As a professional game designer, I know that the idea of getting started can be overwhelming.
People typically are not sure how to go about this—or know if their game idea is good enough or ready to pitch to companies, or self-publish. Sometimes, people mistakenly think they have a new game by changing the theme of a popular game.
In hopes of helping get you started or deciding whether to move forward with your idea, I’ll share the steps I take when designing a game.
A category all its own
The first thing to know and understand is that designing a game is not like designing or inventing a product in any other category.
Often, an inventor can come up with an idea, make a virtual prototype or physical prototype to show proof of concept, then make marketing material (sell sheet or sizzle video) and start pitching to companies for license. Many products can be licensed without lots of iterations and testing in several industries.
I have invented housewares products and designed kitchen gadgets that are on the market. Though this process takes time and effort, it does not typically compare to the time and commitment it takes in designing a game.
Usually, games need many playtests (more on this later) and at least a few iterations. Some games may only need 6-8 playtests; others need 25-plus playtests to work out all the outcomes and math of a game.
The number of cards, faces of dice, probability, spaces on a board, time of game and more take time and many playtests to get just right.
Think of designing a game like writing a paper for school. You should not turn in your first draft that has not been edited.
The more playtests (edits) you have, the better and more solid game you will come out with!
2 ways to start
The ideation stage should include research and usually includes inspiration from somewhere.
Games are typically started in one of two ways—from a name or theme, or specific game mechanics. I often start with a name or theme I think of during various brainstorming techniques and then build the game mechanics around that theme so that it is a cohesive experience.
Games are experiences, after all. We should create an experience to remember and have that in mind as we create, whether the experience is fun, intense, strategic, getting to know each other, learning, etc. Word associations, brain dumps, multi-game mash-ups and trendy words are great places to start for inspiration.
After I have a list of fun words or themes to explore, I do some research to see if the theme is overused or if a name is in use or has a trademark. From there, I start jotting down ideas on ways to play the game—which include fun mechanics I have seen or played before, as well as thinking of new mechanics or use for things in a game.
Mechanics and pieces
Working out game mechanics and which game components to use is vital to a successful game and the experience that is created.
It’s important to play different kinds of games to become aware of various game mechanics; you can’t use a game mechanic or come up with a new variant of it if you are not first introduced to it. Watching game reviews and “how to play” videos are also a great way to learn about a variety of game mechanics—which will help you become a better game designer.
After I have some ideas of the game mechanics and components I’d like to use, I write up some basic game directions. I think about how I’d like the players to interact during the game and who I think this game is for (ages and number of people). I let these factors help navigate my game directions more clearly, as well as the length of time I’d like the game to be.
I now have a general idea of how the game will be played. Sometimes I may have two ideas on how it should be played and will need to test them both to see which is better.
Learning through playtime
Now it’s time to make a playable prototype to playtest your game.
This should not be anything fancy or time consuming to make. I will often make and print some cards through Canva and even hand-make or write cards on regular paper. I have also made game boards by taping together construction paper.
If I am working with a partner and his/her design abilities, I may have a better prototype. But in all cases, this is not the stage to have artwork paid for or have a professional-looking prototype. Right now, you are just testing things to see how the directions work—and if the game mechanics and game components work well together.
I often do a solo playtest first to see how things work out, and whether I have the correct number of cards and components. Next, I playtest with my family to see how the gameplay goes.
This is the time to ask questions, try new things, change the rules as I go—to not be afraid to try things that aren’t in the rules.
The first playtest with others is a time to learn, and to expect to leave the table with new rules, changes to the gameplay and things to think about. With this information, I retool the game. Sometimes I may even need to make new game pieces or throw out things that didn’t work, but it’s all part of the process.
I make some changes and get the game back to the table for more playtesting as soon as I can. I like to play again with the players who played the first time—maybe some friends and neighbors—and then start incorporating other players.
Eventually, I like to get the game in front of other game designers for feedback whenever possible. As people play the game, I ask questions and take notes. Some feedback I consider for making changes; others I let go if it doesn’t get me to where I am headed with the game.
You do not need to make every change people suggest. I listen to what is being repeated and consider the feedback that is consistent. I also observe the clarity of the game directions, which often must be rewritten multiple times.
Be sure to incorporate blind playtests, where you hand players the game and directions and don’t step in at all: You simply observe and see if they play the game as it was intended by the clarity of the game directions.
Once you have things settled, take the opportunity to make a better prototype if you feel it’s needed. But again, professional artwork and pieces are not necessary at this stage.
Pitch perfect
Next up is making marketing material to present your game to various publishers for license.
The non-negotiable with marketing material is a sizzle video for a game. A sizzle video should show how to play your game and how enjoyable it is in a quick 1-2-minute video.
I typically start with writing a voiceover script based on my game directions. I simplify the game directions the best I can in a fun way. Then I match the script with videos of the gameplay, using a storyboard of video shots I will need, or simply write down which shot I need underneath the sentence in the voiceover script.
I then set up a time to shoot the video footage of my game—showing the game all set up on the table, group shots of people playing and laughing, and individual people playing in a variety of views. Once I have the video footage, I make a video adding the audio from the voiceover script and lay down the videos that show what is being talked about at the same time. This, of course, needs some editing to come together nicely.
I make sure to start the video with the word “Confidential,” then a slide with the name of the game and my information; the video footage with the voiceover; and a slide of my name and contact information.
Many publishers like to receive a sell sheet of your game. Some may require it. I find that hobby publishers tend to request them more often than mass-market publishers.
A sell sheet is a nice way to have everything on one page for a quick look. It should have a “beauty” or “hero” shot of your game and a brief description of how to play, or quick directions of 1-2-3 with a sentence per step—and even images if you have room.
The age, number of players and time for gameplay should be indicated on the sell sheet, as well as the game components listed and your contact information. You can find a variety of sell sheets online as guidelines.
Creating a pitch deck for games—especially strategy games—can also be beneficial (though not typically required from publishers). It can also be handy if you have an idea for marketing the game or want to show the trend that it is capturing.
A simple order of slides for your pitch deck would be: Confidential slide, Tee-Up slide (background, trends, the why behind your game), Marketing slide, Product Concept Slide/s, Sizzle Video, Summary Slide, and Thank you slide.
I typically do not make a pitch deck for every game I present to publishers. I only use one when I think it will be beneficial to break things down further and discuss more than can be shown in a quick video.
Out into the world
Once you have your marketing material ready, it’s important to research the best companies for your game. This is something you can also do throughout the whole game design process.
Where do you see this game on shelves? Which companies make games in the same categories? Which companies are open to outside innovation?
When you can answer these questions, you should contact these companies on LinkedIn or at trade shows.
So many game publishers are open to innovation. Some have submission portals online. Others will meet with you in person at a show or on a Zoom call to hear your pitch.
There are always new companies accepting outside game pitches. A great place to do research is to look up exhibitors for industry trade shows. And there is always the option of self-publishing.
Keep the doors open and enjoy the journey!
If you would like to learn more about game design, please visit my website, 4AsCreations.com, for other resources.
