Alby Ojeda


Si hace poco bromeaba por twitter diciendo que la primera norma de todo buen guionista debe ser “nunca dejar de estudiar”, se podría decir que la segunda debería ser “escribir todas las ideas”.

Hay veces que para dejar macerarlas y que crezcan hasta perfeccionarlas las dejamos en la cabeza, reflexionando sobre ellas, combinándolas con otras y buscando nuevos puntos de vista. Pero esto es un error. Siempre llega un punto en el que el concepto que tenemos de ella es una versión sintetizada y funcional, pero incompleta e inacabada y sólo lo descubrimos cuando vomitamos esa amalgama en un papel. Es entonces cuando la mente se vacía y deja camino libre para nuevas ideas, enfoques y planteamientos que encajen mejor.

Pero ahí es cuando nos enfrentamos a otro problema: el tiempo disponible para hacerlo. Escribir un guion, ya sea para televisión, cine o videojuego requiere por un lado de un tiempo mínimo para ejecutar correctamente su escritura y en muchos casos, es demasiado largo como para dedicarse a esa escritura sin tener un sueldo mínimo para poder comer. Y por otro, toda persona creativa vive en un perpetuo maremágnum de ideas en las que a cada paso que da, con cada libro que devora o película que ve, encuentra una fuente de inspiración para nuevas creaciones.

Para resolver ambos frentes tenemos en videojuego “El Documento de Venta”, también llamado “Project Sheet”. Se trata de un documento que nos servirá para plasmar los pilares básicos de nuestro juego y que se usa sobretodo para la búsqueda de financiación y el análisis de proyectos. Entre sus características se encuentra su limitado número de páginas, que nos permite invertir en él un aceptable tiempo de trabajo como guionistas, pero por contra, debe ser lo suficientemente jugoso, explicativo y sintético como para que un inversor desee gastar su capital en nuestro proyecto.

Inversor negociando la compra de un guion.

Por tanto, será fundamental para nosotros conocer las principales cualidades a tener en cuenta, para conseguir escribir un Documento de Venta adecuado a nuestro objetivo:

