In his latest blog entry, David Edery has some suggestions for game developers about how to build a demo that's more likely to entice players and persuade them to buy the full version of the game.
Some of his suggestions, such as "Don't confuse or frustrate the player," and "Show off your best features" seem like they should be no-brainers, but he's right in pointing out the shocking frequency with which demos ignore those concepts. In fact, it's mildly uncanny that I stumbled across his post this morning, because I was planning on writing about my problems with the Dark Messiah of Might and Magic demo that I finally got around to playing last night.
The game is a first-person RPG and the demo runs you through enough combat, item collection and environmental interaction to give you a fairly good feel for what the game has to offer. What it does not do, however, is let you invert the controls. I had to concentrate every time I wanted to look around, which made something as simple exploring the environment a chore, nevermind what it did to the fighting.
The demo provided story details, two different character classes to try, a healthy assortment of weapons and spells, and even a mini boss fight, but any fun I may have had was sapped by the fact that I was wrestling with my controller the entire time. Not a great way to sell your game, guys.
Edery bases his suggestions on his personal observations while fielding pitches for Xbox Live Arcade, for which he is the worldwide games portfolio planner, a title so long that his business cards must be printed on 8.5 x 11 sheets of paper. Here's his complete list:
- Don't confuse or frustrate the player
- Don't make the player wait for the fun
- Don't make the trial too short
- Don't make the trial too long
- Intensify the player's curiosity
- Work that upsell message
- Show off your best features
The only one I'm not so sure about is "Work that upsell message." Edery's point is that the upsell screen-- that bit that comes up and prompts you to buy the full version of the game --is potentially the last thing your player sees and therefore your last chance to win them over.
His point is perhaps more valid for XBLA games, because the upsell screen has a handy "Unlock Full Game" option that certainly goes a long way towards getting players to purchase. Even on demos that I enjoyed, like the one for Burnout Paradise, I couldn't tell you what, if anything, the final screen says. The demo does the talking, not some placard tacked on at the end.
Any other advice for developers on how to make a killer demo?
How to Increase Trial, Improve Conversion Rate and Sell More Games [Game Tycoon]
