Creating a "franchise"?

[whisperstorm]

I was wondering if many (or any) indie developers think about taking the characters or themes of their games and trying to make a "franchise". I'm thinking about how Sonic is alot more than just a platformer - and folks often buy games just because of the name. It seems that games like Alien Hominid gain "mindshare" when they think about going beyond the game into - oh I dont know Happy Meal toys, or t-shirts, etc etc.

Look at sites like homestarrunner - it's all about the various media. I guess what I'm asking is are there folks giving thought to the idea of taking their game characters and trying to move them into other media as a way of getting more sales.

[baegsi]

I'm not sure if I fully understand what you mean by "franchise", but if you mean to make additional money with merchandising your game characters/themes etc then yes, I'd love to do that. Only problem here: you need to create a real hype around your game first before you can exploit any additional income streams.

[ManuelFLara]

If you talk about using the same character between several games (even different genres), you have Alawar with its Snowy bear in some games (Space Trip, Puzzle Islands, Bear's Adventure..).

[Air]

Actually it sounds like Merchandizing to me.

Merchandizing is a double-target hit because it both generates income and improves marketing penetration (which is what whisperstorm said, paraphrased). Furthermore, merchandizing is a great way to turn a cult/niche into a viable market. If you make a game that only 500 people love-- but they love it with unparallelled passion because it caters perfectly to their niche desires-- you can't sell them the game for $300 to make it worth your while. But you can sell them t-shirts, coasters, mousepads, and re-labelled soda cans.

Just don't use cafepress to do it (very little room for profit). The Homestarrunner guys were actually making their own shirts in the beginning. They've since switched to dealing through wholesalers now that the merchandizing store has grown into a pretty hefty business.

- Air

[Alex]

No need to create hype if the game is sub-culture enough. Do something thats either controversial, whacky or very good, then get some merchandise organised, and release both at once on the web. Build up a small cult following of people who worship your game because they have no other meaning in their life (all the better to exploit them), and watch as cool people take away their identity by also buying the merchandise so as not to appear uncool... etc... Anyway having your game and merchandise available is one thing, but getting a following is another, which is why you send free samples of said game and merchandise to anyone you can think of that would be a: interested and b: capable of plugging your game to a wide audience.

[Mark Sheeky]

No need to create hype if the game is sub-culture enough. Do something thats either controversial, whacky or very good

I think you meant AND very good there. There's plenty of controversial whacky crap on the Internet :)

Mark

[Greg Squire]

Yeah, like Air said, I think "Merchandising" is the word you mean here.

I think you need to get quite a following before this becomes "viable". Without that following there would be virtually no demand for any t-shirts, mugs, etc. I think that putting the money into producing these before there's a demand, is "putting the cart before the horse" and is a waste of money and effort. IMHO, I don't think that most indie titles don't have have enough of a "following" to make creating related merchandise "worth the cost". I'm not sure how much this has been tried out there in the Indie world (HomestarRunner is the closest I know of to a "success" story, but it's not in the realm of "Indie Games"), but my guess is that it is rarely profitable. Of course, this is a different story with the "big boys", as they have the cash to make it happen, and they have the "following" to create the demand.

If I'm wrong on this, please someone correct me, as I'd love to see a "squishy Gish stress ball". (Maybe I could just place a 12 lbs blob of tar on my desktop instead. :D )

[baegsi]

Yes, I wouldn't bother with merchandising either unless you have created something like Happy Tree Friends. What's the point selling 5 T-Shirts to my hardcore fans. That time + energy + money is way better spent on my next game.

[Alex]

Psychology. If someone sees a website thats offering merchandise, they are more likely to assume the base product is worth having, otherwise, why would there be merchandise? Even something as stupid as "All your base are belong to us" can sell merchandise, so why not a half decent game? And, if your merchandise aint selling, make a video clip that makes fun of your game in a witty and humourous way, then sell the merchandise.

The risk of a few hundred dollars wasted on a box of t-shirts, some mugs and custom pens isn't that bad weighed up against the possibility of actually selling many boxes.

Actually, wasn't there a link around here somewhere that had something to do with someone selling merchandise in order to save the life of his pet duck or rabbit or something. Was there a demand for that merchandise? Or did the sheer stupidity of the act pull in a bunch of kids who think it's cool that they are wearing the hat that the brought off that website, so if they see someone else in the street they can identify with them or something... I dunno why people buy it, but obviously people have far too much money to spend, or don't know how to spend it wisely. Money that would be better off lining my pockets heh heh.

