Fulfilling the American Dream through Merge Games

Jason Mai, the newly appointed VP of Creative at Big Fish, took the stage at the Game Developers Conference to discuss his experience with the merge genre, particularly with EverMerge. Despite his extensive background in casual and mobile games, Mai had no prior experience with merge games before joining Big Fish. To get up to speed, he dove into the game, deconstructing its mechanics, reading player surveys, and talking to designers and players. Mai explained that merge games are built around a 'pyramid of consumption,' where players combine items to progress through levels, with each new level requiring significantly more merges. He noted that this mechanic can lead to a sense of value in shortcuts and accelerators, as players are willing to pay for convenience. Mai believes that merge games, at their core, deliver a player fantasy about the American Dream, where players start with humble items and work their way up to luxury goods. He described this as a 'rags-to-riches' story, where the drive to progress is reminiscent of the American Dream. Mai then discussed his approach to designing a merge game, focusing on identifying what works and doesn't work, what elements can be improved or changed, and what gives the game a unique advantage. He suggested exploring opportunities to play with space and time, such as making merge times matter or limiting certain merges to specific seasons. Mai also emphasized the importance of 'catalytic questions,' a brainstorming technique where developers rapid-fire questions about a game or genre without attempting to answer them. One question that resonated with Mai was how to make a merge game lean further into the idea of the American Dream. He proposed several ideas, including making the game feel like a journey to ridiculous wealth, tapping into the greedy element of the fantasy, or embracing a more nostalgic, country-living lifestyle. Mai also considered alternative approaches, such as a rogue-like design where players fail more often than they win, or a multiplayer gameplay experience with social elements and a shared world. Additionally, he reflected on the unhealthy aspects of merge games, suggesting a Marie Kondo-style approach where players organize and minimize their material items, starting with a mess and ending with an orderly and clean merge board. Throughout his talk, Mai emphasized the importance of exploring new ideas and approaches in game design, and he encouraged developers to think creatively about the merge genre and its potential.