new and unexplored market right now, Microsoft and Sony have both announced that they’re looking to bring advertising to their games. The difference is that most advertising on consoles or PCs tends to be more subtle native advertising, where the ads are a part of the scenery and world.

Because advertising is still an emerging trend, free-to-play console and PC games rely on microtransactions and subscriptions for their revenue. With that in mind, you’ll need to carefully analyze your data to identify the best strategy. You can also look at other creative ways to increase your revenue on our blog, such as merchandising and IP deals.

The development takes time

Though there are fewer costs associated with porting a game than developing one from scratch, there are technical challenges to consider. The game engine and programming language you use could be unsuitable for the new platform.

After rewriting sections of your code, you’ll also need to make sure that you’ve optimized your game for the new platform. There are different hardware and resolutions to consider, which may need additional options in your settings.

Controls and interfaces might need revisiting

How players interact with your game on PC and console is very different from mobile. Certain mechanics and inputs can be physically impossible to replicate identically. Likewise, your user interface might not be optimized for different controllers. For example, moving items around an inventory can be very different between console, PC, and mobile due to the different ways people interact with the menu.

Data is key to finding the right balance

You’ll need to experiment with subtle variations between platforms. For example, you might show offers at longer intervals than you would on mobile, make levels more difficult to compensate for more dexterous input devices, or adjust user interface elements to be more intuitive. If you need help in this regard, we have a guide on how to run A/B tests using our platform or check out how we can help with your live ops.

You will also need to amalgamate the data from all your versions to see what trends are specific to a platform and which are generalized to your game design. If you need to collect and study data from multiple platforms, look at our DataSuite.

As games move more towards a hybrid-casual model, the potential for new avenues of revenue opens up. As your retention rises, so too do the opportunities. Let’s look at six ways you can increase your profits.

1. Incorporate native advertising

Native advertising is where adverts are embedded in the very fabric of the game. They’re far less intrusive than traditional advertising, allowing you to place ads in your game that don’t disrupt how the gameplay flows. They feel natural; in places where players would expect to see them in the real world.

For example, a native advert might be on an in-game billboard, the banners alongside race tracks, superimposed over the field of a tennis match, posters on the wall, or holograms in the street.

These adverts can either be static sponsored content or dynamic ad space that brands can purchase in real time. The key is that you don’t pause the game to show the ad.

2. Add audio adverts to your game

Did you know, 73% of mobile players have their volume at or above 10%? It might not be loud, but it’s enough to catch people’s attention. This makes them a useful addition to your monetization strategy.

They also have similar benefits to native advertising. Audio adverts are far less disruptive than traditional methods: they play in the background, allowing the gameplay to continue unhindered.

Due to the nature of audio, it’s a relatively simple approach to insert into your game. Pause the music, play the ad, and return to normal once it’s finished. They are also suitable for rewarded ads, allowing players to gain power-ups or in-game currency far quicker than needing to watch a video. Which makes them an effective method to increase your advertising revenue without hurting your retention.

3. Make IP deals with brands

Partner up with a brand to offer in-game cosmetics or extra content using their brand assets. These could be characters, items, or even entire levels. Not only does this give you additional content to keep your game active, but it can also bring in new fans.

Another method is to wrap your game entirely in the brand’s IP. For example, you could approach a brand with your match-3 game and use the same mechanics and gameplay loop, while using their characters and universe.

4. Sell merchandise using your own brand

Once your hybrid-casual game has a following and community, it’s inevitable that certain characters or phrases will become popular. These are perfect for turning into merchandise. T-shirts, mugs, plushies – these can all feature your game’s art. Manufacturers like Alibaba make this even easier. You can buy products and have your own logo and designs printed on them.

You can even create unlockable content for your players, which they only gain access to by achieving certain milestones in your game. For example, every achievement in your game could have its own baseball cap. Players would need to unlock the achievement before they could purchase the cap in real life.

This gives your achievements more value and encourages players to seek out the hardest ones for the prestige of owning the real-world item.

5. Encourage fan-made content

Reach out to your community and run competitions to have their creations enter the game, such as levels, items, or cosmetics. This fan-created content can keep your game active and fresh while also giving you an opportunity to engage with your community.

Ideally, you would also offer an incentive to the creators, such as a cut of the purchase price. This makes it worth the player’s time and makes it far more likely you’ll get quality submissions. It also encourages the player to spread the word about their creations, which could bring even more players to your game.

6. Port your game to another platform

Expanding onto PC or console can help you open your game up to a new market, extends your game’s life, increases your return on investment, and leads to longer session lengths.

It’s a useful way of making the most out of your most successful games. You can read more about the process in our article on porting.

Data is key to any new approach

Whatever route you choose, make sure you keep track of which avenues are successful and bring in the most revenue. You want to make sure that you’re spending your time efficiently. The most effective way to do that is to bring data in from multiple sources and study the trends together. That’s where DataSuite comes in – it allows you to create your own player warehouse and track trends across platforms and different data sources.

At some point, when making a multiplayer game, players need to find one another. You need some way to either match players with similar skills or just fill out the lobby. Especially if in mobile games. That’s where a matchmaker comes in.

What is a matchmaker?

A matchmaker is a script or third-party tool that decides which players go into a lobby together. It’s like a good host at a formal dinner. The players ask the matchmaker for a seat, and the matchmaker figures out who they should sit next to, and then leads them to the best table – filled with similar people.

Exactly what criteria the matchmaker uses is up to you – the developer. But typically, you want players of similar skill to play with one another. That’s the main point of the matchmaker: to make the matches fair and equal. You could just shove players into the first available lobby, but it probably won’t be a good match and you’ll just get one player curb-stomping everyone else.

There are generally two ways matchmaking can work:

1. Server browsers. You show a list of servers to the players and they choose which to join. This doesn’t need a matchmaker.
2. Playlists. Players ask to join a specific mode, like deathmatch or capture the flag, and the matchmaker puts them into a lobby that matches their skills and preferences or makes a new one.

