Randy Chunga: How Video Game Design Influences My Copywriting Career

As a copywriter at Quigley-Simpson, Randy Chunga taps into his creativity on a daily basis to deliver successful advertising work for Quigley-Simpson’s clients. Outside of the office, Randy’s passion is designing video games, which he credits to elevating his creativity to new heights. 

How does your passion for video game design affect your copywriting work? What is similar and what’s different?  

Game level design is the creation of the world(s) in which games take place. Copywriting and game level design have a lot more in common than you might think. Fundamentally, both deal with problem-solving and communication. Finding a balance between function and form to create a compelling experience is the art of both.

In advertising, effective communication begins with a consumer insight. The same applies to creating a level for a video game. You have to understand the psychology of the players and the natural behaviors that emerge given the rules of the game. And you have to take into account feelings of frustration or joy that certain elements might generate. 

A game level designer must be mindful of how the landscape impacts player behavior. And the same thing can be said of a copywriter who has to be aware of how the cultural landscape is evolving and affecting consumer sentiments and attitudes. They must understand what drives people and their desires, what makes experiences enjoyable, where the fun is. It’s an ongoing study of human behavior.

Level design has also improved my process as a writer. Working more spatially has taught me that you don’t have to have an idea perfectly planned out in advance— you can achieve your goals with something ugly and then turn it into something beautiful. In the past, my approach to writing was like trying to create the blueprint for an entire building before building it - now it’s more like I build some good scaffolding and work out the details as I go. In game design, we call this a “blockout” - similar to a wireframe for a website. It allows you to iterate on the flow of a level without having to waste time fixing the art. I’ve learned to approach writing in a similar way. I’m reminded of the old saying, “say it straight, then say it great.” It’s funny how things you already knew, when demonstrated in new ways, can give you an even greater sense of knowing.

What’s inspiring you today in your work or personal projects? 

A lot of the work I’m doing for the agency involves travel and inspiring people to go on journeys across the world. For me personally, I spend more time creating worlds than travelling ours, although I do like to get out and see something new from time to time to rejuvenate or find a new perspective. A lot of the journeys I embark on are endeavours, whether it’s developing a new skill or immersing myself in a new body of knowledge. I’m constantly trying to develop my framework of reality and my role within it. I try to bring that sense of wonder and curiosity into the work I do.

In regards to game level design, I’m inspired by how it incorporates lessons and philosophies from other artistic disciplines like architecture, interior design and theme park design. Basic art principles like colour theory, contrast and proportion all apply, as you are ultimately creating a visual experience and helping guide people through it in a way that is approachable and rewarding. 

Right now, I gravitate toward multiplayer games with integrity - that is, games with simple rules, yet incredible depth and enduring gameplay. Think of chess - a game that has remained unchanged for hundreds of years and yet to this day is still often recommended as a game to learn, no matter your discipline. I like designing for games with chess-like qualities.

Where can we check out your personal work?  

I’m slowly but surely developing a portfolio of work. I’ve always been interested in game design, but it is only in the last two years that I have devoted a lot of time and energy to it. The game I’m focused on right now is Counter-Strike, which is a multiplayer, tactical, first-person shooter game and one of the most popular esports in the world. It has a huge international competitive scene with million-dollar prize pools, big-brand sponsors like Red Bull and Audi, and teams backed by investors like Shaq and Magic Johnson. On top of that, one of the biggest incentives for designing for this game is that the developers have actually created a path for community level designers to get their maps officially into the game, which needless to say is the dream.

You can read my blogs on level development as well as find links to download my maps here.