Exclusive: Stratego – Making Online Social Games Symmetrical Again

By: David Radd

For a long time, what people thought of board games occupied some casual realm of entities like Monopoly, Life, and Clue with war games being played by much more dedicated individuals, and in the middle the two halves rarely met. Splitting the difference, however, was Stratego, a classic strategy board game approachable by most people but complex enough to attract strategy buffs. Dennis Maas of Keesing Games is looking to bring the game to a larger, cross-platform audience online and he talked about his experience.

What drew you to do Stratego?

Well, there are a lot of good board titles out there: Risk, Monopoly, so on. It’s a bit of a coincidence, really. The license holder is based where we are [in the Neatherlands], and we talked to them about making this game. We discussed how to push it forward in a way that players can compete on a high level online.

You really have to make a connection between players. The strengths are people sitting around a table, joshing each other . . . and someone gets all the glory at the end. You’re playing against your friends or parents, and at a certain stage, you find out who is best. If you play someone else, it will suss out the same way.

Stratego is a good game to connect with the world. You will be matched with someone of your own strength – you don’t know them personally, but you won’t have the problem of getting to know them. Afterward, when you make their acquaintance, you can connect with them if you want and challenge them in the future rather than a random opponent. It’s not like visiting a friend’s farm and seeing how big your crops are. *laughs*

What attracts you to doing something that is essentially the new, digital family room?

It’s expanding. What we try to do now is listen to all users. We try to put out the bare minimum of what Stratego is. The core of the game is the friendship thing, being able to challenge other people you know. Now we’re looking to make that bigger, add in new features. Something we’re considering is planetary conquest mode or even a mode you play up the ranks regionally. Here in the Netherlands, when there’s a World Cup, offices make their own pool to see who is going to win — we’re thinking about it in that fashion. We’re trying to touch base with our user group of 200k players and see where they want to move. We wanted to bring out a good game first and from there on and go step by step — after all, it used to be played on a board exclusively and not on the internet.

You keep emphasizing getting the basic game right . . .

I was with a company that works with some of the Hasbro titles and you notice when the game acts differently in the digital environment. So we thought it was important to just take the game and recreate the experience as closely as possible.

That said, the digital environment allows you to do things the base Stratego game is not able to, like say allowing players to have custom games with their own selection of pieces.

That’s something we want to experiment with. What we were thinking of is letting the player choose 2 or 3 variant pieces, or maybe you can get more bombs. Ideas include a Spotter that would have a battle power to turn three pieces around, or maybe there’d be a Marine that can walk over the water. It’s a very delicate matter on how we do this without unbalancing the game – it’s a very delicate thing.

Tell me about the importance of coming to multiple platforms, like Facebook, iPad and the web.

We believe that if you make a family game, recreate the “around a table” atmosphere digitally, the place should not matter. Stratego is played by fathers and their sons – it’s a common combination. What we want is a father who is out on business but has an iPad to be able to spend some time with his son, who has a computer, playing Stratego. Key to that is cross platform. Each platform strengthens the other – it’s hard to reach critical match on iPad alone, but if you link them all together, you can hit a much bigger audience. A third thing is that it is easier to test things on web; if you want to test the game on iOS, you have to deal with a lot of issues. On the web you can roll it out easier. There are multiple good reasons to look at making a cross-platform game if you can.

Why do you feel like synchronous play is the new asynchronous play?

I think Stratego has too many moves to be made to be asynchronous. You have to pay too much attention to the game to go one piece at a time, drawn out maybe over days. While paying attention to the game, you have to think about the enemy, positioning of your marshal, etc. The best scenario in my mind is you’re either doing it with multiple games at one time or focusing on one game. I think with the complication of Stratego, I think it’s impossible to draw out one game like that; if you just focused on one game you’d have to wait a long time to see the conclusion

I think asynchronous works for some games, but a 40 on 40 piece game s would not be a good way to go with it. If we see users are looking for it, we might make a 10 on 10 game.

What sort of reception have you gotten to the beta so far?

Different feedback from different places. On the web, everyone loves it. There are a few country specific things. In Europe, you have different ratings you have to contend with on each of the different App Stores. It’s pissing us off because it costs us business!

A lot of the negative feedback we got, it’s when people are running around the board, trying to annoy the other. They also might be trying to avoid loss, taunting them. We’re trying to balance it — like after 10 moves you have to be in a fight. We have a price of $6.99 on iPad and on iPhone we’ll have $.99

Out of curiosity, if you were one Stratego piece, which would you choose?

The General, because the Marshal always has to look around for the Spy, while the General has the more straight forward role. The Marshal is more easy to recognize and is more likely to get taken down.

Anything to add in conclusion?

Again, in the future we’ll look to add battle powers. So we’re looking on how to expand the game and bring more elements of luck into it. We will experiment on it. A lot will happen in the coming months!