Depending on your game, you might decide to show this lobby to the players. Maybe let players talk before the match and change the settings. Other times you might keep that hidden and just launch the match once it’s ready.

What criteria should I use?

Depending on your game, you’ll have different priorities. A competitive game, like Dota 2 or Overwatch, needs fair and balanced matches. That’s why those games have ranking systems. Don’t match bronze players with diamond, for example. This is particularly important in mobile sports games, like Tennis Clash. But a casual mobile game like Hole.io might be far more concerned about short queue times.

There are three main areas you’ll want to balance. Bear in mind, you’ll probably need to compromise on one of the three. The more criteria you add, the longer it’s going to take to find the perfect match.

1. The player’s skill. How are you going to judge a player’s skill? A common way is to just use the Elo rating system, but you can always come up with your own way to rank players.
2. The player’s latency. How fast is the player’s connection to the server? If there’s a big difference between the players, the person with the fastest connection is going to have a major advantage. You probably want to group players with similar latency together.
3. The queue wait time. How long are players willing to wait before they join a match? A few seconds? A minute? Depending on your game, this can vary wildly. As a general rule of thumb: the longer the match will last, the more willing people are to wait to make sure it’s good.

Source: Among Us

These are the three basic areas you’ll want to consider when fine-tuning your matchmaker. But it should also handle a few other aspects:

• How will it stop players from joining a lobby with someone they’ve blocked?
• Do you have crossplay in your game?
• Will you let players join an ongoing match?
• When should it stop searching and just launch a new lobby?

There aren’t any right or wrong answers here. You just need to decide which is your main priority and how long you’re willing to wait for the ideal scenario before the matchmaker broadens the search.

Matchmaking differences on different devices

Theoretically, there isn’t a difference. The third-party tools you’ll use and the way the matchmaker works are identical. But practically, you’ll have different priorities than a game on console or PC.

For example, mobile players aren’t likely to wait very long. So you’ll want to prioritize queue times above everything else. Seconds, not minutes. That also means, you probably don’t want to connect players to a lobby and let them chat while they wait. Just pop them in the match and let them loose.

Source: Activision-Blizzard

You’ll also need to think about latency problems. Quite a few players are unlikely to have a good connection – they might even be travelling as they play. So make sure you don’t group up those hardcore players at home with the more casual players, sitting on a train and going through tunnels every five minutes.

Which matchmaker should I choose?

There are plenty of options to pick from. Every major tech company has their own matchmaker you could use. Valve has their Steam Matchmaking & Lobbies, Microsoft Azure has PlayFab, Amazon has FlexMatch, and Google has Open Match. Even Unity has its own matchmaker and there are also other options like EdgeGap, Photon or AccelByte.

Which one you decide to use will often be tied into which company you decide to go with for the servers themselves. However, you could always build a custom matchmaker yourself and plug it in if you don’t want to get tied into any specific provider.

As for quality, there isn’t really a bad choice here and it depends on how you set it up. Make sure you look for a matchmaker that lets you adjust your settings and prioritize the three criterias we described earlier.

Keep experimenting to find the right balance

The important thing is to keep track of whether your players are waiting for a match or not. GameAnalytics can help you keep track of whether people are dropping out before they enter a match, and then adjust your settings until you find the right balance.

It can also help to ask players after the match whether they enjoyed the match and their fellow players. This can help make sure the matchmaker is doing its job correctly. Bear in mind, even if a player gets defeated, they might have found the game fun if the game was a close call.

There’s a common misconception that cybercriminals only target big business. But small businesses are actually three times more likely to be a target than larger companies. From the hacker’s perspective, it’s easy pickings. Small businesses have less security and fewer safeguards in place to protect themselves.

But protecting yourself isn’t necessarily hard. Not if you’re aware of the techniques hackers use. So, with data breaches becoming increasingly common in the news, we thought we’d give a little advice about how to protect yourself.

How do hackers attack game developers?

It’s not just your game that hackers might target. They could target your business and infrastructure, too. That’s why it’s important to think about how your game, backend systems, and internal tools link all together – especially if you’re making a multiplayer game.

For example, if you’re a small developer, you might decide to host your multiplayer matches on your own servers. But if those are the same servers where you store your player database, filled with usernames and passwords, you’re making it easy to find that data.

Social engineering is the biggest threat

Research from CS Hub found that social engineering is the number one business threat. This is just a fancy way of saying that the easiest way to hack someone is to trick the people themselves – your players or your employees. In other words, if you want to break into a vault, it’s far easier to get the manager to open the door for you than to drill your way in.

Hackers will go to extreme lengths to trick you. It might be as simple as an email that looks like it’s from one of your tools. Or it might be complicated. For example, they might look at your CEO’s Facebook page, hack their daughter’s account, and send a message from her asking for information that could help them guess a password.

Eventually, they could end up being able to send emails directly from the CEO’s personal account. Would you question an email from your boss telling you to send you an access code? Probably not. But you should.

Exploiting your game

Hackers can either look at your game code directly, try to inject code, or just generate random inputs until they strike lucky. This is usually fine in a single-player game, where spawning in an item doesn’t matter. But in a multiplayer game, where there might be real-world value to those items – it can be a serious problem.

Admin commands are particularly juicy for hackers. If you’re running an MMO, those admins might have tools to block players, reset passwords, or see people’s real names. Having those commands could help them trick a player or even blackmail them.

Targeting your infrastructure

A Distributed Denial of Service (DDoS) attack is where a hacker will send thousands – if not millions – of commands at your servers in a hope to overload them and make them crash.

At the very least, it can be irritating. Your game falls down and you lose revenue. But hackers might also use it to blackmail you by holding your game hostage.

They could target your file storage, your databases, your employee’s laptops, your emails – everything around your game.

Protecting your game from hackers

Most security experts tout one rule: Zero trust. Approach everything with scepticism. Do that, and you’re far less likely to succumb to trickery.

Teach staff and players about social engineering

Education is key. If people know the techniques hackers might use, they often think twice before giving away valuable information. They question whether that email is legitimate or whether they should really be giving that code they were texted to the person on the other end of the phone.

