Schuneman: We need to redefine triple-A

Schuneman: We need to redefine triple-A

By Aaron Lee in Brighton

July 9th 2013 at 10:39AM

Develop Conference: Lift London head says it's about game quality, not budget

Lee Schuneman, head of Microsoft’s Lift London studio has called for game makers to redefine what is meant by ‘triple-A’ in the games business.

Speaking at the Develop Conference in Brighton, Schuneman said the current definition of triple-A – blockbuster titles for high-end or dedicated games machines – is an inaccurate representation of what games are in the 21st century.

“Triple is not team size, or budget or what device it’s on,” he said.

“Triple-A could be addressing the audience times by ambition. It’s about quality and audience scale.

“Clash of Clans is triple-A, Halo is triple-A. And a 21st century service is about how you represent your audience and generate content that’s culturally relevant. Think global-local.”

Clash of Clans is one of the most success mobile and tablet games yet. Similarly, Minecraft has sold over 15 million units across its various platforms, outselling so-called ‘triple-A console’ games.

Schuneman his points in relation to his own studio, which is working on reshaping entertainment experiences for games and TV.

Microsoft’s newest studio is currently working on four projects, and has ambitions to take characters to the “next level” in mobile games.