22 March 2012
Channel 4’s new games commissioner Colin Macdonald outlined his strategy for games in an industry briefing yesterday, calling for developers to build games that are fun, that grab players’ attention quickly and that keep them coming back for more.
“Games are great ways to engage young audiences,” says Colin, “Over 85% of Channel 4’s target audience play games so this is a very natural space for us to explore. And as with other commissioning departments, I am looking for opportunities to develop new talent and to entertain. The UK has a rich history of creative and technical excellence in gaming, but some of those games haven’t always reached as wide an audience as they deserved, and that’s where Channel 4 is aiming to make a real difference.”
All gaming platforms will be considered for commission essentially the decisions will be based on those capable of reaching sizeable numbers of UK players with budgets ranging from £50-£500K, the key being to match the right platform, to the right audience, to the right content. And some of that content will tap into the wealth of existing IP on Channel 4.
Channel 4’s brief for game developers:
· Fun: Games that grab players’ attention quickly, and keep them coming back for more.
· Agile: Be on top of the digital possibilities for the games of tomorrow.
· Data driven: Connected games allow for deep understanding of what players are doing; what they're enjoying in games, how long they spend doing it, and what they might want to do next.
· Crafted by experts: The best gaming experiences come from experts playing to their strengths.
· Accessible: Games should be accessible to as wide an audience as possible, as well as being intuitive for that audience to get into.
“The relatively recent accessibility of indie games has unearthed some of the best new experiences we've seen in years,” says Colin. “I want Channel 4 to play a leading role in shining a light on the UK's games industry renowned the world over for its incredible talent, creativity, and ability to utterly enthrall players. And that is precisely what I want to tap into for the benefit of the Channel 4 audience.”