Vectorized 12" x 18" Concept Art. WWII colors.
Original 4" x 6" Marker Sketch. No colors.
1) What is our challenge?
1) What is our challenge?
The challenge is to build a social network game with appealing character design and addictive play for Facebook that pushes interactivity amongst its users, past the high score shams of most games. With powerhouse social game developer Zynga encountering financial troubles, it is clear consumers are expecting more than shallow games like Farmville and Mafia Wars. With established intellectual properties like Angry Birds crossing over into Facebook, the market is open for a homegrown Facebook game that pushes style with substance. It can be said such a game does not exist - until... Terror Cats (tentative title)!
2) Who is the target audience?
Casual and hardcore gamers. Angry Birds sets the bar in this arena, as it offers simple controls and clean aesthetics that appeal to your average non-gamer. It also appeals to hardcore gamers in terms of gameplay that pushes the user to overachieve to earn a higher score than his or her friends. Ideally, the idea is to incorporate the strategic (team-based or solo) interactivity of the two-dimensional video game classic Worms with the cuteness of Angry Birds. Another possible idea is to base a game off the tried and true childhood game of "Cops and Robbers" - but this may be more of a lofty ambition than an actual reality.
Animal lovers with a bias towards canines killing felines (or felines killing canines possibly) in a sinister yet cartoon fashion. Cats are historically known to have "nine lives" so using them as the target should not wield any malice. In a post-Mike Vick world, a game that glorifies man's best friend as patriotic warriors against catnip (or opiate) addicted terrorist scum might be a pleasant experience. However, perhaps a more neutral option is to take the Worms model of having teams, and switching "hats" - meaning a round where cats are heroes and dogs are villains, and vice versa.
Anyone who loves America should enjoy this game, however in order to remain neutral to an international market - a possible idea is to allow the user to choose the nationality of the protagonist and the antagonist. This might have to force the game to facilitate country-favored lobbies, which might set back the accessibility. Another idea is to base matches according to historical warfare - i.e. Allied Dogs vs. Nazi Cats, American Cats vs. Japanese Kamidogs, etc. Hell, even the Civil War and other ancient battles could be used to keep international sensitivity low. Perhaps to keep people from feeling offended, the game could model itself after the movie Heat - S.W.A.T. Dogs and Bank Robbers/Terrorist Cats.
3) What does the audience currently think about the brand or group?
Well, it should be a clean slate unless Purina or some well known manufacturer of dog-based (or even pro-cat or neutral) products hops into the action - but that might cheapen the value of the game.
4) What would we like the target to think and feel?
"Oh shit, take that you Talicat scumbag! America!!! Fuck yea!!!! Oh crap, I just got the ultra rare ivory dog bone for obliterating those ass clowns in one shot! Purina dog chow for all my team!" (user takes Jameson shot) "Yeaahhhhhh!!!!" (user recreates Tiger Woods fist pump)
Seriously though, the hope is the user spends his or her time playing this game because he or she feels the gameplay is fun and addictive. Something to make those long hours at work bearable by being immersed in a world of comedic violence. Imagine a whole cubicle-based office immersing themselves into cooperative warfare as a unit, or even split as teams. This is where the Worms model might be the perfect vehicle, as it utilizes turn-based warfare - akin to the Scrabble-knockoff Words.
5) Which facts, evidence or thoughts will assist in this change of thinking? How can we support our proposition?
Looking at the Worms model, the game has always critically scored well with video game enthusiasts. However, it is hard to build accessibility with a broad audience when the characters are disgusting, spineless creatures. By infusing the cuteness of dogs and cats - pets we all love and adore for the most part - it is not hard to think that this brand of warfare can succeed.
6) What is the brand essence?
The identity of the brand is to kick ass, be it dog or cat.
7) What is the key emotion that build a relationship with the core audience?
Patriotism or just a genuine feeling of kicking ass over some body inferior. Nothing quenches the thirst of every day suck-dom than destroying people in a game that probably does not really matter, but hey - I take every mini-victory in stride!
8) What media will best facilitate our goal?
Facebook, since people are addicted to it and it allows games to flourish. Twitter or other social networks will not work.
9) What are the most critical elements? What is the budget?
Obviously the gameplay needs to be fair and balanced, but again - the game Worms has a proven formula. The characters need to be designed with enough simplicity yet define a personality that invokes non-gamers to check it out. The budget, quite frankly - should be low. Worms has not changed much since 2000, so I imagine it could be reproduced and re-engineered for not much. Thankfully, in the world of social networks games - games are completed in months versus the years it takes to manufacture a console-specific and graphic heavy game.
10) What is the single most important takeaway?
"My work blows, but hey, I just sent NorwaysFinest (or other user handle of choice) into oblivion!" "Take that, Fred! Looks like your buying our team rounds after work - beeyotch!" etc.
11) What do we want audiences to do?
To keep playing the game on Facebook, preventing them from making needless status updates because they are so engrossed into canine versus feline warfare.
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