4Players Blog

4Netplayers Introduces a New All-In-One Server Model for Gamers

Thu, 27 Nov 2025 00:00:00 +0000

Black Week 2025 brings a major update to how game server hosting can work. With our new all-in-one server model, players can now access a fully featured game server experience for one fixed monthly price - available until December 7th, 2025.

One Server. 100+ Games. One Fixed Price.

With the new Ultimate Gaming Experience, players get:

One server – everything included – €14.99 per month.

It’s a simple, flexible approach to hosting that removes complexity and lowers the barrier to entry. To put it in practical terms:

Switch games anytime - from Minecraft to Valheim, Rust to 7 Days to Die, all on one server.

The €14.99 all-in-one offer is only available until December 7th, 2025. However, once activated, the subscription continues on a fully flexible month-to-month basis.

A Clear Concept: Simplicity and Flexibility at Its Core

The idea behind the new model is straightforward: make hosting easier, more accessible, and more adaptable. This means:

no confusing plans
no hidden limitations
no setup obstacles
full freedom to experiment

For players, it creates a seamless environment to run and switch between their favorite titles. For studios and partners, it allows communities to grow faster — without friction.

Why This Matters for the Industry

The gaming landscape changes quickly. Our goal is not just to keep up but to push hosting forward. The new fixed-price model supports:

easier onboarding
increased player retention
more stable community ecosystems
simplified support processes

It’s a hosting approach designed around real usage patterns, not around pricing tiers.

A Strong Business Perspective: 50% Affiliate Commission

Our affiliate system remains a core part of our ecosystem. Affiliates receive 50% of the first month’s contribution. At a price of €14.99, this equals:

➡️ €7.50 commission per new customer.

A strong incentive for creators, communities, and partners who want to offer added value to their audience.

Stable Technology, Scalable Infrastructure

Behind the simplified model stands the same robust infrastructure we’re known for:

multi-layer DDoS protection
global server locations
automated maintenance and security updates
quick scaling options
zero-downtime deployment
strong backup and mod-management systems

The pricing becomes simpler — the performance stays premium.

What This Means for Studios & Partners

In short:

fewer hurdles for players
more dynamic community worlds
higher conversion and engagement rates

The early response during Black Week already shows strong adoption across multiple game genres and partner titles.

Conclusion: A More Accessible Future for Game Hosting

The new all-in-one server model marks a shift toward more accessible and community-friendly hosting. Players get freedom and flexibility, partners benefit from growth and stability, and the overall hosting experience becomes significantly smoother.

👉 Learn more or become a partner:

https://www.4players.io/

👉 Join our Affiliate Program and earn €7.50 per new customer:

https://www.4netplayers.com/

4Netplayers Launches Dedicated Servers for Dune: Awakening

Fri, 05 Sep 2025 00:00:00 +0000

4Players’ B2C server hosting branch 4Netplayers now fully supports Dune: Awakening with the launch of dedicated game servers. Players can host their own persistent worlds on Arrakis, shaping the desert’s politics, economy, and battlefields alongside friends and rivals.

Performance You Can Trust for Your Desert Campaign

We are proud to partner with Funcom , bringing you fast, rock-solid and reliable game servers tailored for your epic desert odyssey. Whether you’re carving out a spice route or plotting a coup in the Corrino court, our platform keeps your world running smoothly, so you can focus on conquest, diplomacy, and survival. With 4Netplayers’ infrastructure, every empire-building decision happens without interruption.

“We are delighted to be providing official game servers for Dune: Awakening with 4Netplayers. This unique game is a perfect fit for our powerful server infrastructure – global, stable, and reliable at all times. This creates the perfect basis for players to write their own stories on Arrakis”, says Oliver Paul, COO at 4Players.

Why Choose 4Netplayers Servers?

Multi-layer DDoS protection blocks attacks without downtime.
Regular maintenance: System maintenance and security updates are performed automatically.
Stable connection: With 17 global data centers at major internet hubs, our fast network delivers sub-30 ms ping worldwide, ensuring consistently low latency for players.
Flexible resources: Upscale your server as your empire grows.

Availability and Pricing

Servers for Dune: Awakening are available immediately with flexible billing options and upgrade resources to match players’ ambitions on the fly. Your reign on Arrakis starts now. Claim your server and ignite the fight for the spice with 4Netplayers! Book your server now for less than 10 €!

Dune: Awakening — Official Launch Trailer - YouTube

Dune: Awakening on Steam

“We Were Always a Software Company at Heart”

Wed, 02 Jul 2025 00:00:00 +0000

In 2000, 4Players went live and while most people remember us as a bold, independent voice in gaming media, our foundation was always technological. We weren’t just reporting on games. We were already building tools to support them.

From 4Netplayers, our early game server hosting platform for players all around the world, to today’s ODIN Platform consisting of voice communication as well as a reliable B2B server hosting infrastructure, 4Players has always been a software company at heart.

To mark our 25th anniversary, we sat down with CEO Phillip Schuster to reflect on the company’s journey and how the mission has remained surprisingly consistent.

1. Phillip, let’s start at the beginning. What was the vision when 4Players launched in 2000?

At the core, we just wanted to serve gamers and game publishers and that’s never changed. What started with building websites and hosting LAN parties turned into 4Players.de, one of Germany’s most respected gaming news portals. But even then, we were already experimenting with infrastructure, hosting, and the backend. We were always a software company at heart.

2. The dot-com crash hit shortly after launch. What happened?

That was a shock. The ad market collapsed overnight. We had to act fast. But because of our early LAN party experiences and technical knowledge, we saw a new opportunity: online game server hosting. So we pivoted. We acquired TNX, built our own platform, and launched 4Netplayers: one of the first user-friendly server hosting services for gamers. At this point I also want to say “Thank you!” to the leadership team at freenet who fully trusted and financed our new mission back then.

3. So, in your view, what defines 4Players today?

We’re a technology partner for gamers, developers and publishers. We provide scalable, reliable backend infrastructure - from real-time voice comms to fleet server orchestration. Our goal is simple: make it easy to build, launch, and scale multiuser experiences.

4. ODIN Voice is one of our flagship products now. What is it and why did you build it?

ODIN Voice is a real-time voice chat SDK that lets developers embed high-quality, ultra-low-latency voice communication directly into games, apps, and virtual experiences. Unlike external tools like Discord or TeamSpeak, ODIN runs fully in-game, providing seamless and immersive communication. We built it because most developers either rely on external tools that break immersion or face the high cost and complexity of building their own voice systems. ODIN solves this by offering a scalable, affordable, and developer-friendly solution tailored for real-time interactive experiences. It’s built by developers, for developers.

5. What’s unique about building infrastructure for games compared to other industries?

Games are probably the most demanding medium there currently is. You need low latency, high reliability, and seamless UX. But it’s also deeply emotional. If a voice chat drops during a teamfight, it breaks immersion. If a server lags, it ruins the match. We take that personally.

6. In 2024, we launched ODIN Fleet. What’s the vision there?

Right. It’s basically your backbone for multiplayer games. Developers can get their backend live in days, not months. Matchmaking, autoscaling, deployment, all handled via a simple API. It is about simplifying server hosting for game studios. We provide a scalable infrastructure so studios can focus on building fun, not babysitting servers. With our Indie Flat, which runs at € 49,99/month for up to 500 concurrent users, and fair, predictable pricing for larger studios, we make professional-grade infrastructure accessible for everyone. Without any hidden costs, by the way.

7. Looking back, what’s been the biggest challenge of this transformation?

Changing perceptions. Internally and externally. We had to build credibility in a whole new space while honoring our roots. But our team embraced and is still embracing the challenge. They’re gamers and engineers, and I am sure that blend is our superpower.

8. What would you say has remained constant in 25 years?

Two things: our love of games, and our belief that great infrastructure is invisible. If players aren’t noticing your voice tech or your server that’s when it’s doing its job.

9. Looking back, what’s the biggest lesson you’ve learned?

That your purpose should never change, but your business model probably will many times. We’ve had to reinvent ourselves over and over, but our core never moved. We still build for gamers. We still serve developers. We just got a lot better at doing it.

10. Finally, if you could tell the 2000 version of yourself one thing, what would it be?

Stay true to who you are. Trust yourself, trust the people around you, and stay curious. Oh, and never stop mining Bitcoins. ;)

🛠️ From Players to Builders

As we celebrate 25 years, we’re incredibly proud of how far we’ve come and deeply thankful to our partners, clients, and team members who helped shape 4Players into what it is today: a trusted tech company helping build the future of multiplayer gaming.

Here’s to the next 25!

—
Team 4Players

Farming Simulator 25 Pre-Order Bundle: Secure Your Server Now with Exclusive Bonuses!

Mon, 28 Oct 2024 00:00:00 +0000

Great news, Farming Simulator fans! 4Netplayers is excited to announce the continuation of our successful partnership with GIANTS Software, the creators of the Farming Simulator series. With the release of Farming Simulator 25 just around the corner, we’ve put together an exclusive pre-order bundle for our dedicated players that’s packed with amazing perks!

What’s in the Pre-Order Bundle?

Starting today, when you pre-order your Farming Simulator 25 game server, you’ll get access to some serious bonuses that will enhance your gaming experience:

25 GB of Free Mod Space: Customize your farm and gameplay to your heart’s content without worrying about storage space.
Up to 3 Months of Free Server Hosting: That’s right! Get more playtime on us with up to 3 months of free hosting, depending on the plan you choose.
Exclusive Merch Package: Show off your love for Farming Simulator with a limited-edition merch bundle, available only through 4Netplayers pre-orders.

Don’t Miss Out – Pre-Order Now!

Our servers are optimized for Farming Simulator 25, ensuring a smooth, lag-free experience for you and your friends. Plus, with our automated backups, updates, and easy-to-use interface, you can focus on farming instead of server management. Pre-order now and secure your spot!

👉 Pre-order your Farming Simulator 25 server today!

Attention, Affiliate Partners!

This pre-order promotion isn’t just for our gaming customers—it’s a huge opportunity for our affiliate partners as well. With our generous affiliate program, you can earn 50% of the first net monthly payment from your referrals. Additionally, you’ll have access to customizable €5 discount codes to attract even more customers.

Affiliate materials are available on our Affiliate Hub , or you can sign up through Adcell or Awin to start promoting today!

4Netplayers is joining forces with MEDION

Tue, 22 Oct 2024 00:00:00 +0000

Get ready for an exciting collaboration between Medion and 4Players that will take your gaming experience to the next level! Soon, we’re launching an exclusive promotion where every purchase of a Medion Erazer gaming PC will include a fully-featured 4Netplayers game server for three months, free of charge – a value of €40!

What to Expect:

During the promotional period, when you purchase a powerful Medion Erazer gaming PC, you’ll receive a free 4Netplayers game server to dive right into multiplayer gaming! Our servers come with ultra-low latency, automatic backups, and easy setup, ensuring you get the most out of your games.

How It Works:

Purchase a Medion Erazer gaming PC once the promotion goes live.
You’ll receive a code for 3 months of free server hosting from 4Netplayers.
Redeem your code, set up your server, and start gaming with friends immediately!

👉 Explore the Medion Erazer lineup here

Stay Tuned!

