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In the video game industry, there’s a mix of optimism and fatalism, as observed at the recent DICE event in Las Vegas. Nick Button-Brown, chairman of Outright Games, shares his positive outlook on the market for kids’ games.
Outright Games has seen success with games based on popular children’s brands like Bluey, Paw Patrol, Transformers, and Peppa Pig. In a conversation after the Dice Summit, Button-Brown discusses the challenges and rewards of creating games that appeal to both kids and parents.
Despite the perception that kids are easily entertained, developing games that cater to different age groups is no easy task. Button-Brown’s shift from creating adult-focused shooter games to crafting titles like Lego Marvel Super Heroes was inspired by his children’s love for humorous, family-friendly games.
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Button-Brown acknowledges a shifting trend in young gamers’ behavior, with smartphones becoming the primary entry point for kids into gaming. The rise of mobile gaming and the increasing number of kids under three engaging with video games indicate a growing interest in gaming from a young age.
Creating games for kids involves understanding their unique play styles and preferences. Button-Brown emphasizes the importance of positive gaming experiences for children, highlighting the success of titles that focus on creativity, cooperation, and engagement.
GamesBeat: What are your observations on the gaming industry post-DICE?
Nick Button-Brown: The industry’s sentiment varies from extreme optimism to pessimism, creating an interesting dichotomy at events like DICE.
GamesBeat: How do you feel about the current state of kids’ games in the market?
Button-Brown: Kids’ games continue to sell reliably well, reflecting our success in understanding and catering to younger audiences. Our focus on creating diverse gaming experiences for children has positioned us favorably in the industry.
… (Content continues with the discussion on challenges, user acquisition, future roadmap, and upcoming platforms) …
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