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Here -- -- with your fox -- take on the heels of the massively successful plants vs zombies -- cap -- has just rolled out plants vs zombies to.
And I am looking after you sit down with the senior producer from -- -- -- -- he is here with us this morning talk about the game nice to see Bernard welcome.
Thanks for having me take me through some of the creative process -- you were trying to.
And a one off the first game as you begin to roll out the second one how to that start.
Well I think the -- cap.
Creative team to design -- spends a lot of time thinking about.
Directions that expand on the original but aren't -- -- -- returned.
So that original creative team three or four people often produced at the number of ideas.
What -- found when they thought was an extension that fans would like and really expanded the game.
They spilled something on that.
Got some approval from good leadership and sort of -- game it was a -- -- phase and then we'll production.
And I imagine there's some sort of -- around which you can field this game some of the things -- stand -- to -- part time travel.
As I understand your creative team begins to build the entire game around those those -- that's right so time travel allowed us take -- -- different locations.
And part of the -- on his charm -- the characters and by taking the game across.
Periods of time like -- Egypt or.
Pirates these stories of wild west you can skin and create different -- these -- -- -- based on this -- so -- it's really spanning the characters.
That made the original game so beloved.
Now you guys were a little bit delayed in the game release -- sort of waiting for plans for -- -- to come out we do but then it was a little bit delayed.
But it's got to be an enormous amount of pressure.
Because all we see the success of an already twenty million downloads and that was when we had some numbers to few days ago or maybe even more than that -- When you guys are sitting there saying OK I think we're ready.
I think -- ready to submit what does that moment like submit to the App Store for approval.
It's both -- huge relief and an amount of tension because on the one hand.
You finish this tremendous amount of work.
And you can -- to share -- fans on the other hand it's like throwing a party -- not really sure until your first guests arrive who's gonna show up.
You want to know what the fans reactions are you wanna know this is -- I think and it is a lot of pressure because it is it is such a beloved franchise.
Public hardcore gamers and -- families parents.
Guys and from their Xbox were all waiting for your game.
So we were really sitting around waiting and reading for interviews and hopefully.
Why were you guys delayed a little bit.
Refinements that the -- -- I think you know pop kept visit as a student really prides itself on quality -- And we realize it takes time.
And I think the market itself has changed a lot since original sponsors on this game came out that game came out originally on PC and that market that this casual more.
Has really shifted to mobile.
So there are a lot of a lot of -- changes that happened in the history -- -- -- -- but -- -- like to take its time to do something great.
One of the dynamics have changed over the years of course is in app purchases in games.
Some companies have received some criticism here of the latest Madden game it's gotten -- heap of criticism from EA.
About some of the different things that they've done with an app purchases.
But you were approached in app purchases the game is free points -- verses -- these -- is free.
But -- -- approach has.
Largely been praise to to in app purchases what's different about what you guys have done what some other companies have done to sort of nickel and dime people.
Throughout the process -- the things I think there's I was saying PBC's -- beloved franchise we want to reach a lot of people.
And the best way to do that is to make the -- -- and we thought by that.
By that method.
More people -- -- game than ever before.
The second thing with a core pillars of pocket built on his game was first.
And we have we wanted to make the game.
Really experienced that be able be played by by a large number of people and and -- there could be able see most of the game without ever having to pay anything.
And then when you pay something it should be something that you enjoy doing a -- I'm not forced out of frustration at I wanna see more content and that's generally a positive feeling.
That's of what's on the principles we -- the game around.
You could actually experience probably 95% of the game including start to finish.
-- ever having to pay -- if you're willing to go and collect stars and achievements.
Which you know asking declare who plays -- that's what they like to do little.
And I'm not ask you bad -- to the other companies out there -- you have to be aware of the sort of negative reaction to in app purchases in the App Store.
Yeah there's a lot of social psychology around driving purchases and purchases can be.
In pursuit of something.
Positive or to get rid of something negative right some games have a hard stop what you have to -- about we're not gonna let you play anymore.