The promotion is launching soon—keep an eye out and stay informed! You won’t want to miss out on this fantastic opportunity. We’ll keep you posted with updates right here and across our channels.

4Players Launches Rooms: An Ultra-Secure Decentralized Browser-Based Video Conferencing Tool

Thu, 19 Sep 2024 00:00:00 +0000

We’re thrilled to announce the launch of Rooms, our ultra-secure, decentralized video conferencing platform built on ODIN Voice . Designed with security and privacy at its core, Rooms is built for businesses, educators, NGOs, and individuals looking for more control over their communications.

With ODIN Rooms, there’s no need for accounts or app installations—simply click a link and join a secure, encrypted conversation. Plus, for those who prioritize data control, the platform is fully self-hostable.

We’re offering free access for small businesses, NGOs, and educational institutions, and we’re excited to announce that key parts of the platform will soon be open-source!

Rooms is more than just a tool—it’s a move toward safer, decentralized communication. Check out more details and try Rooms here .

Thanks to the whole team at 4Players that have been working hard to bring this project to life.

Stay tuned for future updates, and feel free to reach out if you have any questions!

Press contact:

Susanne Kasberger
PR & Corporate Communications
4Players GmbH
Paul-Stritter-Weg 2, 22297 Hamburg, Germany
Email: susanne.kasberger@4players.io

We have adjusted our Terms and Services

Wed, 18 Sep 2024 00:00:00 +0000

We have updated our Terms of Service to include specific rules for our new product, Rooms . These changes primarily apply to users who choose to host video conferencing on our platform. Importantly, there are no changes to the terms for existing users. The only significant adjustment for everyone is a minor renumbering of sections. You can review the updated terms here .

Double the Fun This Easter with 4NetPlayers' Double Slot Madness Promotion

Mon, 18 Mar 2024 00:00:00 +0000

Introduction

Easter is around the corner, and 4NetPlayers is excited to announce an egg-ceptional offer that’s sure to bring double the fun to your gaming experience! Introducing our Double Slot Madness Easter promotion – an opportunity to enjoy your favorite games with friends and family like never before.

Double Slot Madness: What’s the Buzz?

This Easter, from 18th of March to April 1st we’re doubling the joy with our Double Slot Madness promotion. For a limited time, customers can enjoy twice the number of slots on their servers at no extra cost, plus an unbeatable 50% discount for the first month. Whether you’re hosting epic battles or exploring vast worlds together, there’s never been a better time to expand your gaming horizons.

For Gamers: More Slots, More Fun

Imagine hosting larger game sessions, inviting more friends to join in, and eggs-periencing twice the excitement without worrying about server space. With double the slots, your gaming adventures can scale to new heights, making every session more memorable.

For Affiliate Partners: An Egg-citing Opportunity to Earn

Affiliate partners, we haven’t forgotten about you. This promotion isn’t just a fantastic deal for gamers; it’s a golden opportunity for you to grow your network and earnings. By combining our Double Slot Madness offer with the ability to create individual €5 vouchers through our in-house parner program , you can provide a compelling offer to your audience.

How to Hop On

Eager to get crackin’ on these egg-cellent deals? Here’s your game plan:

Double the Slots: More room for players means more fun and flexibility for hosting game sessions. 50% Off the First Month: A fantastic deal that makes it easier than ever to get started or upgrade your current server. Boost Your Earnings: Affiliates can leverage this promotion along with our €5 vouchers for attractive commissions. How to Get Started

Ready to dive into the madness? Here’s how:

For New and Existing Customers: Simply navigate to 4NetPlayers and choose your server plan. The double slots and 50% discount will be automatically applied during the promotional period.

For Affiliates: Visit the 4NetPlayers Affiliate Hub to create your €5 discount codes. Share these codes along with the news of our Double Slot Madness promotion to maximize your earnings.

Conclusion

The Double Slot Madness Easter promotion from 4NetPlayers is your ticket to a gaming experience that’s twice as fun and rewarding. Whether you’re looking to host bigger game sessions or find new ways to earn through our Affiliate Hub, there’s something for everyone. Don’t let this egg-citing opportunity pass you by – hop into the action and make this Easter unforgettable!

Start enjoying double the slots and fantastic discounts today, and let the Easter gaming festivities begin!

Join Our Innovative Team at 4Players: Empowering the Future of Gaming and Communication

Thu, 21 Dec 2023 00:00:00 +0000

At 4Players, we’re not just about games; we’re about pushing the boundaries of digital interaction. As leaders in the game server business in Germany and pioneers in developing innovative 3-D communication technologies, we are continuously expanding our horizons into the realms of the Metaverse, VR, and immersive applications.

Who We Are Looking For: Full-Stack Developer (m/f/d)

Are you passionate about creating complex software solutions in a gaming environment? Do you have expertise in PHP, JavaScript/TypeScript, HTML5, CSS3, and backend technologies like REST APIs and MySQL? Then you might be the perfect fit for our team!

What We Offer:

Permanent position with 30 days of vacation per year
An exciting, dynamic work environment in the world’s largest entertainment industry
Flat hierarchies in a creative team
Flexible working hours with remote working options
Regular team events and more!

Your Role:

Develop and maintain customer frontends, websites, and backend systems
Take responsibility for new projects and redesign existing tools
Create technical documentation

Join Our Team:

Become a part of a team that thrives on flexibility, independence, and collaboration. Enjoy our modern structures, tools, and a relaxed working environment, where you’ll work with a diverse group of over 25 colleagues.

Ready to make an impact in the gaming world? Apply now!

Apply Now

Spread Holiday Joy with a €5 Gift: Introducing the 4NetPlayers Affiliate Hub

Thu, 14 Dec 2023 00:00:00 +0000

Introduction

This holiday season, 4NetPlayers is delighted to introduce a gift that keeps on giving: the 4NetPlayers Affiliate Hub. It’s your opportunity to spread cheer and earn rewards with our exclusive Christmas promotion.

What is the 4NetPlayers Affiliate Hub?

The Affiliate Hub is our way of turning your gaming network into a lucrative venture. It allows you to share the joy of gaming with personalized €5 discount codes, and when your friends make a purchase, you earn too!

Your Personal €5 Discount Code

As a highlight of our Christmas campaign, we’re giving you the power to create individual €5 discount codes. These codes aren’t just a fantastic deal for your friends – they’re your ticket to earning money for every successful referral. It’s simple: the more your code is used, the more you earn.

Why Join the Affiliate Hub?

Rewarding Friendships: Your friends get €5 off their first purchase, and you get a commission. It’s a win-win!

Spread the Holiday Spirit: What better way to celebrate the season than by giving the gift of gaming at a great price?

Celebrate Earnings: Enjoy the festivities even more, knowing that each new player you bring to our community boosts your holiday budget.

How to Get Started

Ready to reap the rewards? Here’s what you need to do:

If you’re not already a 4NetPlayers member, sign up at Server Manager & Config-Interface .

Once registered, visit the 4NetPlayers Affiliate Hub to create your unique €5 discount codes.

Share them with your friends, family, and gaming buddies.

Conclusion

The 4NetPlayers Affiliate Hub is your chance to make the holiday season brighter for everyone. By sharing your personalized €5 discount codes, you’re not only giving the gift of gaming – you’re also setting yourself up for a prosperous new year. Start spreading the cheer (and earning your rewards) today!

We're Hiring: Join Our Team as a Senior Sales Manager for Videogame Services!

Tue, 23 May 2023 00:00:00 +0000

Hello, 4Players community!

We are thrilled to announce an exciting opportunity to join our team. We are currently looking for a dedicated and experienced Senior Sales Manager for Videogame Services to support our growing team and market our high-quality products and services in the B2B sector.

About 4Players

4Players is a leading company in the gaming industry, developing social and immersive gaming experiences for over 20 years. As pioneers in the industry, we have shaped the evolution of gaming and now offer state-of-the-art, metaverse-ready solutions for developers and gamers. Our main product, ODIN, is a top-tier, cross-platform voice chat tool that seamlessly integrates into game engines like Unity and Unreal. We also provide high-quality hosting services adaptable to all requirements and budgets.

Your Role

As a Senior Sales Manager, you will be responsible for:

Establishing and maintaining contact with B2B companies in the video game industry and companies interested in innovative and digital solutions from other industries.
Acquiring new customers and partners for existing and future 4Players products and services.
Building and maintaining B2B Key Accounts.
Managing contacts and customers in our CRM system.
Networking and relationship management with relevant customers and strategic partners.
Market and competition observation.
Supporting the further development of business models, market launch strategies, and action plans in collaboration with local innovation or project management teams.
Budget planning and responsibility.

Your Profile

We are looking for someone with:

A successful commercial education or degree in sales, marketing, economics, or a similar field.
At least 2-3 years of professional experience in sales, preferably in the gaming, software, or technology industry.
Strong customer and service orientation, negotiation skills, and persuasiveness.
Willingness to travel for customer visits, trade fairs, and events.
Basic knowledge of CRM systems and common office programs.
Organizational talent, able to work on several projects simultaneously.
Proficiency in German and English.
A passion for gaming.

What We Offer

An unlimited permanent position.
A dynamic and exciting working environment.
Flat hierarchies in a committed and creative team.
Work in the world’s largest entertainment industry (PC and video games).
Responsibility for your own projects.
Flexible working hours with home office option in a hybrid model.
30 days of vacation.
Regular team events.
Lots of fun and joy at work.
Sweets and snacks for everyone in the office.

If you are passionate about gaming and technology and want to be part of an innovative company shaping the next generation of gaming experiences, we invite you to join our dynamic and future-oriented company.

We look forward to your application!

Apply Now

Video games are serious business: serious and practical applications of games

Thu, 09 Feb 2023 00:00:00 +0000

Originally considered a form of entertainment, video games have evolved into much more. In recent years, video games have found several serious, real-world applications beyond this avenue. In this post, we will examine what these real-world applications are and highlight some key examples of video games that cut through to make a positive impact on the world.

Medical Training

Medical schools and hospitals have started to use video games as a tool for training future doctors and nurses. Games provide a safe and controlled environment where students can practise procedures and surgeries and make mistakes without any harm to patients. They are also being used to educate patients about their conditions and help them understand the procedures they will undergo.

One example of a video game used for medical training is “Surgeon Simulator.” This game simulates the experience of performing surgeries and provides players with the opportunity to practise different procedures. This has been used in medical schools to teach students about anatomy and the procedures involved in surgeries.

Military Training

The military has been using video games for years to simulate combat situations and train soldiers in decision-making, strategy, and teamwork. These games have become increasingly realistic, allowing soldiers to experience the stress and pressure of combat without actually putting themselves in harm’s way.

An example of this application is “America’s Army.” This game was developed by the U.S. Army and is designed to provide soldiers with a realistic training experience. The game simulates various combat situations and tasks players with making decisions that will affect the outcome of the mission. America’s Army has been used to train soldiers for years and has been updated to reflect the latest technology and tactics used in modern combat.

Mental Health Treatment

Video games have also been found to be effective in treating mental health issues such as anxiety and depression. They provide a sheltered environment to work through emotions and experiences which can be used as a supplement to traditional therapy. Video games can also help patients develop coping mechanisms and reduce symptoms of anxiety and depression.

