Lead Producer
Overview
The iiRcade™ is a home arcade console platform that intended to bring the experience of a classic arcade into peoples homes. Needing only one console, the player has access to an ever-expanding library with hundreds of fully licensed classic arcade games along with current games releasing today. Players not only have a robust games library on a single device but access to other features like online leaderboards to compete, connected online multiplayer for arcade games, and even a blue tooth jukebox mode to be able to utilize the powerful speakers equipped on the console.
When joining the project only the initial investment and base conceptual product design had been laid out. Initially I was brought on to lead the Quality Assure of games, software, and firmware however my role quickly evolved into Production and eventually Directing the company overall in day-to-day operations. This included everything from licensing and developing new games, designing the mobile app and system features, setting up and attending trade shows, customer service inquiries, hosting weekly release live streams, along with anything else that needed attention. Creating roadmaps and executing on milestones with the help of my amazing team members was crucial to staying on top of all of the moving parts that come with delivering a fantastic gaming console experience to players.
Key Components
Developing Core System Features
Licensing Games
Porting Games
Mobile Application (Digital Marketplace)
Manufacturing Console Hardware
Shipping Console Hardware
Additional Components
Marketing
Website
Developer Portal
Online Leaderboards
Online Multiplayer (Local & Server)
Weekly Live Stream
Problem #1
Too Many Games
Releasing the arcade console with over 100+ titles and rapidly expanding to more than 400+ titles within two years created choice paralysis for users or great games would simply get buried in the mix.
Solution
Display latest game releases at the top of the digital store.
Create weekly attract mode video (screensaver) that includes latest releases and underperforming titles.
Host weekly live stream showcasing latest game releases with Q&A to engage with the user base often.
Problem #2
While having many licensed game titles already, the iiRcade™ at its core is a gaming console which requires a continuous stream of games being published on the system. Reaching out to individual studios and companies for games can be effective however it is a slow process requiring manual work. We needed to find a way to flip the script and get developers approaching us to bring their games onto the iiRcade™ console platform.
Solution
Pushed the uniqueness of the arcade platform and the bigger visibility than places such as Steam or the mobile market through targeted ads to developers.
I designed a developer portal, both for the admin and user side, which we then built with our engineering and server teams to easily allow developers to port or create games for the iiRcade™.
Provided options for dev kits to developers by designing and manufacturing a lower cost option.
Problem #3
Reaching Target Audience
While the demand and main user base was there for the iiRcade™, reaching them and educating them on this new product was a massive challenge. Once we homed in on the initial target audience as well, widening from a niche to a much larger commonly known entity was an even different challenge.
Solution
Begin with reaching a target user base via a mix of influencers, user generated content, and tradeshows in order to market and educate on the product.
Widen the audience from the target demographic to a younger one by pushing the boundaries on the console from classic arcade games to current generation games that made sense and fit.
Promote more word-of-mouth advertising by utilizing tournament events, friend features, and the ease of jumping into gameplay.
Greatest Successes
Some of my favorite experiences in bringing the iiRcade™ to launch and long into post release were centered around the community and product itself. The times leading up to launch and well on through were filled with a rollercoaster of ups and downs even with proper planning and risk assessment.
Creating a community of 50,000+ players in an initially niche market.
Designing and implementing online multiplayer gameplay for classic arcade games.
And without a doubt my personal favorite… Creating and successfully launching a gaming console platform with an amazing team of people!
Hosting Live Streams
One of the greatest parts of leading production at iiRcade™ was also getting to host the weekly live streams. On stream we would discuss the later game releases, system updates, or news related to the console along with live Q&A directly with our main player base. This provided an amazing opportunity to not only showcase and market new games and features but to communicate with the player base to understand them and grow the product.
© Michael Svabek. 2024