Obviously, it’s far easier to teach your staff. But you want to educate players, too. If you have an in-game chat function, remind players that you’ll never ask them for their password. Or to never tell anybody the two-factor authentication code you just sent.

Source: The Sun / Epic Games

Check through another medium

Now that your people are familiar with the types of attack, they will hopefully avoid giving out sensitive information. But what if your CEO really does need that access code?

Simple. Check using another communication tool. Give them a ring or set up a video call. That way, you’ve got proof it’s actually them asking for the information.

Make sure every layer of encryption is strong

It’s all well and good to have super strong encryption on your player database. But it’s all for nothing if someone’s email is just “password123”. There’s a reason “the weakest link” is a common phrase.

Keep everything up to date

As tempting as it is to hit “remind me later” whenever you get a popup for an update, just update it. Whether it’s your operating system, your game engine, or some third-party plug-in you’re using. Make sure everything is up to date.

Test your game for exploits

Try breaking your own game. Think like a hacker and see if you can summon items, use admin commands or launch services. Generate random inputs and try to inject code into every text box you have.

You can even offer rewards to players if they find bugs. Sure, most of those might not have any serious ramifications. But some might.

Hide sensitive code from the client-side image

Put blockers in place to stop hackers from directly seeing the code that’s requesting information. And make sure the data itself is encrypted. For example, if you need to call on a player database to get their name, don’t call it directly from the player’s image. Otherwise, the hacker could find out what service you’re calling and even get the IP address of the database.

Instead, call the server-side image and get it to do the heavy lifting. It can then encrypt the specific data and send it back to the player. Even if they break the encryption, they don’t get access to the database itself.

Keep your data safe with DataSuite

If you’re collecting and storing analytics data from lots of different sources, you probably want a data warehouse. With DataSuite, we host and keep all that data secure on our servers. And we never share it with any third-parties, so you have total control over it. Read more about DataSuite and see if it’ll work for you.

AI is definitely going to change how we work, play and live. But right now, it’s not exactly great at being original. It tends to churn out a lot of generic advice and content. But, while you can’t (yet) plug in a prompt and have it develop a fully functional mobile game, you can use AI to help you come up with ideas and speed up your process. Here are a few ways you can use AI when developing your prototypes.

How should you use AI?

Regardless of whether you’re playing around with Midjourney, ChatGPT or any other AI, there are a few rules to getting the most out of it.

Make your prompts specific

The more detailed and specific you are in your initial prompt, the more useful the response will be. If you’re generic, you’re going to get generic responses. Asking it to come up with a “unique mobile game concept” isn’t going to get you far. Instead, make sure you give it as much information as possible. Write in your prompt like you’re describing a brief. The more you put in, the more helpful the response will be.

Don’t stop at the first response

Using AI is all about refining your prompt and becoming more and more specific until you get to a response that works. When testing the AI, we often needed to add caveats or get it to perform tasks one by one if we wanted to get the best result.

Use multiple AIs

We’ve found that it’s best to give multiple AIs the same prompt. Ask Bard, Bing and ChatGPT the same question, and you’ll get much more varied responses. So mix and match between AI if you want some variety. It can also smooth out some issues we’ve found with certain prompts. What works with one AI might get completely different results with another.

What can you use AI for?

It’s best to use AI when you’re looking for a very specific output that would take a team ages to do themselves. If you try to use it to come up with original ideas or themes, you’ll find that your prompts are too open-ended. Those are best left to real humans. For example, if you just ask it to come up with themes for your mobile game, it’ll likely rehash ideas that are already popular – basically telling you to create games already in the top charts. Not particularly useful. But specific tasks – that’s where AI shines.

1. Brainstorm your concepts

This is an area where AI can excel. Coming up with thousands of ideas in mere seconds. With the right prompting, you can get it to create a huge list of concepts to add to your own ideas. Even so, most of those will be duds (much like in any brainstorm). But that’s fine. You’re just using them for inspiration.

As for the prompt, it’s best to ask it for ideas using a specific mechanic or with a specific theme. For example, “show me a long list of themes for a hyper-casual game that uses swipe mechanics.”

2. Make snippets of lore for your items

If you have thousands of items, it can take up a lot of time writing a paragraph of text for each one. With AI, you can generate these snippets of lore almost instantly.

We asked Bard to create lore snippets for various magical items in a game.

The responses you get won’t be perfect, but they give you a starting point. Edit them and make changes to fit your specific needs, and you’ve saved yourself a ton of time. Similarly, you could use AI to write the backstory for locations, bosses, levels, or even power-ups.

3. Write short descriptions for multiple items

While lore can add flavour to your game, you’ll often find you need to have a few short sentences as hover-over text for every item in your game. Give the AI a list of items you need to describe, and you can speed up that process.

AI can easily put together short descriptions for multiple items at once.

4. Create characters in just a few prompts

By building on multiple prompts, you can develop a whole host of characters to populate your game. For example, you could start by getting the AI to brainstorm a list of twenty Japanese names suitable for an archer. Once you have your name – we’ve chosen Yumi (meaning “bow”) – you can ask for a more detailed description.

With a name in hand, we know have an entire character bible for Yumi the archer.

By telling Bard to use specific headings, we can generate multiple snippets of information that will be vital in making Yumi a rounded character.

5. Write dialogue to sprinkle into your game

There are numerous situations where you might need a short piece of dialogue from your characters, whether that’s when they level up or when they first enter the dungeon. By telling an AI about the character and listing the various situations, you can get it to produce all these snippets at once.

Giving AI a list of headings is a useful way to get multiple results at once.

If you need more, tell the AI exactly how many snippets of dialogue you want. Or maybe you include multiple characters and see how they interact with each other.

6. Help refine your mechanics

If you know what type of game you’re creating, you can get the AI to help with specific tasks. Maybe you need a puzzle for a dungeon or a list of items a shop might sell. For example, imagine you’re making a crafting game. You can feed in your resources and have the AI come up with a list of recipes.

