So, in game development, there tends to be a somewhat adversarial relationship with marketing. Sometimes, it’s just wondering WTF they’re thinking asking for a particular feature, sometimes, it’s outright hostility. I tend towards the latter camp, and frankly, my experience thus far with game marketing departments hasn’t really left me holding them in high esteem.
Of course, there’s a natural tendency to be at odds, simply because the marketing department are the ones that tell you that you can’t just make whatever you want, you have to make something that will sell to someone. Nominally, they’ve got some capacity to do research, and listen to the supposed consumer.
I think the thing that bothers me is quite simple. As a designer, it’s my job to create something interesting. Maybe fun, maybe thought provoking, whatever – something compelling. And if I can’t make myself genuinely interested in it, it’s very hard for me to do a good job. But more than that, it’s *also* very hard to make something interesting for someone that’s *not me.*
Why? Well, I only occupy my own headspace – I can only judge what *I* find interesting. I can’t tell you what a 12 year old girl wants, and frankly, it’s stupid of me to try. I can make something I think is compelling, and ageless, and might not overtly say, be hostile to 12 year old girls, but I can’t get into their heads, and understand them. Never gonna happen.
And frankly, neither can marketers. They can listen to them speak, and they can relay what they say in condensed form, but in my experience, they don’t know any better what a 12 year old wants than I do. And I know what makes a compelling interactive experience a hell of a lot better than they do.
Am I biased? Oh, hell yes. But the thing is, their job is to nominally study a demographic, and determine what they want. I would say that most real acheivements that further a medium are things that the market doesn’t know they want until *after* they’ve seen something radically new.
Show me a marketing person who did a focus group that showed the Sims would be the commercial success it was. Go ahead, I’ll wait.
…
…
Right. So, there weren’t any. And the marketing genius who really got behind Katamari Damacy? Hmmm.
No?
I don’t harbor delusions that great art comes from creative freedom. Great art often comes from trying to get around crushing limitations. And I’m sure the schmoes that commissioned the Sistine Chapel ceiling were as ignorant and shortsighted as any current-day marketing drone.
And I think that that’s also my major problem with democracy, and the current political climate – political strategists, and the like. Leadership isn’t done by the masses. Ever. Leadership is done by leaders – people who are willing to break the status quo, not people who sit there and ask their pollsters what the public wants. What the public wants is stability, and the status quo, whether it genuinely benefits them or not.
Consider the wave of malaise that swept the Democrats after Kerry started to crumble as the polls closed. How many people really *fought back*? I certainly didn’t. I didn’t want to say, question that the entire electoral system was broken, and that the election was possibly stolen. Instead, I gave up. I figured the public was stupid, and that was the way it was. Because *I* was willing to settle for the status quo.
How easy it must be to placate the public. How utterly trivial and banal. Leadership comes from the purposeful resistance to the status quo, in politics, life, and game design.