A great example of a video game used for mental health treatment is “SPARX.” This was developed in New Zealand and is designed to help teens and young adults deal with depression. The game provides players with an engaging environment to work through their emotions and experiences. SPARX has been found to be effective in reducing symptoms of depression in teens and young adults and has been widely used in mental health clinics.

Physical Therapy

Video games are also being used in physical therapy to help patients recover from injuries and improve their movements. They provide a hands-on experience for patients to perform exercises and the feedback they receive helps track their progress, allowing them to make adjustments to their therapy.

A great example is “Nintendo Wii Sports.” This game was developed by Nintendo and includes a variety of sports games that require players to use their entire bodies to play. The games have been found to be effective in helping patients recover from injuries and improve their movements. Physical therapists often use the Nintendo Wii Sports games to help patients perform exercises and easily track their progress.

Education

Video games are being used in the classroom to make learning more interactive and engaging. Games can be used to teach subjects such as history, science, and maths, and provide students with a hands-on learning experience that makes abstract concepts more concrete. Games are also being used to encourage students to develop critical thinking skills and problem-solving abilities.

“Minecraft: Education Edition” is great proof of this concept. This game provides a virtual world where students can build and explore, encouraging creativity and problem-solving skills. It can be used to teach subjects such as history, geography, and biology, and has been integrated into classrooms around the world. In the game, students can recreate historical events, build models of famous landmarks, or create simulations of natural ecosystems. This hands-on learning experience has been found to be effective in engaging students and helping them retain information better than traditional methods.

Video games have proven to be a valuable tool for serious applications beyond just entertainment. From medical training to military training, mental health treatment, physical therapy, and education, video games are providing new and innovative ways to solve real-world problems. The growing use of video games for serious purposes demonstrates the versatility and potential of this technology, and it will be interesting to see how it continues to evolve and be used in the future. While video games may still be viewed by some as just a form of entertainment, it is clear that they have the potential to make a significant positive impact on various aspects of our lives.

Why Influencer Marketing is Positive for Technology Companies: The Benefits of Working with Micro and Nano Influencers

Thu, 02 Feb 2023 00:00:00 +0000

At 4Players, we are starting to explore the opportunities of working with nano and micro-influencers to not only expand our community and create brand awareness but also install a stronger sense of loyalty and improve retention. We think it could be fruitful to share some of our thoughts in those regards.

Influencer marketing has become a popular marketing strategy for many businesses, especially in games. It is a cost-effective and targeted way to reach potential customers and build brand awareness. In this article, we’ll explore why working with micro and nano influencers can be especially beneficial for technology companies, focusing on the positive effects on brand awareness, user acquisition, marketing, and more.

Brand awareness:

Micro and nano influencers have smaller, highly engaged audiences, making them a potent tool for building brand awareness. When technology companies partner with these influencers, they can reach new audiences and promote their products and services to a targeted group of potential customers. Additionally, because micro and nano influencers are often seen as trusted sources of information by their followers, technology companies can build credibility and trust in their brands by working with them.

User acquisition:

Influencer marketing can also be an effective way for technology companies to acquire new users. By partnering with micro and nano influencers, companies can reach potential customers who may not have heard of their products otherwise. This type of marketing is often more personal and authentic than traditional forms of advertising, and it can be a powerful way to educate potential customers about the features and benefits of your technology. And, as their audiences are targeted, it is easier to make sure you are talking to keen ears.

A sense of loyalty:

Working with micro and nano influencers over an extended period of time can help increase loyalty within a given community. As these influencers continue to share content about your brand and products, their followers will become more familiar with your company and develop a sense of trust and loyalty towards it. This type of long-term influencer marketing can foster a sense of community and create a dedicated group of brand advocates who are more likely to recommend your products and services to others. They become more than just marketing tools, they are an inherent part of your team. Additionally, by building strong relationships with micro and nano influencers, technology companies can ensure that their marketing efforts are consistent and effective over time, further strengthening the loyalty of their community and brand cohesion.

Patience required:

Several factors influence how quickly campaigns with nano- and micro-influencers show results. This includes the size and engagement of the influencer’s audience, the type of content shared, and the campaign’s marketing goals. On average, it may take several weeks to several months to start seeing measurable results from influencer marketing campaigns with nano and micro-influencers. Finding the right influencers alone may take several weeks. It’s important to keep in mind that you’re looking for brand ambassadors who will be loyal to you every step of the way, not just for one-time collaborations. It’s crucial to remember that influencer marketing is not a one-time endeavour and that sustained campaigns over time are more likely to produce long-term results. Building relationships with nano and micro-influencers and continuously promoting your brand through their channels can help achieve the final expected outcomes.

Marketing:

Finally, working with micro and nano influencers can also help technology companies improve their overall marketing strategy. These influencers have smaller, highly engaged audiences, they can help companies reach a more targeted group of potential customers, reducing the cost and increasing the impact of marketing efforts. By partnering with a variety of micro and nano influencers, technology companies can reach multiple niche audiences and expand their reach.

We want more than just ‘marketing parrots’ repeating slogans, but instead real collaborations with our audience and long-lasting relationships with those we work with. We are very careful in curating the best talents and building the influencer community we can work with for years to come. This allows us to harness the positive impacts of influencer marketing to reach new audiences, build brand awareness, acquire new users, and improve their marketing strategy.

Learnings and sharings

Thu, 26 Jan 2023 00:00:00 +0000

Profit shrinks but business carries on as usual

Although revenues were forecast to reach $196 billion by 2022, the real number was $184.4 billion, according to Newzoo, showing a halt of the winning streak games were seeing during the pandemic. This was expected, though. And as Olya Caiujnaia and Kristian Segerstralle said during our chat, gamers will continue to play, and the market will carry on. We’ve identified and overcome challenges before, and it isn’t the first time people declare doom and gloom for our industry.

For those too young to remember; the video game industry experienced a crisis in the 80s, commonly referred to as the " video game crash of 1983-1985." This was a period of time where the video game industry in North America saw a significant decline in sales and revenues, which led to the closure of many companies. The cause of this crisis was a combination of factors, including market saturation, poor quality games and lack of innovation. Additionally, the market had shifted from Atari’s dominance to the rise of personal computers and home computer gaming. The crisis had a significant impact on the jobs and livelihoods of the industry, and it took several years for a full recovery. With many companies crashing out of business, there came a shift in focus on quality over quantity in the video games industry.

AI is changing the world

Artificial Intelligence (AI) has come a long way in games within recent years. Advancements in AI technology have allowed for more realistic and immersive gaming experiences, notably the creation of more complex and challenging enemies.

Developers have been able to use AI to create non-player characters (NPCs) that can think, learn and adapt to the player’s actions, making the game more dynamic and interactive. This has led to the development of more realistic and engaging open-world games, as well as the emergence of new game genres such as battle royale and survival games. AI has also been used to create intelligent game agents that can learn from player behaviour, allowing for more personalized and challenging gameplay. In addition, AI is being used in game development to optimize the game design, testing and debugging. The use of AI in game development is still in the early stages but is expected to play a more prominent role in the industry in the near future, as more advanced algorithms and technologies become more widely available.

A controversial discussion was also held about the use of AI in the game development industry leading to automation. This has been argued by some that it will in fact, open new opportunities and improve the overall quality of games. We have seen this many times in other industries – it will be extremely interesting to see how AI will shift the way we create games.

The gaming industry is maturing, whether we like it or not

Talking to the amazing Sabrina Carmona about her career, challenges and path to success allowed us to see how the gaming industry has matured and changed over the last decade.

One of the most notable ways this is occurring is in the demographic of the player, as the average age of gamers is increasing. The industry is no longer just catering to teenagers and young adults, but rather a wide range of age groups, including older adults and even seniors. This is partly due to the rise of mobile gaming, which has made gaming more accessible to a wider audience. Not to mention that game developers themselves are older and hopefully wiser, impacting the products created.

Another way the industry is maturing is in terms of the content of the games themselves. Games are becoming increasingly more realistic and complex, with more sophisticated storylines and characters. They are also tackling more mature themes, such as violence, sex, and drug addiction. This has led to a greater degree of acceptance of games as a form of art, and a greater recognition of the potential of games as a medium for storytelling and for culture shifting.

Additionally, the industry has shifted to more of a service-based model, with an emphasis on online and streaming services, such as game subscriptions and digital downloads. This has led to a greater emphasis on player engagement and retention, as well as the development of more sophisticated metrics for measuring player engagement and success.

Finally, the industry has also become more socially conscious and responsible, with developers and publishers taking a greater interest in issues such as diversity, representation, and inclusion. Although there is still a long way to go to achieve true inclusion and equality, as our gamers shifted from being majority male to an equal distribution, the games professionals are constantly being questioned to assure the same balance. The industry is far from ideal yet, but we are getting there. This is not only a reflection of the changing cultural norms and values, but also the recognition that a more diverse and inclusive industry will be better for the overall health and growth of the industry.

Nothing replaces live, face-to-face events

Although the digital events organised during the pandemics helped many companies stay afloat - and provided great opportunities for game developers in remote areas and with less resources in reaching international talent and networking with higher calibre professionals - if PGC London showed us anything, it is that we missed and still love live events. It was mental – it felt like the world was there.

Events such as gaming conventions, trade shows, and expos are crucial for the business of games as they provide an opportunity for companies to showcase their latest projects, connect with other industry professionals, and gain valuable market insights. Games events also offer an opportunity for companies to connect with their customers, build brand awareness, and gain valuable feedback on their products. Additionally, as we saw, gaming events can also serve as a platform for the launch of new games and announcements.

At 4Players, we love meeting seasoned professionals, students and indie developers, discussing our industry and technological advances, listening to the challenges of the community and being a catalyst for change in this industry we love so much. We look forward to seeing you all soon!

The history of "metaverse" and what it may (or may not) become

Thu, 19 Jan 2023 00:00:00 +0000

The concept of a “metaverse” can be traced back to the science-fiction literature and futurism of the 20th century. The idea of a virtual world that is fully immersive, seamlessly interconnected, and accessible to anyone with a computer has been a recurring theme in science fiction for decades.

A brief history

The first use of the term “metaverse” was by Neal Stephenson in his 1992 science fiction novel Snow Crash. The metaverse in the novel was a virtual reality-based successor of the internet. It was described as a fully immersive 3D virtual world where users could interact with each other and computer-generated objects in real-time. Similar concepts of ‘interactive internet’ have been portrayed several times, including on The Simpsons.

In the early days of the internet, virtual worlds like Habitat, Club Caribe, and The Palace emerged as some of the first online communities where people could interact with each other in a simulated environment. These early virtual worlds were primarily text-based and users interacted with each other using simple 2D avatars.

The evolution

As technology progressed, so did the sophistication of virtual worlds. With the advent of faster internet speeds and more powerful computers, virtual worlds became more immersive and began to incorporate 3D graphics. In the late 1990s and early 2000s, massively multiplayer online games like Ultima Online, Everquest, and World of Warcraft were released, which were some of the first virtual worlds to achieve mainstream success. Online spaces like Habbo started populating the metaverse even before the term was fully used.