Kickstart the design process by getting AI to come up with some baseline crafting recipes.

7. Refine the writing you already have

It isn’t just generating text that you can use AI to help you with. As we’ve mentioned, AI can be rather generic if you’re too open-ended. So if you want truly original thinking – develop the lore yourself and then get the AI to refine it.

We tell Google Bard to rewrite our description of Yuttgard.

From our – quite bad – description of Yuttgard, Bard has produced something much more enticing. It’s not perfect, but it’s got way more flare than our original and would be ideal if we’re only trying to put together a prototype.

8. Write marketing materials

Scripts for videos. Headlines for banner ads. App store descriptions. These all need words that you might not have time to create yourself. Just remember to give as much information in your prompt as you can.

Even if we don’t use the exact wording, the AI can give us a good starting point for our App Store description.

Use analytics to track your success

Once you’ve made your prototype, you’ll probably want to run some A/B tests to see what’s working with your players, and whether your idea is as rad as it sounds. In which case, try out our A/B testing tool and get all the data you’ll need.

Taking a game from console or PC to mobile is tricky. The controls are far more limited and the screen can easily get cluttered and unreadable. The hardware can’t handle as much physics, especially when that game is a premium title. But the developers at Psyonix did a fantastic job when recreating their Rocket League game into the mobile sensation, Rocket League SideSwipe.

This wasn’t just a copy-and-paste job. Psyonix made some serious changes to the gameplay, design, and mechanics. All for the better. Aside from the obvious theme of rocket-fueled cars, this feels like an entirely different game. In this article, we analyze what exactly those changes are, and what you can learn from them.

Three rules when taking your game from PC to mobile

When making mobile games, you should aim to hit three principles: make them short, satisfying, and simple. When we compared the differences between the two games, we found every change the developers made contributed to one of those rules.

1. Make your game simpler and consider the screen size

There are some key differences and limitations between PC, console, and mobile. But user interface aside, playing on a smaller device is a heck of a lot different to when you have a large screen and controls.

That might mean removing or limiting certain features to make your game work for your mobile version. Or completely rethinking the gameplay itself.

Here’s what you can do.

Understand what limitations you’re working with

You have less CPU power, less space, and less time from your players on mobile. So you need to understand what limitations you have and adjust your game to cater for them.

Psyonix decided to make the game 2D, instead of 3D, for example. Not only did this make it simpler for the player, but this also avoids the massive amount of physics calculations that a 3D game would have. Fewer dimensions, fewer calculations for the device, faster game.

The developers also limited how many players can have in a match. While you can have up to eight players on console or PC, you can only have up to a maximum of six on mobile. This not only makes it quicker to find matches but makes the games less overwhelming and busy.

Build your game to work on a smaller screen

Mobile phones are getting larger, but you’re still comparatively working with a much smaller screen. For example, if the map for Rocket League SideSwipe was any bigger, the player would need to zoom out. Players would struggle to see their own car, with their thumbs blocking most of the action.

2. Keep the session lengths short and snappy

Players don’t have much time when playing on mobile. They could be anywhere. On a bus on their way to work, in a queue at the bank, or even in the bathroom. You don’t always have their full attention for long. So you need to keep your game short and snappy.

Cut out features that don’t add to the mobile experience

On mobile, clutter will cause your players to drop out. Psyonix got around this by cutting out instant replays on their mobile version. This kept the matches shorter and punchier. Because the maps are smaller, it’s also quicker and easier to score a goal. Having instant replays every 20 seconds would just constantly interrupt the match.

Rocket League SideSwipe also removed the chat function and instead replaced this system with stickers. It’s easier and quicker to communicate with your teammates (or mock your enemies).

Test to find the perfect session length

In the original Rocket League, the matches were five minutes long. But in Sideswipe, they’re only a minute and a half on average. This keeps players engaged and decreases any potential dropouts. When we looked at the data from Benchmarks+ (part of our new pro tier), we found that the typical session length for casual games is about 4 – 5 minutes. So for a game like Sideswipe, this is around 2 – 3 matches per session.

This can vary from game to game. So make sure to test what session length works best for your players by watching your retention and drop rate.

3. Make your players feel epic

Your players will naturally spend less time in casual mobile games, so you want to make sure they have a great experience when they do. That way, they’ll keep coming back.

Replace inactive players with bots

Drop rate on mobile is much higher, as players could leave for any reason – lost signal, got a phone call, or reached their bus stop. If your game is online, consider adding bots to replace inactive players, so as not to interrupt the game for everyone else. This is what Psyonix did, and it works fantastically.

Cater for all types of players

With mobile, you’ll find yourself with a lot more casual players. Having an offline option, difficulty levels, or a top-tier matchmaker to pit them against players in their own skill range can make sure your game stays fun for everyone.

To cater for more ambitious players, introduce leagues, training arenas, and competitions. Just remember not to overcomplicate any of these – you’ll need to strike a balance between customization and options, and simplicity.

Make the game rewarding wherever you can

When playing on a console for a couple of hours, overexaggerated sounds, graphics and notifications can get annoying. But this is crucial for shorter sessions on mobile. You need constant feedback and rewards to keep your players satisfied.

Psyonix did this in their mobile version. In SideSwipe, the graphics are a lot more exaggerated when you hit the ball and score. There’s a lot more excitement and colors. Whereas in the console game, it’s less so.

Use data to perfect your monetization models

There are plenty of monetization models you can adopt for your mobile version, and there’s no ‘one size fits all’ strategy when it comes to your mobile game. It’ll take a lot of testing and tweaking to strike the right balance of fun for your players, and a healthy ROI.

Rocket League SideSwipe is a completely free-to-play game, where players earn items, skins and cosmetics through levelling up. Nothing more. The mobile version helps Psyonix reach new players for their console version, where they make money through their Rocket Pass subscription, in-game purchases, physical merchandise, sponsorships, and DLC.

