Game Design for Enduring Customer Relationships

Posted on Posted in 2016 Workgroup Topic Proposals
In this new world of ‘games as a service’ and self publishing, the responsibilities of our companies are far broader than simply designing a great core game. Our player’s experience extends beyond the digital interaction they have with our product and out into social media, customer support, live streaming, community gatherings, physical product… Each an every one of these ancillary functions are just as important to the success of our company as the code or artwork we craft for the core product.
The companies that are hugely successful these days think about all of this in a holistic fashion, forging lifelong connections with their fans that become a core part of their player’s identity. Supercell, Riot, Valve, Blizzard, all have this consistent thread of long term, umbrella brand thinking, placing their customers at the centre of everything.
How could we use best practice game design to expand the delight of our player experience beyond the software, and into every facet of interacting with our brands?

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