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Aaron Pulkka The Art and Science of Developing Licensed Games

This book by Aaron Pulkka, Director of Production at Activision, explores the benefits, pitfalls, and innovative potential of developing licensed games. It provides a framework for communication, deconstructing licenses, and exploring boundaries to create great games. The book also covers the identification and analysis of licensed IP, including technical, story-based, and personality-focused properties. With a focus on understanding cultural references and character archetypes, this book is a valuable resource for game developers in the licensed games industry.

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Aaron Pulkka The Art and Science of Developing Licensed Games

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  1. Aaron PulkkaThe Art and Science of Developing Licensed Games

  2. The Art and Science of Developing Licensed Games Aaron Pulkka | Director of Production | Activision

  3. Overview • Benefits vs. Pitfalls • Background • Can licensed games innovate? • Framework • Deconstruction • Exploration • Conclusions

  4. Developing Licensed Games

  5. Background

  6. …

  7. Owned Call of Duty Licensed …

  8. Innovation?

  9. Framework • Plan Communication • Deconstruct License • Explore Boundaries • Make a Great Game!

  10. Communication Plan • Contacts • Publisher or Licensor contact for discussion and approvals • Escalation path for exceptions • Submission Process • Format for submissions by type • Documents, Images, Video, Builds • Submission Method • Email, SFTP, rsync • Feedback Timing • Typical and maximum review times

  11. Communication Plan • Licensor’s Areas of Focus • Logos, Presentation, Likeness, Story, Theme, Gameplay, … • Level of Detail Required • Individual Assets or Playable Builds? • Frequency of Communication • Weekly calls, Monthly meetings, Milestone based submissions, ad-hoc chats

  12. Deconstruction Identification: • License Type • Licensor Motivation • Available Assets Analysis: • Underlying Story • Characters

  13. Technical IP • Rules based Intellectual Properties (IP) • Sports, Fitness, Professional Racing, Military Simulation, etc.

  14. Story Based IP • License based on a specific story, or placed within the world created within series of stories • Movies, TV shows, Books, Comics, etc.

  15. Personality Focused IP • License based on a character or personality that transcends the stories they appear in • Barbie, Mickey Mouse, Bugs Bunny, Mario, Hello Kitty, etc.

  16. Identification • Types of licensed IP • Technical • Story Based • Personality Focused • Crossovers • Licensor Motivations • Brand Goals • Core Brand Elements • Available Assets

  17. Brand Goals • Fan Service • Game meant to appeal to existing customers • Brand Expansion • Licensor is hoping to expand audience through game • Guides demographic and direction • Desired balance determines how much you can rely on player’s knowledge

  18. Core Brand Elements • Target Demographic • Kids, Teens, or Adults? • Male or Female? • Interest groups? • Brand Identity • Key phrase or slogan • Core principles • Exclusions (what is off-brand?) • Appearance • Art Style, Character Likeness, Logo, Fonts • Constraints Provide Focus

  19. Licensed Assets • License resources save time and help establish boundaries • Request Assets: • Style Guide • Concept Art and 3D models • Scripts, Storyboards, Movies • VO, Sound Effects, Music • Understand Usage Rights: • Some assets can only be used as reference • Some assets require additional fees

  20. Deconstruction Identification: • License Type • Licensor Motivation • Available Assets Analysis: • Underlying Story • Characters

  21. Analysis of Story and Character • Understanding of Western cultural references will help explain license • Classic Literature • Greek Philosophy and Mythology • Socrates, Plato, Aristotle, Homer • Shakespeare • Basic Plot Structures • Archetypes • Pop Culture • Historical/Current Events • Movies/TV • Comics

  22. The Iliad • Epic poem by Homer, following Trojan warrior battling army to rescue woman captured by Greek King • Parallels in many stories, including Road Warrior and Super Mario World

  23. Pygmalion Greek Myth that inspired Frankenstein, Pinocchio, the play “Pygmalion” by George B. Shaw (1912) and many more …

  24. Shakespeare

  25. 7 Basic Plots of Western Literature • Many stories and games combine multiple basic plots

  26. Character Analysis • Stereotype • Oversimplified image of type • Archetype • Original model on which other characters are patterned • Used as building blocks • While some characters are Stereotypes, most are layers of Archetypes

  27. Basic Jungian Archetypes • The Father: Authority figure; stern; powerful. • The Mother: Nurturing; comforting. • The Child: Longing for innocence; rebirth; salvation. • The Wise Old Man: Guidance; knowledge; wisdom. • The Hero: Champion; defender; rescuer. • The Maiden: Innocence; desire; purity. • The Trickster: Deceiver; liar; trouble-maker.

  28. Advanced Archetypes • Many possible archetypes exist • Compound archetypes create deeper, more believable characters: • Hero/Child: Champion; Rescuer; Longing for innocence • Father/Trickster: Authority Figure; Liar • Schmidt’s Master Classes • Building on Jungian archetypes with good/bad, male/female, friend/rival and symbolic versions • Described through pop culture references • Recognizing archetypes helps determine character motivation and predict how characters will react to new situations

  29. Framework • Plan Communication • Deconstruct License • Explore Boundaries • Make a Great Game!

  30. Exploring Boundaries • Establish Boundaries • Output from license deconstruction • Push the Edges • Consider what has not been done before within brand • Replication vs. Innovation

  31. Established Boundaries • Core Brand Principles • Tone and Style • IP Type • Technical, Story, or Personality • Available Assets • Story Settings and Structure • Character Archetypes • Audience / Age Rating • Brand Awareness

  32. Exploring Boundaries • Unique aspects of interactive medium • What hasn’t been done before? • Break rules! • Innovate on gameplay mechanics • Consider alterative genres • Action, Adventure, Role-playing, Simulation, Strategy, Party, Puzzle, … • Change art style • Fill in story gaps or re-visit back-story • Established archetypes in new stories or settings • Interweave cultural references • Be cautious of violating core brand principles or changing archetypes

  33. Cultural References • Pop Culture • Increases relevance to modern audience for older/established licenses • Improves immersion or realism • Literary • Provides familiar structure • Creates illusion of greater depth • Can be serious or comedic

  34. Framework • Plan Communication • Deconstruct License • Explore Boundaries • Make a Great Game!

  35. Great Licensed Games Batman Arkham Asylum succeeded through a combination of a deep understanding of the settings, themes, and characters of the Batman universe with a highly polished execution • Average Review Score: 92% • Previous average of Batman games: 63% • Lowest Reviewed Batman Game: 22% Transformers: War for Cybertronachieved critical acclaim by allowing players to explore part of the never before experienced back-story, with high production values and attention to detail staying true to the license • Average Review Score: 79%

  36. Conclusions

  37. Developing Licensed Games

  38. Licenses Maximize Resources • Games can be developed faster or higher quality, with same expenditure of resources Brand Assets

  39. Western Licensed Games Developed in China … ?

  40. Questions? • Contact: aaron.pulkka@activision.com • References: • Heroes, Gods, and Monsters of the Greek Myths • By Bernard Evslin • The Portable Jung • Edited by Joseph Campbell • 45 Master Characters: Mythic Models for Creating Original Characters • By Victoria Schmidt

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