Shifting to Smaller Games: A Guide to Focused Development

UK-based Ant Workshop has undergone a significant transformation in its game development approach. After investing two years and £750,000 in Dungeon Golf, a unique mini-golf game that underperformed despite a substantial marketing spend and positive feedback, the studio decided to change its strategy. Managing director Tony Gowland realized that the key to success lies in creating smaller, more focused games, which he refers to as 'singles' rather than 'albums.' This approach allows the studio to be more agile, take calculated risks, and release games more frequently. The goal is to develop games with a budget of £50,000 to £100,000, which can be completed within four to six months. Gowland advises developers to keep their games simple, focus on core mechanics, and avoid feature creep. He also emphasizes the importance of prototyping, testing, and gathering player feedback to refine the game. Ant Workshop's first 'single' is Into The Restless Ruins, a roguelike deck builder that stemmed from a different game concept. The studio plans to charge a maximum of £5 for each of its 'singles,' making them impulse purchases that can help build a loyal player base. By adopting this approach, Ant Workshop aims to create a portfolio of smaller games that can help the studio refine its development process, gather valuable feedback, and ultimately increase its chances of success.