How to Select the Right Product Features

Over the years, across dozens of games, I have discovered a generalized approach for optimal feature selection to produce highly-rated games, regardless of genre, market or platform. I define highly-rated as a 4.5 out of 5 star or above player rating. I call it the The 70/20/10 : a systematic approach for feature selection to create a successful product.

Step 1: Analysis the Market Segment

Evaluate your target market segment. Find the top 1-10 competitors. Note their major features that define the game from a consumer perspective. E.g. turn-based multi-player, killer 3d graphics, tilt steering, x-platform real-time chat, etc. You can find this in their product description and playing the game. Do the same for the top 1-5 failures. The bigger the game's consumer perception, the more focus given.

Tear down every fan location detailing _all_ qualitative feedback: positive, negative, neutral. Group similar feedback and prioritize from most to least.

Step 2: Discover the Segment's Proven Features

A proven feature is a game-feature that the player expects of a game in a given market. Commonly referred to as "table stakes". Evaluate the feature list above and note commonalities across all games evaluated. There will be a pattern. You now know what features consumers expect and are thus proven.

Step 3: Discover the Segment's Challenges

Review the player feedback; sort the complaints from highest to least frequency. There will be a pattern. You now know what consumers were unhappy about. This defines the segment's challenges

Step 4: Creating the Right Feature Mix with the 70/20/10

The 70/20/10 is a systematic feature selection approach for optimal likelihood of positive game reception. I define all features to be contained in three general categories:

Create a feature list where 70% of features are proven, 20% are evolved, and 10% are innovative. For proven features, select from the Proven Feature list above. For evolved features, select the top complaints and design features to address them. For innovative features, evaluate all features across all games and understand what has been done. Closely evaluate the failed games to understand what they tried and didn't work. With that in mind, create a feature the genre has never seen before.

You now have a 70/20/10 feature list.

Note that time and resources are finite. To translate the list to your planned timeline, define time-to-complete each task to ensure it fits to plan. Cull as needed but be sure to keep the ratios as intact as possible.

I use this list to create a unique product that is familiar to the player, plays better than the competition and does something truly unique.

The Ratio In Practice

The 70/20/10 ratio has helped me to continually create games that players love in a lot less time, resources and effort. We usually never have crunch and are generally happier as a team. When changing the ratio, I've found the following:

The Marketing Benefit

This approach, as a side benefit, creates a strong consumer positioning statement that is easily repeatable by your fans to help word of mouth marketing.

Example 1: Fortnite is like PUBG (70), with way better servers (20) and you can build these forts that protect you (10)! You 'gotta check it out! (Incremental WOM installs)

Example 2: Game of War is like Kingdoms of Camelot (70), way easier to use on mobile (20), and has auto translated chat (10). You can play with anyone in the world! So many more people to play with!!!!

Example 3: Minion Rush is like Subway Surfer (70), looks like a console game (20), and has bosses(10)! WHOA! You gotta fight them!

Thanks

Thanks for reading this far. If you are interested in more, go check out builtgames.com for games developed using the 70/20/10. The most recent was Teletubbies Balloon Pop for all mobile platforms.