Promoting and capitalizing an existing license or famous personality are the first goal for the Game Designer. It is important to have a good first impression from the users. The second goal is meeting a particular schedule. A game interface design should be treated equally as the other phases in the game development process. Therefore, a sufficient time should be scheduled for the design in order to create a well-made interface that can guarantee meeting the player‘s ex-pectation. A further goal is reaching a particular audience. A targeted group of customer should be decided first, before starting to create an interface. For instance, different styles of interface will be made based on the information whether the game is for young audiences, or for more mature audiences. Consequently, if the target audiences are students or teachers, creating an
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education experience should be considered as one of the priority goals. The fourth possible goal is pass the approval process of the console manufacture – a game can be developed for playing in many platforms.
Furthermore, for a game manufacture to success in the market, it is essential for the Game De-signer to create something completely unique. There is a variety of possible ways to achieve this goal. The Designer can outdo a competing game in features and effects; capitalize on the success of a competing game, continue a successful series or even promote a moral is-sue. But more importantly, the game should tell a story. For example, the strategy game ―Total War Shogun 2‖ promotes the Japan‘s warfare in the 16th century.
The final goals in this list are the Game Designer needs to please the marketing department and sell another product (e.g. a game is based on a movie or a novel). More innovative ideas can possibly be acquired by the collaboration between different departments. In this case, since the marketing people work closely to the customers, they understand clearly the customer‘s de-sires. Additionally, a game may be used in a promotion campaign to boost sale of another prod-uct, that is different than game.
What is more, it is essential to mentioned that every Designer should avoid the temptation to set one large goal that is actually several goals in one. This is often the easy way out, since it is more difficult to articulate specific goals than it is to generalize. But in comparison, a goal like ―Make a cool game‖ is not nearly as clear as ―Add three new and creative features that are not found in competing racing games.‖ The point is to define useful goals that will provide direction during development. As the result, understanding the motive behind the goal is very important. (Fox 2005)