To sum up, Max Payne benefited from deliberate positioning-powered design, with several positioning principles baked into the game's design that were calculated to make the game newsworthy, compelling, unique and properly branded. In a nutshell, this is how to build a franchise, and how to build news-worthiness and buzz. Of course, execution and polish are also paramount, and Max Payne excelled in those areas, too.

Just to be clear that I do not hijack improper credit, Max Payne was developed (all content and code) by Remedy Entertainment (they did all the hard work!), and produced by 3D Realms (meaning we funded a significant portion of the game, handled the publishing agreements, helped guide the game's design, helped play-tested and polished the game, handled the shareware release, and oversaw and co-designed the game's marketing).

3D Realms is currently working with another developer, with a very similar relationship that we had with Remedy, to create another hit series (or so we hope!). In 2004 this game will be announced and it will make a good case study in the making of a franchise, allowing me to discuss our key decisions prior to the game's release, and eventually seeing if we made the right calls.