Tag Archive: business

Chrome Web Store: Chasing the short tail

Here at 10×10 Room, we were pretty excited about the recently-released Chrome Web Store, which takes core ideas from the iTunes Store and applies them to distributing web apps. CWS also holds out the promise of getting those same apps immediately in front of Chrome OS users once that operating system starts becoming available. That ought to be great news for web game developers like ourselves, and in fact we spent some time in the developer program for CWS before deciding our release schedule was too different from Google’s to make it worthwhile to launch within CWS.

Unfortunately, the reality of the Chrome Web Store, as it stands, is a little disappointing. The core problem: it’s really hard to find anything beyond a top tier of featured apps. Say, for example, you are interested in finding a new game. You click on Games, and see something like this:

Okay, this looks familiar… very iTunes-like. I think I want an action game. Let’s look at the Arcade & Action section. Well, none the first five games in this section look interesting, so I’ll dig deeper.

Uhm. How do I dig deeper? Where’s the “more” link, or pagination to the next 5 of 322 apps that might be classified as Arcade & Action? The answer: you can’t. The UI will not let you browse.

It gets worse. Say somebody tells me about a game called Lockmaster, but by the time I get home, I can’t for the life of me remember more than that it was “Lock”-something. But hey, there’s a handy search box on the front page of the CWS. Google is good at search, right?

As it turns out, not always. If I type in “Lock”, I get a bunch of results, but none of them are Lockmaster. In fact, the Google folks have stated in the forums that search takes place on whole words only! It looks to see if the search term you entered is in the title of the app, or in the short or long description you supplied. Better hope your game’s name is both really memorable, and easy to spell.

Whatever else is good or bad about the Google Web Store – and there’s plenty more to say on both sides of this one – they made two fundamental errors with their merchandising, both of which are attributable to an odd decision to discount the long tail. First, they made it impossible to browse deep into their store. If we feel like wandering around the store, well, too bad: there are many aisles, but each one is about a foot long. Second, if we have an idea of what we are looking for, and decide to use the search function, it behaves like search from the 1.0 days, incapable of grasping remarkably basic stuff like partial word matches. If we ask an associate to look for something in the warehouse, we’d better have an exact name and spelling ready! These would be important gripes with any web buying experience, but they are difficult to understand coming from Google, given that helping users find what they are looking is Google’s core competency.

The good news is that fixing these problems is nearly trivial, so I have high hopes that we will see fixes soon. It’s a shame they weren’t dealt with before launch, though, as they not only hurt the chances of most games (and apps) getting noticed, but also leave the user with a sense that the store is very shallow, which is surely not what Google has in mind. I hope we see improvement soon.

Boardgaming and the iPad

Board game publisher Days of Wonder recently announced the release of Small World, one of their popular boardgames, for the iPad. Rumor has it the popular “eurogame” Carcassonne will be showing up soon as well. Scrabble, already popular on the iPhone, now comes in an iPad version.

Like many people, I had trouble seeing exactly how to use the iPad when it was first shown to the world. It was cool and capable, certainly, but what was it for? What did one do with it exactly? Replace your computer? Your phone? Was it supposed to go on your coffee table? What was this thing?

Turns out that one answer is that it’s a killer boardgaming device. In retrospect, this makes a lot of sense. You have a display that’s large, colorful, and detailed enough to allow multiple players to read from and interact with it. The multitouch screen means moving pieces, scrolling and zooming the board, and shifting around cards are all easy, intuitive functions. You can lay it flat, so it can look a lot like a board or other playing surface. And the iPad is eminently portable, so it’s great for restaurants and travel.

Oh, and it’s a computer, so you always have a friend to play with. Small World might be missing an AI, but you can bet most other iPad boardgame releases will be packing a savvy computer opponent to keep you challenged during that subway commute or solo business flight. In this, it beats out the Microsoft Surface – that, and an order of magnitude in cost.

There are shortcomings. Hidden information gets difficult to manage, though perhaps a few games will take the Scrabble approach and allow players with iPhones to use their phones for exactly this purpose (players with iPhones can link them to the iPad game and use them to view and manage their racks). Display space is limited – probably too limited for many games. And there’s no substitute for the tactility of a hand of cards, or rolling dice – though nice sounds and animation can provide a different sort of sensory whiz-bang.

