“I was just thinking what an interesting concept it is to eliminate the writer from the artistic process. If we could just get rid of these actors and directors, maybe we’ve got something here.”
-Michael Tolkin’s screenplay for Robert Altman’s The Player
Scott Jenning’s take on the Infinity Ward drama seems pretty spot-on to me, and linking it here means I don’t have to write all that.
I can’t just post a link, though, that’s not who I am, so allow me to provide some commentary.
In the tradition of “why smart people do stupid things,” here’s my take on the recent behavior of EA and Activision, both garnering a lot of deserved attention for gutting and axing creative teams and studios with a proven track record.
It’s the IP.
Games make so much money, the industry is so big and growing so fast that we sometimes forget there’s anything else. A common reaction to Activision’s behavior is “Those guys made BILLIONS for Activision!” When you’re making literally billions of dollars, why chase after more?
Because making games is risky. It’s nowhere near as risky as making a movie, in general the rule holds that if you assemble a great team and give them the resources they need, they will make a great game. And if you market the shit out of something, it will sell. Do both and you have a legitimate hit and a successful franchise.
But a lot of games never see the light of day, and even a hit game can cost many tens of millions of dollars. EA and Activision might make a billion dollars, but at the cost of a few hundred million. They’d much rather be making even more billions at almost no cost.
That’s what a strong IP is for. If you have Mario in your stable, you can make billions just by selling Mario-branded T-shirts and pillowcases. Nike probably has to keep making shoes…probably…but their product is the swoosh.
EA and Activision are very happy to pay some developers a few tens of millions, maybe even more, if it means a franchise that generates hundreds of millions every year. But once a franchise is established, what do they need the developers for?
The guys in charge at EA and Activision don’t make games. They’re just business guys. All they do is make decisions. The act and process of making a game is very far removed from their everyday, even though their everyday is ostensibly about games. But really its about sales. Selling the games other people make. Marketing and positioning and making deals.
When a game is a hit, a lot of lip service is paid to the devs. But the guys getting the lion’s share of the money naturally believe they are the ones primarily responsible for the success of the game. Were it not for their funding, their marketing, their decisions, you’d have no game, no hit.
But dealing with developers is messy. They want to be treated like creative people, they want control over the product they invented, and they would like to get paid. So they become the enemy.
It’s not simply that the Publishers, who typically own the properties the developers invent, feel like the developers are replaceable, they fundamentally believe the game itself is irrelevant. They view the game like a movie or a song. It’s a product. Its job is to create demand for the brand. Because they believe they can extract money directly from the brand. Nintendo puts Mario on something, it makes them money. Nike puts the swoosh on something, it makes them money.
Once the game has created that demand, the game ceases to be critical to their strategy. They need to make more games, they realize this, but the purpose of more games is to keep demand for the brand high.
Medal of Honor is not a very strong brand, I don’t think there’s a lot of money to be made off Medal of Honor lunchboxes, but there’s some. There’s some. And the guys at Activision probably have plans for lots more. That’s why you create a new business unit, it’s code for “we want a team of people thinking full-time about how to spin this brand into every product imaginable.”
So the IW guys have a new studio to start, and we have Medal of Honor toothbrushes to look forward to. The system works!
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