Wednesday, June 12, 2024

At some point, you may be called upon to propose a title for a game. This generally won’t happen on a AAA game, where the title is the province of the marketing department, and is something like Assassin’s Creed: More Templar Shenanigans or Splinter Cell: Tracklist. But on smaller teams, writers are often involved. I’ve been part of the team coming up with names for We Happy Few, Stories: The Path of Destinies, South of Midnight, Biomorph and, as of yesterday, the company I work for, Netease, announced the game I'm working on, Fragpunk.

Developers usually give their game a working title or a code name to begin with. We Happy Few started as Glimpse. South of Midnight was once just Midnight. Some games only have a code number. The video game industry is secretive; most companies don’t like anyone to know what they’re working on until they're ready to start building awareness.

A working title can inspire people, and give them a sense of what sort of game they’re working on. Midnight is the witching hour, and the game is about a girl with witchy powers; if it had been a more humorous game set in the South, we might have codenamed it Moonshine. Glimpse referred to an early game mechanic where the procedurally generated world would regenerate whenever you weren’t looking. (We quickly realized that would just be annoying.)

The title needs to be something that players feel good about playing. I'm not sure I'd want "Alex is playing Shower With Your Dad Simulator" to come up on my friends' Steam feed, though obviously there are people who do.

It also can’t be too hard to type. I pushed for our game to be called I’m Afraid We’ve Come to the End of Our Time, but that was perceived as too long, in spite of What Remains of Edith Finch and Everyone's Gone to the Rapture. (We did eventually make a little spinoff VR game called We’ve Come to the End of Our Time.) Even Call of Duty gets abbreviated to COD because twelve letters are just too darn many to type.

But the main purpose of the title is to get people interested in finding out more about the game. It can do that in a few ways.

It can, first of all, just tell you what the game is about. Thief is about a thief. Portal is about making portals. Civilization is about building your civilization. Where in the World is Carmen Sandiego is about figuring out where Carmen Sandiego is. Unpacking is about unpacking. Guess what I Was a Teenage Exocolonist is about?

More often, the title hints at what the game is about without stating it so baldly. The Deus Ex games are about technologically enhanced human beings. Deus ex machina is a familiar Latin phrase meaning “god out of the machine.” The main character, Adam Jensen, is part man (made in God’s image) and part machine.

(In classic plays, the writer would sometimes get his characters in such a pickle that the only way he could bring it home was to have an actor fly in, supported by a crane (a machine), playing a god (deus, who would then sort things out. Deus ex machina refers to the writer resolving the plot arbitrarily rather than through the actions of the characters themselves. It's an implicit criticism, like "hat on a hat," although H.G. Wells got away with it in War of the Worlds.)

Kentucky Route Zero is about a road trip. But routes are never numbered zero; and are you really still in Kentucky? Mysterioso.

Call of Duty is a game about war. “Call of duty” is an old phrase referring to serving as a soldier.

All of these titles suggest rather than saying. A playing seeing “Kentucky Route Zero” will hopefully think, “Huh. What’s that about?”

How can you be South of a time of day? The rule in marketing is “sell the sizzle, not the steak.”

We Happy Few suggested that our few townspeople were happy, which indeed they are, but only because they're on happy drugs all the time. There are also fewer and fewer of them. Players could guess that the title was ironic. But how?

Biomorph is about a critter (a biological) who takes the shape (morph) of other critters.

What sort of a game are you trying to sell people? Is it quirky? Is it a survival game? Call it Don’t Starve. Is it about an octopus masquerading as a suburban dad? Octodad. Is it a dungeon crawler which is also a dating sim? Boyfriend Dungeon. A bureaucrat in a depressing Soviet-style transit office? Papers, Please. 

Of course, a game title can just be plain mysterious. The Return of the Obra Dinn is pleasantly ominous.

But a completely obscure title may not help with marketing. Disco Elysium was a hit, but probably not for its title. Undertale? Sigma Theory? Umurangi Generation? Engare? Goragoa? Zoombinis? These titles are distinctive, and shoot right to the top of the Google search standings. So that's good. But they tell you very little about the game. It’s probably best when the title doesn’t just stand out, it gives you a hint at least of the tone of the game.

So, why is it called Fragpunk?

Play the game when it comes out, and find out!

3:00 PM

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