In a 2022 interview on GamesIndustry.biz, Psyonix co-studio head Phil Piliero, said:

We’ve seen significant growth in territories outside our core playerbase, especially in international markets where mobile is the primary platform for gaming. This has allowed us to reach new audiences in addition to our console and PC players, and gives these players their first experience within the Rocket League franchise.

What Psyonix did may not be the best route for your own title. You’ll need data to find out what’s best for your games. And a lot of it. Our free tool can help you answer all of your major analytics questions. And if you’re looking for something more advanced, then our DataSuite products can help you out. Get started today, or speak with our team on how we can help you.

Partnering up with a social media influencer can bring in hordes of new players. There are thousands of influencers out there who rack up billions of hours of consumers’ time (a recent YouGov survey showed us that Q3 2019, the number of hours of live gaming content watched has more than doubled, from 3.8 billion hours to 9.0 billion in Q2 2021). GWI’s latest report estimates that 84% of gamers use YouTube for gaming content and news.

And with new laws around privacy and advertising affecting UA campaigns, now might be a good time to look at alternative ways to get exposure for your titles and bring new players to your game. But which influencers should you work with? And how do you find them? Here’s what we know.

Figure out your objectives

Depending on your budget and preference, there are a few ways to find the right partner. The first is to buddy up with an agency that works with influencers. This can be a much easier and simpler process than doing it yourself, but it comes with setbacks. Or, you can go about it yourself. This can be a longer and more tedious process, but it can reap more results (and save a cent or two in finders fees).

Before we dive into the how, when, and why, you’ll need to get a few things in order:

• Perfect your pitch: This should be short, simple, and sweet. You’ll want to include a catchy and descriptive title, a short description of your game, and any trailers and imagery. You don’t need to oversell here – let your work speak for itself. You can even use AI to lend a hand here. Just make sure to personalize it and use the suggestion as a guide (rather than just copy and paste).

• Define your audience: There are thousands of influencers, all covering different genres and games. Define who your target audience is (age, gender, likes), and you’ll have an easier job of vetting who you should work with.
• Figure out your budget: This’ll help you decide how many influencers you can work with, how long you want your campaigns to run, and whether or not you can afford to work with an agency.

Using an agency to find influencers

If you’re short on time, pairing up with an agency could be a good way to go. They can save you a lot of hassle and cut out a lot of the legwork.

Five agencies to consider:

• Matchmade: They specialize in YouTube and Instagram, and cater for all gaming platforms.
• Game Influencer: They can can help secure Let’s Play videos, integrated ads into their content, product placement, and pre-rolls.
• Disobey: They have over 15K creators connected on their Twitter, and work with studios like SEGA, Raw Fury, and NVIDIA.
• Pocket Whale: These guys specialize on YouTube, Twitch, Instagram and Snapchat.
• The Handbook: This tool acts much more like a directory which you can sign up to. It costs around £70p/mo, and has a long list of influencers you can reach out to.

What can an agency help with?

• Cut out a lot of the admin. If you’re doing it yourself, you need to be organized. So that’s research, spreadsheets, and time you could better spend on your game.
• They’re the experts. They can help you find the right partner, perfect your pitch, even advise on when is best to reach out to an influencer (so you avoid conflicting with other game launches and events, to increase your chance of being accepted).
• They have a foot in the door. It’s not a complete cold outreach. They work with these influencers every day and have built a relationship with them, so you’ll likely get much better and faster results than doing it yourself.
• They can scale with your game and budget. These agencies can work with and scale with your success. They can tap into their network of influencers to create campaigns of different sizes and scopes, depending on your needs and budget, which they can adapt over time easily.
• They can help optimize your ROI. Influencer agencies have tools and dashboard to track campaign performance, and can make adjustments to optimize your return on investment (ROI). A good agency should also be sharing insights and their recommendations to increase performance (from creatives, pitches, through to picking the right partner).

What are the drawbacks of using an agency?

• They might not focus on your niche. There are plenty of genres and sub-genres (especially within mobile gaming). If you’re building a puzzle idle mobile game with a ‘dog plumbers in space’ theme, well that’s a very specific game you have there. And some of these agencies might not have contacts that specialize in that area.
• They might not have the influencer you want. There are thousands of influencers out there. If you have a specific influencer in mind, they might not be connected with any agency – they could be handling their sponsorships and partnerships themselves. So you could lose out on the perfect match. Take The Frustrated Gamer for example. When looking on their YouTube channel, they direct any business enquiries to their personal email. And although they might also be working with some agencies, they could easily be a missed opportunity. Or the agency might be charging you for something you could find yourself.

• It costs money. Depending on what the agency’s model is, it could cost you a pretty penny working with one. Some usually charge a flat rate for every video, where others can take a commission on top of your results.
• No guarantee of getting sponsored. The influencer still needs to accept the job. And there’s no guarantee that they will. So you could be paying with no actual outcome (depending on their model).
• Lack of control. When working with an agency, you might have less control over which influencers you end up picking, the creative direction of your campaign, and the timing and scheduling of content. You could also have to give up some control over your overall messaging, which might not be ideal.
• Room for error. They say don’t shoot the messenger. But in this scenario, if your agency partner miscommunicates something about your game, gets the pitch wrong, or even isn’t as convincing as you would be when reaching out, well it can affect your campaigns, or even chances of getting picked.

How to search for influencers yourself

Finding influencers for your games isn’t necessarily rocket science. It just takes some time, patience, and a good pitch. When looking, you want to make sure you reach out to as many as possible, with different ranges of popularity and niches. The more popular they are, the harder they’ll be to convince (and the more they’ll probably cost). So have a large, focused list of who to target. Here are a few things you can do:

Cast a wide net

It’s tempting to go for the best influencers out there. Afterall, why wouldn’t you want PewDiePie raving about your game? But micro-influencers (smaller, and sometimes are more specialized) can be just as effective, and even have higher engagement rates. Take Retromation – he has around 200k subscribers and specializes in rogue-like games. But he regularly gets over 25% of his subscribers watching his videos. Meanwhile, a star like PewDiePie has over 100 million subs, but only around 5% watch regularly. (And most of his content isn’t actually gaming.)

