Creative aspects of the development process.


For the game industry and game development in particular, it is difficult to truly separate creative and technical aspects of the development process.

In addition, in the game industry, “technical aspects” refer to more in-depth technical elements and “creative aspects” refer to more general technical elements. In any case, there is nothing in the game industry that’s truly removed from technical aspects.

Creative Aspects

Here is a rundown of what is defined as “creative” in the game development process. Most start-ups need to have competences to build these into their product for a certain level of quality.


  • Concept art
  • Gameplay graphics (sometimes 2D, sometimes 3D)
    • Asset production (3D modelling, 2D sprites, textures, etc.)
    • Animation (either 2D sprites / frames, or 3D rigging)
  • Menus


  • Music
  • Sound effects

Game Design

  • Game design (mechanisms, gameplay loops, etc.)
  • Level design (layout of game world, flow of the game)
  • UX

Writing / Narrative

  • World design, overarching story, etc.
  • Characters
  • Missions / chapters and details

Marketing (production of materials for this purpose)

Most startups don’t have dedicated marketing, so usually this takes time away from the above-mentioned work tasks.

  • Producing videos, logos, screenshots, public demos, store-page contents, etc.

The Incubator’s Job

As an incubator, you need to analyse your teams and their products. Which of the above-mentioned competences will they need to be able to deliver these products? You need to be able to tell them if they are missing something and what they are missing. Only with that knowledge are you equipped as an incubator to assist your incubatees accordingly.

Incubator approach to guide teams:

  • Work with the team to identify if the team has the right capabilities.
  • Work with the team to analyse prototypes, and test prototypes with audiences to find out if the product is “good enough”.
  • Identify where the team may have issues.
  • Provide guidance to teams by using your built-up network of disciplinary specialists or senior game developers, who can guide the team to improving details.