How Game Packaging is Designed

[twistedsymphony]

GameSetWatch has an interview with Justin Carroll (who worked on Modern Warfare 2's box) about what goes into designing box art. Interesting stuff for those of us who love the Collector's Edition packaging and the extras they entail.

As elaborate packaging becomes more prevalent, does it still stand out?

JC: ... More elaborate packaging communicates a deeper story about the game, and also connects to the passion the gamers and developers share about the game. To me it's about authenticity. We created the collectors edition packaging for Warhammer Online: Age of Reckoning. The Mythic/EA teams sweated over every tiny detail of that package with us, and that really shows in the final results. You can't bullshit a core audience.

Also, the majority of packaging on the shelf is still in the 1st party templates, so the elaborate Collectors packs grab your attention. If you had a hundred Collectors Editions sitting on the same shelf it would be a different story.

Does that create an arms race, in effect, where packaging becomes more elaborate? Some things we've seen in limited editions are a bit ridiculous.

JC: I guess it does start an arms race but still, if it's an authentic experience it adds value. There comes a point though where the economics will stop supporting it.

... with the killer AAA titles it will always make sense. Look at Infinity Ward's "unboxing" video for Call of Duty Modern Warfare 2: Prestige Edition on YouTube (we did the packaging). Over three million views to date. Obviously someone thinks that over-the-top package offers something valuable.

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