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When Will Wright first introduced The Sims to his colleagues, enthusiasm was lacking. However, the game ultimately broke new ground, leading to a franchise that has sold over 200 million copies and earned $5 billion to date.
Now, as he promotes Proxi, a unique game centered around memories, Wright finds himself facing similar skepticism. Despite its originality, investors at Wright’s Gallium Studios remain wary.
“This is a situation I’ve encountered before. I know how to navigate it,” Wright shared during a conversation with GamesBeat.
Lauren Elliott, CEO of Gallium Studios, echoed Wright’s sentiments, noting, “It’s challenging to launch innovative projects, especially with major publishers. There are clear parallels between Proxi and The Sims.”
The Architecture and the Ant Simulations
The Sims 4 continues to be a revenue generator for EA.
In 1993, prior to Electronic Arts’ acquisition of Wright’s company, Maxis, Wright experienced skepticism regarding his fresh approach. While he had achieved notable success with titles like SimCity, his desire to shift focus to a game about human interactions was met with doubt. A focus group confirmed this, with most participants, predominantly men, indicating they were uninterested in The Sims.
“I understand the hesitation; conveying an abstract idea is complicated,” Wright acknowledged.
The game that would evolve into The Sims initially began as an architectural simulation. Drawing from his self-education in architecture, Wright was inspired by works such as A Pattern Language, which examines human behavior in spatial contexts.
“It started with architecture, but we soon became captivated by the characters,” Wright explained. “Eventually, the focus shifted entirely to the interactions of these characters.”
Wright experimented with so-called “smart objects” in his architectural game, believing that their success could be measured by their ability to attract character interactions.
“People were modeled after the ants from SimAnt, which I had previously created. We aimed to simulate ants responding to pheromone trails. I began to wonder if we could replicate human intelligence by distributing intelligence across the environment rather than making each Sim exceptionally astute,” he remarked.
Thus, a Sim could walk to a refrigerator if it effectively attracted a hungry character.
“The objects essentially serve as lures. If a Sim feels hungry, they’ll gravitate towards the refrigerator. Their basic needs guide them,” Wright detailed.
The development team established a foundation where objects within the environment appeared intelligent while the characters themselves did not. The objects would entice the characters, influencing their actions based on instinctual needs.
“I had to advocate for resources within Maxis,” Wright recounted. “We had a talented core technologies group working in isolation on various concepts. I asked management if I could utilize that team, which ultimately led to notable advancements in our prototypes.”
By 1997, Electronic Arts expressed interest in acquiring Maxis, as they aimed to boost their portfolio with new franchises. Even at that stage, the development of the Sims prototypes had yet to captivate everyone.
“Don Mattrick and I were initially quite different,” Wright described. “However, he recognized the potential of The Sims when he viewed the prototypes. He advised, ‘We should acquire Maxis for this.’”
The deal closed in July 1997, with EA buying Maxis for $125 million. Although it still took time to finalize the game, it premiered on February 4, 2000.
In his pitch meetings for Proxi, Wright faces a similar atmosphere of uncertainty. During one instance, a familiar team was enthusiastic about the concept, but they struggled to identify the target audience. The presence of AI raised concerns among potential investors.
Today’s publishers are focused on titles that can sell around 20 million copies, impeding any potential agreements.
“I understand their position; that’s just how the industry operates,” Wright said. “It’s challenging for them to justify investing in a small team with such potential to their higher-ups.”
EA’s recent decisions reflect this trend. Once, the company nurtured multiple BioWare titles simultaneously, but as development costs soared, focus narrowed. The disappointing launch of Dragon Age reshaped their strategy, leading to a concentration on singular projects.
In the 1990s, game publishers were risk-averse, and venture capital was scarce. Currently, VCs are more prevalent, yet the industry remains cautious due to escalating game production expenses.
Elliott, who has a history with the Carmen Sandiego franchise, witnessed a shift in focus from innovative ideas to established sequels. Around 2020, VC firms like Griffin Gaming Partners emerged, eager to invest in original properties, but funding has become increasingly hard to secure as the industry adjusts to post-pandemic realities.
In 2022, Wright and Elliott successfully garnered limited investment to progress Proxi, yet struggled to secure essential funding for broader marketing and publication efforts. Griffin Gaming Partners backed a $6 million investment, but further support hinges on hitting significant benchmarks.
“Initially, we had planned for the entire studio to manage marketing,” Wright admitted. “Recently, we pivoted from that plan to ensure the studio’s survival.”
Despite ongoing development efforts, the funds from 2022 are running low, emphasizing the urgency of their situation.
