By Jen and Orb
May 2002

Howard Horowitz is the founder of Got Game Entertainment, a new North American game publisher that is slated to release English-language versions of The Watchmaker and Tony Tough and the Night of Roasted Moths.

What is your professional background, and why did you decide to start publishing adventure games?

My professional background started with Nintendo, working for a sales representative organization that helped launch Nintendo in the United States in the late 80s. We also represented a number of high-profile third-party publishers that came to market. From there I moved to Sierra On Line, followed by ASC games and Codemasters. The adventure titles that piqued my interest date back to the introduction of Mario Bros. and extend to Final Fantasy. As I moved into a sales executive position with Sierra On Line, I was exposed to a number of their successful host of titles. Of course, when you mention Sierra, you instantly think of the Kings Quest series developed by Roberta Williams. The company also introduced me to Al Lowe's Leisure Suit Larry series and a number of other adventure titles the company dominated the market with.

What do you look for in a game, both from the personal and the business standpoint?

From a personal standpoint, that's an easy question—the game has to be fun and entertaining on a number of levels. The story line needs to be intriguing, the audio entertaining, and the game must possess a fun factor that keeps me wanting to get back and play. As with a good book, you come to the point of being disappointed that you completed the game.

On a professional basis, I look for a number of the same elements that I enjoy on a personal level. Fun is fun, regardless of whether the title is 2D, as with Tony Tough, or 3D. The analogy would be a good movie that lasted ages but, perhaps, technically might not be the latest and greatest. Nevertheless, the title has "good bones." The business side of me is concerned with budgets, sequel potentials, and character appeal to the audience. Character appeal is an intangible element that allows game players to be drawn into the game and associate themselves with the story line.

Do you play adventure games yourself? If so, what are your favorites? What are you playing now? What was the first game you ever played? First adventure game?

Yes, I play a number of titles. Right now I am enjoying the Harry Potter game with my daughter. In addition to Harry, I am currently enjoying a Star Wars game. My first adventure title was Kings Quest V.

Ginger or Maryanne?

I left that island a long time ago.

Got Game is an offshoot of a company unfamiliar to most gamers, Sales in Action. Are they the same company, or are they two separate companies with different functions?

Two separate companies, unrelated. Got Game has been a dream of mine for a while. Growing up in the industry, there is nothing sweeter than the success of a hit title. And nothing better than knowing someone is enjoying the opportunity to play a game that you have had a hand in. For me, the excitement level involved with the launch of a blockbuster title is on par with a movie opening.

What can we expect from Got Game as far as getting broad enough distribution of adventures to get them into the hands of the game-buying public?

Got Game's distribution strategy has three key components: (1) to support the traditional brick-and-mortar retail community; (2) support the online adventure sites and the B2C retailers; and (3) develop the Got Game website for news, information, screenshots, and product availability. The adventure category is somewhat unique in that the targeted consumer seems to be drawn to sites like yours, and our marketing department, headed by Beverly Cambron, has done a tremendous job of introducing our company to that dedicated community. We are also extremely ecstatic about the support we have received from the retail community.

Look for our upcoming print ads with key retailers.

What do you think are the criteria for a good game?

Fun, fun, fun, because, after all, it is a game. And mixed with that a good story line that makes sense, along with characters that you can relate to.

How do you locate and select games for possible publication?

Initially, introducing Got Game to the development community was tough. With a number of branded companies out there, our company was an afterthought to most of the developers. But what I have promised to the development community is to represent their games as if I had developed them personally. There is a tremendous amount of work to bring a game to market, and probably no less work for a title that sells minimum quantities than a monster hit. So we try to talk to companies that are looking to develop a reputation as a development house and partner with them.

What new titles can gamers look forward to from Got Game?

More adventure titles. We are in talks with a number of houses that have new games in development. For 2002, our PC projection is to introduce six new titles. We will have three by August or September this year, so we are budgeting for an additional three PC titles.

What do you feel is the most effective way to go about expanding the player demographics beyond the core base of adventure game players?