Also, the more popular an influencer is, the more competition you’ll be fighting against to grab their attention. So reaching out to a range of influencers will give you the best chance of landing a few partners to work with.

Search for similar games

Use key terms like “gameplay”, “review”, “let’s play” or “guides” while searching for your competitor’s games on social channels. If you find any gamers making content around those similar titles, chances are they’ll like and cover yours, too.

Look at your direct competitors

You can see who your competitors or similar studios have partnered up with by heading to their social media accounts, saving you from starting your search from scratch.

Check that they’re the real deal

You want to make sure whoever you partner up with has real followers and high engagement rates. Influencer marketing tools like HypeAuditor and BuzzSumo can help you do a background check, and find out what their engagement is like.

Keep an organized list

Your outreach should reach triple digits. So you’ll need an organized excel spreadsheet (or any other organizational tool), to keep track of who you’ve contacted, what the status is, how large that influencer is, and what you’ve secured.

Plan ahead and give yourself time

Whatever route you go down, make sure you give yourself plenty of planning time. Ideally, you’ll want to reach out to agencies or influencers a few weeks before you launch your game. That way, you should have perfected your creatives and game, and give yourself enough time to reach out and schedule your game into a creator’s calendar.

With any transaction, there’s an exchange of goods and services. It used to be black and white in gaming – you pay money upfront, and you have that game. Done and dusted.

But it’s not quite that simple anymore. With more types of games, devices, and models entering the market, that exchange of goods is becoming a blur. Today’s big topic is people complaining about the price of games for what they’re getting. But why is that? Are studios becoming too greedy? Or are business models evolving so quickly that players can’t keep up with the trends? And what can you do to keep your games equitable and your audience happy?

Games have always been expensive

The first console to hit the stores was the Magnavox Odyssey. It was $99. That equates to just under $700 in today’s market, and it came with twelve games. Seems fairly pricey. But you can see their reasoning for something that was a completely new piece of technology.

Let’s fast forward to the 90s. The PlayStation 1 was released in 1994 and cost around $299. Today that would equate to over $700. Once again, publishers could charge that much because it was new technology with mind-blowing graphics.

Back then, there was no downloadable content, campaigns, battle passes, liveops. There was only one transaction. And it was clear what you were getting. Yes, you can argue that even that’s expensive. But it was transparent; then the price can’t be an issue, right? Players have been spending hundreds of dollars on their games for years. And with inflation, games aren’t that expensive compared to a few decades ago(at least, games that are one-off payments).

Gaming is much more complicated now

The gaming world has evolved. Let’s break it down:

• We have different device types: Mobile, PC, console, VR, Switch, and more.
• We have more sub-genres and game types: We can find all types of different genres in the stores. Take role-playing games as an example; we have ARPG, MMORPG, Strategy RPG, Tactical RPGs, and a range of hybrid genres.
• We have different audiences and preferences: We only thought of a gamer as a teenager on the PlayStation. But with the increase of genres and technology, almost anyone could be considered a gamer.
• Games are now a service: Not many studios end development when they launch their game now. Many, if not most, pump time and resources into regular new content to keep their players engaged. And that needs to be funded.

All of this meant we needed new monetization models. It didn’t make sense to always pay upfront for a game. There had to be a different exchange. Free-to-play games gave birth to the ads monetization model 10 to 15 years ago, and players accepted that exchange (to an extent – too many ads and the exchange starts to feel unfair).

“Each customer is an individual, not a generalized demographic.” – Peggy Ann Salz.

Options are a good thing. We don’t deny that, especially in today’s market. What we’re talking about is a fair exchange. Are developers losing sight of that? Are they focusing more on money than the experience?

What do we consider to be a ‘fair exchange’?

You can argue that a fair exchange comes down to the individual. Their taste and preferences, their income, and how much they value art. A $70 game for a ten-hour campaign could be expensive to most gamers – but to the lifelong fan, it could be nothing.

But there’s definitely a benchmark in the industry. When paying that much for a premium game, you can expect the campaign to be at least 30 hours or so, with some extra side quests. If your game is any less than that, it could be considered a rip-off. The key here is setting expectations. What is the other value you’re offering? And does your player know that?

There are three primary areas to consider:

• Gameplay Length
• Overall price
• Quality (this could be the graphics, story, mechanics, etc).

You want to try and hit two out of three. AAA games have a longer overall playtime and are higher in quality. But they’re not cheap. That seems fair. “Okay, I’m getting a really cool game with lots of gameplay and mechanics and graphics. I don’t mind spending more money on this.” There’s a value to the exchange. The same applies to casual games. They’re lower quality with simple gameplay, have loads of replayability, and are either free (or with ads) or very cheap (around a couple of dollars).

There’s a problem in our industry

Whether we call it corporate greed or just a lack of critical thinking, we’re seeing more developers push the boundaries for pricing, and underdelivering in gameplay. Let’s have a look at some examples and ask ourselves: “Does this feel like a fair exchange?” 

Overwatch 2 locks content behind battle passes

There was a lot of hype over the last few years for Overwatch 2. We were promised story-led campaigns, skill trees, customizable character abilities, and more. When they released the title, they made it free-to-play, with battle pass options (similar to games like Fortnite and PUBG). In theory, this all sounds good. But we found three issues:

1. They shut down Overwatch 1

Players could no longer play the original game, which was a paid title. Sure, they got Overwatch 2 for free, but so did other players who didn’t have the previous game. It’s easy for those legacy players to feel shortchanged.

Rather than rewarding their loyal players, they instead punished new players to Overwatch 2. For completely new players who don’t pay, they have to play to unlock certain characters – even ones from the original game. From what we can see from this interview, a new player has to go through 150 matches to unlock Echo from Overwatch 1.

