The Evolution of Seasonal Events in Sky

That Game Company's director of online experience, Tim Nixon, spoke at the Game Developers Conference Free-to-Play Summit about the power of events in driving revenue, monetization, and engagement in games, but emphasized that they can be more than that. According to Nixon, events can serve as a platform for experimentation, play, and expression of a game's core values. The core value of That Game Company is centered around player emotion, which has been carried over to the way the studio handles in-game events. Nixon stated that focusing on the emotional aspect of gameplay has led to more memorable experiences for players and their friends, resulting in successful monetization. Since the game's launch, the company has run over 40 events, with Nixon tracing the evolution of how the company approaches emotion in Sky's regular events. Initially, the events were material-focused, with limited-time items for sale, but the team eventually shifted towards more inclusive and emotionally-driven experiences. The studio established three guiding principles for events: leading with emotion, being inclusive, and ensuring that items serve as mementos of special experiences. Nixon discussed four events that illustrated the application of this framework, 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's approach to event design has been inspired by real-world experiences, including a visit to Disneyland, where they observed how the theme park's living, breathing atmosphere contributes to its success. By prioritizing emotion in their event design, That Game Company has found that merchandising components flow naturally, and players are more likely to engage with and remember the experiences.