Dennis, thanks.

Zynga Gains A Producer From Trion

Hal Hanlin has moved on from his position as a producer at Trion. After a few years of working on Rift, he will instead be a lead producer at Zynga.

“Huge step today. After 4 and a half years at Trion, I have moved on. As of Monday, I will be working as a Lead Producer at Zynga,” said Hanlin. “This is a huge opportunity for me professionally, and I will be working closely with some good friends.”

“Nothing but love for Trion, but with the maturation of Rift, there was no urgent demand for my specific skillset,” he added. “Thanks and deep respect to the people I have shared this whitewater ride with. Now it’s time for some new horizons.”

Source: RiftScene.com

Game Of Thrones Ad Splashed Over New York Times

HBO ran one of the best newspaper ads in recent memory in a recent issue of the New York Times. Along with a shadow of one of Khaleesi’s dragons, there’s also wink-and-nod headlines like “The Lion of the Desert” and “Medea Resurrects at the Abuelitas” with articles that actually relate to the Game of Thrones universe

There was a similar ad on the HBO building itself.

Cool girls don’t look at explosions.

Source: BuzzFeed.com

Apple Reward Reduced In Samsung Patent Case

The ruling last year that granted Apple over a billion dollars in a case against Samsung has been cut nearly in half. Apple’s patent award has fallen to $598.9 million, about $450.5 million less than before.

The decision was handed down by U.S. District Judge Lucy Koh, who presided over the trial between Samsung and Apple. She ordered a new trial to determine the proper amount owned to Apple for the devices for which she reduced the damages.

“When a Court detects an error in the jury’s damages verdict, the Court has two choices: the Court may order a new trial on damages, or the Court may reduce the award to a supportable amount,” Judge Koh wrote in her order.

Part of the order by Judge Koh wanted discussion of Apple’s argument that Samsung’s infringing devices caused it to lose profits. Important were how long Samsung’s infringing products disrupted sales, how much that hurt Apple, the timing of when Samsung had received notice that it was infringing Apple’s patents, and how many products were sold afterward.

The 27-page order also included the request by Apple for additional damages, arguing instead that the iPhone maker had not given enough evidence of lost profits to justify an increase in its award, and how neither company had cited enough case law to back up some of their claims. As such, the new trial will affect products that include Samsung’s Gem, Indulge, Infuse 4G and Galaxy SII.

Source: Online.WSJ.com

BioWare San Francisco Closes Doors

Reports are that Electronic Arts has closed its BioWare San Francisco studio, making 25 to 30 employees redundant. The studio had previously had the name EA2D and concentrated mostly on social games.

The decision reflects EA’s desire to transition away from making social games on Facebook as the company switches gears to focus on next-gen offerings and mobile games. The studio had previously made Dragon Age: Journeys, Dragon Age: Legends, Mirror’s Edge 2D, and The Fancy Pants Adventures.

Aliens: Colonial Marines Developer Timegate Reduces Staff

Timegate Studios has confirmed that it has laid off some of its employees. While it has not been confirmed how many were let go, it is believed to be around 25.

“Today, we had to make the difficult decision to let go of some great game developers. This is never easy, and we’re doing all we can to assist those developers affected,” said TimeGate president Adel Chaveleh. “TimeGate is preparing, as is the entire industry, for the transition to next-generation consoles and new business models. As part of this reinvention, all projects and strategic initiatives continue to move forward at the studio.”

Timegate has previously developed Section 8 and its sequel, FEAR Files and Aliens: Colonial Marines at the behest Gearbox Software. Chaveleh talked to [a]list about the Section 8 series in this interview.

Source: Polygon.com

38 Studios Moves To Dismiss Rhode Island Lawsuit

38 Studios founder Curt Schilling is filing to have a Rhode Island Superior Court judge dismiss the state’s lawsuit against the company. The state of Rhode Island is suing 38 Studios for fraud, racketeering, and conspiracy.

According to the filing by 38 Studios, the Rhode Island’s Economic Development Corp (EDC) was informed about the company’s financial needs and issues. “Given the EDC’s admissions concerning 38 Studios’ disclosures to the EDC’s executives, attorneys and financial adviser, it is impossible for the EDC simultaneously to claim that the 38 Studios defendants supposedly defrauded the EDC,” the filing says.

According to the EDC, 38 Studios misled the agency to acquire its loan since it knew that more money was needed to complete the MMO Project Copernicus. Filings by 38 Studios say that the EDC knew the company needed the full $75 million from the loan, but in the end only received $50 million.

Source: Associated Press

Jason West Confirmed Out At Respawn

Reports on the Internet stated yesterday that Respawn co-founder Jason West had left the company. This was later confirmed by Vince Zampella, West’s longtime partner, with whom he developed such seminal games as Medal of Honor: Allied Assault, Call of Duty and Call of Duty 4: Modern Warfare.