The development of virtual reality (VR) and augmented reality (AR) technology in the 21st century has been a significant step towards the metaverse as a reality. VR and AR technology allow for even more immersive and realistic virtual experiences. Companies such as Facebook (now Meta), Google, and Microsoft have invested heavily in the development of VR and AR technology, and they see the metaverse as the next big advancement in the field of computing.

Sci-fi leading the way

We wouldn’t be able to talk about the metaverse without going further into the science fiction hole. We have all, at some point in life, dreamt about having a Holodeck. A Holodeck is a fictional device that is used for entertainment and training aboard the USS Enterprise in the Star Trek franchise. It is a holographic environment that allows users to interact with a simulated world, including other characters and objects. The Holodeck can recreate any environment or scenario, and it can be used for a variety of purposes, including recreation, training, and problem-solving.

Where are we now?

As of now, the metaverse concept is still in development, with a lot of experimentation and research going on, with no specific agreed upon definition or prototype. The concept is evolving with time. The main drivers are currently gaming and socializing, but also education, healthcare, and enterprise. Many platforms are experimenting with different technical approaches, from cloud-based simulations to local networks of edge devices, and various blockchain projects are also experimenting how to provide a decentralized governance of the metaverse.

The metaverse is also seen as the natural progression of the internet, as it builds on the connectivity and interactivity that the world wide web has enabled. The internet has allowed people to communicate and share information with each other from anywhere in the world, and the metaverse will take this one step further by providing a shared, digital space where people can interact with each other in real-time.

Autonomy

Another aspect of the metaverse is decentralization and autonomy. Some advocate that the metaverse should be decentralized and that users should have complete control over their digital identities and assets within the metaverse. This would enable people to own and control their digital assets, such as virtual land and in-game items, and to create and participate in decentralized communities.

Looking into the future

Many believe that the metaverse has the potential to revolutionize the way we interact with each other and with technology. It could provide a new dimension of human interaction, blurring the lines between the physical and digital worlds, and creating a new space for innovation and creativity.

Several commercial brands already started using the metaverse as a new approach to showcase and interact with their audience. The previous internet usage, which was characterised as passive and informational in a 2D interaction, is now advancing to a more hands-on, active approach. In other words, the community experiences everything at once with several senses involved. Commercial brands can take advantage of the metaverse by creating virtual versions of their products and services, and offering them to consumers in the virtual world. This can include virtual stores where customers can browse and purchase items, virtual experiences that allow customers to interact with products in a more engaging way, and virtual events that can be attended by customers from all over the world.

Additionally, brands can use the metaverse to build and strengthen relationships with customers by providing exclusive content, discounts, and other incentives to customers who engage with their virtual offerings. As the metaverse continues to grow, commercial brands that are able to effectively leverage this new medium will have a significant competitive advantage. And this interactivity will grow with time and the advance of technology, such as haptics.

Wrapping up

In summary, the metaverse is the next step in the evolution of the internet, providing a fully immersive, seamlessly interconnected virtual world where people can interact with each other and computer-generated objects in real-time. It is driven by the growth of VR and AR technology and the desire for more autonomy and decentralization. Whilst it is still in its early stages of development, the metaverse holds the potential to revolutionize the way we interact with each other and with technology in the future.

As a technology company, with a deep focus on supporting developers and players in creating fully immersive experiences, it is no surprise that 4Players is keen on being at the forefront of the metaverse. Not only for entertainment and social purposes, but we truly see it as the future of education, health, commercialization and much more. If you are building a metaverse, an MMORPG or any kind of multi-user, immersive experience, come talk to us. We are definitely interested in propelling your project further forward!

A groundbreaking year: A 2022 Retrospective

Thu, 29 Dec 2022 00:00:00 +0000

2022 is almost over and, as tradition dictates, it’s time to look back and reflect on everything that occurred in this eventful year. ‘Eventful’ doesn’t seem to cover it for us, with all the amazing things that have happened at 4Players in the last 12 months. Here are some of the highlights!

Rebranding

As 4Players moved away from the media channels and cemented its way as a technology company, it became evident that we needed to rebrand. We didn’t want to ignore our past, which we are very proud of, but mostly modernise and refresh, giving it a well-deserved new look.

And from these team efforts, a new company showcase was born, with the creative help of James Gilmour .

Launching ODIN

First of all, our 3D voice chat tool - ODIN - was released to the world. After a lot of hard work, our dedicated team put all their expertise and love into creating something that truly provides the best immersive experience to players. The release started positively, with 32 projects either being released or under development that take full advantage of our SDK’s capabilities.

As well as this, ODIN is the first among its competitors to allow partners to choose between a zero maintenance solution, by 4Players hosting its services, and/or allowing self-hosting on the partners’ own servers or data centres. This means the partners can run the servers in an isolated environment, without the need for an internet connection, adding an extra layer of safety for companies with sensitive data issues.

Continued improvements to 4NetPlayers

Our efforts with 4NetPlayers have allowed this service to progress as well, expanding our reach to cover 19 server locations worldwide. Opening for Asian markets was a great achievement for us this year, as we know how important it is to serve such a key region of the gaming world.

We also added 25 new games in 2022, amounting to a staggering 373 titles in total. It is humbling to imagine that we have over 90 thousand servers being used every month, serving over one million players worldwide - and we won’t stop there. Another great achievement for us was to guarantee that all players can switch between games anytime, in a fast and easy manner. We are constantly learning the best practices to make our services even smoother and more pleasant for our community, thanks to our open communication with the audience, at all times. We are keen to keep improving the way we work in the future too, with the help of our community.

We went global

This year, 4Players took the world by storm. Our team visited three continents, and seven countries throughout 12 events - reaching over 430,000 attendees and meeting people from over 50 countries. Busan, Montreal, Helsinki, Prague, and more, showed us their beauty and knowledge, giving us the unique opportunity to showcase all the expert technology we are raring to share with the world.

Looking to the future

We finish this year with an optimistic feeling in our hearts and lots of ambition for next year. We believe that 2023 will be a truly seminal year for us as we aim to achieve even more impressive numbers and growth, keeping in mind the importance of quality, positive impact and connection and outstanding relationships throughout.

Looking to 2023, we will continue to strive to bring you all even more constructive content, masterful innovation and first-class support. This is not only the promise we make for you all but to ourselves, as we look forward to what the next 12 months will hold.

We, the team at 4Players , wish you all an insightful, positive and prosperous year!

The challenges of starting a career in games

Thu, 08 Dec 2022 00:00:00 +0000

Following the 4Players Talks we conducted, discussing how experts started their careers in games, we thought it would make sense to address some of the biggest challenges newcomers can face. Each individual is unique and not all challenges may be covered here, but these are some of the most common ones we see students and job seekers facing as they enter this industry.

Is it a real job?

It might be surprising for some, but for a lot of people not familiar with the gaming industry and games is not always seen as a feasible or profitable career. More than once, when stating we worked with games, we have faced the statement ‘But games make no money’ - which is alarming. A lot of parents are still sceptical that a career in game development can provide a good living, but it certainly can. That’s without considerable a career as a professional player, esports is a world of its own (and deserves its own article).

For the professionals in this industry, there is no doubt: the games industry is extremely profitable and it is overtaking other creative industries. So it is a great time to start a career in this space.

What role should I choose?

There are a wide variety of roles available in this industry. To be honest, there is space for almost all knowledge pools and expertise, as long as you are smart in applying it to game development and business. So whether you are a programmer, designer, artist, business, marketing, customer service, or data expert, there is certainly space for you in the games industry. We highly advise anyone interested in a career in games to research the jobs available and also talk to professionals in the fields of your interest in order to decide the path that best suits you.

Being an expert vs. being a generalist

Our parents came from a culture where people tended to specialise in one role and stay in this role for their entire careers. Times have changed, and nowadays it is not only common but celebrated when people tackle challenges in different positions and learn extra skills from these experiences.

In larger companies, it is more common for individuals to focus more on specific tasks, with less differentiation. Smaller companies tend to be more flexible, although this is not a universal truth and it all depends on the company culture.

“I advise smaller teams to hire people with multiple skills who are proactive”, says Alexei “Lex” Ryan , from Wildlife Studios . “Set up a culture where it’s encouraged for people to dip into other crafts and support across teams. This helps them acquire more career options later on and helps the team to get the most out of people. I think it’s a mistake to view humans as a narrow skillset only.”

Entrepreneur or employee

This is a question most of us have to answer at some point in our lives. Being an entrepreneur in the games industry requires certain skills and risk-taking that not all of us can tackle. Of course, being your own boss and creating the games of your dreams can be a very enticing idea for most, but researching the market, producing the required plans, securing funds, and building a team are essential tasks that not everyone wants to take on.

Entry level jobs

One of the most discussed issues when it comes to securing a job is the lack of zero-experience roles available in the industry. Most ‘entry-level jobs’ still require some previous experience. But all is not lost: working on game-related projects while studying or doing internships can give you enough experience to land a good entry-level job in the games industry. Additionally, indie game companies tend to be more flexible, as long as you can demonstrate your skills.

Additionally, companies are constantly being pushed to offer more zero-experience opportunities to the industry.

“The games industry is perhaps the most creative and international industry, and I think that makes it attractive”, adds Oleg Paliy , from Game Factory Talents. “But breaking into the industry is not that easy. Juniors cannot find entry-level roles, and when they do the skills required are way more advanced than their studies or solo beginnings have provided for them. They also often lack the network and opportunities that more seasoned industry professionals have. For those making a jump from another industry, they often have difficulty identifying the skills they need for that jump, and which ones that they already have are transferable.”

“The biggest challenge is to show that you have the experience that they want for the job. You can’t stop. You just have to keep getting experience”, adds Cami Smith , from ggLocators .

Further advice

Throughout our long careers in games, we have learnt a few extra things we would like to share:

Networking is key

It doesn’t matter what stage you are at in your career and what you are trying to pursue, networking is a must. Connect with as many people as you can, share experiences, and make friends. There is no easy way of saying this: networking can help you advance in your career. It is the cold truth. Knowing a large number of interesting people will help you to land jobs that you wouldn’t even get to know were available otherwise.

Be open and helpful

Be ready to help others and share your knowledge. The gaming industry is a great place to work because most professionals tend to be very open to mentorship and happy to share their experiences to help others. It is not only good karma, it has a good for your reputation. And don’t do it expecting anything in return - do it for the pure fact that you wished others would do that for you when you started. Hopefully, you got the help and are spreading it further.

It is not always about money

We all want to make a living and need good salaries and work conditions. That is a must and it is not what we are addressing in this advice. But sometimes it is OK to do things because we believe in the cause, to change the world for the better. It is part of giving back. The gaming industry has the power to influence the world positively. We should all be ready to do our part, in any small way we can.

And that is not all, Smith expands:

1. Build games – “Studios big and small want to see your work. Participate in events like Global Game Jam or go to Itch.io The more games you make the more skilled you will be working through a pipeline. That shows that you can work with other team members too.”

2. Keep learning – “ArtStation.com has an excellent learning platform. Some of their classes are free. Or check out schools like Gnomon.edu or CGMastersacademy.com – Just keep perfecting your skills.”

3. Volunteer at the big gaming events - “You must apply early but getting an opportunity to volunteer at GDC or PAX,and PocketGamer events are all excellent ways to meet people in the industry. Or get involved with your local IGDA. Also apply for their scholarships. There are active IGDA chapters all over the world. If one isn’t active in your area, start one.”