[baegsi]

Actually, wasn't there a link around here somewhere that had something to do with someone selling merchandise in order to save the life of his pet duck or rabbit or something.I wouldn't follow every silly idea that makes some quick money on the net (and I highly doubt that this idea made any substantial money at all). Those events are forgotten really fast. Instead, I would very much focus on delivering real content and wouldn't try to fake a hype by providing merchandise that nobody wants. I don't think that pays off in the long run. IMHO the only way to make real money as an indie is to build valuable IP and there's no shortcut to it.

[Yossarian]

Merchandising is certianly a big part of making a franchise a real juggernaut, but don't discount the power of having a running theme or character throughout your games.

If you stumble onto a character or theme that people like, using that character/theme in upcoming games can give instant credibility and familiarity to your newest projects. Look no further than Mario and Sonic. Both Sega and Nintendo needed something that players could identify their brands with, and they're still milking those characters for millions every year, 20 years later. There is no reason this can't be accomplished with quite a few indie games as well. Defining your brand and company through a logo, character, or theme could be a very powerful tool...

[Jay_Kyburz]

I don't think we are talking about Merchandising, we are talking about "Intellectual Property".

Several years ago at Irrational Games we made a game called Freedom Force. It had a bold comic book style and interesting characters like Minute Man and Liberty Lad. The game sold well and we started working the sequel that was recently released.

The Freedom Force intellectual properties are now one of the companies most significant assets.

If you look at the Film and Television industry these days it's all about making theses IP assets.

Indies are in a good position to take advantage of these. A publisher will almost always insist on owning the IP. The best thing about portals is they will spend marketing dollars building your brands.


Merchandising is one way of taking advantage of an IP but there are plenty more.

[Sirrus]

I don't think we are talking about Merchandising, we are talking about "Intellectual Property".

Several years ago at Irrational Games we made a game called Freedom Force. It had a bold comic book style and interesting characters like Minute Man and Liberty Lad. The game sold well and we started working the sequel that was recently released.

The Freedom Force intellectual properties are now one of the companies most significant assets.

If you look at the Film and Television industry these days it's all about making theses IP assets.

Indies are in a good position to take advantage of these. A publisher will almost always insist on owning the IP. The best thing about portals is they will spend marketing dollars building your brands.


Merchandising is one way of taking advantage of an IP but there are plenty more.

Do you still work at IG Jay?
Actually looking to intern/work there...

I think all of us here can appreciate the alternative route you guys have taken for the FF sequel - hopefully more large developers will follow suite.

[Hiro_Antagonist]

I hope to keep Land of Legends around as Tiny Hero's premier IP.

I plan on someday making LOL2, and hopefully Dungeon of Legends, a diablo-ish spinoff based around key characters from LOL. I'd also like to make a physical board and/or card game someday.

I've always been a big fan of building IP -- I think it tends to add value to both companies as well as consumer bases.

-Hiro_Antagonist

[Jay_Kyburz]

Do you still work at IG Jay?
Actually looking to intern/work there...


Yeah, but in Australia.

[aiosup]

I was wondering if many (or any) indie developers think about taking the characters or themes of their games and trying to make a "franchise".
I guess Smugglers (http://www.nbsd.de) is as close as it gets: besides being a series, it generated a book, related-games, and it is probably heading for something more (guestimating).

[Uhfgood]

Essentially by a franchise, I think he means making a set of games that are all themed the same, probably through use of a character or set of characters. Actual dictionary definition states it's a right granted to someone else to market or publish or use said characters or items (trademarked, copyrighted, etc)... So essentially that's allowing someone else to develop stuff for your trademarked or copyrighted items... Such as a franchise fast food outlet. (Like you can run your own McDonalds provided you have enough money in the first place, with consent of the corperation)...

I think it extends to games and or movies/cartoons, etc because it's making more products with the same characters/themes etc...

So as far as franchising a game, would probably mean making a game with an intention of sequels that are similar to theme and play, or have say a mascot, essentially a character running through different types of games.

Has anyone thought of it, yes I have. I'm thinking of doing a bunch of different games based around my character Hypno-Joe ( http://www.games-afoot.com ) -- though I don't know what all i'm going to do yet.

Also thinking of doing the merchendising thing as well.

Keith