“We’re at a crucial point where our financial resources are almost depleted,” Elliott noted. “We’re being honest about our situation. While Griffin supported us, it wasn’t enough to cover all our launch requirements.”
Wright’s reputation may once have attracted funding more effortlessly, but challenges persist. At least one VC has expressed interest in supporting Gallium Studios, contingent upon finding a lead investor to finalize their round.
Proxi: A Game of Self-Exploration
The Proxi world can visualize your memories.
Wright showcased Proxi in December, following a public demo aimed at raising awareness for diabetes. “It’s a truly unique gaming experience—one like none other,” Wright emphasized.
Proxi allows players to create a simulation of their memories. Unlike The Sims, where players craft characters for fictional lives, Proxi allows users to define real-life memories, which are transformed by generative AI into editable scenes within a 3D mental landscape.
Users can create connections between their memories and those shared with others, facilitating introspection and self-realization through these interactions.
Drawing from memory research, Proxi operates on the premise that memories reside within networks of associations, making them accessible for exploration and reflection.
In a discussion at the GamesBeat Summit 2024, Wright and Numenta CEO Subutai Ahmad explored integrating neuroscience-driven AI for Proxi’s development, focusing on brain-based computing methods.
Wright envisions Proxi as a tool for illustrating and quantifying memories. The interplay of storytelling and gameplay involves manipulating memories, enabling players to curate and share them, enhancing interpersonal connections.
“The nuances of storytelling can transform into gameplay elements. As players rearrange and exhibit memories, their uniqueness enhances the gaming experience,” Wright explained.
“Returning to shared memories about high school offers a fascinating dimension,” Wright said. “Exploring geolocation-enhanced memories allows the visualization of how different individuals connect through shared experiences.”
Wright mentioned the decision to keep character animations more abstract, referencing Scott McCloud’s Understanding Comics: The Invisible Art, where simplicity encourages identification and connection with characters.
Generative AI could facilitate dynamic memory animations, providing tailored imagery for each player’s context. While the Gallium team establishes a cohesive artistic style, players may also integrate their own AI-generated visuals.
For instance, Wright might add a visual representation of a catamaran to enhance a memory about sailing with his uncle, bringing the experience to life.
Proxi could allow players to fill extensive virtual spaces with memories, showcasing their depth and intricacy, leveraging concepts like spatial zooming to emphasize prominence within the memory landscape.
Wright suggested that players could design mental maps based on significant memories, similar to Kevin Lynch’s urban planning insights regarding mental landmarks.
“Players can create a map that highlights their high school memories while discovering associated experiences shared with others,” he suggested.
The design encourages personalization, allowing users to curate their worlds based on various themes and contexts, including significant individuals or places from their lives.
Considering the importance of memories, Wright anticipates ensuring the longevity of the game, so players can preserve their personal narratives for generations.
Searching for a Solution
Wright and Elliott are now actively seeking funding to bring Proxi to completion, acknowledging the importance of increased visibility. Wright participated in a Reddit AMA, sharing insights about Proxi’s development.
The game targets PC, PlayStation 5, and Xbox Series X/S, though Wright has briefly considered creating a variant within platforms like Roblox without pursuing it further.
An initial concept involved leveraging blockchain technology to empower user-generated Content creators, ensuring ownership and addressing piracy concerns. However, Elliott noted that practical issues undermined this approach.
Proxi’s gameplay offers users the opportunity for self-reflection, tapping into significant psychological advantages. Just as mental health is becoming increasingly prioritized, Gallium Studios faces pressing financial challenges.
Wright envisions exciting features, such as life story trailers made from memory highlights, allowing users to gauge popularity and relevance. The essence lies not in the volume of memories but in discerning and prioritizing pivotal moments, potentially unveiling patterns within one’s life.
“By reflecting on related memories, players may find themselves eager to input new ones, creating a cascade of recollections,” Wright stated. “After adding just a few dozen, the results can be captivating; imagine reaching a total of 100.”
From the fundraising experience, Elliott gained crucial insights.
“The trend within established publishers is shifting away from investing in new ideas, favoring larger marketing budgets instead—essentially stifling innovation,” Elliott articulated. “With AI surging through the industry, it presents an opportunity for smaller companies to emerge and thrive.”
He continued, “Given EA’s recent marketing budget increases, it could have easily funded multiple innovative projects. Perhaps it’s time for AI firms to establish their own game studios.”
Regardless of the outcome, many are hopeful for Wright and Elliott, who have consistently demonstrated the potential for groundbreaking creativity in the gaming space.
Source
venturebeat.com