Perhaps, though, we are seeing something of the future of boardgaming here. For years, I’ve wished I could play Magic using a deck of electronic paper cards, saving me huge amounts of storage space, and the time it takes to manually pore through physical cards and put together a deck. An iPad as a game surface, and an iPhone for my hand of cards… well, that wouldn’t be so far off.

So what does this mean for the boardgaming industry? Perhaps very positive things. They are sitting on a chunk of intellectual property that just grew in value overnight, needing only some talented engineers to translate it to the new medium. In the short term, iPads and their coming brethren aren’t likely to cannibalize existing sales; dedicated gamers will be happy to pay a few bucks for electronic versions of their favorite games, and the games will see exposure to an entirely new audience. Longer term, it gets hazier: if the electronic experience grows to rival the physical one, and prices stay in the $5-10 range, then game publishers will begin to see a squeeze from shrinking margins.

It also means we can expect to see a shift in who works for boardgame companies. Many may partner with contract developers (creating something of a fun opportunity for talented developers with a gaming bent); however, if eventually the very nature of boardgame publishing changes to become more electronic, then the composition of the workforce at these companies will itself have to change. We can play out how this might affect distributors and local game stores, but that’s simultaneously straightforward and murky to predict.

Games themselves will change, too. There are things you can do electronically that are difficult or impossible with paper, cardboard, and plastic, from the aforementioned sound effects and animations, to complex randomness, to simple adjudication of time-based rules (e.g., who pressed the button first, timing of turns, etc.), to mid-game transformations of the board and pieces themselves. As a game designer, it is this last element that is perhaps the most exciting: a chance to mix the immediate social experience of boardgaming with the interactivity and under-the-hood power of the computer.

Printing business cards online

Business card front

Business card front ...

Business card back

... and back

A couple of weeks before we attended PAX East, we realized that it might be nice to have business cards to hand out. We created designs for the front and back, then looked for a site where we could upload them as JPEGs and place an order. In the process, we learned a few lessons.

Get feedback on your card design before ordering. Our initial design for the front of the cards used a palette of earth tones. When we showed it to our team of design experts friends, however, everyone said it looked like crap. (Literally, in a couple of instances.) We tried a few other palettes before switching to a simple but effective solution: we reused the main color of the back, which everyone had liked.

Be careful with colors. Some colors don’t look exactly the same in print as they do on a computer screen. We used a light, creamy yellow as an accent color, but the saturation level was low, and on the printed cards it doesn’t “pop” the way it does onscreen. The cards still look nice, but we’ll use a more saturated color on the next run.

Account for the “bleed” area. Print companies typically recommend that you reserve at least 1/8″ on all sides of your design to account for minor variations in where the cards are cut. (Many provide templates with the exact dimensions to use in pixels.) Text and foreground elements shouldn’t stray near this “bleed” area, as they might get cropped or lack a suitable margin depending on where the cards are cut. Backgrounds, on the other hand, should be “full bleed” and extend across the entire area; otherwise, you might end up with a bit of white around the edges of your cards.

Card size varies from country to country. 3.5″ x 2″ is the standard in the U.S., but the U.K. uses something closer to 3.31″ x 3.17″ (85 x 55 mm), and other dimensions are used elsewhere. We discovered this because we used Moo, a company founded in London, to print a set of cards showing off the fantastic portrait art Chris Rahn has done for us. (We’re up to six portraits in the Bastion gallery, with four more on the way.) When we decided to get our business cards from a U.S.-based company, we found that the dimensions needed to be different.

Research pays off. After looking at more than half a dozen online printers, we settled on Zazzle, which promised a remarkable turnaround time — just 24 hours to create the cards and get them out the door — at a fairly low price. And they delivered: the cards arrived on time and look snazzy, the issue with the accent color notwithstanding.

If you’re an old-school RPG player, you might have noticed a resemblance between our cards and certain adventure modules and maps. If not, we hope they’ll still catch your eye and give you a hint of what drives 10×10 Room: a sense of fun.

Powered by WordPress. Theme: Motion by 85ideas.