The core base of adventure gamers is older than for most PC games. The way to expand is to create family titles that allow for parents to enjoy the game as much as children. This is a hard task, to develop a single game for two audiences. Some games can pull it off, and that is one of the reasons I have obtained the rights to Tony Tough and the Night of Roasted Moths. It has humor on all levels. That age demographic it should appeal to is 11 to 42.

Are you hoping to act in however small a way as a catalyst for increased interest in adventure games and a revival of the genre?

Everyone talks about a revival of the genre; however, it seems to be back as we speak—probably due in large part to new publishers who have taken up the slack from the older publishers who felt this is a limited market. It is a shame, with the history of adventure titles the industry grew up with, that companies have abandoned the category. However, someone is always looking to fill consumer wants, and the adventure game has not disappeared; there are just new publishers with new names and titles than we all grew up with.

Jerry Springer, American cultural icon: Zero or hero?

Jerry's appeal as a talk show host is contrary to the goals of Got Game: Fun games without unpleasant confrontations or paternity tests.

What do you think of the current climate in adventure game sales today?

I would like it to be higher. Certainly the level of unit sales would not be able to approach an action or sports title. The adventure game will seek it own level. The bright spot has been the online community helping expand the overall community of adventure gamers.

How do you hope to compete with the big dog in the North American adventure game publishing business?

The big dog has done a tremendous job, and as long they continue to drive the awareness of adventure games, that bodes well for all.

What direction do you think adventure games should not go in?

I hate to stifle anyone's creativity, so I will leave that alone for the development community.

Print gaming magazines have garnered a reputation for either being overly critical of adventure games or overlooking them altogether. Do you feel this is an accurate assessment, or are they just responding to a plethora of formulaic, poorly designed games?

I believe they are responding to what sells in the market. If you reverse the adventure sales with action or shooter titles, then the press community would be happy to support the virtues of adventure gaming.

Do you think that ads in these print magazines increase sales and exposure of adventure games, or are they wasted on those publications' typical readers?

This is a question every publisher has to deal with. An adventure title that attracts younger players could be marketed correctly for some gaming magazines. Adventure titles for an older demographic might not fare so well.

Will you give us $10,000 if we change our logo to yours?

So, you like my logo—sort of the "Gucci" of the game industry.

Do you have any plans to publish games on platforms other than PC/Windows, i.e., Macintosh and/or the various console systems? Can you elaborate as to the reasons why or why not?

Inevitably, all publishers look to the gaming platform as an extension. The numbers are too big to ignore. Ironically, when I was at Sierra, we discussed this all the time, and we shied away from the console market. A compelling, successful game on the PC could make that transition to console so appealing, but I do not base my PC publishing decisions with console in mind. It's a completely separate audience.

Adventure games rule! That being said, do you have any plans to branch out in terms of genres of games you publish? You'd best say no if you know what's good for you.

The adventure game will always have a place in my company.

There are quite a few games that were released to little or no fanfare some years ago but, due to the longevity of adventure games, were only much later "discovered" and are now considered classics to one extent or another, e.g., The Neverhood, The Gene Machine. These games have since become very scarce and/or collectible. Do you think it would be economically viable or even possible to acquire republication rights for some of these games?

My philosophy is that great games and fun characters will always have a place to be enjoyed.

What about the numerous other games that were complete or nearly complete and much-anticipated by adventure gamers but never released, e.g., Pendulo's Runaway and Southpeak's failed 20,000 Leagues Under the Sea project?

These are games that the adventure community has been waiting for. Timing is everything, so perhaps the timing was off with those announcements. Somehow, that will straighten itself out.

What is your stance on abandonware?

Can we come back to this after I've consulted with my PR people? They'll probably want to do a focus group, so it may take a while.

What are your other hobbies or interests?

Other hobbies include skiing and tennis. Golf seems to be big in the industry, but somehow I have yet to break 100.

Are you married? Do you go for fat chicks?

Yes, and, therefore, I must go for only "Four Fat Chicks."

Thank you for taking the time to answer our questions. Enquiring minds want to know!