Unity's Bandai South Dream Palace Executive: How traditional developers are doing their hands-on tour

Dog Planing Learning Network Report/Recently, Jeferson Valadares has just taken over as the general manager and vice president of product development at Bandai South Dream Palace (Bandai Namco), and he has worked in the field of hand travel and social games for ten years, in EA, BioWare, Playfish and digital chocolate and other companies. On the first day of office, he expressed his opponent's travel industry, the reason why the traditional distributor only EA family in the hand tour has been successful, because many big guys for the field of investment is not enough, to be successful in the field of hand travel, The core game developers and publishers need a little more opponent to travel resources and talent input, less laurels of the luck mentality. See what the Dog planing Learning Network compiles:in the field of hand travel, traditional publishers are killed in all but the EAas always, New Year starts to bring New hope, the performance of smartphones and tablet games is ready to bring a host-like gaming experience to the point. In the core game developers Circle, we have been silently believe that one day, the hand-travel platform can be run 3A quality games, the way to do the game will be the hand of the tour to make changes. It seems that the fastest growing hand tours in the game industry need our help to develop better. but actually the opposite is true, we need to swim to improve ourselves. In the past 2 years, only one by one of the traditional game publishers that have scored higher on the U.S. income list are EA, thanks to the company's push to make The Simpsons. We don't see Ubisoft, we don't see SE or take-two, and we don't have a dream or a South dreaming palace in Bandai. And given our strengths, such as our money, our marketing capabilities, our brand and our experience, the results are totally embarrassing, and so many of the big guys in the industry are killed in addition to the EA. As the most updated, varied and diversified hand-travel platform, the revenue list has changed very little over the last 2 years, which has to be considered by traditional game publishers. more investment, less luck .2015 we have to change, if we want to compete in the new environment, we have to take a hand-tour in the studio to develop the way. This means that we need to invest more effort and responsibility in building product and player relationships, which means that our studios have to make internal adjustments before they can achieve external success, put our people in this field, and support them in competing with the current high-income studios, which means taking a long-term look at the hand tour. To invest more in research and development and marketing in hand, rather than neglect or short-sighted practices; it also means that we need to invest more in real innovation and less of a lucky gamble. Previous research and development experience is that you invest a lot of resources and see what is useful. Develop a game, publish, and look at the results, but as a traditional publisher, your game is almost finished after the release, you can consider the next game. Now, the mode of the hand-travel has changed, a successful hand-tour needs not only to update constantly, but also need to be able to maintain a few years, such a pattern can be in the field of hand travel for a long time. Therefore, for Bandai South Dream Palace, solving such practical problems means internal adjustment, and put the time to slowly put all the quality of internal games to bring up. It is difficult to do good games, but it is even harder to make good games in multiple areas through different teams. In the past, the need for successful IP portability via PC or host games is laurels to be corrected, and you need not only a good team, they also need to be able to communicate with your players for a long time. Playing games and advertising and services is still a place where we need to do more. Large studios are reluctant to do internal games for two reasons: fixed research and development costs and a team cannot do multiple games at the same time. But this is actually what we are influenced by the inherent game development model. Although many of the traditional manufacturers have made a lot of products in similar game series, and the production quality is relatively high, but in the hand travel platform, there are a few high-quality game yuan than a lot of mediocre works, especially in the free mode, a scattered product line often means that there is no income. If your company takes a focused approach and focuses on profit rather than market share growth, you can slowly increase your investment while maintaining the product's creativity and quality. and the quality of this product is crucial, because while some well-known IP can still attract players, if your game is not enough to attract their ability to consume, then this IP can bring you a limited role. The Simpsons has been able to achieve such a high income because the EA is not gambling on the game, or not seriously, they have introduced a long-term update, communication and brand and player strategy for the game, this achievement is not easy, nor can anyone do it, But this is the role of the EA's hand Tour team accumulating and the quality of the product itself, and they are willing to work so hard to make the game successful, which is the challenge that our traditional publishers must face. Core Game developers and publishers have been left behind for too long, because we used to rely on our own influence to succeed, in the past two years, no matter how many hands you have launched, if you do not invest enough resources, talent and efforts to keep them alive today, it means that you are not serious enough to take the hand-tour market. The market for hand tours seems to be changing very quickly, but we can see through the performance of the last two years that only developers who can do longevity games can really succeed. In the 2014, the leaders in the field of hand-travel consolidated their position and expanded their strengths, but they have yet to create a game that no one else can surpass. therefore, in the new year, the traditional developers need to take more seriously their own launch of the Hand tour works, a little more investment, less luck. 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Unity's Bandai South Dream Palace Executive: How traditional developers are doing their hands-on tour