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FIFA’s success in recent years has been down to a continued understanding of what fans want, rather than latching onto new marketing gimmicks and slapping them on the box. That’s the word according to line producer David Rutter, speaking to VideoGamer.com earlier this month.
“The key thing is actually spending time understanding the subject matter, understanding the people who play the game and then giving them fresh, new good stuff that matters,” said Rutter. “And that’s what we’ve done, rather than coming up with inappropriate marketing gimmicks which just look good on the back of the box and are, you know, pointless.”
The team’s ability to deliver good, relevant content is possible thanks to regular interaction with the very people who buy and play the games each year, he added.
“I go on [Twitter] and I talk to people. I don’t do it on the forums so much, but I try to talk to people, not just about the game but other stuff.
“We live or die by providing people that buy our game with meaningful content, and if they don’t trust me or the team enough to try and at least do something better then they’re not going to tell me, and if they don’t tell me what they like or don’t like then I can’t give them it.”
Rutter added that he’s more than aware it is his head that will roll, should FIFA 11 fall below fan expectations.
“I’m sure they’d have my head on a plate if I made a mistake,” said Rutter. “I don’t perceive myself that they’re all worshipping the FIFA team. I don’t think that at all. I am the first one to have my name dragged through the mud if they find a bug, and in many respects rightly so.”
He added: “If you were to liken making FIFA to running a country, I guess I’m the prime minister or something. Which means ultimately I am culpable for everything good and bad, but I didn’t necessarily do it.”
FIFA 11 is scheduled for release October 1 on all formats.You’ll find more from Rutter in the full interview here, and hands-on impressions here.