“Jason has left Respawn to take care of some family issues,” posted Zampella. “We have worked together on some amazing accomplishments over the years, starting with an early Segasoft project that never shipped. It is sad to see things come to an end, but there are times when change is best for growth, both personally and professionally. I wish Jason the best and send my best wishes to his family. Respawn continues to amaze me, the team here is resilient and talented. E3 will be therapeutic for us, as we finally get to start showing our work again. I know the team was excited about the response we got from just admitting we were going to attend.”

Source: Respawn.com

Marketing’s New Rules Of Engagement

Ayzenberg and [a]list have revealed the schedule and lineup for [a]list summit San Francisco 2013, kicking off the same week the Game Developers Conference (GDC) turns the city into the epicenter of the game industry.

Once again the summit turns its attention to an evolving trend in game marketing, this time covering how publishers and developers are coping with the most divided market in the history of games. Digital games on PC, tablets and mobile haven’t only segmented the marketplace, they’ve scattered gamers’ attention. The environment today is a fiercely competitive battleground for awareness.

The summit covers what it labels “The New Rules of Engagement.” It looks at how creative methods of content marketing are now part of the game marketer’s arsenal, from new approaches to videos to the still growing influence of social media and the rise of eSports. The lineup of speakers crosscuts traditional and digital game publishing. Senior marketers from stalwarts such as EA, Square Enix and Warner Bros. join those squarely in the digital space, such as Sony Online, Wargaming and Trion.

For this summit, [a]list is partnered with Game Connection, the hugely successful networking event for game publishers and developers now in its tenth year in the US. This year, Game Connection runs March 25-27, once again taking over the Sir Francis Drake Hotel.

The [a]list summit portion of the event is a full day of speakers and panel sessions scheduled for Monday, March 25. Capping the summit will be a ceremony for the winners of the [a]list-sponsored Game Connection Marketing Awards.

Those who register for [a]list summit SF also get access to the full lineup of sessions being offered by Game Connection America on Tuesday, March 26. (Register for “Conference Pass” here.)

Announced sessions and speakers for [a]list summit SF are as follows:

Let the Games Begin

The growth of eSports as a force in experiential game marketing is undeniable. The largest events now rival live sports. Despite the investment and resources they need, there is precedence that these programs are effective in generating mass awareness and genuine fandom. This panel gathers those who have successfully organized eSports events to discuss how to approach strategy, goals and execution.

 

Using Games to Sell Games

Branded apps, augmented reality games, incentive-based social sharing programs – more and more game marketers are using these to lure fans to their games. This session explores the effectiveness of digital engagements, whether online, on your smartphone or elsewhere, and how to discover the right approach based on your product and target audience.

 

Games as Community, not Commodity

Games as a service can be a misnomer, given that the core experience is entertainment. The real shift taking place with these types of games has less to do with how they are defined as a commodity. Like sports, it is more about how they engender fan community. This session looks at how the focus in persistent and multiplayer games should be on the lifecycle of the player and strategies for community engagement, not just community management.

 

Leading with the Right Trailer

Trailers are the original ‘original content’ tactic for marketing entertainment. Debuted 100 years ago by Lowe theatre ad manager Nils Granlund, they are now as much a part of game marketing as films. Nowhere are they more important than that first glimpse at announcement. In 2011, the completely unknown Dead Island took gamers by storm with a CG trailer. This panel looks at the right approach to game trailers, looking at the merits and the right timing for CG, live action and game play.

 

For up to the minute information on speakers and sessions, please go to the [a]list summit San Francisco information page.

 

Digital And Social Collide With Hot Wheels

Mattel launched a unique social media effort that tripled Twitter followers at the Canada International Auto Show in Toronto. To showcase its Hot Wheels brand, it set up a vending machine filled with 1968 Chevrolet Camaro models. Attendees could get the machine to vend them a toy car by sending a tweet to Hot Wheels Canada’s Twitter stream and including the #ChevyCIAS hashtag. How the machine worked is captured in this video.

https://youtube.com/watch?v=gDMQ9HUcuvk

Mark Stewart at TrojanOne, the company that made the machine said, “I think the best part was seeing the physical and digital worlds come together with a social action causing a physical world action to take place — when the car dropped after people sent the Tweet, the smile on their face was priceless.”

Over the course of the 10-day event, Mattel’s @HotWheelsCanada Twitter account more than tripled in followers from 1,200 to 3,800. It could be major marketing milestone, as digital to in-store campaigns become more deeply integrated and embedded into the advertising landscape. Move over QR codes.

Have you seen a similar approach Share your experience in the comment below.

Source: Adweek