Believe it or not, there are people whom game developers turn to in times of need. These people can be crucial to the success of a video game; they may add in that tiny bit of extra polish that changes a good game into a great game, or keep a fair game from becoming a poor one. At least, that's what they'd like game publishers to believe.

I'm talking about videogame consultants. Videogame consultants can vary from individual freelancers to entire companies. Their numbers include people from all parts of the game industry, from former journalists to marketing executives. Even game developer David Perry is now consulting. The number of consultants in the industry is growing, as is demand for their talents, but can they really deliver the goods? What do they actually do? Does the industry really need them?

In the first part of this story I spoke with two different consulting companies. For the second part I interviewed two freelance game consultants about their roles in the industry and their views on videogame consulting.

Susan Corben, Freelance Consultant, Games and Gear Marketing

Susan Corben's background may be the most diverse out of everyone we spoke to. She has been marketing lifestyle brand, entertainment, videogame and technology products and services for the past 12 years. Before she began consulting, she was VP of marketing at Nyko Technologies. Corben works both alone and with other consultants and small agencies as a freelance consultant. As you'll see from her interview, her specialty is a bit different from the last two consultants I interviewed.

GameSpy: How would you describe your job and the services you offer?

Susan Corben: There are many types of games consultants to assist in all areas of the game development process. My particular forte is integrated marketing strategy and planning for games and consumer electronics products, which encompasses market research, branding, public relations, advertising, online and viral marketing, promotions, and retail. I specialize in how to create consumer demand or buzz for a game or CE product. Other consultants might focus on finance, operations, or product development … actually working with the developers to help make the game more fun to play.

GameSpy: How much of an effect can a game consultant have on a title? How about when you're hired late in the cycle on a game that really needs your help?

Corben: In the area of marketing, it is always better to be brought into the development process earlier than later. Marketers are the advocates for the consumer, and can typically provide good feedback as a result of direct communication with the consumer and press. I have heard stories where marketing came back to development that one character was much more appealing to be the hero based on consumer feedback, than the character which ended up being the hero in the game. The character was already too far worked into the game, and it would be too costly and time consuming to make changes at that point. This also stands to be the case for features, storyline and gameplay.

GameSpy: In what areas are consultants most helpful to game companies?

Corben: Consultants are most helpful to game companies when they provide a skill set that doesn't exist internally at the studio, when the studio needs the services but cannot afford to hire someone full time, when the studio is in growth mode and needs a project accomplished immediately and doesn't have time to hire and train someone new, or when an outside opinion is needed to provide feedback on a game.

For example, many times developers are working in a vacuum, so to speak, and are too close to the project. The game may get to a certain point, and it is extremely valuable to get outside feedback on the game so it continues to develop in a way that will ultimately be more appealing to the consumer. I know of a few independent game journalists who have begun doing "mock reviews" for publishers before the games actually launch. This is a great service for publishers because game review scores have become one of the benchmarks retailers use to determine if they will purchase the game and in what quantities.