Make up Your Makeup; Let’s continue collecting

bcm300

Make up Your Makeup is more than just about becoming the best makeup artist. Growing and building your makeup collection is one of the most exciting things when you start out in makeup. You test products, you hate products, you find your holy grails and through the hauls and all the trials and errors, you fall in love with the process of makeup and building your collection. As you test new products, you build and collect your makeup collection and so the idea to gamify a process this simple, intrigued me into developing Make up Your Makeup.

The game’s world, is to be set in a makeup artist’s kit or the makeup artists collection. Its intention is to feel as though you are creating your makeup kit and picking up products (the cards) to build your kit. This is represented through the design of the gameboards.

The player gameboards are designed in sections and are categorised by the type of products and what they may be used for, e.g. cheeks have blush, bronzer and highlighter.

Make up Your Makeup, although initially ideated as a board game has now been converted to focus on being played as a card game. I wanted to make the game simplistic in its core game loops and mechanics, all the whilst keeping the true fundamentals of building your makeup collection.

Makeup collectors collect, trade or dispose of their products and so those mechanics needed to be implemented into the game. The game loop is as simple as playing with the 2 card decks (makeup & clientele cards). With each game round, the player will pick a makeup card, and decide if they will play their card in their gameboard, trade with other players or dispose of the card on the centre gameboard. Once the row has been completed, the player may collect their clientele card.

My 3-act structure is mentioned in my video from 1:15 – 1:53.

I feel that my game is best suited to be part of a family genre. Its aesthetics need to appeal to a younger audience but also have the appeal to those older, therefore I have placed a heavy emphasis on the game aesthetics and colour. The world of makeup is bright and colourful and this was important for me to show in the game through the game boards and the cards.

My game in the long run I hope would be picked up and sold at Mecca or Sephora (or even both) as they sell different brands. This real-life version of the game would have benefits for those who register to play and begin collecting and trading their products with one another, and with the end prize having the potential to work in partnership with one of these beauty brands. This could be online through their apps or focus on being an in-store hunt to locate particular items.

Upon researching makeup themed games, I discovered a Sephora themed monopoly game and a game named PrettyPro (Boardgamegeek, 2022). PrettyPro is a pen and paper game with the intention to move around the board game to collect the pieces it requires, to give other players their makeovers.Players must collect makeup to be able to complete a makeup look on their opponent.

I see my card game being most comparable to bingo in the sense of collecting and matching my cards up to the game boards players are using, which Bingo does through the matching up of numbers to be able to gain the 5 in a row. I would also compare my game to games such as PrettyPro. I believe my game is a blend of these 2 games’ mechanics and loops.

Make Up Your Makeup is an innovative card game because of the difference it holds against other makeup themed games. The majority of the makeup themed games out on the market are based on the idea of creating a makeup look with the products provided to another player’s face / your own or to a mannequin head. This is a mechanic that my game does not use but has the ability to show players what is needed for a simple makeup look.

As seen in my video, I had developed a prototype game that allowed me to test out my game rules and my how to play instructions (seen below).

Original Game Rules & How to play

This initial playtesting stage showed me what was missing. The game was too short. It needed an element of excitement or a way to make it harder for the winner to be determined. The first way to improve the game was through the introduction of points. Each card is worth a particular number of points making it a little more exciting through the element of chance and surprise when collecting your new card in each round. To be able to gain a clientele card, the products need to have been correctly allocated on the gameboard and also have the same number value on each of the cards in the row. This means trading and disposing of cards needs to be done wisely.

This new point system was playtested in class and I was provided with feedback (seen below) that assisted in my 3rd round of adjustments. My apologies for the messy handwriting.

New Game Rules & How to Play

With the feedback I received during the playtest in class, I made revisions to my gameboards, cards and tried to better explain the game in a manner that was clearer for players to understand.

Having made a 3rd round of revisions, I hope to get even more feedback on a way to improve my game because I have thoroughly enjoyed the process of creating Make up Your Makeup.

References

PrettyPro Game 2022, BoardGameGeek, viewed 9 May 2022, <https://boardgamegeek.com/boardgame/223758/prettypro-game&gt;.

Video References

History – The Playing Card Factory 2015, The Playing Card Factory, viewed 18 April 2022, <https://theplayingcardfactory.com/history&gt;.

