Making an 'authentic', 'meaningful' Sour Patch Kids game

Q&A: Marketing director and executive producer behind Capcom's World Gone Sour weigh in on why the candy cried out for a game adaptation and the need to give Method Man creative freedom on a theme song.

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Last week, Capcom announced World Gone Sour, a downloadable action adventure game based on the Sour Patch Kids candy brand with a theme song penned and performed by Method Man. The announcement immediately prompted a number of questions, including, "Why?", "What?", "Why?", "How?", and most importantly, "Why?" GameSpot posed slightly wordier versions of these questions and others to Sour Patch Kids marketing director Sebastian Genesio and Beefy Media executive producer Tim Lewinson.

GameSpot: How did this come about? Were the Sour Patch people looking for someone to make a game? Did Capcom identify the audience of people who wanted a Sour Patch Kids game as being unjustifiably underserved?

Sebastian Genesio: We wanted to create a way for our consumers to engage with the brand beyond the traditional means of marketing. Our consumers, with a focus on teens and young adults, are looking for authentic and meaningful content. Gaming, music, and social are the right platforms for us to connect with these consumers, and we're finding our work in these areas to be increasingly successful.

GS: How did Method Man get involved with the project?

SG: We approached Method Man to help us tell the story of World Gone Sour. As a self-professed fan of the brand and with creative freedom, he was on board from the start. He's also much like our "sour then sweet" kids, in that he's been known to be a bit of a rebel, but there's a sweet side inside his tough exterior.

GS: Method Man's lyrics could get this game a T-rating even in their censored form. Was there much concern about whether or not penis pump references fit with the Sour Patch Kids brand identity?

SG: Our biggest concern was creating content that was authentic, and that's why we gave Method Man complete freedom to create a track that told the story of the lost Sour Patch Kids through his eyes. Consumers are saturated with content each day, and we wanted something that would break through the clutter and become a shareable success. The music video has been a great success with more than 1 million total views, and we can only hope that we'll see this same excitement around the launch of the game.

GS: Is the game targeting a specific rating?

Tim Lewinson: World Gone Sour is rated T for Teen.

GS: What characteristics of a good license did you see in a brand of movie theater candy?

TL: With a wildly popular brand (that has close to 2.5 million Facebook fans) and a character that resonates with our core target of teens and young adults, we were inspired to create a fun game that combines Sour Patch Kids with memorable gameplay. Throw Method Man and Creed Bratton into the mix, and it's a no-brainer.

GS: Can you point to other licensed games as a successful blueprint of what you want to do with World Gone Sour?

SG: World Gone Sour had to stand on its own in terms of quality. There was no suggestion of letting the brand carry the title at the expense of gameplay. This game offers meaningful, relevant content for gamers featuring a rich storyline of what happens when Sour Patch Kids become lost.

GS: It's not terribly common for downloadable games to be announced with a price tag already on them. How important was it for people to know that this game would sell for $5? Would people simply not consider a candy-based game at a $10 price point?

TL: We really want to get World Gone Sour into the hands of as many gamers as possible, and with the PC release due this December, letting people know ahead of time that the cost is minimal while the game experience is maxed was essential. Five dollars is a great price point that lowers the barrier to entry so everybody has a chance to play a great platforming game at an accessible cost.

GS: So when does the Big League Chew game come out?

TL: At the moment, we're a little too busy eradicating the world of insane candy and deranged humans that are trying to stop the Sour Patch Kids from fulfilling their destiny of being eaten.

Discussion

71 comments
Hurvl
Hurvl

Pandas in WoW and now this? The signs are starting to amass. Maybe 2012 is the end of the world, lol.

dRuGGeRnaUt
dRuGGeRnaUt

Yeah yeah yeah, sour patch kids, candy blah blah blah. - I want a game made about Charmin toilet paper, and the bears that long for its comfort. The plot practially writes itself. - *edit* total possiblity for yogi to do a cameo.. however maybe pooh would be more suiting. XD

mustained13
mustained13

Yo dawg, I heard you like Sour Patch Kids.

ZeroX91
ZeroX91

Perhaps this game will delve into the origins of the sour patch finally answering the questions of "who they are and just why they are so sour?".

CincoToes
CincoToes

I wonder if it'll be as 'meaningful' and 'authentic' as the Cool Spot game was. For all you youngsters, Cool Spot was a video game where the character was the red spot from 7up cans.

Booticon
Booticon

OK, this confirms my suspicions that I am in an alternate universe.

Shishio817
Shishio817

Why not make an Andy Capps Hot Fries game?! This Sour Patch game will make every food producer think they've got a potential video game on their hands...

Zer093
Zer093

Rich storyline? I can't believe this guy said that about a licensed game without any sense of sarcasm. Well, in all fairness Capcom is one of the few companies that could make this work and seeing as how they got a famous rapper on board is promising, but holy crap, seriously? The only way I would even consider buying this game is if this got rave reviews, but it's doubtful.

rasputin177
rasputin177

Method Man is the only artist who could make this work.

pH347m3
pH347m3

Just what nobody asked for.

amdreallyfast
amdreallyfast

Something has gone terribly wrong here. On a side note, I want some sour candy (they're on to me).

MamaLuigiBarrel
MamaLuigiBarrel

This reminds me, there were 3 Chester Cheetah games on the SNES alone, all of them terrible. Not to mention the M&Ms Racing game yelling "APPROACHING SOUND BARRIER" when you reach 10 MPH. I don't care how "true" it is to the candy, it's still based on a candy. Food product brand-based games are a bad idea.