4. Apply for internships – “You need to apply early. Keep track of when studios are going to open their internship applications. Reach out to the indie studios in your area and see if they are looking for any interns.”

Paliy agrees and adds “Network whenever you can and join industry events locally and online e.g. Games Job Fair , ensure you have a great and up-to-date Portfolio, CV, and cover letter template you can modify depending on the role you are applying for, keep your LinkedIn page updated, and use its services for professional networking as well. Also, seek mentors. This industry has many people ready and able to help you bridge the gaps. It’s important to remember this as well: The bigger the studios the more specialised the talents they seek, the smaller the studios the more generalised. I’d say aim for a start with a smaller studio to get the understanding of the process and the skills required and later, when you figure out your key specialisations, you can move to bigger studios and more ambitious projects.”

Do it because you love it

If you want to be in the games business because you want to be rich, you might be disappointed. There are other innovative careers that would give you those results a lot faster and easier.

You should start a career because you love it. The average person will spend 90,000 hours at work over a lifetime. This is one-third of your life. So make the most of it.

“Don’t give up. Just keep trying to add skills, make friends, and build games.

It is worth all the effort!”, Smith says.

We hope this advice will give you a good kickstart for a long and happy career in our community. Most of this advice can also be applied to other areas, so use them at will. We, at 4Players, deeply love what we do and love games and the games industry. Taking on new challenges and moving forward is made possible by our deep appreciation for games. Seeing our developer and player communities truly enjoy their experiences with our support is the fuel for a lifelong passion for game development. We wish you all the same happiness we have.

Stepping into the holodeck

Thu, 01 Dec 2022 00:00:00 +0000

All of us Star Trek fans dream of stepping into the Holodeck and experiencing a different reality. The idea of fabricating any environment and situation our minds can dream of and be able to interact with it is fascinating to us. It is not necessarily an escape from reality; it can be the chance to re-live our happiest moments and create new ones that wouldn’t be possible in the real world.

“I would like to see technology move into Holograms in a way that every living room could create an environment that is surrounding us. Gaming is a way of life and it’s becoming like that”, says Tsahi Liberman , from Styrax Studios Inc . Studios, during his 4Players Talks about immersion.

We have talked about immersion in this blog before, but today we would like to focus on immersion as a creative tool to improve mental health and quality of life.

Everyone has been using their imagination since they were born. Observing children, we can see how easy it is for them to step into other worlds, even before they consciously know anything about Live Action Role Play or LARP. Children role play their favourite fantasies in such a natural way, it is almost like their reality is fluid.

In Reality is Broken, Jane McGonigal explores how game design and immersion can improve quality of life and help us deal with issues that would be soul-crushing otherwise. As reality is not designed to motivate us or even to maximize our potential and skills, structuring once boring and mundane activities as simple games can be the solution, allowing us to explore the world in a ludic way.

“A game is an opportunity to focus our energy, with relentless optimism, on something we’re good at (or getting better at) and enjoy. In other words, the gameplay is the direct emotional opposite of depression”, declares McGonigal.

The way we see it, using game design to deal with everyday activities is the perfect way to create immersion, even in situations where concentrating can be hard. We enjoy the activities where we can truly immerse ourselves, even if we are role-playing our own real-world character.

Additionally, using the game design concept of Fiero can improve our way of dealing with complex and frustrating situations. Fiero is the feeling of emotional elation after a discovery or victory (usually seen in gamers when they throw their arms in the air and yell). It is the most powerful neurochemical high one can experience. The chase for the feeling of Fiero can be a great motivator for fighting difficult situations and avoiding giving up on them and yourself. Using game design, we can truly explore frustrations and not allow them to lead us into depression. It’s all about play.

A good example, outside games, of the power of immersion is the Oscar-winning film ‘Life is Beautiful’. While prisoners, the main character tells his son that the concentration camp is a complicated game, in which he needs to fulfil quests, earn points and secure a well-defined prize. In this game, any complaint or sign of sadness strips the player of points. Although this is a very sad story, it is interesting to see how immersion in creativity and imagination can help us deal with unforeseeable situations.

Another great example of game design and immersion changing lives is the Quest 2 Learn school in New York. It has designed its whole educational system based on games, focusing on teaching critical thinking, and strategy-building skills, allowing the students to fully explore their creativity.

But what is the role of technology in all that? It is a very important role. As technology is helping us create more comfortable living conditions and more productive working environments, it is important to use it to also improve quality of life and mental health.

With the advance of VR and AR, we will be able to shape our reality to support our constant growth and help us connect with others. Simulations already allow us to become proficient in dangerous activities without risking our lives. Adding gameplay experiences also helps us to enjoy and feel motivated by these activities, increasing productivity.

“A deep immersion into a possible future creates lasting mental habits, especially when it comes to watching the real world for evidence that the simulated possibility is becoming more likely”, says McGonigal.

In the future, we hope companies will talk about quests and achievements rather than KPIs. We hope schools won’t use homework as punishment, but as tasks for a higher goal. And we truly hope our spatial sound and network solutions can help technology achieve the true immersion the community deserves.

Cultural differences in the internet era

Thu, 24 Nov 2022 00:00:00 +0000

While attending G-Star - an international gaming event held in Busan, South Korea - something interesting crossed our minds: in a world that is more connected than ever, thanks to the internet, why is it still so hard to break cultural boundaries and connect in a meaningful way? How does the internet affect our lives? Is it a source of unity or division? Surprisingly, social interaction isn’t as simple as we once thought and is a much more complicated matter. We used to follow basic rules such as sharing business cards, shaking hands, and making eye contact, but in the internet era, and especially following a global pandemic, communication seems to go beyond what we can easily comprehend.

As a result of generations of education, both academic and social, stereotypes and barriers are built in every social interaction. These can especially be seen in cultures where there are clear visual differences to the environments we live in, but, if you look below the surface you can see that they are everywhere. As we were in Korea, we will take the liberty of using the Korean culture as an example, but please keep in mind these observations are not limited to one culture; these things happen all across the globe, and even inside the same countries.

If you are from the West, in Asia, you will stand out. If you have tattoos, piercings, and colourful hair, even more so. It is impossible to blend in. Being unique in a fairly homogeneous environment has advantages and disadvantages. It will attract curiosity and admiration but it will also attract insecurities and shyness. In some very rare cases, it might even cause disgust. Some people will be keen to talk to you to discuss business and learn more. While some - on the other hand - will think it is impossible to communicate with you, they might even find you intimidating. Even though the same people watch Netflix, listen to international music, and have contact with other cultures, it doesn’t always help. In fact, sometimes it even hinders, because certain stereotypes are made even more prominent by movies and stories shared on the internet. And we all know how accurate those can be.

We would like to reiterate that this is not limited to Asia. Our Marketing Director, 30 years ago, was denied services in the north of Brazil, where the inhabitants were mostly of African and Indigenous descent because she was a ‘Galega’, the local denomination for a white person. Discrimination comes in all shapes and forms, and it is not always politically or racially driven, but again, we could write a book about this. Let’s get back to cultural differences for now.

Due to the internet’s ability to provide insight into other cultures and ways of life, things that are seen as unique and strange in other cultures should be normalised. In 2011, the UN declared that access to the internet is a human right. Granting accessibility is not enough though, especially if the language becomes another barrier to reaching the right information and presenting ideas.

“The internet is becoming the town square for the global village of tomorrow”’, states Bill Gates. But if all the voices in the world cannot be heard, their access to this ‘town square’ is limited and their cultures are unheard.

The other great issue that hinders the impact of the internet in regard to cultural differences is the creation and spread of misinformation. It was possible to see its effect above all during the pandemic when it became hard to sift through the truth and the misinformed.

Misinformation on the internet can be culturally broken down into representation, identity, production and consumption. In simple terms, the information is shaped by who is spreading it and how we connect with the source and context. On top of this it is also affected by how we produce and reproduce this information, using comedy, parody, sensationalism and emotional approaches at times. If you think about it, even by writing this post we are leaving our fingerprints on the internet and spreading our opinion on the matter.

And yet, despite all the discrepancies and difficulties, we are all equal as human beings. We all strive for connection, physical and emotional, to be part of something bigger than us, to matter to others. And the internet, gaming and fandom of all sorts allow us to do so in the most exceptional way. All different, and all the same.

Therefore, it is not all doom and gloom, and all is not lost. Travelling the world and sharing ODIN and 4NetPlayers with developers everywhere has shown us that now more than ever, we need to reach people with open hearts. We must use the power of the internet to learn more about other cultures while keeping a critical mind about the information being shared. We also learnt that listening to our international audience, while keeping our stereotypes and predetermined concepts in check, can be a powerful tool to help us to understand and adapt to cultural differences.

So, this is the lesson we, at 4Players, learnt today. Our products need to be more than just SDKs and services developers can use. They need to be tools for building the best experiences for all cultures.

Building (and Keeping) the dream team

Thu, 10 Nov 2022 00:00:00 +0000

Company culture has become a hot topic in recent years, especially after #MeToo when toxic team behaviour came to light. Maintaining a healthy work-life balance, assembling a diverse team, and building a positive work environment are ongoing tasks, and not easy by any means. How can we build diverse teams, with different backgrounds and cultures, while also balancing communication and conflict management tactics? How do we avoid the ‘homogeneous’ trap and our own biases? How should we deal with the super-talented people that just don’t fit within an organisation?

SPOILER ALERT! We don’t have all the answers. It’s an ongoing learning process for all of us, even after all these years of development. However, we believe it is important to keep the dialogue alive to share information and insights with our community at every possible opportunity.

Building a team and hiring the right people are the first steps to creating the dream work environment. The game development market is always growing and many companies are hiring all year round. If you are thinking about hiring, some things we believe you should keep in mind are:

Know the development processes well. It’s important you know the key players your team will need to hire. Make sure the plans are as clear and well-defined as possible.
Be realistic. You must have a clear, achievable plan in regard to the number of people you will need to develop your product. If there are too many you might be facing lay-offs later on - too few and you will burn your team out.
Make sure you are realistic about the company’s finances. You cannot expect underpaid and undervalued team members to be satisfied and stay with you forever. If the company’s financial means don’t fit the development processes and original plans, you might need to get back to the drawing board and rethink the project, targets and goals.
Offer clear advantages and growth opportunities for your team members. Loyalty is easier achieved if the company offers great personal development paths for its employees. Bear in mind that this is not always about money: skills development, exciting new project opportunities, role upgrades/differentiation - there are many ways to keep the team engaged without breaking the bank.
Communication is key in every step. The hiring process is no exception to this. Be honest, and respectful of the candidates’ time and be open to feedback during the entire process.

When hiring, it is natural to better connect with like-minded people; individuals with similar backgrounds and experiences. We, as human beings, are never free from biases, even when we try to convince ourselves we have none. However, hiring more people like you is not necessarily a good thing: diversity is more than a trend. It can be a great ally in developing the best products.

According to Forbes , diversity in the workplace can boost creativity and innovation, improve decision-making processes and it can even be a great brand-building practice. Remember: happy teams become ambassadors for your company.