Playing cards – National decks | Britannica 2022, Encyclopædia Britannica, viewed 18 April 2022, <https://www.britannica.com/topic/playing-card/National-decks>.

MY GAMEPLAY EXPERIENCE- FROM A NON-GAMING, MAKEUP-LOVING GIRLY-GIRL!

bcm300

In BCM300 I have played 3 games so far. In the video below, I give my autoethnographic experience on the 3 games whilst the blog post that continues will delve into the games themselves.

6 Nimmt

6 Nimmt is a 2-10 player card game designed by Wolfgang Kramer. It was released in 1994 and has 36 different publishers (the list is featured below). There are 4 total game variations that can be played depending on the number of total players, so instead of using the full deck of 104 cards, you can play with 24, 44 or 54 cards. 5 different artists illustrated the game, Timur Baskakov, Design Edge, Bill Herrin, Gatis Sluka and Franz Vohwinkel. Their aim was to reach their target audience of kids and families as this is classed as a family game.

The games’ theme and setting intrigues me. Although its theme is based on the bulls and striving to not collect or to collect the bulls and their points, at times I feel that the game’s theme and setting feel odd. Why bulls? It has no exact backstory but this makes it enjoyable as you don’t need to think about the backstory and can just enjoy the game and the experience it brings.

Dobble

Dobble is also known as Spot it or any of its other 93 different names/versions. Dobble is another card game for 2-8 players. This is categorised as a kids game with the illustrations heavily focused on cartoon characters, bubbly, bright font and vivid colours. Released in 2009, it continues to create new variations. The game has 4 designers who also illustrated the game, Denis Blanchot, Jacques Cottereau, Guilliaume Gille-Naves and Igor Polouchine. Depending on the country and variation of the game and therefore there are a few different publishers (list below).

It features funny looking characters which were what drew my attention. It is similar to 6 Nimmt in terms that the game doesn’t have a backstory that’s required to be learnt which make the game more enjoyable. It focuses on speed as a theme something which if you like competitive games, I would highly recommend playing with a large group.

City Line

City Line is a pen, paper and dice game with the aim of building and occupying a city. The game has 3 phases, the construction phase that allows you to build your buildings, the time phase, where you determine the time of day and the occupancy phase, where you grow your population. The game is categorised as a dice game targeted at families. The game is designed by Jason Tagmire and published by Button Shy Games in 2020. The game is simple with it requiring your game card, a pen and 6 dice. There is no credited illustrator or artist for this game.

If you would like to access any of the mentioned games, I’ve provided links to Board Game arena as well as a way to download City Line.

References

Bill Herrin | Board Game Artist | BoardGameGeek 2022, Boardgamegeek.com, viewed 23 March 2022, <https://boardgamegeek.com/boardgameartist/35690/bill-herrin&gt;.

Cityline 2020, PNPArcade, viewed 23 March 2022, <https://www.pnparcade.com/products/cityline&gt;.

Cityline 2022, BoardGameGeek, viewed 23 March 2022, <https://boardgamegeek.com/boardgame/308598/cityline/credits&gt;.

Design Edge | Board Game Artist | BoardGameGeek 2022, Boardgamegeek.com, viewed 23 March 2022, <https://boardgamegeek.com/boardgameartist/44835/design-edge&gt;.

Franz Vohwinkel | Board Game Artist | BoardGameGeek 2022, Boardgamegeek.com, viewed 23 March 2022, <https://boardgamegeek.com/boardgameartist/11883/franz-vohwinkel&gt;.

Gatis Sluka | Board Game Artist | BoardGameGeek 2022, Boardgamegeek.com, viewed 23 March 2022, <https://boardgamegeek.com/boardgameartist/65231/gatis-sluka&gt;.

Spot it! 2022, BoardGameGeek, viewed 23 March 2022, <https://boardgamegeek.com/boardgame/63268/spot-it/credits&gt;.

6 nimmt! 2020, BoardGameGeek, viewed 23 March 2022, <https://boardgamegeek.com/boardgame/432/6-nimmt/credits&gt;.

Timur Baskakov | Board Game Artist | BoardGameGeek 2022, Boardgamegeek.com, viewed 23 March 2022, <https://boardgamegeek.com/boardgameartist/102034/timur-baskakov&gt;.

