During our visit to King’s Stockholm HQ last week, we had the opportunity to meet the teams behind their games. To delve deeper into one of King’s most enduring titles, we sat down for a conversation with Trevor Burrows, the head of product for Farm Heroes Saga.
Through this enlightening discussion, we gained insight into the communication between various King games, the evolution of Farm Heroes Saga over the years, and the significant impact that simple art direction can have on player retention.
PocketGamer.biz: Could you share a bit about your role at King and what your typical day looks like?
Trevor Burrows: As the head of product for Farm Heroes Saga, my role involves setting the vision, strategy, and plans for the game to deliver the best experience for our players. Our team is spread across different King offices, and we collaborate regularly to prioritize tasks, identify key opportunities, and incorporate player feedback and data insights into our decision-making process.
We are constantly experimenting and testing new ideas to enhance the game, learning from both successes and failures to drive continuous improvements.
How long have you been with King, and what has your journey been like leading to your current position?
I joined King in 2016 and initially worked on ads for Farm Heroes Saga, focusing on preserving the player experience amid new implementations. Over the years, I transitioned through different roles within King, including working on Super Saga, new games, and eventually returning to Farm Heroes Saga as the head of product. This journey has provided me with valuable insights and experiences that shape my current role.
Is there collaboration and exchange of strategies between different King titles, such as Candy Crush Saga?
We’re always talking to our players; we’re always collecting feedback. We are very data driven.
Trevor Burrows, King
At King, openness and transparency are core values, fostering a culture of shared learnings and cross-game collaboration. We closely work with teams from other titles like Candy Crush Saga, exchanging insights and best practices to enhance our own games. This collaborative approach strengthens King as a company and drives continuous improvement.
How has Farm Heroes Saga adapted to stay relevant in the evolving market?
Over the past decade, Farm Heroes Saga has undergone numerous incremental changes to keep pace with market trends and player preferences. We continuously fine-tune gameplay mechanics, level designs, and introduce new features and events to engage our players. Balancing innovation with respect for our loyal player base is crucial in our evolution.
Event-based content, such as tournaments, challenges, and new gameplay modes, have been pivotal in enriching the player experience and offering fresh content regularly. We strive to maintain relevance and appeal while staying true to the essence of Farm Heroes Saga that players have grown to love.
What aspects pose the greatest challenges in adapting Farm Heroes Saga?
Gameplay remains one of the most challenging aspects to evolve in Farm Heroes Saga, as even minor changes can significantly impact player experience. For instance, a visual art revamp that seemed promising initially had negative repercussions among players, highlighting the delicate balance between innovation and player expectations. We prioritize player feedback and data to make informed decisions and navigate these challenges effectively.
Continuous iteration, user testing, and listening to our players guide our approach in enhancing gameplay without straying from the game’s core appeal.
How do you maintain Farm Heroes Saga’s visual identity while aligning with King’s broader art style?
While King doesn’t have a universal style guide, each game at King maintains its unique visual identity while sharing a common passion for creating enjoyable experiences. In Farm Heroes Saga, our focus is on preserving and enhancing the original essence that resonates with players. By evolving the game’s art style incrementally and gathering player feedback, we ensure consistency and player-centric improvements.
Is AI leveraged in the art development process for Farm Heroes Saga?
We work closely with each other. We share those lessons and we share what we learn from each other as well…
Trevor Burrows, King
Currently, AI isn’t extensively utilized in the art development process for Farm Heroes Saga. While we recognize AI’s potential in tasks like level testing, we primarily focus on human creativity and player feedback to drive art direction. As AI technologies advance, we remain open to exploring new opportunities to enhance player experiences through smarter content delivery and engagement strategies.
Can you provide a sneak peek at what players can anticipate in future updates for Farm Heroes Saga?
We are continuously working on introducing new content and features to keep the gameplay experience fresh and engaging for our players. Our focus is on delivering updates that cater to player preferences and enhance the overall gaming experience. Stay tuned for upcoming events and challenges that will offer exciting new adventures within Farm Heroes Saga!
More from King to come…
Our conversations at King HQ offered valuable insights into the game development process and strategies across various titles, including Candy Crush Saga. Keep an eye out for more updates and in-depth discussions from our time at King as we uncover more exciting developments!
