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10.February.03, Interview
  BRAD WARDELL (PART 3)

He's the Project Lead on Galactic Civilizations, and the Founder and President of the company that's producing it: Stardock Systems. The game, the company and the man himself are all explored throughout the four parts of this one-on-one dialogue.

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Apolyton: You have elected to make Galactic Civilizations available for purchase online as well as in stores. How closely will you be monitoring sales on your website as they compare to traditional retailers, and do you see a day in the near future where you will choose e-commerce as your exclusive means of selling your games?
Brad Wardell: Not really. Retail is where 95% of the copies will be sold. When it's all done, GalCiv's going to fill up a CD. That's a big download, even for a cable modem user. Perhaps eventually you'll see games able to be sold on-line in large quantity but if we sell more than a few thousand units of the game electronically for download I'd be surprised.

Apolyton: The premise of Drengin.net is a pretty unique concept in the gaming industry. Do you feel that it's worth the effort, and would you do it again if you had the choice to go back? Are you satified with the result so far or does this remain to be seen?
Brad Wardell: I'd say the jury is out on that. What I want to do with Drengin.net is be able to create games that big studios won't make anymore. For instance, we have a game called The Political Machine in development that puts the player in the role of a presidential candidate using real census data to try to run for US president (with the goal of being able to be as accurate as possible). Such games aren't really viable as mass market games. But I think that if you can put such games together as a subscription you can get critical mass. Especially if you can attract like minded developers who want to create new and unique games that aren't huge.

We're hoping that GalCiv's success will be able to attract attention to Drengin.net. Only time will tell.

Apolyton: Given the Drengin.net promise of perpetual patching and improvement, what are the features you will work on after the initial release of GalCiv?
Brad Wardell: Oh we've got a ton of additional features planned for GalCiv 1.x. One feature I very much want to get in there is a zoom out tactical map where the ships are presented in wire frame mode and you see 4 sectors at once. We also plan to expand the star system invasion system so that players can choose various attack methods.

There are several new types of ships we want to add into the game including a commerce raider that can prey on trade routes. Another feature that will go into the 1.x series is the ability to harvest resources from uncolonized planets in a given star system. The list goes on and on.

Apolyton: You've been an outspoken proponent for alternative development and marketing models in the gaming industry. What are the principal problems with how things are handeled today and what would you propose should be done about it?
Brad Wardell: The barrier to entry at retail is a significant problem. But it extends way beyond that, the game industry is not like most industries. For example, we also make Object Desktop which includes WindowBlinds. When I travel to San Fran[cisco] to visit computer magazines to show off one of our new components, the magazines we visit will tend to write something on it. At the same time, I'll visit the game mags. But often times that visit won't even generate a blurb. There's a real barrier to small developers getting reasonable coverage. Based on some of the things I've read, you'd think GalCiv was some little shareware game. Not many shareware games have a full time staff of nearly a dozen people working on it for 18 months.

That's the real barrier to independent developers in the game industry. Better known games have an immense, almost insurmountable amount of inertia in the way of getting coverage. And that inertia doesn't exist to nearly the same level in the commercial (non game) software market. The merit of the product or service tends to be the determinant more so than marketing inertia in the general software market.

Retail has gotten much better over the past couple of years. The Internet is the great equalizer. I remember a couple of years ago WindowBlinds being rejected by a distributor to be at a store. The distributor told us no one would be interested in a program like that. WindowBlinds has an estimated 7 million users today. But isn't available at retail still. The Internet helps make sure that products get a fair shot. Or at least a more fair shot at success than what was previously possible.

I don't think there's much that can be done other than let time take its course. Over time, the Internet will provide more channels and more opportunities. Retailers will be able to more easily work directly with publishers and not have to wonder whether some killer game got filtered out by some distributor rep down the chain. But I think it'll take a long while.

For now, the best thing developers can do is budget their resources so that they don't have to sell nearly as many units to succeed. Don't budget things so that you have to sell 200,000 units to break even.

Apolyton: What is/was the Boneyard Multiplayer Total Annihilation-League, and is it true that you were once atop of the standings?
Brad Wardell: Total Annihilation included an on-line match making service called Boneyards.net. I'm a multiplayer nut. I love playing multiplayer games when they're designed for it. And Total Annihilation was extremely well done for that. In the "Winner Takes All" (aka "Free for all") category on Boneyards I was the top ranked player for a long while. I was also a PGL finalist for Total Annihilation.

Interview Comments?
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Many thanks to Brad Wardell for taking the time to answer our questions. Questions composed and/or based on those suggested by '[M]oomin'.

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