Kim Kardashian Hollywood

BCM215

At the beginning of the semester and reading BCM215’s name- Game Media Industries, I already imagined having to study gaming and gamers, something I had never thought of myself as. Although the entire semester looked over the gaming industry and its different areas, I surprisingly enjoyed the weekly topics and the freedom I had with my DA. I decided after identifying that I’ve always been interested in celebrities and their reasons for their partnerships, that researching and analysing the involvement and the celebrity’s reasons for developing mobile games would allow me to answer the questions I had always had.

I decided to take my approach and analyse celebrity mobile games through a financial and marketing lens. As a commerce student as well as being a communications and media student, I find combining the two areas of my studies interesting. I wanted to see if there was a financial advantage for more than just the celebrity. Identifying if the celebrity is simply placing their name on the game for the financial benefit or if the development of the game is a venture they truly care about was something I knew I wanted to discover.

Initially, my goal was to play and analyse multiple mobile games which I had selected after researching which celebrities had developed games. After selecting the games I wanted to trial, I began my DA, but shortly after my pitch, I knew I needed to change my process because my plan was not achievable so I made the decision to research one game and one celebrity, more specifically, Kim Kardashian Hollywood (KKH) game. The concept of a celebrity can be seen as a commodity or as a commercial product that can be manufactured and traded by promotions and publicities in media industries (Marshall, 1997, 2014). A celebrity can also be seen as having or being a persona. Kim Kardashian has, like all other celebrities, her everyday persona and her celebrity persona which is portrayed and transferred into her KKH game. In the game, her character is your mentor who assists you in developing yourself as a celebrity ‌(Soehendar & Widjayanti, 2020).

15 Problems Only Kim Kardashian: Hollywood Addicts Understand
Cosmopolitan, 2014

Through my research, I learnt that Kim Kardashian Hollywood was released in 2014 which looking back on that year makes me feel old since I’m 2 years into Uni and that was the year I started high school. 2014 was also the year and time the Kardashian name took off, the marriage to her now ex-husband Kanye West and in general social media grew tremendously. The game in its initial launch accrued more than 42 million downloads and $13.6 million from in-app sales in its first quarter (The Kimpact: How Celebrity Apps are changing mobile gaming 2016). The money the game made in its first quarter was equivalent to 24% of the game developers, Glu Games’ revenue. This specific mobile game changed the gaming industry. It was now females who wanted to create and play games when the industry was previously so heavily led by males. Gamers preferred changing outfits rather than slaying dragons and it clearly showed with the success of Kim Kardashian Hollywood.

Financially, Kim Kardashian Hollywood has had significantly large success based on the earning the game as achieved and has been a great business move on Glu Games’ behalf especially approaching a celebrity with such a high celebrity status like Kim Kardashian. To partner with and create a mobile game suitable for her largely female audience and followers, it’s safe to say that she understood the assignment. She understood her audience and followers, their wants and needs and her understanding of how influential she is from her use of social media, and of course, let’s not forget Kris Jenner, they knew this would be the correct move to make. It was also a wise decision that Glu Games used the same mechanics as one of their previously developed games, Stardom Hollywood to use as the base of KKH.

Using the mechanics of an already existing game and rebranding the game to suit the celebrity was a simple way to have Kim Kardashian Hollywood live on the app store allowing for the downloads and ultimately the in-app purchases that accompany the game. Before beginning to analyse KKH, I mentioned I was questioning if the game was on-brand with Kim Kardashian as her aesthetic in all her other business and brand ventures has been neutral, simple but also sophisticated and at an initial glance, KKH looks like the opposite of her aesthetic. 

Games aesthetics as I mentioned in my game aesthetics blog post, is a determining factor on if you continue to or stop playing a particular game. Game aesthetics refers to the sensory phenomena that the player encounters in the game (visual, aural, haptic, embodied). Game aesthetics also refers to those aspects of digital games that are shared with other art forms. Lastly, game aesthetics is an expression of the game experienced as pleasure, emotion, sociability, form-giving. (Niedenthal 2009). 

