"Famous Last Words"

Knowing Who Your Friends Are (August 2008)

Dear Jim:

We're developing a game for a small publisher and their producer wants to hang out with us all the time. I know it's a business relationship but he's a great guy, seems to like taking the team to dinner, and we really like him.

There's nothing wrong with that, is there?

Team Leader (no name or location please)

Dear Leader:

I've got a lot of friends in the games business including people I've worked with over the years. We are joined by common interests and experiences. Some of those started with the two of us on opposite sides of a deal.

Those friendships developed after we were no longer working together on the project.

It is very important to understand the difference between a friend and a business relationship. When those lines are crossed, the results can be difficult or damaging to say the least.

A friend is someone you can call on socially with no business interests hanging in the balance. He or she likes to spend time with you – for who you are as a person. A good rule here (which I am not suggesting for anyone) is you can make an ass of yourself in front of a friend without suffering consequences to your career!

A business associate is someone with whom you may socialize, but there are overhanging business issues in play.

It is important to maintain cordial friendly relationships with publisher personnel. You two share a common goal – which is to complete your game and watch it succeed in the marketplace.

However, in many ways, you also have adverse interests. Things don't go right, developers run short on cash, publishers do not deliver assets when promised, “feature-creep” rears its ugly head, approvals are not received, we all know how good relationships can deteriorate.

Publisher representatives can use their position as “good guy” or “friend” to gain inside information or pressure developers to go along with their unfunded “requests”. It is harder to say “no” to a friend.

I believe it is important to maintain a professional formality with all publisher personnel during development of a game. The relationship should be cordial and respectful – but does not have to be buddy-buddy.

That means keeping a professional distance, carefully monitoring all incoming and outgoing written communications, documenting all issues that arise, keeping a diary that summarizes all interaction and communication – written or oral, and being persistent in follow-up.

Don't presume because your producer, or other publisher reps are “good guys” that they'll be there for you when you need help. They get paid by their company and their job (and bonus!) is dependent on their ability to shepherd you and your project through to completion.

Excessive informality in your relationship and communications is easy to fall into but a bad idea. If there is a management turnover at the publisher, that informality can be viewed by the new team as evidence of unprofessionalism and a lax organization on your side (at best). It does not reflect well on you and your team.

A close relationship is important in getting the project together and out the door. But always remember it is business, your publisher “friend” certainly may have ulterior motives in cultivating your relationship, and you've got an important job to do in completing your game.