The formula for building a successful in-house game

In this episode of the Entane Voices podcast, Jess hosts Ben McDonough, Director of In House Studios, and Craig Turner, Head of Studio, to explore the elements that contribute to successful in-house game development. They emphasize the importance of simplicity and familiarity in game design, ensuring games are easy to understand and engage with. Both Ben and Craig discuss leveraging data to tailor games to player preferences and the role of intellectual property in attracting audiences. They highlight the significance of maintaining creativity and innovation within Entane's studios while fostering a collaborative and agile work environment.

• Ben McDonough and Craig Turner introduce themselves and their roles within Entane's in-house gaming studios.
• Ben emphasizes his customer-first approach and passion for the gaming industry, with a focus on building on historical successes.
• Craig highlights his experience in the UK market and his role in overseeing game development for the UK-focused studios.

"I'm Ben McDonough... director for Entain In House Studios... working in a passion industry... means I wake up with a smile every day when I go to work."

• Ben's enthusiasm and customer-centric approach underline his commitment to creating engaging gaming experiences.

"I'm Craig Turner... spent a lot of my time working for William Hill where I was a brand manager... predominantly looking after UK focused studios."

• Craig's background and expertise in the UK market inform his role in managing game development tailored to local preferences.

• Entane operates multiple internal studios, each with distinct focuses and output levels.
• Craig's studio produces 14 games annually for the UK market, with a small team of 22 staff.
• Vertical studio has an indie vibe, producing eight games a year, including the successful Pig Banker game.
• Wind Studios focuses on global content, especially for the US market, with development in India.

"So we're currently making about 14 games a year, predominantly for the UK market... Vertical... make about eight games a year... Wind Studios... releasing quite a few games for the US market."

• The diversity in studio focus and production output reflects Entane's strategic approach to catering to different market segments.

• Simplicity in game design is crucial for market success; complex games often fail to engage players.
• Casual players prefer straightforward, entertaining games with clear value propositions and goals.
• User experience and continuous adaptation to market changes are essential for maintaining player interest.

"We produce games that are easy to understand... the more simple games with lower bonus frequencies... that's what's really performing."

• Simplicity and clarity in game design are emphasized as critical factors for engaging a broad player base.

"The broadest market that we can appeal to are those more casual players who don't want to be confused... understanding where that value is in the game."

• Ensuring players quickly grasp game objectives and value enhances user experience and satisfaction.

• Entane has historically leveraged popular IPs, such as TV series, to attract players.
• Familiar themes and pseudo-IP elements, like lucky leprechauns, create a sense of familiarity and engagement.
• The strategic use of IP and thematic consistency can enhance game appeal and player retention.

"Entain studios have produced good IP content historically... traditional TV series like Coronation Street, Emmerdale... people always have that familiarity."

• Utilizing well-known IPs and familiar themes helps in attracting and retaining players by tapping into existing cultural touchstones.

• Selecting the right IP is crucial in game design; designers must have a positive emotional connection to the brand to avoid lazy design.
• Familiarity with successful IPs can attract customers, but designers must capture the essence of the brand to maintain player interest.
• Challenges include dealing with brand owners and ensuring that the game stays true to the brand's identity.
• Balancing fan expectations with game design is essential, especially with music or band-themed games.

"We've got to be very selective about what IP we choose to take on because if there isn't, if the person who's designing the game doesn't have a positive emotion towards that brand, it comes through in fine design as well."

• Designers must have a genuine connection to the IP to avoid superficial and uninspired game designs.

"The advantage you get from successful IP is it goes exactly what you said, familiarity. So the customer will more than likely click on an IP that they recognize."

• Familiar IPs attract players due to recognition, increasing the likelihood of engagement with the game.

"I tried to put a steampunk theme on it and it failed and we just saw it tank because I didn't, I didn't stay true to the brand."

• Deviating from the core identity of a brand can lead to failure, as it may not resonate with the intended audience.

• Access to customer data, such as age, gender, and geography, provides insights for targeting demographics and enhancing game design.
• Data helps inform game design decisions, allowing designers to create features that encourage player retention and engagement.
• Understanding player behavior through data, such as average spins per game, helps tailor game experiences to meet player expectations.

"We do have that aggregated customer Data So we can, we do know age profiles, gender, geographies which really helps kind of put at least gives us a bit of a head start to understand this game should appeal to this demographic."

• Aggregated customer data provides a foundation for targeting specific demographics, aiding in game design and marketing strategies.

"We know on average how many spins we would expect a player to do on a game. We know how often they're more likely to, to play that game again for future days."

• Data on player behavior, such as average spins and frequency of play, informs design decisions to improve player retention.

• The initial exposure of a game to a player, such as through game tiles, is crucial for attracting players.
• Ensuring a seamless and effortless loading experience is important for maintaining player engagement.
• User experience features that have been successful include clear communication of the game's theme and proposition before loading.