Similarly, branding is important. Self-branding is a form of marketing that a person will use to develop a public picture or persona that exhibits their values and reputation and is very popular with celebrities (Fita, 2013). Often they translate this public persona into their ventures such as Kim Kardashian portraying herself as your celebrity mentor in the KKH game. She has also translated this persona in the way she markets and promotes her game on her social media platforms.

Social media marketing (SMM) is very important for the success of any business. SMM works by brands, in this case, Kim Kardashian, although she is a person, has also become a brand, engaging with existing customers (her followers) or reaching new and potential customers or followers to promote new or existing products, culture or missions through sites such as Facebook, Instagram or Twitter (Hayes 2021). 

Kim Kardashian has used her platforms to engage with her followers and 7 years later still promotes her game concluding that although she may have created this game intending to make money, the game has evolved to be more than just a game. It’s become a passion project she can pass down to her kids and followers to enjoy. The success of this game has to be attributed to her celebrity status and hence the financial benefits the game developers accrued as well as her portion of the profit. You can’t have finance without proper marketing. 

References:

Fita, M 2013, What is Self Branding?, 36creative, 36creative, viewed 29 October 2021, <https://36creative.com/branding/1901/self-branding&gt;.

Hayes, A,2021, What Is Social Media Marketing?, Investopedia, viewed 29 October 2021, <https://www.investopedia.com/terms/s/social-media-marketing-smm.asp>.

Marshall, PD 2014, Celebrity and Power : Fame in Contemporary Culture, University of Minnesota Press, Minneapolis. Available from: ProQuest Ebook Central. Viewed 29 October 2021], < https://ebookcentral.proquest.com/lib/uow/reader.action?docID=1762165>

‌Niedenthal, S 2009, What We Talk About When We Talk About Game Aesthetics, DIVA, DiGRA Online Library, viewed 24th September, 29th October 2021, <https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1408066&dswid=7801&gt;.

‌Soehendar, TP & Widjayanti, EP 2020, THE MANIFESTATION OF KIM KARDASHIAN’S AESTHETIC AND GLAMOUR LABORS IN KIM KARDASHIAN: HOLLYWOOD MOBILE GAME | E-Journal of Cultural Studies, Unud.ac.id, viewed 29 October 2021, <https://ojs.unud.ac.id/index.php/ecs/article/view/70497>, <file:///Users/olivialopez/Downloads/70497-373-197105-1-10-20210210.pdf>. 

The Kimpact: How Celebrity Apps are changing mobile gaming 2016, Mixpanel, viewed 29 October 2021, <https://mixpanel.com/blog/celebrity-apps-changing-mobile-gaming/&gt;.

Diving deep into my analytical framework

BCM215

For my DA I am studying games examining their role of marketing and the financial benefits a celebrity would be receiving from having created a game. My DA strictly examines celebrity games suitable for mobile devices, personally I am using my iPhone to play these games.

15 Problems Only Kim Kardashian: Hollywood Addicts Understand
Glu Games & Kim Kardashain 2014

Marketing is 1 of the 4 main business functions. A celebrity brand is crucial for their continued growth in the industry and in a digital age, many celebrities have turned to the mobile gaming industry to expand upon their brand. The marketing of a game will help sell itself if done correctly (Bouveng 2018, meaning social media and influencers can and have aided in selling the game to users. 62% of the mobile phone gamers are women in the US, understanding this statistic makes marketing Kim Kardashian Hollywood much simpler (Alegre, 2018) as mainly women follow her on her social media platforms who she can easily market her products to to generate downloads and eventually sales.

When thinking of marketing, often I think about the appearance and coherence of the advertisement and brand. Does it mesh well with one another? Does it evoke any of my senses? Does it make me want what’s been sold? In essence, the ad needs to be aesthetically appealing and more specifically should target your senses. A good game’s marketing will do this and will continue as you play the game because of its game aesthetics. Game aesthetics can make or break a game.

Finance is yet another 1 of the 4 main business functions. Okay so the celebrity has marketed their game and gained downloads, what’s next? Simple in-app purchases or the purchase of the mobile game itself. As it’s name suggests, in-app purchases refer to the selling and purchases found within a mobile application (Chen, 2020). These in app purchases can be pesky or extremely useful to you and let’s be real to the celebrity and game developer. Often, these in-app purchases provide you with exclusive access to temporary game features or permanent features of the game that can assist you with your game experience.

