BETA | CELEBRITY CONSULTANTS The Fame Game
Italian studio Geniaware has signed a footballing legend to consult on its new ‘lifestyle sim’ Lords of Football. Will Freeman asks if it can really be more than a celebrity endorsement
Italian footballing legend Gianluca Vialli provided the Geniaware team with his knowledge of the sport whilst also being involved in parts of the game’s development
Vialli has apparently pushed Geniaware to
Claudio Giacopazzi (top), Riccardo Capra (middle), and Sabrina Gasson (above) believe hiring famous names has helped greatly with the game’s development
WHEN GENIAWARE began work on Lords of Football, it never hoped to mimic the likes of FIFA or Football Manager. In fact, since conception, it was supposed
to offer a very different football experience. Positioned on the crossroads where god games, traditional sports titles and virtual pets intersect, Lords of Football charges players with overseeing a team of players and filling their lives day and night. It is, says developer Geniaware, a lifestyle simulator, and it’s being made in conjunction with a giant of the sometimes-bewildering world of top flight football. Manager, pundit and former Italy superstar player Gianluca Vialli has been involved in Lords of Football as an advisor and case study to inform the team. Celebrity consulting is nothing new, of
course, and it’s easy to imagine that the ‘involvement’ of a famed personality is cursory at best. Surely, after all, it is just celebrity endorsement under another name, with little effort on behalf of the talent?
INVESTING IN FAME In fact, in Vialli’s case, he was assigned to Geniaware’s project by FishEagle, the investors behind Lords of Football. “FishEagle appointed Gianluca as
consultant to ensure accuracy in simulating football was as high as possible,” explains Geniaware general manager Claudio Giacopazzi. “He’s a great choice considering his incredibly successful career.” Geniaware insists that Vialli has provided a
wealth of expertise on the football world, from insights into training to a sense a footballer’s difficult journey through the glare of the media and the competitive ranks of the sport.
40 | DECEMBER 2011 / JANUARY 2012 “Gianluca strongly believes that in order
to bring the best out of your players and to build a successful team the manager has to be able to prepare the athletes whilest being mindful that they’re human beings,” says technical director Riccardo Capra.
Vialli has fallen in love with the Lords
of Football gameplay and has worked enthusiastically and closely with the
development team. Sabrina Gasson, Geniaware
“This is why he has fallen in love with the
Lords of Football gameplay and has worked enthusiastically and closely with the whole development team, getting involved in the decision making process for matters like branding and in-game training routines.
develop something that alone they may have not managed. But do the problems inherent to working with outsider celebrities outweigh the benefits?
STAR STRUCK “They’re super busy most of the time,” admits Geniaware marketing director Sabrina Gasson. “Arranging our Golden Scarf campaign with Manchester City manager Roberto Mancini and pinning him down to receive his award before his big FA Cup Final in May of this year was a challenge.” And yet Geniaware see working with talent
as worth the frustration. Big names not only bring awareness to the studio – which is currently recruiting in substantial numbers – they can also provide invaluable information that can grant a game the authenticity that can make or break its sales. And, apparently, Vialli’s presence has made the studio so optimistic despite the tough Italian economy, that plans for further titles are already in the pipeline. Supported as it is by some of the biggest names in football, it might just be that Geniaware really could exceed expectation.
www.geniaware.com
CATCHING STARS When Geniaware signed football legend Gianluca Vialli as a consultant, the team were granted an arsenal of knowledge and experience that has greatly informed their latest development project. But what have they learned of the process of getting the most from talent? First and
foremost, to give the star in question room; space to relax, be themselves and input ideas without fear of being rebuffed. “Allowing our prestigious contributors to talk about their football lifestyle is of utmost
importance as we’re using this experience to build the bulk of our game design,” explains Geniaware marketing director Sabrina Gasson. “Also, it’s about just letting them be themselves really. Watching their lives and analysing their behaviour is just as useful for reference inside the game.”
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76