Developing computer games is risky business. More so, if you’re creating a Massively Multiplayer Online Role-playing Game (MMORPG), which requires a massive investment in capital and time.
But that is the risk Singapore-based Time Voyager‘s founder and CEO Chris Loo is willing to take. By developing their first title — Chaos Gate – for the fast-growing China market, they could potentially reap big rewards. Last year, a report revealed that sales from the China games market reached US$7B last year, a 32.4 percent year-on-year increase.
Time Voyager’s risk-taking spirit is something Canon’s Think Big campaign aims to promote. Think Big encourages entrepreneurs to not just earn a profit, but also to expand their business horizons by doing what was thought to be impossible.
For Chris, this meant venturing beyond local shores to develop a full-fledged MMORPG game from scratch, a category that is dominated by established game developers from the US, Japan, South Korea, and China.
He is certainly no wide-eyed neophyte, and has no illusions about the challenges of the gaming industry. Even big name game studios flounder from time to time.
“The survival rate for MMORPG games under development is very low. According to my opinion of the market, three out of four developments will fail before closed beta, and another 50 percent of the remaining commercialized MMORPGs will have mediocre results. It’s a high-risk endeavor,” he said.
But with the right approach, he believes Chaos Gate, which will be free to play, can do well in the China market when it launches there in April.
Already, it’s off to a promising start. Kingsoft, a top ten games publisher in China, has picked up the title. They will handle the game’s marketing push in the country.
What sets Chaos Gate apart from other MMORPGs is that it caters to casual, intermediate, and hardcore players at the same time by adopting the best features from games that target the various market segments.
Casual games that find it hard to play the game with both the keyboard and the mouse — a standard configuration in 3D games — can navigate around using just the mouse. If they want to complete a quest, they can set their avatar to ‘autorun’ to the quest location.
Hardware requirements are also quite lenient — a gamer doesn’t really need the latest rig or state-of-the-art internet connection to run Chaos Gate smoothly. This is a crucial step to ensure widespread adoption of the game in China, since high-end machines and lightning-fast internet connections are out-of-reach to the average consumer.
Hardcore gamers who like more of a challenge can revert back to the keyboard and mouse combo, complete high-level quests that require teamwork between players, and collect armor that have cool special effects when worn as a set. The armor pieces can also be progressively upgraded.
The game also has social media elements embedded in it. Players can easily share about their achievements and conquests on platforms like Facebook.
What’s important in any RPG title is the story, and Chaos Gate seems to have an interesting premise: In the not-too-distant future, aliens have invaded earth, and the only way to save it is to travel back in time to retrieve special stones that can help save the planet.
These unique features underscore Time Voyager’s desire to set itself apart from the competition. The ability to innovate and redefine an industry is another trait Canon Think Big aims to encourage in Singaporean entrepreneurs.
Chris Loo, founder and CEO of Time Voyager.
With the game on the cusp of commercialization, it’s easy to forget that Time Voyager’s three-year, well, voyage from idea to product was not exactly a walk in the park.
Hiring and keeping top talent in China was a challenge. While the company now has about 40 staff in China which mainly handles art and content creation, the most crucial step was hiring the first guy.
“In China, staff need a strong leader to make decisions and resolve disagreements. Once you hire good top people that are renowned in the industry, the rest will follow,” Chris said.
He added that hiring talent people starts with a long process of courtship and relationship building.
“The work environment is very family-based. Potential employees want to know that you can be trusted.”
Interestingly, Time Voyager’s ability to retain talent was a factor in Kingsoft’s decision to pick up Chaos Gate. In the Chinese gaming industry, company loyalty is hard to come by. A lot of game developers are ambitious and want to be ahead of the pack.
This is even more pronounced if they have peers who are doing exceptionally well in hot-selling game titles.
Therefore, in such a competitive environment, the rate of poaching is very high.
“Kingsoft likes game studios who have the ability to keep people,” he said. “They adopted a wait-and-see attitude at first, visited our studio every month and monitored our progress.”
“But eventually, they were quite happy with what we’re doing.”
There are differences between the Chinese and US gaming markets too.
In China, for example, gamers tend to be a little bit more impatient. They want their characters to be well-dressed at the beginning, otherwise they’ll be turned off. They also want to reap rewards more quickly. US gamers, on the other hand, prefer a more gradual approach, and have a greater need to feel some sense of achievement.
There’s also a difference in the approach towards marketing games. In China, Internet cafes are popular, and many young people flock to these places. As a result, publishers need to incentivize these cafes to install their games, and hope that players are hooked on it.
In more developed countries, however, gamers usually have their own computers at home. The marketing methods needed to reach these gamers changes drastically.
By understanding the market deeply, working hard to retain good staff, and creating a differentiated product, Time Voyager hopes to create the next big thing in the Chinese gaming market.
Time will tell if they can achieve their aims.
But whatever happens, Chris is right up there with the other entrepreneurs promoted by Canon Think Big — flying the Singapore flag abroad and doing the country proud with their vision and boldness.
Source:http://sgentrepreneurs.com/singapore-entrepreneurs/2012/02/02/singapore-computer-games-company-time-voyager-is-betting-big-on-china/