2. They’ve locked new characters behind their battle pass

In Overwatch 2, you can unlock characters in one of two ways: pay for the battle pass or grind to unlock them. The latest character unlocks after reaching level 55 (around 60 hours of gameplay). Yes, players who couldn’t afford to pay could get the character. But Blizzard sure didn’t make it easy for them, putting those people at a disadvantage. And their players weren’t happy about this.

3. They didn’t deliver on what they promised

Unfortunately, a lot of the content and features they promised weren’t in the game during launch. Aside from new characters, maps, and a cleaner user interface, there wasn’t much difference between the two games. Which frustrated a lot of players.

Is this a fair exchange? No. From what we can see, the approach they’ve taken has annoyed their players into spending their money or pushed them away entirely.

Diablo IV charges one-off payment and offers battle passes

When we heard that Blizzard decided to release Diablo IV as a full AAA game, but with a battle pass option on top, we definitely raised an eyebrow. Usually, games are either free with battle passes or have a one-off payment but no battle passes (as we can see with Overwatch 2 and similar games).

Diablo IV, recently released on all major platforms and goes for around $70. And they have just released their first battle pass. From what we can see, it has three tiers:

• Free to play: With 27 tier rewards and 20 smoldering ashes.
• Premium: With 63 tier rewards (costs around $10 a month), an armour set and two mounts.
• Accelerated: Same as premium, but also provides 20-tier skips and a special cosmetic item.

Is this a fair exchange? We reckon so. They haven’t locked the free players from anything too important. But we’ll know more when we see more of their reviews.

And if they release content for the paid players as well, then it could work. For example, if they release new classes or core mechanics to everyone, but leave purely cosmetic stuff to the subscribers – that could be fair.

Cyberpunk launched with too many problems

We’ve heard this story all too often now. When CD ProjekT Red launched Cyberpunk 2077, it was a bit of a disaster. The amount of bugs and broken promises inside the title was laughable.

But what was the real problem here? Aside from launching far too early, the biggest problem was the price. If you’re charging someone for a premium game, you’d expect a premium experience.

Is this a fair exchange? No. Maybe if they released it as early access to iron out bugs, postponed the launch until the issues were fixed, or reduced the price, then it would have been fairer. But players around the world were rightfully annoyed and felt ripped off.

Grand Theft Auto: Definitive Edition costing $60

When Rockstar Games announced that they would be remaking their classic trilogy, players were thrilled. Unfortunately, when they released the remake (Definitive Edition), we saw a lot of backlash online. The titles were marred with poor graphics and bugs.

Since the launch, the studio has released a lot of updates and fixes. But the biggest issue we can see is that they just didn’t meet players’ expectations and charged a high amount for a quick facelift (ranging from $59.99 to $69.99, depending on the console).

Was this a fair exchange? No. Players were left disappointed with the poor graphics and overall price. So much so, a player remastered San Andreas themselves, quoting “Rockstar didn’t do a very good job.”

If Rockstar had set more realistic expectations, delivered what they promised, or even lowered the price, then the exchange would have been much fairer.

How can you keep your game fair?

There’s no right or wrong answer here. It really does depend on what feels fair for your players and your studio. But to give you some direction, you can follow these rules as a guide:

1. Don’t lock important content behind passes

You want to make sure there’s value in your battle passes, otherwise why would someone buy it? But don’t screw over any of your other players. As we can see with Overwatch, it can create a negative experience for a large chunk of your audience, which can harm your studio in the long run. Instead, think up creative ways to reward your paying customers. Collectables, skins, and emotes are a good place to start.

2. Don’t release half-baked games at full price

We’re used to seeing the odd bug here and there. But if your game has some serious performance issues, then don’t launch it. The creators behind Baldur’s Gate 3 actually handled this quite gracefully. They perfected the first part of their game, released it as early access, and kept their community informed about the full release. It was a great way to create hype for their game, while also gathering crucial feedback, and keeping their audience happy.

3. Set realistic expectations

Too much hype for your game can be your downfall. Cyberpunk’s marketing campaign was so good, players were excited for years. Only to be disappointed when the game was released with only half of the promised features. As for Grand Theft Auto, if they were a bit more honest or open with what they were creating, perhaps players wouldn’t have reacted so negatively.

4. Be transparent with what you’re charging

With more complex models, it’s easy for players to get lost or confused. Nintendo is under fire at the moment and has been accused of using “dark patterns” to encourage players to spend money without them realizing it. So make sure your players know what they’re doing and buying. Diablo Immortal is also currently feeling the heat for their microtransactions. Their community were left shocked and frustrated with the game’s legendary gem upgrades and how unclear the game’s monetization model has been. Someone did the math and reported that it can cost up to $110,000 to fully upgrade a character in Diablo Immortal, all due to their new gem system. If that’s the case, it doesn’t feel particularly worth it.

5. Don’t punish your players

If Blizzard changed their approach to rewarding existing and new players, then Overwatch 2 could be a much more positive and enjoyable experience. Let’s look at rewarded ads: you watch a video to earn more coins or another life. But you can take it a step further. Homa Games have actually made item upgrades unlockable in their game Aqualand by watching ads. Suddenly making those ads a lot more desirable and fair.

Similarly, Tennis Clash actually uses ads to mitigate losses and amplify wins. If a player loses a match, they can watch an ad to recoup their lost coins. But if they win a match, they can watch an ad to double their winnings.

Test to see what works

We’ve shown a lot of AAA and premium game examples, and we appreciate that mobile games can be more complicated when combining so many monetization techniques. So data is crucial for understanding and perfecting your models. Maybe you can charge $1.99 for your game and still show ads. Or perhaps you can rely solely on subscriptions and charge $20 a month. Without testing the waters, looking at your data, and listening to your players, it can be tricky to figure out what your game is worth and what will make for a fair exchange.

If you want to get more out of your game’s data, sign up to our tool today (for free!).

VR games are growing in popularity – with predictions that 23 million VR-related jobs will hit the market by 2030. And with better technology and increased interest, more and more developers are shifting towards this new field.

But even with better tools, online tutorials, and a larger community, making a VR game is still a challenge in the park. It’s very different from what you may be used to building. To get ahead, we’ve been doing our own research and interviewing the best VR devs to get their top-tier advice. So, here’s what we learned and what you need to know.

