by HSM Editorial Staff; answers courtesy of Ben Lewis, Hellfire Games Marketing Director

It’s clear that 2012 was perhaps a “peak oil” year for Home; it was the year in which Home completed its metamorphosis into a gaming platform, and the last full year before the new console generation came roaring to the forefront. While Home likely has a few years left in it, we wanted to reach out to Home’s developers and see what they thought about 2012.

HomeStation’s editors put together a precise series of questions and e-mailed them out to our friends in the Home development community. As a publication which prides itself on analyzing Home from a behavioral economics standpoint, we wanted to ask somewhat deeper questions than the usual fare. The result is that some of the answers we got were amazing.

Our latest spotlight goes to the Home developer which released one of the platform’s most profitable ventures: Hellfire Games.

HSM: What was your overall strategy for 2012 as it commenced? Did you realize the annual goals you set out to achieve?

A: We wanted to (1) deliver a brand new gaming experience to Home that everyone could enjoy with Home Tycoon, (2) grow the company, and (3) continue to engage with our fans and create new content that they would enjoy. We’re pleased to say we met those goals.

HSM: 2012 was Home’s busiest year ever for virtual content. What steps did you take, from a marketing perspective, to try to elevate the visibility of your brand and your commodities?

A: We created more video content and reached out to more users through our social media channels than ever before in 2012. Hellfire Games has the largest Home developer audience on Facebook thanks to our constant outreach initiatives, we’re one of the most communicative developers on the Home forums, and our newsletter reaches a sizable number of fans. We always want to ensure there’s no stone left unturned when it comes to talking to our players, listening to what they want, and delivering meaningful content as a result.

HSM: Of the content you released in 2012, what was the most fiscally successful for you? Was this expected, or was it a pleasant surprise?

A: Although we can’t disclose numbers, Home Tycoon was our most successful release in 2012 as our new flagship game. Our innovative take on the city-building genre immediately found an audience in Home, and we were pleasantly surprised to see how many new cities were created every minute.

HSM: If there was one commodity or project released in 2012 that you wish you could go back and modify, what would it be – and why?

A: It would have been nice to know about some of the bugs in Home Tycoon that only showed up once the game went live, so that we could have fixed them before launch. We were able to quickly fix most of the issues in the first update to the game, fortunately.

HSM: Home has overtly shifted into more of a gaming platform, rather than a social network for gamers. Does your product lineup tend to realize greater fiscal success with gaming-related sales in Home, or with social commodities (clothes, locomotions, estates, etc.)?

A: Our core strength has always been games, so we tend to focus the bulk of our efforts on our game offerings over virtual items. That being said, we’re very pleased with the response to our new SpeedWings locomotions, and we’re looking forward to releasing some cool new items in 2013. Our anime-inspired IdolStyles line is one of those new ventures, and the community response has been fantastic so far.

HSM: Any good business studies what its competition is doing. What would you say is the most valuable lesson(s) you’ve learned from your fellow developers this past year?

A: We’re reminded time and time again that new developers are always entering the Home arena with fresh ideas. The lesson: keep innovating, or someone else can beat you to the punch!

Nazgul in space. Win.

HSM: In 2012, was one or any of your items created or inspired by suggestions or comments made by Home users? If so, what were they, and which of those items was the most successful?

A: We’re always listening to what our fans are asking for. Following the release of our Obsidian Pilot bundle in Novus Prime, players said they wanted more Obsidian content with even more custom animations. The Obsidian Bladewalker outfit was a direct response to those requests, and it’s been one of our most well-received items to date.

HSM: How viable are the types of freemium gaming models used in Home and on social networks? What are the keys to developing a successful freemium model, and how should it be structured?

A: Free-to-play games are here to stay. People want their games free up front, plain and simple. The first step in making a successful free-to-play game is to make a great game! If it isn’t absolutely compelling, people won’t pay to enjoy more of it. If you have a solid product that’s a blast to play, the rest will fall into place.

HSM: In your view, what is the appeal of PlayStation Home? What hooks a percentage of users who try it into becoming consistently active consumers, monetizing for years at a time?

A: Home offers a virtual world experience that you can’t get with any other console. It’s a social hub, it’s a gaming platform, and it’s always been revolutionary for its time. The people who realize the pure creative potential of Home keep coming back every day for years, and that pushes us to keep creating fresh new Home content. I’ve lost count of how many people have told me they bought their PS3 explicitly for Home.

HSM: Inevitably, the spotlight must move beyond Home; the Vita is already out, and a new console generation is close at hand. What will you do to transition out of Home, and ideally migrate your in-Home audience to your other projects?

A: We’re always cooking up new projects, though we don’t have any plans to announce outside of PlayStation Home at this time.

HSM: The most important insight you gleaned from Home 2012.

A: Never stop innovating.

HSM: Finally, what can you tell us about your areas of emphasis for 2013? Where will you be putting your resources?

A: It’s full speed ahead on new Home Tycoon content, including helicopters and an interactive amusement park expansion. Our new IdolStyles line has proven popular enough to potentially become a full series, and we’re working on some new locomotion concepts that nobody’s seen in Home yet. It’s going to be a busy year!

We’d like to thank Hellfire Games for taking the time to respond to this; 2012 was a breakout year for them with Home Tycoon, which leaves all of us wondering what their next major gaming endeavor will be.

Share