“By building and leading a diverse team, you’re going to be able to benefit from multiple perspectives on how to approach a project or challenge, based on the background, personal and professional experience and skill set of your team members.”, says Eleanor Twilton Ben Youssef, from FunPlus. “As a leader, your biggest challenge is making sure all of those voices and points of view are heard clearly and respectfully.”

Also, keep in mind that investors - of any scale - look at the team before deciding where to put their money. According to Joakim Achrén , from Elite Game Developers , ‘It’s the story. It is that and the team. Those are the main things. So go after an attractive market that you know that you can be the best people to execute on that market’. Additionally, ‘Successful teams are made up of partners — people who can share each other’s minds, hear their ideas, and listen.’

So let’s imagine you did everything right and built the perfect team: ACHIEVEMENT UNLOCKED. Now you have to keep them.

The games industry is famous for its high turnover. According to GamesIndustry.biz , ‘The games industry seems to be one of high staff turnover, with well over half our respondents (63.3%) working in their current job for between one and five years, and one in four only starting within the last 12 months. No one claimed to be working the same job for over 20 years, and only 1.3% had worked more than 11.’

The bright side of this is that if you observe the tips above when hiring, you are on the right path to keeping your team satisfied enough to be able to keep them for the long run. Employee turnover can sometimes be an indicator of moving towards success. When a company fosters continual growth, there’s a give and take, but be careful and honest with yourself when analysing the reasons for the turnover. When cracks are exposed, work on them, do not blame the employee and move on.

We know we said this many times in our posts, but here it goes again: Communication is King. Listen to your team’s insights and ideas and implement them whenever feasible.

”Even if you have a great team culture and everyone gets along, there will always be those who have a louder voice and those who need more encouragement. And it doesn’t mean just making sure you ask everyone’s opinion! Finding different opportunities and adapting circumstances to enable people to voice their thoughts with confidence and feel valued is essential to the team dynamic and for diversity to be considered a strength.”, says Twilton Ben Youssef.

Another good tip is to allow your team to glow and grow in experience. A good manager gives compelling directions, bringing out the best in the team without micromanaging. This allows them to be both self-managed and yet goal oriented, providing efficiency and motivation. Additionally, avoid being a helicopter manager. Exceedingly checking every detail and tasks can be translated as lack of trust in the team and decrease morale.

This is only the tip of the iceberg and clearly an ongoing learning experience. However, open communication, trust and personal and professional growth individually and as a team can be an amazing stepping stone for greatness.

At 4Players, we learn these lessons and much more every day, in our own teams and through our superb partners, and we hope our insights can be a good support to professionals everywhere. We would also love to hear your thoughts and share knowledge. We are surely here for it.

The importance of sound and music for games and beyond

Thu, 27 Oct 2022 00:00:00 +0000

We are all aware of how the right soundtrack can bring us to tears when watching a movie. Or how the right sound effect can make us jump off our seats during a horror scene. But surprisingly many game developers see sound design as one of the last thoughts of the development process. For some developers, sound ends up being just assets, randomly bought. We would like to advocate that sound and music can be key features for the acquisition and retention of your audience and can help to influence and define the long-term success of your game.

Games and the metaverse can be more than just entertainment. But independent of the goals, the more immersed the players are, the better the experience they will have. Having sound effects and music deeply aligned with the actions occurring in the game enhances the atmosphere and, as a result, the emotions conveyed from the characters to the players and vice-versa.

As we are talking about emotions, let’s remember that our loyalty to a product or brand comes from the emotional connection we have built with them. We are emotional beings. The same happens when we are in the digital world. We want to be moved, to be touched by the scenes, to connect with the character and see ourselves in the action. And music and sound can take us there.

The soundtrack can also help make the experience memorable. If you like horror games, listening to ‘Twinkle, Twinkle Little Star…’ will immediately give you shivers, as you remember your dark hours playing Dead Space. Or classic 50’s music will remind you of the post-apocalyptic hours spent playing Fallout. The same happens with sound effects. The basic ‘sh sh sh sh, ah ah ah ah’ from Halloween will bring shivers down your spine. That is the power of sound design.

Beyond making it memorable, a well-designed soundtrack can make your digital experience live forever. Some of us might have never watched Casablanca, but would immediately recognise it from the first chords of ‘As Time Goes By’. Who of us doesn’t want to create games and metaverses where that emotional connection will last forever?

But if emotions are not a good reason for you, let’s be practical.

Sound effects help players better navigate the game world, decreasing the need for very detailed (and boring) tutorials. Well-designed sound effects can help players find directions, track enemies, avoid traps, locate valuable items, you name it.

Sound can elevate the players’ experience and even boost their skills – it is an extra support for breaking difficulty barriers and improving gameplay.

Not convinced yet? OK, let’s bring the big guns then.

According to the IAPB, 1.1 billion people around the world were living with vision loss in 2020 . Developing games with suitable sound design, even if not primarily created for the visually impaired, can help to widen your market in that direction. Who doesn’t want to make their experiences more inclusive? Independent of the moral standards in mind, it is silly not to include this important market when designing your game or metaverse.

Finally, taking everything said here into consideration will improve players’ satisfaction and therefore improve retention. Players fully immersed and content in the experience won’t want to leave your game.

That is why, for us at 4Players, 3D spatial sound is so important. We want to live the game, immerse in the experience, and dive deep into the emotions that only creative media can provoke. And we want to help our partners to achieve that too.

Why should you be developing games?

Thu, 20 Oct 2022 00:00:00 +0000

We asked a couple of game developers to tell us why they are building games. Hear yourself:

It’s no secret that we love games. Playing video games is not only a lot of fun but also a full workout for the mind, helping keep us sharp and focused. Studies have shown that playing video games may increase brain functions and grey matter while boosting brain connectivity. Several physicians support the use of video games to combat dementia and depression, and this is only the tip of the iceberg.

But why should developers work on creating great games? I am sure you can come up with a thousand reasons to do so (and maybe some reasons not to, as well). But here are our main reasons to love and work on game development.

Let’s start with the obvious: as we mentioned above there are numerous advantages to playing games, and the same applies to developing games. Game development students are equipped with valuable STEM skills, from coding to design thinking. Game design alone teaches a lot: from alternative thinking and problem-solving, to creative exploration.

Game development is not only for experts either – anyone can do it given enough time, patience and dedication. There are so many tools out there that help creative people to bring their ideas to life, even if they have limited technical skills.

In game development, you don’t necessarily need to be an expert in one thing – as it is multidisciplinary at heart. Individually or in a small team, you can wear many hats and explore diverse interests. Sometimes, not being an expert can be a great advantage!

Games are multilingual. When programming, there are several languages that can be used, based on what you feel more comfortable and confident learning. And if you are really allergic to programming, there are tools to develop games without any coding skills.

Games are multicultural and international. Different from other products, your audience is worldwide and although the market is hard and competitive, if you connect early with your community and are open and communicative, you might find a good niche and help other people have fun with your idea.

Games are user-focused – your players are your kings. It is a great exercise to create things with an external locus. You don’t need to lose or taint your original ideas, but discussing them openly with your players might enrich both your and their experiences to levels you never thought possible.

Games can help connect people, improve their social skills and team building, and build and enrich their friendships. The interactivity that games offer is unique and so important – as we could clearly notice during the pandemic and isolation periods.

But our favourite reason to work with games is simple: you can change lives while doing something that enriches your existence. Sometimes you can really have an impact, as in the case of games for mental health, dealing with accessibility issues or environmental programs. But even if you are aiming to create simple, entertaining games: you can help make a person relax and smile, take people out of stress and depression, and give them a few minutes of enjoyment. This in itself is priceless.

And that’s our goal at 4Players: to help developers bring their games to life, connect people safely and add value to companies and individuals alike. And we enjoy every step of it, as gamers ourselves.

The impact of tech on our lifestyles

Fri, 14 Oct 2022 00:00:00 +0000

We live an online life. We are connected to our devices all the time, even when we don’t realise it. It is a great mark of our digital footprint that we punish young people by cutting access to cellphones or game devices. 40 years ago, cutting TV time or time spent seeing friends was the major punishment. Today, it is cutting our digital presence. What does that say about us?

Let’s start with a bit of data, so we can get an idea of the current situation.

4.59 billion people are daily active users of social media around the world - 58% of the global population.
84% of those aged 18-29 are on social media. This is impressive, but keep in mind that 45% of the individuals over 65 years old are also on social media. So the social media audience is far from being only kids. It is maturing.
An average of 2.5 hours daily are spent on social media and messaging tools. It is becoming more integrated in our lives, beyond entertainment. It provides professional opportunities, helps build new skills, among other advantages.
Several employers use social media to deepen their knowledge about employees and candidates. There are benefits and dangers in these procedures, as individuals might be analysed by their behaviour in their personal life.
73% of the marketing professionals use social media as effective marketing tools.

Source: https://www.smartinsights.com

These are just some numbers, but it is clear to see that social media and messaging have a real impact on human beings and society. We have seen how it can influence and cause positive (and equally harmful) changes in communities and politics. But this is not a political blog: we are creative media developers and producers, social media is an important tool for us.

So why does it matter?

It matters for several reasons - as parts of society, we need to be aware that current and future generations will be fully dependent on the internet, and of the dangers connected with it. Additionally, we need to be aware of the power we have in influencing others, through our products, attitude and messaging.

With great power comes great responsibility. As creative media, we are able to promote positive change and influence policies. We can educate future generations to be kinder, more diverse and open to change, less attached to radical ideas.

It was extremely interesting to discuss this and other important matters with fellow game developers during W <3 Games, in Helsinki. It is amazing to see our industry has a heart and it’s beating for a better future.

It was an honour to share how 4Players is striving to promote and offer equal and diverse environments for all players and to support developers in creating immersive worlds with ODIN and by offering safe gameplay environments with 4NetPlayers.

Let’s work together to build a safer and more inclusive digital environment.

The world is our oyster: why building an international community can make a difference

Thu, 06 Oct 2022 00:00:00 +0000

There was a time when it was enough to stay local - exporting was a choice and working exclusively in your own region was a suitable option. With the introduction of the internet, everything changed. Local businesses began to get a taste of the global life - for technology companies, going international became a must. The idea of building a global community is very appealing, but it is not easy. Several things must be considered for it to work.

To build a global reach, it is crucial to understand the importance of cultural diversity and creating rapport through social engagement. People are keen to connect, so give your community good reasons to want to connect with you. Every new area you move into is different, but there will always be common features that connect them. These cultures are a melting pot of uniqueness, linked by feelings, needs and thoughts - connect these and you will paint a picture that only your global community can colour.

It’s vital to have clear goals when it comes to your community. Create a visual statement so your members know why and what they are joining. This way, you can guarantee you are attracting and retaining the right people. Create a friendly online space where your members can communicate and connect, people want to engage in discussions, and have an open platform to ask questions and be heard. Make sure their experience is pleasant and that accessibility and transparency are words you’ve always got in your mind.

Talking about transparency, remember you are connecting with people from all over the world. They all have different views and experiences, but they all understand and recognize honesty. Being clear and careful about cultural and geographical nuances will help you build a true relationship with the members. Don’t think one size fits all – embrace the differences and be flexible, all while being yourself. You won’t attract everybody, but the members who join you will appreciate what you are trying to do and remain with you.

