Penny Arcade’s humble beginnings as a web comic seem so long ago. The brand that is Penny Arcade is a perfect example of how something can really explode through grassroots efforts and viral marketing. Penny Arcade now includes two large expos (PAX), a charity organization for sick kids (Child’s Play) and a series of web videos (PATV). PATV is the newest of the initiatives, but it’s coming on strong with its new series Ledo and Ix. Penny Arcade President Robert Khoo (who preferred the title Business Guy ) gave a frank and engaging interview, which included thoughts on the quality of the Green Hornet movie that sadly did not fit the scope of this interview. He did cheerfully give details about the process behind PATV’s evolution.
[a]list: Tell us a little about what you do with Penny Arcade.
Robert Khoo: Sure. We’ve got 16 people here now, and I work with and help manage them. I tried to stay in the shadows as long as I could, because we need to make Jerry and Mike out there as the face and not the business guy. I helped build the sustainable business of Penny Arcade, help building it up. I was in the background, but then with the launch of PAX, [the fans] realized that there was more than Mike and Jerry. Of course, the reality series made light of the amount of people. Mike and Jerry still control the creative side, and they have the ultimate veto on anything we do.
[a]list: How did it start out? Did you know Mike and Jerry before you started work at Penny Arcade?
Robert Khoo: I was a consultant and I approached them with some contract work. It was a matter of right time, right people, right place.
[a]list: It’s probably for the best; hiring people you’re close with can lead to problems down the road.
Robert Khoo: Our standard policy is that we don’t hire friends or family. You’re not only risking the job itself, but you’re risking the preexisting relationship. We’re friends now, of course, but we built the base on business. Honestly, doing something that doesn’t have a sound business foundation just runs against all my instincts.
[a]list: Tell me about the creation of the animation extension of Penny Arcade.
Robert Khoo: When you think Penny Arcade, it’s about the comic strip, it’s the core piece of content. From that, they’ve established a loyal reader base from that strip. Our job was to ask, ‘What other pieces of content service that, for people whom games are a lifestyle choice ‘ So there’s the comic strip, and everything we create is to service the people that read the comic. That’s how PATV was created. We knew we wanted to create the reality TV show and it expanded from there.
With Ledo and Ix, it was the first thing we didn’t create internally. With Blamination, we knew those guys, and it was similar with Mega 64. But for Ledo and Ix, we had no idea who they were. Someone called them to our attention, and [Mike and Jerry] loved it and wanted to display them on PATV. We wanted to make sure our readers were exposed to it.
[a]list: Was it always the intention to bring PATV beyond just Penny Arcade the series?
Robert Khoo: Everything we do, we try to build out. We have the power to bring people in independently, and the goal is always to make it bigger than us. We want people to know things on their own merits. A couple of people [at the last PAX] didn’t know that PAX stood for Penny Arcade Expo! We built this thing that’s so big on its own; it’s expanded beyond our sphere of influence. Same thing with Child’s Play, which we created, but so much of it is supported by the gamer community and there are tons and tons of people that have no idea of its affiliation. We’re trying to do the same thing with PATV.
[a]list: I was amazed at the independent efforts for PAX, that included Desert Bus for Hope and a speed runner group.
Robert Khoo: The fact that we have multiple organizations doing multiple fundraisers that raised more than we did the first year is mind-boggling. It’s just such a fantastic thing to see.
[a]list: How are the shows promoted? Is it just virally and use of banner ads on the website?
Robert Khoo: Pretty much. It’s nice because Mike and Jerry have such an enormous megaphone. We have that traction of being able to link to the shows when they launch. It’s all that we can ask for.
[a]list: Why do you think Ledo and Ix is a good fit for PATV?
Robert Khoo: It is so… different. Unlike all the other things we have on PATV, it’s not supposed to be funny. When you look at the discussion threads, they talk about what it means, but they realize it’s not supposed to be funny. It’s the juxtaposition of these serious topics overlaid on the framework of a game. When Jerry screened it he was like, Wow, we should have it. We think it’s a great fit because Mike and Jerry want people to see it. It’s like exposing content that otherwise would never be seen.
[a]list: I know some people get their gaming information from them…
Robert Khoo: I think they know the power they have. But as they quote Uncle Ben to death about great power and great responsibility. They have a good track record of not abusing that. We expect people to hold us accountable as we hold the industry. People expect that of us.
[a]list: When did PATV first come about?
Robert Khoo: It launched in November of ’09. it launched with the pilot of the reality series.
[a]list: And are you happy with the reception to PATV so far?
Robert Khoo: Absolutely. The numbers are great, but the thing I’m most happy with is we’ve kept the quality of the content so high. The worst thing we could do is introduce a show that isn’t good.
[a]list: What do you look for when you consider shows for PATV?
Robert Khoo: I wish there was a checklist, because that would make things easier! We’re watching through a lot of shows every week; it’s about determining if it feels right. I wish that wasn’t so wishy-washy, but that’s what it is. We’re not like ‘We’d like to see a Ledo an Ix and done in a different way.’ If we think something is compelling and we think our readers might think it’s cool, then we pursue it.
[a]list: I apologize if this is the dozenth time you’ve been asked this today, but what are the chances of an animated Gabe and Tycho in the style of the comics?
Robert Khoo: The big question is the voice. That’s always been the big stumbling block. We get pitched it a lot. We released the Poker Night at the Inventory and Tycho had a voice, and it sounded good to us. We’re not actively revisiting it, but we’re examining the possibilities.
[a]list: It’s a tough thing when you have a well established comic character that people have loved for so long and have the perfect voice in their own head?
Robert Khoo: Yeah, not only can you not please everyone, you’re going to piss some people off! So the question is whether that risk is worth it. We’re not actively thinking about, but it’s still on the table.
[a]list: Anything you’d like to add about Ledo and Ix?
Robert Khoo: We’d like to wish them luck. They’ve got their film the Hunter and the Swan; here we are making dick jokes and they are doing serious things. Check out more of their work at KidCamDrive.com.
[a]list: Final words about PATV and Penny Arcade in general?
Robert Khoo: What it comes down to is that readers have an innate trust in Mike and Jerry whether it’s the comic or on Twitter. Being accessible is important to them, and it lends itself to the success of the comic; it’s about having integrity with the readers. It’s important for [Jerry and Mike], and I can’t complain.
[a]list: Bet you never thought you’d be where you are nine years ago.
Robert Khoo: I’m riding on the coattails of success for two very creative guys and I’m going to be here as long as they’ll have me!
[a]list: Robert, thanks.
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