Johan said:
Usually about 200-250 people get into the betas. About half of all that get into a beta does not even report back after getting the installer, and another huge part contributes so little that the administration of them, gives too little return that its not worth it.
Obviously the scope of the games we have been aiming for does not fit the development budgets we have. There's only one solution, and that is to make lesser scope in the games that can be balanced properly before release. This means much simpler games, but they will be stable, and all playable countries tested and all mechanics 99.99% balanced before release. And this becomes a regular 9-5 job for me, and I'll let marketing guys handle customers and post-release support, as I'm not putting in anymore weekends now for that. (Which have been the entire patch-system we've had since eu1, if you dont count the first month after a project is released.)
Johan,
It doesn't have to go that far. There are other options. (If you turn what you do into something other than what you love, it will soon have little value to you. Life loses a lot of color after that. And you subsequently find you can't always regain what you let go, even if you want to.)
If following a particular business plan means that this becomes just a job, don't choose it -- search for a different business plan.
You folks can be very successful, and it won't likely take radical changes:
1. Keep in mind that many sales problems have nothing to do with the product at all, and that therefore changing the product may be worse than useless. (You can lose your original market and still not gain a new one to replace it.) Rule out all other possible changes before changing your vision for the product.
2. Seriously explore alternatives to your current distributors, if there's any way that you can. Investigate whether it would be profitable to sell the product over the Internet only, either directly or via a venue such as Amazon.com. (I personally know authors who are making very good money by selling only via Amazon, and avoiding retail completely. And given that I couldn't even find Victoria in the retail chain this last season, and had to buy it online, you might find that many of your customers are already buying the product this way. You can advertise that the product is available on-line only, and people will then know where to look. In any case, your current distributors need to go. These people really let you down this last time. You don't owe them anything. Business is business, and they dropped the ball. Frankly, from what I saw here in the States, the situation was awful. I've seen cases go to court over far less.)
3. When it comes to retailers, few are important. Walmart is in locations in the US where other things aren't ("It's everywhere! It's everywhere!"), so it's in a category by itself. But most other retailers cater to the console market these days anyway, and probably aren't doing much to help sell your games at all. So why bother with them? Analyze your data to see what actually makes more than marginal sense.
4. Market your products where the interest is, rather than trying to create interest where it's not already. Mainstream American gaming mags, for instance, are not likely to treat you well in any reliable fashion, so don't facilitate reviews there. (Bad reviews are more harmful than none at all, so don't roll dice.) Only facilitate reviews in venues known to be friendly. Push the product in non-game venues, such as history magazines, where there may be new customers who have computers, interest, and money. Lots of people will buy a game that interests them, even if they don't usually buy games.
5. If your current contracts don't give you the freedom to make such changes, wait them out and then seek better ones.
6. When it comes to testing, don't you folks know of a cadre of people who've devoted time and attention to testing and moding your products on an on-going basis? These are the people who may possibly be successfully relied upon for a dedicated testing pool. (If in fact your testing pool numbers end up as small as you say, then you only need a relatively small cadre to begin with to stay in a similar position numbers-wise. And the quality of your testing will improve. From what I've seen, these are intelligent people with some disposable time.) Rely on these people rather than a pool trolled from the public. The public will never be reliable. Those who've previously shown extended interest might well be reliable. It will likely be an improvement in any case, even if but a modest one.
7. Develop games with layers of features. Incorporate an event system and modability, as you have with Victoria, but don't necessarily feel compelled to use it extensively or even at all with the game as released. Advertise it as an added feature that can be used by those who want to, and then support a modding commuity on-line. That way customers who want a more-abstract "king of the world" game won't be bothered by what they perceive as determinitive events, while history heads like me can use the event system and modability to add layers of detail. And no one will reasonably be able to complain about dashed expectations, if it's made clear in promotion that depth of details comes from mods, not the release, and that the mods will be available online in due course from the volunteer community.
8. Incorporate as much detail into game systems as you find optimal, but make it so that players don't have to pay any attention to it unless they want to.
9. Never forget that if you let this become just a job you've signed yourself up for death of the spirit on the installment plan.