Philly1UPer
Philly1UPer

Unless I can actually eat the game disc without it destroying my throat and digestive system, there is no way you can possibly make a video game "true and close" to the sour patch experience. Its not even an experience. You spend a dollar, you eat the candy, then you throw the wrapping away.

WeempWomp
WeempWomp

Really? A Sour Patch Kids game? REALLY?!

midnightclubx
midnightclubx

You know there's a lot of other games that should be "authentic" and "meaningful"; a Sour Patch Kids game is not one of them... Then again, I wish I could say the same thing for a lot of other developers at the moment. : I

Solamon
Solamon

"and that's why we gave Method Man complete freedom to create a track that told the story of the lost Sour Patch Kids through his eyes" Here's a sentence of words I never thought I'd hear said! :-D Funny thing is, the video is actual pretty good!

SaintWalrus
SaintWalrus

2:48 Only good thing about the video

ziproy
ziproy

I thought this kind of shallow marketing gimmicks died in the 70's. I'd rather watch an infomercial about the SHAMWOW than buy a game based on candy with a famous rapper doing the theme song...

megakick
megakick

WTF? Where is the game? Big League Chew game? Lot's of money being spent here. I hope the games are fun...

quebec946
quebec946

how low can capcom go this gen?

quebec946
quebec946

[This message was deleted at the request of the original poster]

SsangyongKYRON
SsangyongKYRON

Guys, let's not judge the game until we see a demo at least. I saw the images of the game and I'm impressed, I see a potential.

Adenosine
Adenosine

Lol the video was actually hilarious for some reason! I loved the cute little dancing candies haha! I just hope the gameplay for this thing would actually be fun. Everything has a right to get a game made about themselves, even candies, but they have to really make it good and not stain the name of the brand! Remember Cool Spot and Fido?

Dassam
Dassam

lol at dorky people hating.. This definitely has "so out there its good" appeal and seems funny like everyone involved has a sense of humor of what its about, like a parody.. .....everyone except gamespot users that is.

Baraq
Baraq

Im gonna throw up my sour patch kids.

KeleenRem
KeleenRem

I don't really like sour patch kids candy. I don't think a video game is going to persuade me to eat them either.

XaK2
XaK2

... a game based off candy... authentic and meaningful?

otanikun
otanikun

Still an extremely bizarre concept for a game, but I'll try anything once.

Soothsayer42
Soothsayer42

If u want make games for kids... make it like LittleBigPlanet where they can solve those puzzles, creating new stuff.... Im sick of seeing kids these days swearing all time since they're playing COD. Bad Parenting indeed

dman123_1
dman123_1

I just want to know how are the makers of SPK targeting children?? Unless you're considering children to be 12-18. I've seen more teens and young adults eat SPK than lil kids. As far as the game is concerned, well...........

holtrocks
holtrocks

This game is a fail in the making.

soulless4now
soulless4now

I'm not sure what's worse: a game based on candy or Method Man doing a song for a game based on candy.

kejigoto
kejigoto

So Capcom will support this which anyone can easily see is going to tank. Yet getting Megaman Legends 3 done is out of the question?

vochelli
vochelli

This interview definitely did not give me more faith in this product, just more questions.

FuryX-4
FuryX-4

I dont care for the game, but the song is pretty good since they are the old school rap

Ovirew
Ovirew

@Freezezzy South Park is cartoony and colorful. That doesn't mean its target audience is kids. The company that makes SPK wants to target the teen and young adult audience. Hopefully they make sure that people know this isn't a game for little kids.

MJ12-Conspiracy
MJ12-Conspiracy

I like the song, it's pretty cool but I don't think this game will be any good. This could be any number of candy products and I'd be saying the same thing.....at least M&M's I'd take a little more seriously because of their ads......for M&M's it isn't a big leap.

Freezezzy
Freezezzy

@Ovirew It may be targetted at teens and young adults, but it also appeals to children as well, since it is a candy product that uses colorful cartoony characters in its marketing.

Boltak
Boltak

This is bizarre...

mboettcher
mboettcher

I think its funny how bent out of shape people get about this game because it focuses on selling a brand name. All repeated uses of intellectual property do that. Halo Wars banked on the Halo "brand", and had mediocre gameplay. Madden and Tiger Woods games are selling a "brand", it just happens to be a personal "brand." Mario is a "brand." No one complains about a Transformers game, show, movie, even though it was originally a toy line, same with G.I. Joe. I have no problem with someone trying to sell extra copies of something because people recognize the brand name, as long as the content is good. What bothers me are good "brands" getting dragged through the dirt for profit because of mediocre gameplay like Transformers, Dragon Ball Z, etc. I am definitely skeptical about the "authentic and meaningful" gameplay of a game based on food (remember Yo Noid), but until it comes out I am not going to judge it just because it carries the name of the candy product. Afterall, the Simpsons made a good racing game (Road Rage), and that doesn't fit into what their "brand" is about at all.

Ovirew
Ovirew

@Freezezzy They said their target demographic are teens and young adults, not kids. This won't be a game for little kids, even if kids can eat them.

Ovirew
Ovirew

I'm actually kinda interested in this. Either they're bs-ing about the game having a lot of content for its $5.00 price tag, or they're being completely honest. Maybe the gameplay will be pretty decent. I'm gonna wait and see what it's like when the demo drops. (I hope there will be one.) If this game is better than Voltron was, that's a start.