"From the game tile so the first exposing of that game to that player, helping them make a decision whether to play our game or not because you know, not every game should appeal to every Player."

• The initial presentation of a game is critical for attracting the right audience and setting player expectations.

"Making sure that, that it's as effortless and seamless as possible to get to the game."

• A seamless loading experience is essential for player retention, as it reduces friction and enhances the overall user experience.

• Familiarity in game design is crucial for user engagement, ensuring that players recognize and understand the interface quickly.
• Consistent design patterns across games help players know where to find key elements like win meters and multipliers.
• Innovations in UI, such as replays and additional betting options, enhance customer engagement by making games more exciting.

"I'm a big fan of familiarity. I think there's some great providers out there that all their games kind of, they follow the same design pattern so you kind of know where everything is, you know where you need to be looking."

• Familiarity in design helps players navigate games easily, improving user experience.

"By allowing a customer to rewatch their previous big wins, there's additional betting options which again can make our games more exciting and more engaging for customers."

• Features like replays and additional betting options increase player engagement and excitement.

• Game families, such as the Big Banker series, are essential for building on past successes and maintaining player interest.
• Familiar elements in sequels ensure that players recognize and trust the game, while new features keep the experience fresh.
• The challenge lies in innovating enough to keep the game interesting without losing the core elements that made it successful.

"It's absolutely massive because when you... take the core elements of that game and slightly tweak it... any customer that then goes to play the new one... will instantly be familiar with the game."

• Familiarity with game families leads to immediate recognition and trust from players, facilitating easier adoption of new games.

"The challenge then comes with innovating enough on that family to keep it interesting, but not detracting too much from what makes it successful."

• Balancing innovation with maintaining successful core elements is key to sustaining interest in game families.

• Understanding why a game was successful can be challenging, as different customers may have varying reasons for liking a game.
• Initial success is crucial for serialization and reuse of game assets, allowing for future iterations.
• Celebrating successes and investing in successful brands can lead to continued player interest and excitement.

"It's so difficult sometimes to know why that first game was a success... sometimes you can think, oh, I'm going to enhance this... and they're like, well, I liked it as it was."

• Understanding the reasons behind a game's success is complex and can vary among different players.

"You need that initial success to make any kind of serialization or reuse of those assets... hoping that every single time you release a game... it resonates so well with your customer base."

• Initial success is critical for future iterations and maintaining player interest in a game series.

• Emphasis on a workplace culture that encourages risk-taking and innovation.
• Recognition of the individuality and independence of different studios within the company.
• Importance of maintaining a supportive environment that fosters healthy competition and collaboration.

"There's an awful lot we do uniquely. I think first of all, the ethics and the personality of the company have been absolutely wonderful."

• The speaker highlights the unique ethical culture and personality of the company, suggesting it is a positive and defining aspect.

"But there's also that support network to say, oh, do you know what, let me review this game coming out."

• Emphasizes the collaborative spirit and support network within the company, which allows for constructive feedback and idea sharing.

• The company is characterized by fast-paced development and agility in implementing changes.
• Teams are receptive to new ideas and capable of making significant changes even at advanced stages of development.
• The culture of innovation is deeply embedded, with a strong focus on creativity and adaptability.

"I'm astounded at how fast they all move. Like they are delivering games faster than any other company I've worked with."

• The speaker expresses amazement at the speed and efficiency of the company's development processes, indicating a high level of productivity.

"At no point did anyone say, oh, we can't do that. The game's nearly finished, the changes are done, they're in, they're tested, the game's got to go."

• Illustrates the company's flexibility and willingness to adapt, even when significant changes are required at late stages.

• The creative process is integral to the company's success, with an emphasis on fun and enjoyment in game development.
• The use of "Easter eggs" in games as a demonstration of creativity and motivation within the teams.
• The belief that fostering fun within the development process translates to a better gaming experience for customers.

"If you forget to have fun, you don't allow your customers to have fun. And that's, that's what's so key."

• Highlights the importance of maintaining a fun and enjoyable work environment to enhance the end-user experience.

"I play games for a living and feedback on like, oh, that leprechaun's nose is too big. So every day, every day is fun."

• The speaker underscores the playful and enjoyable nature of their work, which contributes to a positive team atmosphere.

• The company is in a phase of growth, actively seeking new talent to join its expanding team.
• Emphasis on engaging with individuals who possess creativity, nimble thinking, and a positive attitude.
• The leadership is focused on guiding the company's future success and innovation.

"We're always looking for new talent. So if there's anyone out there listening to this podcast that feels they could be a part of it."

• The speaker invites new talent to join the company, indicating opportunities for growth and collaboration.

"We are always ready to engage with, you know, bright-minded, nimble thinking, positive characters that want to be part of a very successful journey."

• Suggests the company's openness to diverse and innovative thinkers who can contribute to its ongoing success.