Paulina shared her experience of developing Singstar over the past 4 years. In discussing the evolution of the product she emphasised the need for inclusion of the target market in the design process. Initially Singstar started as a narrative-based game in which the player sang to bring the world to life, it soon became apart that singing was seen as compelling enough in itself to not need this framing. Singstar is a social, competitive and authentic (i.e. real music) product influenced by media and pop culture. The initial market was imagined as female, but the product appeal was widely seen to be much broader. Music is universal. The development team used music as a way of segmenting target audiences, i.e. through music genres. The key lessons Paulina has drawn from Singstar is that it is all about the user and their experience and that it is central to innovative game design to prioritise what brings most value to the experience.
Paulina then moved to the second section of her keynote and talked to the future of gaming, user generated content (UGC). After name-checking Clay Shirky’s book “Here comes everybody” to lead into her emphasis on social networking potential to allow users to coordinate themselves. Old notions of amateur and professional are changing and access to re-creative tools for distribution is significant. The games industry is rapidly reorienting itself to include the player in the gaming experience.