Podcast
Questions and Answers
What was the initial problem with the game design for Kelly Slater's Pro Surfer?
What was the initial problem with the game design for Kelly Slater's Pro Surfer?
- The game's difficulty level was too high, making it frustrating for players.
- The game's design was heavily influenced by technology, leading to a lack of fun. (correct)
- The game was too repetitive and lacked engaging features.
- The game's design was not based on the popular Tony Hawk style of game, so it lacked appeal.
The Treyarch team was initially aiming for a ______ release date for Kelly Slater's Pro Surfer.
The Treyarch team was initially aiming for a ______ release date for Kelly Slater's Pro Surfer.
September 2002
What was the primary reason for the game's delay?
What was the primary reason for the game's delay?
The game's design was not finalized and was heavily influenced by technology, resulting in a lack of fun gameplay and a need for a redesign.
The Treyarch team was able to successfully redesign the game and meet the revised release date.
The Treyarch team was able to successfully redesign the game and meet the revised release date.
Match the game mechanics with their descriptions in Kelly Slater's Pro Surfer.
Match the game mechanics with their descriptions in Kelly Slater's Pro Surfer.
What was the name of the influential video game website that reviewed Kelly Slater's Pro Surfer at E3?
What was the name of the influential video game website that reviewed Kelly Slater's Pro Surfer at E3?
The reviewer, Douglass C.Perry, praised Kelly Slater's Pro Surfer for its realistic wave interactions, unlike previous surfing games.
The reviewer, Douglass C.Perry, praised Kelly Slater's Pro Surfer for its realistic wave interactions, unlike previous surfing games.
What was the main difference between Kelly Slater's Pro Surfer and previous surfing games like TransWorld
?
What was the main difference between Kelly Slater's Pro Surfer and previous surfing games like TransWorld
?
Which of the following game titles was NOT developed by either Shaba Games, Treyarch, or Z-axis?
Which of the following game titles was NOT developed by either Shaba Games, Treyarch, or Z-axis?
Treyarch is located in San Francisco, CA.
Treyarch is located in San Francisco, CA.
What year was Z-axis acquired by Activision?
What year was Z-axis acquired by Activision?
The ______ committee is responsible for approving marketing budgets.
The ______ committee is responsible for approving marketing budgets.
Match the game titles to the developers:
Match the game titles to the developers:
What was the original planned launch date for Kelly Slater’s Pro Surfer?
What was the original planned launch date for Kelly Slater’s Pro Surfer?
The new team from Treyarch developed the game with a focus on realistic waves.
The new team from Treyarch developed the game with a focus on realistic waves.
Which quarter of the year is considered important for game sales that Activision was targeting?
Which quarter of the year is considered important for game sales that Activision was targeting?
Activision's extreme sports line was founded upon the success of __________.
Activision's extreme sports line was founded upon the success of __________.
What percentage of a game's sales typically come within the first four months of its release?
What percentage of a game's sales typically come within the first four months of its release?
What were the names of the competitors that KSPS aimed to compete against?
What were the names of the competitors that KSPS aimed to compete against?
What was one concern of the managers regarding the September release?
What was one concern of the managers regarding the September release?
Match the following terms with their descriptions:
Match the following terms with their descriptions:
What is the main purpose of the 'Green Light' process introduced by Activision?
What is the main purpose of the 'Green Light' process introduced by Activision?
Activision's producers operate in a hierarchical manner by directing the development teams without collaboration.
Activision's producers operate in a hierarchical manner by directing the development teams without collaboration.
What aspect of game development does the 'Green Light' process aim to monitor?
What aspect of game development does the 'Green Light' process aim to monitor?
The development stage where over 70% of costs are incurred is known as the ______.
The development stage where over 70% of costs are incurred is known as the ______.
Match the following phases of the 'Green Light' process with their descriptions:
Match the following phases of the 'Green Light' process with their descriptions:
Which studio was specifically mentioned as having more freedom in their game development process?
Which studio was specifically mentioned as having more freedom in their game development process?
The concept review phase may include a simple concept statement and a demo.
The concept review phase may include a simple concept statement and a demo.
What role did Activision's marketing staff play in the conceptualization of games?
What role did Activision's marketing staff play in the conceptualization of games?
What is one factor that negatively impacted the game’s sales forecast?
What is one factor that negatively impacted the game’s sales forecast?
The marketing team projected an increase in sales expectations after the Alpha Review.
The marketing team projected an increase in sales expectations after the Alpha Review.
What award did KSPS win at the game show?
What award did KSPS win at the game show?
The water in KSPS is recreated with deep hues of _____ and _____ for a visually stunning experience.
The water in KSPS is recreated with deep hues of _____ and _____ for a visually stunning experience.
Match the following extreme sports games with their performance results:
Match the following extreme sports games with their performance results:
Which of the following games were mentioned as competition for KSPS?
Which of the following games were mentioned as competition for KSPS?
The Alpha Review included a presentation of the game’s packaging and promotional materials.
The Alpha Review included a presentation of the game’s packaging and promotional materials.
What was the result of competitive surfing games such as Sunny Garcia Surfing and Transworld Surf?
What was the result of competitive surfing games such as Sunny Garcia Surfing and Transworld Surf?
Who has been called 'the Michael Jordan of surfing'?
Who has been called 'the Michael Jordan of surfing'?
Kelly Slater has won more World Champion titles than any other surfer.
Kelly Slater has won more World Champion titles than any other surfer.
How many licensed products of Kelly Slater are currently on the market?