    • Debe ser sintético. Por regla general, los Documentos de venta tienen unas 10 ó 12 páginas como máximo ya que su escritura deber ser simple y directa, transmitiendo muy claramente la idea del juego que tienes en mente. El lector objetivo es un público sin tiempo para leer metáforas e hipérboles y por supuesto, con una buena montaña de excusas que estará deseando usar para descartar tu documento. Si le aburre, si no lo entiende o si no le convence lo que lee, lanzará el documento a la basura.En cine llevan años cultivando el arte de vender guiones con una simple frase puñetazo, que enganche al productor y desee leer las 90 páginas que forma un guion. Cuenta la leyenda que se compró el guion de “Alien” cuando su guionista simplemente explicó que se trataba de “Tiburón en el espacio”. Con esas simples palabras, el productor supo perfectamente qué película tenía entre manos y olfateó su potencial.Si deseamos entrar en la ciénaga de la venta y la financiación, entonces no nos quedará más remedio que llenar la mochila con pan élfico, buscar el mejor pony de la Comarca y dedicarle tiempo a explorar nuestra maravillosa idea de horas de duración. Y nada de complejas construcciones gramaticales que demuestren tu verborréico dominio de la lengua cervantina: Sujeto + Verbo + Predicado y a correr.
    •  Debe ser seductor. Este consejo va relacionado con el anterior. Si entregamos unas hojas grapadas con párrafos y párrafos de texto, nuestro Documento de Venta será el ganador de un crucero a la papelera más cercana. Somos animales audiovisuales que preferimos gastar horas delante de Youtube viendo videos de gatitos antes que invertir diez minutos leyendo poemas de Neruda. Y como habituales consumidores de videojuegos, reaccionamos más a la imagen que al texto. Nuestro Documento de Venta debe ser atractivo y cómodo de leer, debe entrar por los ojos y debe aferrarse al recuerdo más allá de su lectura. Por ello, la próxima firma invitada se centrará en una serie de consejos para diseñar correctamente un buen Documento.
    • Debe identificar el target. Es muy común que nuestra vena artística comience a crear de forma alocada sin tener en cuenta a quién va destinada nuestra obra. Somos así porque somos artistas geniales y el mundo debe rebajarse a nuestra obra. Al fin y al cabo, nadie le pidió a Picasso que pintase el Guernica pensado en hombres de 35 a 50 años.Sin embargo nos duela o no, un videojuego, por mucho contenido artístico que pueda tener, no deja de ser un producto destinado a un público que lo va a consumir previo pago. Y por tanto, debemos tener muy bien claro a qué sector de consumo va destinado. De todo ello hablaré en la tercera parte de la serie “Vendiendo una idea”, pero a priori, debemos ser capaces de modelar nuestra idea a un modelo claro de negocio, con sus casos de éxito y un evidente plan de venta.
    • Debe mostrar las bases de la jugabilidad. Es decir, debe explicar dónde va a estar la diversión y cómo va a ser la mecánica de juego. Por tanto, debemos tener muy claro cómo va a ser la tecnología que vamos a usar y la plataforma a la que irá destinada. Nada de ambigüedades que engloben todas las plataformas ya que nuestro juego puede ir a móvil, web, consolas y PC. Cada plataforma tiene sus características, así como su propias limitaciones o su propio mercado, por tanto, es mejor encajar nuestra idea en un nicho determinado a intentar vender la idea a todo el mundo.
    • Pero sobretodo, debe contestar en muy pocas palabras a una pregunta clave. Y esa es ¿Por qué voy a querer jugar a este juego? Si pensamos un poco, cada juego que ha marcado nuestra memoria podemos contestar fácilmente a esa pregunta con una respuesta clara. Yo mismo puedo decir que el Silent Hill me encantó porque me hizo pasar auténtico miedo, el Mass Effect porque me implicó en el destino de la Galaxia o el Zelda porque conquisté Hyrule a medida que Link iba descubriéndola.Puede que te parezca muy complicado resumir cada matiz de tu juego en una simple respuesta. No te preocupes, porque así es. De hecho, es lo más difícil de todo el trabajo. Podemos escribir largos párrafos describiendo todos y cada uno de los detalles que tenemos en la mente, ensalzando cada ápice de nuestro universo. Pero el sintetizar lo mejor de nuestra obra en apenas dos frases sin perder la esencia de nuestra idea es uno de los trabajos más complicados de la profesión de un guionista. Y ante eso nos tenemos que enfrentar todos.Si somos capaces de hallarla, de encontrar esa frase que evoque automáticamente el aroma de nuestro universo, si encontramos esa pepita de oro que pueda funcionar como ese “Tiburón en el espacio”… entonces tendremos gran parte de la venta asegurada. Y es algo que funciona y tiene sus propias técnicas de venta, y si no, que se lo digan a los publicistas que sólo tienen 30 segundos para venderte sus productos.


Si no soy capaz de dibujarlo es que no lo entiendo. Albert Einstein.

Pero ¿cómo podemos condensar todo esos apartados y conseguir el objetivo de la forma más acertada? No te preocupes, porque por suerte, la industria suele usar un modelo reconocible de Documento de Venta, con sus propios apartados diferenciados, para resumir perfectamente toda la información.

Y estos son:

