2004 Web and Downloadable Games White Paper 

IGDA Online Games SIG 

One way players should not be challenged is in figuring out how to use the controls. One of the 

fastest ways to lose a new user is to confound them with complicated controls. Complicated key 

controls should be avoided at all costs.  

d) 

Polish 

Another way of building brand equity is to give products extra polish before releasing. Great games 

take into account all the moment by moment interaction possible and aim to deliver at every turn. 

This goes for art, audio, gameplay and the overall seamlessness of the experience. 

Examples of polished games: 

Sveerz

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allows players to customize a computer voice to say things like the player's name in 

place of the default audio. This innovative touch, while not necessary for the gameplay, makes 

the game stand out thereby adding to the value of the brand. 

Congo Cube

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 by MonkeyStone is yet another title that layers fun gameplay with lots of special 

touches and features, providing players with high quality moment to moment interaction. At no 

point while playing this game is a player left out in the cold with a dull and lifeless game.  

Here are examples of ways in which publishers and developers create positive, interlocking 

experiences that add value to their brands. The underlying idea is to increase user commitment 

relative to cost of purchase. 

For a Downloadable Game Demo: 

Be a tease! Make sure players know what they are missing by not owning the full version of 

the game, but do not do this in a way that detracts from the overall playing experience.  

Within a standalone game: 

Reward players the longer they play. For example, unlocking levels as a player progresses 

Give players a means for tracking their progress over time through game stats and rankings. 

Give players a means for competing with other players. For example, through high score 

boards or a hall of fame 

Give users a variety of ways to play your game, whether on new emerging media platforms 

(e.g., mobile phones) or as skill based games, for example.  

For a given product line: 

Provide players with sequels and expansion packs for an existing title that have clear and 

discernible feature upgrades 

Give discounts to existing players of a game, when they upgrade to a product update or 

sequel.  

For a series of related games: 

Cross promote among games 

Give them certain shared design elements to communicate their relatedness 

Other 

High Scores & Statistics appeal to a player's sense of competitiveness and desire for status.  

Provide easy customization such as remapping game keys, toggling between full screen and 

windowed, or anything else that users may wish to customize while maintaining the integrity of 

their play experience. 

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 http://www.playtonium.com/pongling/ 

27

 http://www.skunkstudios.com/sveerz/ 

28

 http://www.congocube.com/ 

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