Working with people worldwide may seem like a herculean task, but breaking it into sub-communities and covering several sub-topics allows you to diversify the global community, making it easier to share and find information. Remember, this is not about you: this is about adding value and creating connections, fulfilling your community’s needs and wants, and building loyalty. Understand your audience,support them, and you will go a long way.

For us at 4Players, it is all about our global community – building it and growing it. That is why we are so keen to attend events all over the world and to listen to what developers and players need. Meet us at W <3 Games in Helsinki, MEGAMIGS Festival in Montreal, Scottish Games Week in Dundee, and G-Star in Busan. This is only the beginning. We want to support developers and players from all over the world, so there is much more to come in the future, and it’s looking bright!

Why connection is important for more than business.

Thu, 29 Sep 2022 00:00:00 +0000

This week, we were lucky enough to attend and present at PGConnects Helsinki, event organised by Steel Media Ltd . Seeing our friends and colleagues in the industry in person again after a long period of isolation, made us reflect on the importance of connections.

We have previously discussed the effects of isolation on mental health. Now, we would like to discuss the importance of networking for business and personal growth.

As developers, it’s common to think that all we need is our team, our creativity and our skills. This may be true when it comes to the production phases, but without the feedback and support of business peers, success can wander out of reach.

Networking is one of the most challenging yet beneficial tasks for companies. It requires skills that are not as tangible and simple to explain as programming or artistic talents, and it takes time and dedication to bring in results.

Networking is the art of building trust and a rapport with your peers. It implies a connection different from friendship, but no less complex. Knowing people is not enough. It is necessary to understand and show true interest in others, be open to sharing thoughts and ideas, and be at the ready to start meaningful discussions that could lead to exciting new prospects and opportunities.

If you see events as a way to get clients, have quick business meetings or achieve sales targets, you are in danger of being inefficient and potentially viewed as obnoxious. Some developers will avoid you, others will meet you out of their business needs - but they won’t enjoy the encounter.

If you see events as true opportunities to connect with people and learn interesting things, you will always be satisfied with the results. In order to do that, you need to have a sincere interest in others and have an open mind about how your product or project can support them. It’s not about you. It’s about them.

These are the core values we at 4Players live by: with curious minds and a deep desire to be helpful. Our partners, our community, our players and our developers are the king. These people are the stars that motivate us to keep creating great tools for them to produce their magic.

So we are very thankful for the opportunity to attend and present at events like PGConnects Helsinki, to share our insights and meet amazing developers and partners.

Deep connections are key for us at 4Players, and we hope that with ODIN and 4NetPlayers, we can continue to support players and developers to forge deep relationships.

Diverse voices in games and beyond

Thu, 22 Sep 2022 00:00:00 +0000

Diversity and inclusion is something that has been in the minds of creative people more and more lately, which is a wonderful thing. For us, at 4Players, it is also a constant point of discussion and concern, as we want our tools to be for the good of the development and gaming community and weapons of construction for a better world.

As we are all about giving a voice to the community, today we want to shine the spotlight on three professionals in the industry who have been dedicating their careers to building innovation and entertainment with solid bases of inclusion, diversity and fairness. Our rock stars this week are Kelly Vero , the Creative Badass from Core Game, Sophia Aubrey Drake , the Indie Queen from Steel Media, and Alan Ayala , the Community Wizard from Class101. They all have different experiences and backgrounds, and bring different approaches to the topic.

Let’s start with the definitions of diversity and inclusion.

According to Oxford, diversity is ‘the state of being diverse; variety’ and ‘the practice or quality of including or involving people from a range of different social and ethnic backgrounds and of different genders, sexual orientations, etc.’ It is common to see people talking about diversity as the second definition, the involvement of people from a range of different social and ethnic backgrounds. But it is important to note that diversity of skills, interests, experiences and backgrounds is also key for a successful environment.

Meanwhile, inclusion is defined as ‘the action or state of including or of being included within a group or structure’ and ‘the practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized, such as those who have physical or mental disabilities and members of other minority groups.’.

It is interesting to see that the concepts are deeply intertwined and connected in their core, although reflecting different scopes of the concept.

With these definitions in mind, can we say the creative industries, focusing on games, is truly diverse and inclusive?

‘I think inclusion and diversity is something that the industry is getting better with, especially when it comes to seeing all different types of people represented within the games we play.’, states Sophia Drake. ‘However, we still have work to do, and I think this is especially true when it comes to the notion of inclusion and diversity being a battle we still seem to have. I would like to see it just become the norm. Where we see all kinds of people represented in gaming, whether that is on screen, off screen through the industry or through esports teams, or of course within the communities we play games. What is key to this is making sure we make games and the way we play them as open, accepting, and most importantly as safe as we possibly can. Gaming at its heart is something that is meant to be enjoyable for everyone in my opinion.’

When asked if the gaming industry is truly democratic, Kelly Vero states that she believes ‘the games industry isn’t. It has little to no democracy. It’s still incredibly male, pale and stale in senior positions. The metaverse and web3 presented more of a diverse opportunity and though 16% of the workforce are women, for example, we have to accept that this space is still very young and new. By using information, advice and guidance, we can overcome some of the challenges that the games industry has quite clearly failed to achieve.’

But this is not exclusively a Western market issue. Alan Ayala says ‘the overall industry in Korea and other countries in Asia is still taking baby steps towards inclusivity and diversity being integrated into games.

There is a growing need for games to raise a global community of players along with games, but the in-game contents are still far from reflecting the inclusivity and diversity speech in the same way as western industry. There are many races or other minorities not clearly represented in games, nor the culture associated with those groups. I think this happens because of the lack of representation within the studios themselves. Most of the studios are very homogenized with very little foreign, cultural or gender diversity. I do see more women joining the ranks of game studios, especially in the art or publishing departments, but there is a lack of comprehension of what inclusivity and diversity actually means.’

It seems we have a long way to go when it comes to game development and design, but how about the community? There are issues in the community we still should address.

Alan states ‘I think that the rise of community, especially thanks to platforms like Meta and Discord, has allowed a more natural evolution of gamers into inclusivity and diversity. The fact that we can express ourselves freely allows us to be more sincere with our personal values and maybe be a bit more open to judge someone for their game skills rather than other personal traits.

The only issue is that often these gamers need some guidance towards what inclusivity and diversity aims for, and avoid toxic communities, but this is a task that will involve all parties, starting with the game itself.’.

‘I think unfortunately there can still be a feeling of tribalism within gaming, and as such a level of gatekeeping.’ says Sophia. ‘Often within the games community, we still hear phrases like “you’re not a real gamer if you ….”, or “you’re not a real gamer unless …”. As someone who lives and breathes games I want to see as many people enjoy games in whatever way works for them, whether that is playing a SoulsBorne game on hard mode, challenging the world online, enjoying a single player story experience, or maybe even just sitting down with their phone for 5 minutes on a bus commute.’.

We need to look at diversity and inclusion from both sides, as developers and gamers, and support change to create a positive environment for everyone. Our stars have a few suggestions on how we can achieve that.

‘I would start by asking: does the games industry want to be saved?’, asks Kelly. ‘ On the one hand, the indie community thrives under diversity and to some extent differentiation of everything from status to creative. On the other hand the console business is stuck, somewhere between 2003 and 2010. It’s a network of old friends and old ideas. The mobile industry is suffocated and really needs something like the metaverse to breathe some life into it. Passive income is just that, but it’s not the profitable business that we were promised is it?’.

Alan adds: ‘I think everyone in the gaming industry, whether we are a studio, creatives, or gamers, slowly are moving towards the same direction driven by Gen Z and all the changes they are demanding and influencing into the older generations.

In terms of challenges within communities there is still a lot of work to do with hate speech and globalization of content. I think Netflix has deeply helped to introduce cultures/subcultures to people from different backgrounds by localizing and producing content from all over the world, but we need to spread that path to other fields, like games, to teach everyone in the world that we are all human beings with the same rights and needs, and the desire of feeling included in this big open world.’.

And Sophia concludes: ‘Sadly whilst we as an industry are getting better, there are still many who feel unsafe when playing games communally, or when expressing their thoughts and feelings about what they love. This is most clearly seen online through social media and within the online games that many love to play.

There is lots that can be done in order to change this. However, in its simplest form I think there are two things that need to improve.

1- Platforms need to get better at moderating and controlling hate speech and overall negativity.

2- Maybe more importantly though, I think we all need to look internally and ask ourselves is this appropriate? Everyone just wants to enjoy gaming, and for many it might be an escape from real life situations and problems. I also think that the mindset of those playing games alongside those within the industry needs to be more open to all the multitudes of ways we play games, as ultimately isn’t more people playing games, alongside an extensive variety of types of games to play, only a good thing? I certainly think so.’.

We have a lot to reflect on and strive to change in this industry we love. 4Players is keen on creating safe and immersive environments for the gaming community and beyond, providing the right tools and partners to support developers and communities. We would like to thank our guests for so kindly sharing their views, and we hope you can join us in making the gaming and creative media communities truly diverse and inclusive, in an enjoyable and safe manner.

Knowing your Audience: Players Profiles

Thu, 15 Sep 2022 00:00:00 +0000

As game developers, there is one ingredient to the success of a game that we should never forget: the players. Without players - without an audience - having the best game ever means absolutely nothing. They are the movers and shakers, and at the heart of why games are made. Understanding the audience, their motivations and standards, can be a game changer ( pun intended) in creating a successful and long-lasting product.

Richard Bartle, researcher who created the Bartle Test of Psychology, dissected the taxonomy of player types. Through his tests, he identified four key classifications of players. It’s important to note that these categories aren’t rigid, and most people display traits in more than one category. Knowing their dominant trait allows developers to foresee the majority of features that should be used and which other features can be added in smaller amounts, to appeal to the other categories. Plus, it is always more interesting to make informed decisions rather than just half-educated guesses.

The Achiever

An explicit planner and implicit opportunist are characteristics of this profile at heart. They are all about points and status, being able to check and showcase their progress at all times. They not only want to collect all achievements and badges, they will proudly display them. This kind of player will respond well to incentive schemes and faster routes to success. Bartle estimates that roughly 10% of players are Achievers. They are very conscientious, ambitious go-getters, who often rush to finish daily tasks and challenges. They will seek praise from Socializers, even if not explicitly or directly.

The Socializer

The largest profile group, Socializers account for approximately eighty percent of people who play games. For Socializers, the fun part of playing games is the interaction and connection to friends and peers. They enjoy collaborating for bigger rewards, using games as a healthy path for richer social environments.

Social games and platforms, as well as metaverses, appeal to Socializers, as they are not seeking out fierce competition, but support. This doesn’t mean they aren’t ambitious. They are networkers, love large audiences, and are agreeable and friendly. They start and hold conversations in voice chats, join guilds, and are a frequent voice in chat rooms and discussion forums - you got the idea. We have all encountered a Socializer at one point in our gaming journey, whether this be in a game or hanging out in a forum.

