The Evolution of Emotion-Driven Events in Sky

At the Game Developers Conference Free-to-Play Summit, Tim Nixon, director of online experience at That Game Company, presented a session on the evolution of events in Sky: Children of the Light. Nixon emphasized that events can be more than just revenue drivers, but also a means to experiment, play, and express the core values of a game and its company. That Game Company's core value is centered around player emotion, which is reflected in their approach to in-game events. By focusing on the emotional aspect of play, the company has created more memorable experiences for players, leading to more natural and successful monetization. Since the game's launch, That Game Company has run over 40 events, with Nixon tracing the evolution of their approach to emotion-driven events. Initially, Sky's events were material-focused, with limited-time items for sale, but the team soon realized that this approach broke the immersion of the game's narrative world. They experimented with social items and charitable events, but ultimately found that these approaches still had limitations. The team then developed three guiding principles for events: leading with emotion, being inclusive, and using items as mementos of special experiences. Nixon discussed four events that illustrated the application of these principles, including the Days of Bloom, Days of Feast, Days of Mischief, and Days of Music. Each event was designed to evoke a specific emotional response, such as the sense of wonder and possibility in the Days of Music event. The team also drew inspiration from real-world experiences, such as a trip to Disneyland, to create engaging and immersive events. By prioritizing emotion and player experience, That Game Company has found that merchandising components can flow naturally, allowing players to remember and memorialize their experiences.