Hey, it’s me, Jack! For those of you who have been following our blog, you may have noticed that I haven’t posted in a while. You’re probably wondering what happened to me. Did Frank kick me to the curb? Did I abandon Where Shadows Slumber?
In all honesty, you probably didn’t even notice. Whatever the case, I haven’t gone anywhere! The reason I haven’t posted anything in a while is that, simply put, the stuff I’m working on isn’t all that interesting. Compared to action-packed cutscenes and beautiful artistic polish, bug-fixing and number-tweaking are pretty dull.
That’s why, this week, I want to talk about something that isn’t specific to Where Shadows Slumber, and has nothing to do with the work I’ve been doing this past month. Instead, I’m gonna talk about something that applies to everyone – not just in indie game development, but in any business at all!
Optics is an area of business management that is very closely associated with marketing and publicity. However, as its name suggests, it refers less to the way in which you’re introducing people to your product, and more to the way that your product is actually perceived. Optics isn’t an action that you take, it’s more of a general way in which you act about your company and/or product.
Optics – the scientific study of sight and the behavior of light, or the properties of transmission and deflection of other forms of radiation.
That’s not a very useful description, so here’s a quick example:
- Posting on Facebook, putting up billboards, and going to conventions are all examples of marketing. Note that they’re all specific actions.
- Deciding to be very transparent about your process, or always being snarky on social media are examples of optics. They’re more like predefined ways to act.
Let’s take a look at how thinking about optics has impacted Where Shadows Slumber.
Warning – as with any conversation about a product’s “image”, this next section may be a little pretentious.
Where Shadows Slumber‘s Optics
So, what are some ways in which we consider the optics of Where Shadows Slumber? Surely, this wouldn’t be a topical blog post if I didn’t discuss our application of the concept!
The answer to this question lies in how we want our users to think about Where Shadows Slumber. Consider the difference between a game like Monument Valley and something like Candy Crush. They’re both great, successful games, but the general public thinks about them differently. Monument Valley is artsy and represents a unique experience, whereas Candy Crush is a well-oiled time-killing machine that you can always open up and play. They’re different, and both successful, in part because they know what they are and how they’re perceived. How do we want Where Shadows Slumber to be perceived?
Where Shadows Slumber is, at its core, mysterious. When thinking about Where Shadows Slumber, people find themselves wondering: Who is Obe? What is he running from, or to? What do his journey, his light, and his darkness represent?
Where Shadows Slumber is a puzzle game. When playing it, players aren’t simply following a path, but choosing one. They’re engaged, actively trying to figure out the puzzles. They feel a sense of agency – they are in control of the game.
Where Shadows Slumber is, for lack of a better term, art. When looking at it, people appreciate the colors and the aesthetic. They notice the attention to detail and the smoothness of the gameplay. They recognize immediately the time and effort that has gone into it.
I consider each of these things, and everything else that people think about Where Shadows Slumber, to be a part of our optics. When we’re making design decisions, we ask ourselves – “does this design continue to represent our game as an engaging puzzle game?” When choosing color palettes for a level, we wonder – “will these colors result in an image that someone would hang on a wall?” By continuously working toward our desired image with every decision that we make, we do our best to ensure that the public will view the game just as we want them to.
Optics doesn’t just apply to the game itself – it applies to anything and everything on which a potential player might judge us. If you find out that a company has unethical business practices, you probably won’t buy their product, even if it’s the best one on the market. The optics of that company, not just the product, has affected your choice when considering it.
The image that Frank and I portray as a team is just as important as the image that Where Shadows Slumber itself has. Our team optics are very carefully designed – two friends who met in a sketch comedy group in college, who love games so much that they just want to be a part of, and give back to, the indie gaming community? How can you not love that team? They sound like such cool bros! The fact that it’s actually true is just icing on the cake – now our optics include honesty and earnestness!
In fact, there are parts of our image that are purely invented for the sake of optics. Our friendship? It’s a total lie. Frank and I, after working together for nearly 5 years, simply hate each other. Why do you think we want the production of Where Shadows Slumber to be done so much? We don’t want to have to work together anymore!
Note: Sarcasm doesn’t come across very well in a pure-text format – Frank and I are actually very good friends!
Another example of optics is that note that I just made! I couldn’t let you leave, knowing the truth of our animosity! The truth is that we do hate each other – but it’s better for us if you think we’re best friends!
Note: Again, the above is sarcasm. Please disregard it!
As yet another example of optics, please direct your attention to that second note I just made! I have sworn a blood oath against Frank’s life! He has sworn vengeance against my family! A thousand-year feud ensues, ending only with the extinction of the human race!
The final thing I want to point out about the optics of Where Shadows Slumber is this blog itself! By being as transparent as possible about our process, and by connecting as much as we can with our fans and potential players, we do our best to present ourselves as a fun, interesting, and relatable team. By discussing the details of the implementation, design, and art of Where Shadows Slumber, we drive home the point that the game itself is an intricate and interesting experience. By offering tips, tricks, and advice for your own games, we give back to the community that we love so much, and establish ourselves as a part of that community.
Optics are an important part of creating any product. Without a part of your team dedicated to putting out a positive image of you and your product, it becomes the responsibility of every person on the team to actively contribute to your product’s optics. The image that you are striving to achieve should inform many of your decisions, whether they be design- or business-related.
Remember, you don’t want to just make a game – you want to look good doing it.
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I hope this little foray into the world of optics helps you to better promote your own products. I don’t hope, however, that it causes you to question everything that we’ve ever said about Where Shadows Slumber! Either way, you can always find out more about our game at WhereShadowsSlumber.com, find us on Twitter (@GameRevenant), Facebook, itch.io, or Twitch, join the Game Revenant Discord, and feel free to email us directly with any questions or feedback at contact@GameRevenant.com.
Jack Kelly is the head developer and designer for Where Shadows Slumber.