GDC 10: BioWare, Bungie Talk Franchise Creation, Maintenance

GDC 10: BioWare, Bungie Talk Franchise Creation, Maintenance

Posted March 11, 2010 by David Radd

[IndustryGamers would like to thank EA Sports for sponsoring our trip to GDC this year]

_ _

Creating epic game franchises are often as much a byproduct of luck as they are of design skill (Valve never expected Portal to be half as big as it is). Still, BioWare recently created series like Mass Effect and Dragon Age with a long-term view, and BioWare general manager and CEO Ray Muzyka thinks other game companies should think similarly about their IP.

"We think of our games now in our group as franchises, we really do," said Muzyka [thanks Gamasutra]. "Franchises include a lot more than just games, for that matter."

He noted that BioWare thinks about ideas for an IP sometimes as far as a decade in advance. They consider bringing their game properties to books, TV and film and are careful to make sure that all representations are consistent with each other.

By contrast, Bungie design director Joseph Staten says that his company did not have any sort of long term plan when they launched Halo: Combat Evolved on the Xbox in 2001. He indicated that Bungie is much more thoughtful of the IP now. "We didn't have a lot of time for looking forward, but now we do," he said.

"Franchise fatigue" is common when sequels come out too frequently or with not enough innovation. Staten says that Bungie has avoided this by creating a universe that players want to visit again and again.

"If you think about building a franchise around a character, that's a problem," said Staten. "If you focus on building worlds where you'd like to spend time, no matter who you are [in the game]... we can tell whatever story you want. When franchises don't succeed is because the focus is too narrow from the outset, too singular. I think Halo from the very beginning was an IP where you could tell any story you wanted."

"To be fair, developers want to see sequels too," he added. "For us, it's not that we have to make sequels every year. We enjoy making them. It doesn't matter if it has a two or three at the end."

For his part, Muzyka said that innovation was crucial for a franchise, noting the numerous changes between Mass Effect and Mass Effect 2, many of which were driven by fans. "If you're not going to take the innovative risks that you need to, then yeah, you're setting yourself up to be in a death spiral, and that's a bad thing. You have to invest and innovate, that's what keeps sequels selling more," said Muzyka. "You gotta listen to fans. That's the most important thing you can do."

David Radd has worked as a gaming journalist since 2004 at sites such as GamerFeed, Gigex and GameDaily Biz.

iib241
May 5, 2010

I can't wait to see what they will do with xboxlive, multiplayer.
drivers scanners

iib241
May 9, 2010

It's really wonderful that if we have a relatively fast PC, we can start playing Assassin’s Creed within minutes using InstantAction. online fax

iib241
May 13, 2010

I'm not saying streaming will single handedly kill consoles. But it's another factor in the question, what's the point of building a more powerful console for release in the foreseeable future? (other than for Nintendo maybe, for whom raising the horsepower bar still has a point given the installed base of current display technology).online fax

emogurl12
May 16, 2010

I think it is a combination of the two. Here is hopping for a Rachet and clank NATAL control system along with the standard controller system. send fax via internet

pravi
May 17, 2010

'm not saying streaming will single handedly kill consoles. But it's another factor in the question, what's the point of building a more powerful console for release in the foreseeable future? (other than for Nintendo maybe, for whom raising the horsepower bar still has a point given the installed base of current display technology).
digital fax service

zouzou44
May 20, 2010

"The progressive download is masked by the Gaikai service," Castle noted. "It's the perfect implementation of a thin client solution because when it's available it's brilliant and when it's not available it's ok. online fax

sam25
May 26, 2010

Here is hopping for a Rachet and clank NATAL control system along with the standard controller system. FastNext Review

peter
May 30, 2010

The analogue trigger is also key as it provides a very important measured input which can be used for things like acceleration, squeezing etc.

review identity protection

jack40
May 31, 2010

Unlike in Windows Vista, window borders and the taskbar do not turn opaque when a window is maximized with Windows Aero applied. Instead, they remain translucent. shopping cart solutions

luckychance
June 8, 2010

I mean how many times we will re-create star wars games and movies?Directory

luckychance
June 8, 2010

Very good site, where did you come up with the knowledge in this post? I'm happy I found it though, ill be checking back soon to see what other articles you have.light idea

james123
June 11, 2010

There's also 5 different planes, each with different weapons and handling characteristics, and numerous perks and skins to customize them with.identity theft comparisons

healthinsurance
June 11, 2010

Pyro Studios today announced it has licensed Epic Games’ Unreal Engine 3 for use with its video games based on the forthcoming Sony Pictures Animation feature film, Planet 51.
Skype English Lessons

Rosa22
June 13, 2010

The game stands out because of the computerized voice egging you on.http://www.industrygamers.com/news/ea-veterans-form-supergiant-games/#comments

kriss11
June 21, 2010

That game looks kinda bad, even with Ulala and a beautiful model on screen.online fax

fairytales
June 27, 2010

Similarly, a clan tag is a prefix or suffix added to a name to identify that the gamer is in a clan. free driver updater

fairytales
June 29, 2010

People making fun of them for rating, others kick back to sample the carnage. Customizable gumball dispenser robots. online fax