Early Access Games as an opportunity for good (or bad) UX testing
Well, I’m back. I came to realize, with each passing day in which I did not blog, that I’m unwilling and unable to keep up a semi-daily blog. So my plan moving forward is to blog according to the rate I come up with worthy topics. I'm not going to force a blog about a random thought that might or might not have relevance. The most fun I've had with this blog have been those longest posts about UX and games, where I really explore a space that I find new and interesting. So, that's the plan. And to warn everyone, this likely means most of my posts will be about the intermingling of video games and UX. What can I say? It’s where my passions meet.
And in that vein of thought, it has recently become clear to me why SOME video game developers don't seem to leverage UX within their teams' development cycles:
Early access.
As is often the case with these longer blog posts, I find myself compelled to provide a little background in case you haven't heard of early access games, or if you only have a marginal understanding of what they are.
First, a link to someone who's already explained it as well as (or better than) I ever would... this time, Wikipedia has it covered.
It is telling—and not altogether inaccurate—that at the time of writing this blog, there is only one subheader under the header titled "Approaches": Steam.Â
To avoid sending you away from my blog TOO many times, I'll briefly summarize Steam for those who haven't gotten the memo. Steam is an online digital asset distribution system that has become something of a hub for PC gaming. In addition to facebook-like features (friends, badges, etc.), Steam has its own store (think Apple's iTunes store, but for PC games). There are no discs here; all games are purchased digitally and are downloaded through the Steam app (another reason Steam is such a one-stop shop). The player then launches the game through Steam as well, meaning a PC gamer could get everything they would ever need through Steam.
All told, Steam is a powerful entity in PC gaming, and generally the consensus is that it's a good step for the industry. PC gaming needed to solve the digital rights management problem just as music and movies did. Steam solved that as well with a built in DRM system that was largely the basis for its inception and its initial attraction for game developers.Â
However, some steps that Steam has taken have been more controversial.
Enter early access games.Â
With a platform to distribute them on, and the community feel that Steam provides, indie game developers started releasing their games early—while in alpha or beta testing phases—with the express intent to use the sales profit to fund the game's continued development and release. This enabled small development firms, even individuals, to create and release a game when other financial sources aren't available to them.
From the beginning, it has been a polarizing topic for gamers. They either loved it or hated it. Some players liked seeing games early, being part of the development process, watching a game build upon itself, all while funding the game's continued development... others pointed out that it was paying for an incomplete product—and there is no obligation on the developers' part to complete the game. They keep the money either way.
Since then, the controversy has bloomed as Steam expanded its rules around who could release an early access game. Larger game developers started divvying out early access games, and many wondered if they were simply releasing early to meet financial targets or, even worse, to get what money they could out of a hopelessly flawed project that they knew would ultimately fail. Either way, it wasn’t an altogether popular development.
But this post is not about that controversy, at least not directly. This post is about the part in bold above. Early access games allow players who are already excited about the game's pending completion to participate in the experience and provide feedback via Steam's own community forums (or through their own feedback loop). In essence, the developers are getting real-time user feedback—and their customers are paying for the opportunity to do so.Â
To my knowledge, user testing has never been SOLD to testers. The exchange of money, gifts, or services usually flows in the opposite direction. It's not entirely without price; if a game does poorly at early access release, the negative feedback could drive off future buyers, and doom the project. Game developers have to be very deliberate and PR-conscious in their early access releases. And above all, they have to make the most of the burgeoning relationship they have with their customers.Â
One company that appears to take this very seriously, and that has created a robust structure for collecting and responding to feedback, is Trendy Entertainment, the Florida-based game developer behind the Dungeon Defenders 2 early access release.Â
In some ways, Trendy has pushed the envelope with early access releases, raising eyebrows at their pre-alpha release. But they appear to take the process very seriously. Trendy developed an "influence points" system. Each day a player played the early release, they earned influence points that would increase the weight of their comments and votes during times of feedback.Â
Every so often, Trendy would directly ask its customers to vote on which aspects of the game get developed next—or at all. The questions were as broad as: Would you prefer us to work on making boss fights more complex, add pet followers to the game, or make the story more robust? Such broad questions would stir strong opinions from the online community—similar to what you'd find in any online community. Arguments would ensue, polite and otherwise, and every bit of the discourse would be of value to Trendy. They could give more weight, if they desired, to users who had more "influence points" because they knew those players had experienced the game more, lending credibility to their opinions.
In short, Trendy has full discretion over what they implement, but they seem to honor the popular opinion. That is, when most people vote for “more complex boss fights”, that's what they deliver. And why wouldn't they? It enhances the experience for the majority of players, thus increasing the game's average user rating and reviews on Steam, which leads to more sales.
Aside from being pretty darn revolutionary, this early-access form of user experience testing raises an important, two-part question:
1) Should this early-access UX testing fully replace an internal, directly driven UX approach?
2) If the trend continues, and early access games continue to make profits, will the traditional UX approach be replaced, regardless of whether it is best for the industry or the end product?Â
The answer to the first part is opinion-driven, but the second could shape the future of gaming. Trendy Entertainment has created a robust and driven system of responding to their customers' feedback and they’re not the only ones to do so. However, not all companies will take the time and money that is necessary to do it. Undoubtedly, some developers will take an easier path: they won't respond to feedback carefully and deliberately, perhaps they’ll accept the wrong feedback just because it's the loudest, rudest voice giving it. The result  would be poor-quality games that  sour the world's palate for early access games as a whole. Some would say that's for the best, but I believe there's a time and a place for everything.Â
And that's why I urge game developers to be careful in their early access strategy. Take it seriously, make it count, and make sure you're doing it for the right reasons—to make your game as good as it can be.... not just to get early access to your sales.