How many licensed products of Kelly Slater are currently on the market?
The percentage of surfers who named Kelly Slater as their hero is _____%.
The percentage of surfers who named Kelly Slater as their hero is _____%.
What was the participation growth percentage in the sport of surfing for kids in the past year?
What was the participation growth percentage in the sport of surfing for kids in the past year?
Match the following statistics with their correct descriptions:
Match the following statistics with their correct descriptions:
Kelly Slater's autobiography is set to be released in Spring 2002.
Kelly Slater's autobiography is set to be released in Spring 2002.
Where is the top-selling Board Riding store associated with Kelly Slater located?
Where is the top-selling Board Riding store associated with Kelly Slater located?
Flashcards
Green Light Committee
Green Light Committee
A group that evaluates and approves a game's development progress and launch timing.
KSPS Release Timeline
KSPS Release Timeline
Originally scheduled for August 2001, delayed to September 2002.
Alpha Milestone
Alpha Milestone
A crucial development stage where the game is presented for final review before launch.
Sales Peak Timing
Sales Peak Timing
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Development Team Change
Development Team Change
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Christmas Quarter Impact
Christmas Quarter Impact
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Market Size Estimates
Market Size Estimates
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Competitive Analysis
Competitive Analysis
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Producer Liaison
Producer Liaison
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Collaborative Relationship
Collaborative Relationship
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ID Software's Freedom
ID Software's Freedom
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Green Light Process
Green Light Process
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Project Review Phases
Project Review Phases
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Phase One: Concept Review
Phase One: Concept Review
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Game Concept Sources
Game Concept Sources
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Production Stage Costs
Production Stage Costs
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Game Development Delay
Game Development Delay
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Directive Role
Directive Role
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Technologically Driven Design
Technologically Driven Design
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Core Design Fundamentals
Core Design Fundamentals
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Trick Categories
Trick Categories
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Repetitiveness Addressed
Repetitiveness Addressed
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E3 Demonstration
E3 Demonstration
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Realistic Wave Interaction
Realistic Wave Interaction
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Kelly Slater
Kelly Slater
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Hero Status
Hero Status
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Trendsetting Appeal
Trendsetting Appeal
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Board Riding Stores
Board Riding Stores
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Crossover Interest
Crossover Interest
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Youth Participation
Youth Participation
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Internet Access
Internet Access
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Licensed Products
Licensed Products
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Wave Mechanics
Wave Mechanics
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Game Aesthetics
Game Aesthetics
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Market Competition
Market Competition
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P&L Revision Factors
P&L Revision Factors
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Previous Game Performance
Previous Game Performance
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Extreme Sports Line Sales
Extreme Sports Line Sales
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Underperforming Competitors
Underperforming Competitors
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E3 Significance
E3 Significance
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Shaba Games
Shaba Games
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Treyarch
Treyarch
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Z-axis
Z-axis
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Activision
Activision
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Executive Producer
Executive Producer
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Marketing Strategy
Marketing Strategy
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Game Development Process
Game Development Process
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Trade Marketing
Trade Marketing
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Retail Partnerships
Retail Partnerships
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Production Assistants
Production Assistants
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Study Notes
Activision: The Kelly Slater's Pro Surfer Project
- Project Background: Activision's Kelly Slater's Pro Surfer (KSPS) game was part of their extreme sports line. It faced challenges due to a previous development team's issues and timeline slips.
- Development Team: A new team, Treyarch, developed a new engine with realistic waves and trick-based gameplay. The new engine received positive reviews.
- Launch Timing: The project's original launch was planned for August 2001, but it was repeatedly delayed. The committee had to decide whether to release the game in September 2002 (for the Christmas sales period) or in March 2003.
- Sales Dynamics: The Christmas quarter is a critical time for video game sales, with over 50% of sales occurring then. Activision's analysis suggested KSPS was superior to existing surfing games.
- Marketing Budget: A $3.4 million marketing budget was available. This included TV, radio, and print advertising, and ensuring sufficient inventory for the launch.
- Development Costs: Developing a typical game took 18–24 months and cost $5 million-$10 million. Large, complex games could cost much more.
- Game Industry Structure: Video game industry involves platforms (Sony, Nintendo, Microsoft), content providers (e.g., movie characters), developers, publishers, and retailers.
- Game Development Process: Activision employed a "Green Light" review process involving multiple phases (concept review, assessment, prototype, first playable, and alpha) to evaluate potential games for success.
- Activision's Strategy: Activision, as a publisher, financed and supported the development of games using a portfolio and venture capital approach. They frequently acquired/worked with studios to manage risk.
- Time-Critical Decisions: Activision's success hinged on quick and accurate decisions regarding game development, marketing, and manufacturing. There was a lot of risk in the game industry.
- Competition: Competition was keen due to many games released yearly, and the typical short shelf-life of video games. It was important to anticipate changes, as they could take away potential customer interest.
- Impact of KSPS: The case study focuses on the critical decision of when to release KSPS, considering the Christmas quarter, competition, and market forecasts.
Video Game Industry
- Growth: The video game industry significantly grew, bypassing the movie box office revenue in 2001.
- Demographic Shifts: Initially targeted at younger people, video gaming became a mass-market industry with players from all ages.
- Seasonal Cycle: Peak sales in the Christmas quarter (Q4) were dominant in the video game industry.
- Hardware Cycles: Console hardware updates every four to six years created an additional cycle of game releases.
- Profitability Variation: Only about 10% of games released in 1998 were profitable. Success depended significantly on a subset of very popular games.
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