I’ve recently finished reading Wikinomics by Don Tapscott and Anthony D. Williams, and it got me thinking about a new approach to game assets. Game assets are the “things” that go into a game. For example, artwork (textures, 3D Models, Sprites), Sound Effects, Music, Voice, etc.
The primary job of the Artists, Sound Engineers, and Designers is to create this content. As gamers continue to demand higher quality games, one of the most straightforward ways to increase such an ineffable metric as ‘quality’ is to increase the amount of content, especially artwork, as well as the complexity. While the tools to create these assets continue to evolve in parallel with increasing demands (and to a certain extent, driving these demands), Content developers can still only make new assets so fast. Developing these works is a rather specialized skill which requires a large modicum of creativity as well. As such, developing these assets is one of the most expensive parts of creating games. These costs have risen to the degree that barriers to entry in the video game industry are now quite prohibitive. This makes it difficult for small commercial studios and independent developers who have difficulty drumming up the resources to hire content developers to get off the ground.
It also makes life difficult for large developers and publishing studios. The Games Publishing Business, much like the recording industry, is a difficult and stressful business to be in. In the music industry, you have no way of speeding up creativity. The artist will create music at his or her own pace, so you have no real way of knowing when it will be ready. When it is ready, you don’t know if it will be good, and if it is good, you don’t know if the public will go for it. The games industry has mitigated these factors somewhat by sticking to formats which are well established. Publishers are less willing to fork over cash for a completely new idea that doesn’t have established sales potential when they could spend the same money to create a new first-person shooter. If the cost case is the same, they’re in the business of risk management. At the same time, however, completely original ideas are the seeds from which new genres, and thus new profit centers grow. Without fostering an environment in which these new ideas can be fleshed out, Publishers are choking off their own future revenues. What Publishers need is a way to promote methods for independent developers to bring out their new ideas in an inexpensive way, so that they can publish these titles without taking on large risk. Microsoft is already doing this to a certain extent through XNA and XBox Live Arcade. This does not, however, address the issue of expensive assets.
To resolve this issue, enter Wikinomics. There are several large publishing studios who also act as in-house development studios (Microsoft, Electronic Arts, Ubisoft, Nintendo). What this means is that they own large amounts of sound and art assets which they are not currently using. What these publishing houses should do is license a large portion of the assets from development studios they own to the public for free under some form of Creative Commons License. The license would allow for commercial works, including derivatives to be created, as long as the original artist and studio were credited in the final production. Access to large volumes of free and fully utilizable content would massively reduce the cost of developing new titles.
Okay, so you probably see why it would be of benefit to indies to have access to all the art assets owned by Microsoft Games (Lionhead, Rare, Ensemble, Bungie, FASA), Electronic Arts (Bullfrog, Origin, Maxis, Westwood, EA Sports), Nintendo, and Ubisoft for no cost, but why would they do this?
Simple. These warehouses of assets are not profit-centers for these companies, but they could be. By opening up these assets, at virtually no cost to themselves, they would stimulate significant growth in the independant games community. These indies would be able to take assets which were professionally developed, modify them to their own needs, and more easily deploy a marketable title. Many of these titles will be new and innovative, and employ gameplay that would be too risky for a major developer to secure funding for. These indies are then going to be looking for someone to publish their titles. And by providing them with all that content, that goes a long way for goodwill towards the publisher. Publishing these titles through more inexpensive mechanisms like Steam or Xbox Live is a low-risk cost to these publishers, and it’s more than likely that some of these new titles might be a major hit, allowing the publisher to thus have turned their old warehoused assets into major profit centers.
Merck did this with pharmacetuical prototypes, and encouraged other major players to join in. It resulted in a major cost savings for everyone involved, as much of the overhead being done simutaneously be each individual company was reduced. I don’t see why this tactic couldn’t work for major development studios as well.
Unfortunately, unless a CEO somewhere has a massive flash of inspiration and drives this initiative, we’re not likely to see it in the near future (Come on Reggie, we’re counting on you now).
Tags: Artwork, Audio, Delivery, Indie, Industry, Publishing by Morphix
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