          1. Título del proyecto 
            [En él se puede añadir una breve explicación sobre su significado si es un juego de palabras o el trasfondo que se esconde en tu maestría poética. Sin embargo, ten cuidado, porque elegir el nombre adecuado es casi un arte y hay empresas que viven literalmente de poner nombres.]
          2.  Descripción del proyecto:
            a) Género [Si es de plataformas, estrategia, etc.]
            b) Plataforma tecnológica [Si es para Consola, Móvil, Web, etc.]
            c )Protagonista [Una descripción del protagonista, su perfil y por qué es especial.]
            d )Historia [Resumen breve de dos párrafos como máximo. Es el equivalente a una sinopsis corta en cine]
            e) Target [A qué público está destinado.]
          3.  Storyline [Contar en 2 o 3 páginas la historia. Se cuenta el arranque, un resumen breve de cómo serán las fases y el final o finales de la historia. Sería el equivalente de una sinopsis larga en cine. En él debe quedar muy claro cómo se jugará.]
          4. Características especiales del juego [En frases cortas, por qué el juego es único y especial, y por qué el público querrá comprarlo.]
          5. Temática y género [Temática es si se trata de una historia de Scifi, terror, acción, etc. Es el equivalente al Género en cine. Sin embargo, el Género en videojuego se refiere a si es un juego de plataformas,estrategia, rol… Hoy día es muy común que los géneros se mezclen. Por tanto, lo expresaremos mediante porcentajes. Por ejemplo: “un juego al 90% de plataformas, con un 10% de rol por las subidas de nivel y un 10% de estrategia por la gestión de recursos”.]
          6. Estudio de mercado [Qué juegos hay que se parezca al nuestro, qué éxito han tenido y en qué nos diferenciamos. Aquí explicamos además, los modelos de negocio que pueden rentabilizar el proyecto. Aunque nuestro impulso como creadores es pensar que nuestra obra es única, esas palabras son las que más teme un inversor. Quien tiene dinero quiere invertirlo en algo que sabe que es negocio seguro, que tiene un antecedente de éxito y que le va a dar una cantidad de beneficio conocida. Por tanto, debemos hacer de tripas corazón y buscar proyectos que puedan ser semejantes al nuestro. Pero tampoco podemos ofrecer sólo copias de juegos creados, porque eso tampoco da dinero. Debemos equilibrar nuestro discurso con las suficientes dosis de innovación para que se vea que el público, además, obtendrá un producto nuevo. Recuerda: “Tiburón en el espacio”.]
          7. Posible Licencia [Si el juego se puede convertir en un Spin-off de otro juego existente o en el juego oficial de alguna película, cómic, libro, etc. Los Publishers suelen buscar licencias que puedan convertir en juegos y crear franquicias conocidas. Si resulta que nuestro juego se adapta fácilmente a una, es muy posible que podamos financiar nuestro proyecto.]
          8. Complejidad del proyecto [Enumerar dónde se podrían tener problemas a la hora de desarrollar y aportar soluciones.]
          9. Ideas y Referencias [Ejemplos de libros, cuadros, juegos, etc que han servido de inspiración para el juego. Hay que comparar con los ejemplos y explicar qué es lo que queremos usar de ellos para que el lector pueda hacerse una idea exacta de cómo es el juego que tenemos en mente. Si tienes la suerte de contar en plantilla con un ilustrador que pueda recrear bocetos iniciales de personajes o alguna ilustración que sirva para recrear algún Concept, eso sería genial. Pero lamentablemente, en esta fase del proyecto no se tiene presupuesto, así que es lícito rellenar con ejemplos de obras ya creadas, que sirvan para recrear una idea idea aproximada de lo que se quiere hacer. Pero recuerda, la clave está siempre en buscar ejemplos conocidos y que no tengas que explicar en un discurso largo porqué te basas en él.]

En resumen, el documento es una herramienta estándar en la industria que se usa principalmente para evaluar la viabilidad del proyecto y su rentabilidad. Ya sea para un proyecto amateur como para uno más profesional, el primer paso debe ser escribir el Documento de Venta, porque con él podremos enamorar a un equipo que trabaje simplemente por ilusión o a un inversor que nos financie el esfuerzo necesario para ejecutarlo.

Además, como guionistas, siempre podremos permitirnos el lujo de dedicarle pequeños huecos a escribir documentos de ventas que plasmen la infinidad de ideas que podemos tener, antes que estar con un mismo guion durante meses o años y que al final puede quedar guardado en un cajón porque nunca surge la oportunidad perfecta para desarrollarlo.


Con mis consejos y tus ideas, pronto te rodeará el Magical Bling Bling.

Si deseas conocer más de la escritura del Documento de Venta, tienes el libro “Diseño de Videojuegos” de Daniel González, el Curso Online de guiones de Videojuegos de Gametopia y próximamente mi libro “Guion de videojuegos”, que ya puedes reservar, en el que profundizo mucho más en los consejos y matices de su escritura.

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64 thoughts on Vendiendo una idea (I): El documento de venta.

  1. Pingback: Sobre el beneficio de intercambiar conocimiento. « SKIP INTRO

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  4. Me encanto este artículo. Es como una manera perfecta de archivar las ideas, para rescatarlas cuando uno quiera ya sea para ofrecerlas a un inversor, a un equipo o releerlas, inspirarse otra vez y detallarlo.

    • albynubio

      Me alegro de que te haya servido. Esa es la fórmula que utilizo para trabajar en multitud de proyectos, sin dedicarle todo el tiempo en exclusiva a uno sin saber si tendrá salida. 🙂

  5. Luis Pérez

    Es justo el documento que necesitaba, estoy trabajando en un guión para un videojuego y en mi “Equipo” solo estamos el guionista (yo) y un amigo ilustrador. No sabia si podría vender mi Guión a un equipo que lo pudiese sacar adelante y esto me ha llenado de ganas e ilusión

    Gracias.

  6. Pingback: Cómo ser guionista de videojuegos. | Todo sobre guion de videojuegos – SKIP INTRO

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  23. Early

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  24. Millicent

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  25. Maryland

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  33. Xannon

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