Until you pay some money and players are fresh -- -- a bunch of frustration.
-- paid to get out to get out of -- get that block out of the way yeah.
That creates sort of a lingering tension I think in a lot of players' minds that's.
That -- people trying to extract money from them and -- -- -- gates.
And I think it there's a delicate balance between having to.
Drive -- to spend money because obviously it's a -- to -- game we make money by by an app purchases.
Talk about some of the economics right now the App Store.
I think we're at a real interesting moment a lot of discussion on mine about the future of App Store pricing sort of this race to the bottom.
I'm making an -- 99 cents or 199 instead of maybe in the old days you know you pay thirty dollars for -- a great software.
And there seems to be this shift where if you're not in that lower -- you're probably gonna get ignored because you're charging too much.
What do you think about that temperatures in question I think one of the things that.
The proponents of -- pricing will say is that allows the player.
Look at the consumer.
To price their entertainment at the value bases so.
By purchasing an -- for ten dollars or thirty dollars you set the value.
Maybe artificially for everyone.
That means a player who who experiences -- hundred hours of game play and might find that game worth sixty dollars to them.
You haven't really.
Gotten them to -- there they're book they're believe value and so Biden giving there's the option to purchase items in that.
I'd argue that you could you you you let the players.
And you know price how much how much -- -- -- in this game and let them pay that.
Also what -- -- to the argument that.
Big style game play is dying that it is is the age of the casual games like plants vs zombies.
That there is shrinking market place for the halos of the world the larger.
The larger games it world warcraft the style games.
That casual games on a portable device that I can dip into a few minutes that's the future that's where -- You know I think issues in question is that I worked at a big triple -- game right before -- And I think what.
Casual mobile games have really allowed players to do.
His play at different times there's a time where Agassi and politically and gaming once it down in front of -- console and experience something like battlefield or Madden.
Right it's a big experience it's immersive.
Like watching feature film -- the times or sit on the couch and you want -- -- -- iPad your mobile device -- your own line.
-- -- boxer on the subway and you wanna play game for five minutes thirty seconds.
And those are different opportunities I think when mobile games has done is certainly expanded the places in the time period you can play games.
And there are certain games -- -- that are also -- -- and he's he's he's one of them where you can play for a little bit.
Or you can sit down in and put your child on your lap and play together my -- -- and -- sons while I plan plants.
And that's not in your medical story but we hear what parents do that so that's a different time and it's different.
A place to play well for any of our viewers who have not downloaded plants vs zombies to get out there and download it here's a little -- for Iraq.
A -- is gonna give us a few little nuggets little bits of and tips and tricks sort of advanced user tips can you give us like three but if it is -- -- the game can kind of give you a leg up on some competition.
We -- -- -- in the game.
And I'll tell you what that power ups that that game designers think for the most useful here ago.
You can purchase start with additional song so it's a little like starting your for a one clearly if we start with fifty actress on and that benefit is tremendous.
The second is the extra -- slot so it gives you few more plants and a few more options.
Third trick would be.
Try to take.
Plants from a a world in that that you -- a lot.
Back to the original world -- stars so -- the game progressively gives you more more powerful plants.
And each world has a set of branches of different side missions -- you can allow one to be stars.
And they tend to be harder.
They're harder if you if you play with the -- given to you in that world but if you go to the part world and bring back some plants.
Egypt world it makes -- missions a lot easier.
I think the last trip in the last trick I have is don't forget about your your power ups we have three different power ups.
As that finger pinch and -- And we find it sometimes users in the heat of -- battle they forget about the little power ups we've given them.
And they can get -- really sticky situations.
I think that's.
That is -- except for the good tips IBM and the other had a and so have millions people around the world began the game is plants vs zombies too -- pop cat games I was looking -- to sit down with Bernard me.
One of the senior.
Producers on the game thanks so much for joining us -- retirement that.
Well that's your fox -- -- for this week the game -- plants vs zombies to go out downloaded if you have any questions about the game or anything else in the tech world you can always find me.
At Clayton Morris on Twitter we'll see next week.
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