The Explorer

An inquisitive bunch, the Explorer wants to experience new adventures and discover new secrets. They are happy to pursue repetitive tasks and explorations, as long as it unlocks rewards such as easter eggs or a new secret level. They are not impressed by badges or interested in gloating about their achievements. The Explorer gains inspiration from experimenting, finding new ways to exploit the game to reach new, unseen areas. Open-worlds and sandbox games are their playground, and they’re not in a rush either, exploring everything at their own pace – and enjoying every minute of it. Around 10% of players fit this profile.

The Killer

Although the name is a bit scary, the definition isn’t. Killers are similar to Achievers, but with a twist; they want to see other people lose. As you could guess, they are highly competitive, and motivated by being the winners - and to be true winners, everybody else needs to fail. They are politicians, out for blood and chaos, but very conscious of their status and reputation. They prefer live PvP and are prone to use scripted cheats whenever possible. This category is very rare: less than one percent of players.

So, what did we learn? When keeping these profiles in mind, it makes it easier to understand why games like Farmville and platforms like Roblox are so successful, but this just scratches the surface. In order to make the right decisions for your game design, proper player research and analysis is essential, and can take you a long way.

We would love to know which kind of player you are. We would say broadly that we are Socializers and Achievers, ready to use ODIN and 4NetPlayers to interact with our peers, while keen to better ourselves every step of the way.

For us at 4Players, it doesn’t matter if you want to appeal to the Socializers, Achievers, Explorers or Killers, if they are there to chat, join adventures or boast: we want to provide developers the tools to make the player’s experience top level and unique. We are here for all of you!

Beyond conventions: finding new identities in the metaverse

Thu, 08 Sep 2022 00:00:00 +0000

If you could look, sound and be anything you wanted, would you choose to be exactly the same as you are in real life? Studies show that, in the UK, 42% of individuals are unhappy with the way they look. Although these numbers might change from place to place, most people would like to alter or improve something about themselves. Some changes are possible in reality, others are harder. That’s where the metaverse comes into play. A universe where everyone can be whatever they want, with no limitations. Where they can reflect not only their physical self, but their inner self. We can’t deny it is a very tempting and exciting idea – to reinvent ourselves in any way our hearts desire.

But let’s not stop on physical appearance. Identity is much more than just the way we look. By definition, identity is the ‘distinguishing character or personality of an individual, the relation established by psychological identification’. In the digital age, we have the opportunity, more than ever before, to re-establish ourselves as the beings we believe we deserve to be. To live a digital life that can help fulfil wishes that cannot come to fruition in real life. Hopefully, this will be done in a safe and respectful manner, but it is undeniable the attraction the metaverse can have when it comes to creating a new, digital identity.

Deloitte states that “digital identities are becoming the foundation of our rapidly evolving technology-based and data-driven economy and society,” and that “digital identity should be at the core of any leading, data-driven organisation.” Data has been a hot topic for a long time, but as people, we are much more than data, and by spending more and more time online, our lives are becoming increasingly digital.

The ‘Digital Ownership Report 2022 ’ from the metaverse platform Virtua shows that younger individuals are particularly excited by the potential for reinventing themselves in virtual worlds that allow for the creation of digital identities and ownership. The report states that 63% of American millennials expect the metaverse to help them reinvent themselves, while 70% of Americans believe that digital fashion and art are already an essential part of their identities.

It is clearly a great opportunity for anyone to reinvent who they are, reconsider values and activities, and change behaviours to fit the new persona. With these new opportunities, come renewed challenges. Trusting what you experience online is already a challenge, with the metaverse, avatars and brand new personas, it will become even harder to trust the avatar is who they claim to be. Although there are solutions for this issue with the use of data, this solution will bring further privacy and commercial issues to light. We have a long way to go before we have a palpable solution to the digital identity dilemma. As things are at the moment, there is and there will always be the potential for fraud.

What is fascinating is the potential of giving wings to everyone, metaphorically and literally, to explore and expand their realities and expressions. It is cathartic to think that we can create in the metaverse what we would like to see in real life. Maybe some of us will discover that we can apply some of the learnings about ourselves from the metaverse to our lives, and bring our real identity a little step closer to our dream avatar.

Maybe we will learn that the voices repressing our self-expression are not as loud as we believe, and there are millions of people around the world that are also different from their norms and finding themselves. Perhaps we will feel more accepted, and more included. There is a chance that through online voice chats, we will find like-minded people and peer identities that will reassure us that it is good to be unique.

We should always strive to find solutions to support the metaverse, helping to make the experience more realistic with ODIN by 4Players dynamic sound features, while 4Netplayers has low latency, making for a smooth experience. At 4Players we are metaverse friendly, so players can delve into their own virtual realities and truly be who they want to be.

Safety in Technology

Thu, 01 Sep 2022 00:00:00 +0000

There is nothing more frustrating for gamers than experiencing lags and lost files. An immediate solution for those issues is dedicated servers. If we are talking about harassment and privacy issues, private dedicated servers might be the best response available at the moment.

In a time where safety and privacy in gaming are huge topics for discussion, we can’t help but think about private dedicated servers, AI moderation and voice-changing technologies, especially for online multiplayer gaming experiences. According to Forbes, over 60% of gamers, adults and minors, have suffered from some kind of harassment in online gaming. The most exposed groups are women, Black Americans and Asian Americans. Over 50% of gamers try or succeed in hiding their identities to avoid harassment.

In the US alone, 91% of the kids between two and 17 years old are playing video games. In the UK, 82% of children between 12 and 15 years old play games online, and the next generation is being brought up in full digital, online, interactive environments. This is amazingly great news, and terrifying at the same time.

Game rage is a real thing – fully documented and widely researched. From griefing, doxing, and swatting to all kinds of hate speech and aggressive behaviour, the danger is substantial and has real physical and mental consequences. Games are wonderful social tools and must be truly nurtured as such, but they can also pose grave threats to our youth. With the metaverse and full digital lives advancing, these threats need to be taken seriously and averted whenever possible.

Besides cyberbullying, privacy problems and data leaks, other dangers to be considered in online gaming are misuse of webcams, malware and online predators. It is not a surprise that many groups advocate that online gaming is harmful to their youth, but the truth is that those dangers are not only in gaming. These dangers are everywhere online and games are just the conduit for positive and negative alike.

So what can be done? Are there solutions available? We are not saying that we are 100% safe yet, but we are going in the right direction. AI moderation, both in voice, text and images, data privacy, voice changing technology, and private dedicated servers are some of these solutions. At 4Players, these issues are taken seriously and we are constantly looking for the best partners to fill all the gaps. We believe that it is possible to create safe and immersive gaming environments where our youth can learn to act in a positive way, while enjoying positive life experiences.

We live in two worlds

Mon, 22 Aug 2022 00:00:00 +0000

Our physical life is full of challenges, struggles and heartbreak. There are a lot of great things that happen, but they are mostly out of our hands. Opportunities are not dished out fairly, and most of us won’t live our “dream life” in the physical world.

Our digital life, however, can be flawless. We can be anything we want, and our fantasies can come true in the metaverse / digital world. We can have the career we always dreamed of, the respect we always craved, and the deserved recognition for our accomplishments.

As technology advances at an astonishing pace, so does our immersion into digital life. Although there are a tonne of moral and social issues in the metaverse to be considered, let’s, for now, focus on the emotional implications of immersion in the digital world.

Human beings need to be social. We need conversation, to exchange ideas and share our fears. Some individuals are more physical than others, but the concept of contact still remains. Sensory deprivation experiments have shown subjects becoming disoriented, having difficulty concentrating, being unable to solve problems, and some radical cases even experienced auditory and visual hallucinations. Our senses play a huge role in our well-being.

If the pandemic has shown us anything, it’s that being isolated can be emotionally harmful. But even though we acknowledge that, we are still focusing continuously on our digital lives. The reasons vary. Nevertheless, it’s clear that we can’t ignore the path we are walking on.

The technological tools that will allow us to truly immerse ourselves in the digital world will be crucial for our experiences and well-being. This is why what we do at 4Players is so important. Everyone online needs servers to remain connected and safe. Data protection is another important factor for us, deserving of a full blog dedicated to it. With ODIN , we offer a full 3D sound and voice experience in the easiest way possible. We apply the full capabilities that Unity and Unreal Engine already offer for best results, making life easier for developers.

As visual technology advances in strides, it is time to do the same with #audio technology. It’s one step closer to a full-on immersive experience. For many developers, sound has been put in the background, as a second-thought feature. Voice is not even considered as there are so many challenges to face in implementation and safety. But ignoring its importance to the full experience is a mistake.

As developers, we want to help the players to have varied emotional reactions to our creations, and to feel the urge to return to them, and play them over and over again. We are still not there when it comes to having all five senses engaged in the digital world, but why not assure our community gets the most of it?

To learn how we can help to integrate immersive voice chat and sound experiences into your game, visit www.4players.io or send us a message.

Indie Campus – Cologne: Successful conference debut

Fri, 17 Sep 2021 00:00:00 +0000

4Players and Indie Hub are very satisfied with the premiere of the indie event and are already planning the next edition.

The first Indie Campus organized by Indie Hub and 4Players in close cooperation with KölnBusiness and Atypic Labs from Québec, was a complete success. On September 14 and 15, 2021, more than 30 speakers joined the online event, making themselves available for talks and roundtable discussions to a very inquisitive audience.

The speakers, including best-selling author, Emmy® winner, and developer Don Daglow (a.o. Neverwinter Nights, Stronghold, The Lord of the Rings: The Two Towers), Dominik Lauf (CPO, Magenta Gaming), Seren Besorak (Co-Founder & CEO, TriTrie Games), Tomas Sala (The Falconeer) or Kai Schober (Community Manager, Bethesda) gave the audience not only open insights into their wealth of experience, but also many suggestions on the areas of retention and monetization in games. From blockchain usage in games to the necessity of a publisher, hints on how to go from 0 to almost 1,000,000 followers, the importance of community management as well as valuable design advice up to a wrap-up of TriTrie Games’ thematically challenging ‘Jessika’, a wide range of topics were covered and enjoyed throughout.

###Next Indie Campus in 2022 Given the positive feedback during and after the event, Indie Hub and 4Players have agreed to extend their collaboration in the future. The next Indie Campus is already being planned and is expected to take place in spring 2022. In addition, other events tailored specifically to the needs of indie developers will take place at irregular intervals, the details of which will be announced at a later date.

Marc Berekoven, Head of Business Development 4Players: “On behalf of 4Players, we would like to thank everyone who helped making the first Indie Campus a success. Together with Indie Hub, dedicated volunteers, KölnBusiness and the international support of Atypic Labs, we were able to present great speakers with interesting topics over two jam-packed days. The indie developer scene has grown a little closer through the Indie Campus, not only on a national, but also on an international level. We hope that the more than 1,000 spectators were able to take away numerous suggestions and ideas from the talks as well as roundtable discussions. We are already looking forward to the next edition.”

Stefan Schmidt, Co-Founder of Indie Hub, adds: “We couldn’t be happier that Indie Campus - Cologne was such a great success! Our special thanks go especially to my team and KölnBusiness, who have supported and encouraged us since the very first minute. And even though the theme of the next Indie Campus is yet to be announced, we can already say that we will shed light on other important topics for indie teams around the world. But until then, we will of course continue to offer a monthly roundtable and the Indie Game Fest in November.”.