Shifting to Smaller Games: A Strategic Guide

UK-based Ant Workshop has undergone a significant transformation in its game development strategy, a change that managing director Tony Gowland believes could greatly benefit other developers. The shift came after the studio invested two years and approximately £750,000 in Dungeon Golf, a unique mini-golf game that, despite positive feedback, failed to reach a sizable audience. With limited resources to invest in new projects, the studio drew inspiration from publishers' portfolio-centric approaches, focusing on developing smaller, more agile games. This new strategy involves creating games with budgets of £50,000 to £100,000 and development times of four to six months. Gowland advises developers to focus on nailing down basic concepts and mechanics quickly, avoiding complexity, and being disciplined in their approach. He also stresses the importance of replayability, expandability, and player feedback in determining which games to devote more time to. By adopting this 'singles' approach, Ant Workshop aims to release smaller games at impulse-buy prices, keeping player expectations in check and allowing for more flexibility in co-development projects. The studio's goal is to sell 20,000 units of each game to break even, with the understanding that not every game will be a success, but the information and feedback gained will be invaluable in refining their strategy.