Simplicity

November 3, 2008

What if I asked you to guess the name of a video game that came out within the last 10 years, and has sold more copies than the Halo series, the Half-Life series AND the Metal Gear series? No, it’s not Guitar Hero or Rock Band, and it’s not Pokemon. It’s not even made by one of the “serious” game development companies. The game that I’m talking about is Bejeweled (published by PopCap), a simple online flash game that has garnered 25 million purchases and more than 350 million free downloads.

The secret to PopCap’s success lies in creating simple, easy to use games that the average person finds fun. They’ve built an entire market segment from the simple beginnings of Bejewled, and now offer more than 50 games for sale, and even more in their free download section with almost a billion downloads between them. The “casual gaming” market is so large that the Nintendo Wii has almost been completely taken over by casual games.

By why has the industry taken off so much? Sure, casual games can be easy to make. I remember whipping up a version of Bejewled in a VBA form that I built as an Excel macro so I could play it in my “business software” class in high school. The real secret is that these games are easy to pick up and play, and in that sense they’re far better than their competition for people who are busy, inexperienced, or just plain tired.

People these days have less and less free time, which means they have less time to learn the function of the right trigger in crouch mode, run mode, driving mode, flying mode, stealth mode, raspberry jam mode, etc. The instructions for Bejeweled (“Swap adjacent gems to align sets of 3 or more”) are almost as simple as the original Pong’s instructions (“Avoid missing ball for high score”).

That’s what we try to do here at SoftLayer. Our portal is specifically designed to be used by people who just don’t have the time or inclination to perform menial repetitive tasks manually. From configuring a load balancer to rebooting your servers to performing notoriously difficult SWIP requests, the portal handles it all for you. Of course, the task we’re trying to help you accomplish is a lot more complex than “avoid missing ball for high score,” but we try our best to make the process as easy as possible. Maybe with the time saved you can come up with a new business segment to send more server orders our way, but I’m betting you’ll be playing Bejewled, or Peggle, or Zuma…

-Daniel

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