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Inspiring 249 Million Strangers: Art Direction for a Global Audience

Riana McKeith  (Art Director, King)

Date: Tuesday, August 4

Time: 10:00am - 10:45am

Pass Type: Conference Pass - Get your pass now!

Topic: Visual Arts

Format: Session

Vault Recording: Video

Audience Level: Intermediate

King has the enviable but challenging task of creating outstanding original IPs for one of the largest and broadest audiences in the mobile game market, averaging 258 million monthly active players. How does one of the mobile games leading companies approach IP development? In this talk, art director Riana McKeith outline her own and King's approach to crafting mass market IPs that stand out in an increasingly crowded marketplace. In an industry which often relies on data and analytics, Riana McKeith will discuss how and when to use art testing to your advantage, how to embrace uncertainty and intuition in pre-production, how to build alignment between art and other crafts and how to blend the familiar with the original to transform art styles into unique, long lasting IPs.


This talk should give the audience an understanding of best practice art pre-production methodologies, King's art testing practices, how to balance intuition and data, inspire them to be brave and take the right risks, foster an innovative spirit, and remind them that their player base is diverse and deserves diverse games.

Intended Audience

While this talk has been primarily targeted towards artists working in the mobile games industry, it would also give a broad range of game professionals, producers, game designers and those working in marketing, a better understanding of King's IP development process and tools to foster innovation in the game development. All levels are welcome.