Controls being second nature

Depending on your audience, you can expect your players to have some experience with games in the past. They should understand controls and button layout, which may be different for VR.

For starters, VR controllers are a new concept. PlayStation and Xbox controllers have been around for decades and are usually the first thing people think of when you mention gaming. But unlike other platforms, your players can’t see their hands with VR. Saying ‘Press X’ isn’t enough in this situation. They can’t remember where it is or see their hands to figure it out.

Think up creative ways to lend them a hand. ‘Show, don’t tell’ is a handy tool here. You could have a semi-transparent image of their controller pointing out which button to press and showing exactly where it is on their controller. Seeing where the switch is on their controller can help them understand what they should be pushing. That’s what Half-Life: ALYX did, and it worked well for them.

Playing for hours upon hours

Unlike other platforms, people can’t wear their headsets for long periods. It’s very easy for players to experience eye strain, headaches, and motion sickness if they play their VR for too long.

So you may want to think about a target session length. Too long, and your players may quit halfway through with a pounding head. If you’ve created hyper-casual games before, then the rules of ‘keep it short, sweet, and satisfying’ can easily transfer to VR.

With that in mind, it depends on the type of game and players you have. Ramen VR’s Zenith MMORPG game saw players spending two hours at a time in their title. So take this section as a guide rather than a strict rule. Use data to listen to your players and find what works for them.

Cutscenes or forced camera perspectives

Cutscenes can be great to help tell your story or highlight important events. And in traditional gaming, it’s fine to shift your player away from first person and into a cut scene or even certain camera perspectives. But the sudden shift of perspective in VR can be very jarring and disorienting, if not done correctly.

The unique element with VR is that your players are always in a first-person view. So rather than watching from the sidelines, your players can be in those cutscenes, experiencing them first-hand.

Quick-time events

Quick Time Events, where players are prompted to press specific buttons within a time limit, are great for adding tension to your games. But not so great in VR. For one, the sudden change can break their immersion and slap them back into the reality of they’re just playing a game. And keep in mind that your players can’t see their controls, so they may struggle to react quickly if they’re also processing which button to press.

Focus on more natural and immersive mechanics to add tension. Or, if you want to add a time-based element, run focus groups to see if that’s what your players like. You’ll probably need to test this quite vigorously to find the right balance of fun and challenging without being overwhelming and disruptive.

HUD elements

In most games, you’ll have some key information on-screen (like health bars, mini maps, objective markers), which convey crucial information to your players. But in VR, these elements can hinder their immersion and obstruct their view.

So consider how you’ll relay this information without overloading your players. We recently interviewed Halfbrick Studios, the developers behind the Fruit Ninja series. When designing their HUD, they opted to instead create a pad with all of the info their players needed in the form of a ninja scroll. It made it so much more natural for the player and kept it in the game’s theme.

Don’t underestimate the power of level design here, too. You don’t always need to spell things out for your players. Having clear objects, buildings and landmarks with certain colours and shapes can help intuitively guide your players to where they need to go without relying on a mini-map. This technique has been used many times in open-world games, too.

Nintendo devs actually revealed that they use this technique in their Zelda games. Key landmarks were always in a triangular shape. When players saw those shapes (usually mountains), they had two options: walk around or climb up them. Both actions led the players in the right direction. This same technique can be used in VR, too.

Written information

The screen of your VR is right in front of your eyes. And that can sometimes be uncomfortably close, especially if you need to read things. Having too much text for your players to read can break the immersion, add to their eye strain, and cause headaches.

So you’ll want to get creative when relaying information. Using auditory or visual cues whenever you can keeps the players immersed but also eases up on their eyes.

Precision controls

When playing games on consoles, PC, or even mobile games, your players can get pretty precise with their aiming. When playing multiplayer games with a mouse and keyboard, a flick of the wrist is all your players need to do to target their enemies. With mobile, you just slide your finger across the screen.

VR games can be a little trickier. You will be directly mapping a player’s hand movement to virtual weapons, so they may not have the same level of precision. Consider what limitations you’re working with. And depending on your game, perhaps give the option to increase aim assist or develop mechanics that feel natural and responsive.

Robo Recall, one of the first games to come out on Oculus, tackled this quite nicely. Here’s what we could see:

• They used very clear visuals: You can grab weapons, enemies, and even bullets out of the air easily. There’s a clear white circle around where you can grab them, so you know exactly where to point your controller.
• Time slows when catching objects: In the game, all of the bullets coming at you are slowed down. One, to help you dodge (otherwise, you’d be overwhelmed). But you can also catch bullets and fling them back to the enemy. Lots of fun. But impossible to do in real time.
• They use larger hitboxes for items: You don’t need to be precise when catching or picking up objects. If you’re close enough to a weapon or object, you can easily summon it by pointing in its rough direction. This is very common in VR, considering how restricted players are when moving around.

Lots of assets

In most games, you’ll have lots of background objects to fill the scene. Otherwise, the game can feel bare and barren. The issue with VR, everything needs to be rendered twice (as you have essentially two screens). Not only that, but every object should arguably be interactive. If a player tries to pick something up and can’t, well, that’s just another reminder that they’re just in a game. It can be confusing to know what’s interactive and what’s just background stuff when you have loads of objects. And think about the frame rate and CPU power – the more you have, the more power you’ll need.

So you’ll likely have less clutter and objects in the background. But that’s okay. Just make sure that whatever you have in your levels, your players can engage with them in some way. Even if it is just picking up a mug and throwing it across the room.

We recently interviewed Schell Games, the creative minds behind ‘I Expect You To Die’ and ‘Among Us VR’. They had items in their game that didn’t do anything and were just there. But after testing, they noticed their players trying to interact with it. It led them to decide to make it a unique object that they could pick up and break.

Get started making VR games

Some of these techniques and rules may not always apply to you. That’s where data comes in. Sign up for free and download our SDKs to get going.