The easiest way to ensure a celebrity and their game developers are happy in the success rate of the game is from seeing the downloads but also seeing sales of premium game features. In-app purchases are by far the simplest way to monetise a game (Karnes, 2019). Many celebrity games follow the freemium model, a free to download game with in-app purchases. Although many gaming companies use this model it has proven that in the long run generates more sales than releasing a premium game, a game that must be paid for before its download.

With these areas in mind, I feel confident that my DA has a solid foundation of previous research I can use to frame my research into the gaming industry and more specifically understanding the importance of marketing and finance in celebrity mobile gaming.

References

Alegre, M 2018, ‘Council Post: Why Mobile Games Are More Important To Your Brand Than You Thought’, Forbes, 5 September, viewed 16 September 2021, <https://www.forbes.com/sites/forbestechcouncil/2018/09/05/why-mobile-games-are-more-important-to-your-brand-than-you-thought/?sh=6d37dea11522&gt;.

Bouveng, A 2018, Perhaps you are a marketer reading this, or a game developer that has embarked on a journey to build your f…, Linkedin.com, LinkedIn, viewed 16 September 2021, <https://www.linkedin.com/pulse/4-reasons-why-you-should-involve-marketing-your-game-anna-bouveng&gt;.

Chen, H 2020, Benefits of In-App Purchases Feature In Your Mobile Application, Syncoria Inc., viewed 16 September 2021, <https://www.syncoria.com/blog/benefits-of-in-app-purchases/&gt;.

Karnes, K 2019, What Does In-App Purchase Mean? | CleverTap, CleverTap, viewed 17 September 2021, <https://clevertap.com/blog/what-does-in-app-purchase-mean/&gt;.

The Worst Video Game Ever?

BCM215

Being crowned the title of worst anything ever sucks. Having created the worst video game that it had to be buried in the dessert because of its failure would not have been easy for the creators of the game ET, The Extra-Terrestrial.

Magazine advert for ET the video game

It was July of 1982 and the biggest tech company at the time, Atari, decided to buy the video game rights to Speilberg’s, ET movie which had just debuted in June of 1982 and was a huge success. Costing Atari a large sum of $21 million dollars, the game was meant to be an “adventure game in which the player had to help ET phone home by collecting components to make an inter-planetary telephone. The player would have to dodge government agents and scientists to complete the mission” (Hooper 2016). Although it seems like a decent concept for the game, it had a few major downfalls that made it the worst video game ever.

The Major Downfalls

Designing a game with the technology 1982, needed a minimum of 6-8 months but Atari demanded the programmer, Howard Scott Warshaw that the game needed to be created in 5 weeks. After 5 long and stressful weeks the game was completed. “‘Wow, I did it!'” (Hooper 2016).

Sadly after $5 million was spent on advertising, the largest amount at the time ever to be spent on advertising a video game and 4 million initial copies being made, issues began to appear. Players complained that they would get stuck in areas of the game they didn’t know how to get out of and critics complained about the visuals, plot and gameplay.

It’s awesome to be credited with single-handedly bringing down a billion-dollar industry with eight kilobytes of code. 

Howard Scott Warshaw

With the rise of computer games, the ET game only sold 1.5 million units of the 4 million causing Atari a loss of $310 million. In 1983 Atari had buried copies of the ET game along with copies of all its games in the New Mexico Dessert which was finally excavated in 2014. Was it because they wanted to keep copies hidden? Or were they ashamed of what was created?

Interested in what the game looked like? Click the link below to see how the game was played!

References

Hooper, R 2016, The man who made ‘the worst video game in history’, BBC News, BBC News, viewed 12 August 2021, <https://www.bbc.com/news/magazine-35560458&gt;.

Total Failure: The World’s Worst Video Game 2017, NPR.org, viewed 12 August 2021, <https://www.npr.org/2017/05/31/530235165/total-failure-the-worlds-worst-video-game&gt;.

Wikipedia Contributors 2021, E.T. the Extra-Terrestrial (video game), Wikipedia, Wikimedia Foundation, viewed 12 August 2021, <https://en.wikipedia.org/wiki/E.T._the_Extra-Terrestrial_(video_game)#Critical_response&gt;.