Cheatwell’s Paul Laing on the four things he looks for when evaluating game concepts

Paul, it’s great to catch up. How did you find your way into the industry? Was a career in games always on the cards?
I actually trained as a photographer, and my first job was with the Ministry of Defence at the small arms factory in Enfield, handling all sorts of photographic work. But games were always around me – my mother worked in the industry for years, and I was being dragged around the Toy Fair in Brighton from a young age. I even tested games for Spears Games as a child, so it was always there in the background.

Amazing. And you went from child game tester to Spears employee?
Yes, I joined Spear’s Games in 1989 and went on to work at Mattel, London R&D – Mattel’s European R&D team led by John Reynolds – Cheatwell Games, and now Outset Media following the recent acquisition.

Terrific. And can you recall the first product to launch with your ‘fingerprints’ on it?
One of the first games I signed was Baffled, which I discovered at Toy Fair in 1990. It’s a neat little memory game and has been a favourite in our family for years. I relaunched it several years ago, and it’s now sold by Outset Media in North America – nice to see it come full circle!

As Head of Product Development now at Cheatwell/Outset Media, what are your ‘north stars’ when evaluating a game?
It comes down to four things – is it fun? Is it engaging? What’s the replayability like? And ultimately, will it sell? If a game delivers on those, it’s worth serious consideration. I also look for something different. After seeing so many ideas, originality stands out. Different doesn’t always sell – but it’s always refreshing.

You’ve worked with many inventors across the years. What is the key to successful inventor/publisher partnerships?
Trust. Knowing the concept is in good hands – and working together to turn it into a strong commercial product.

Good answer! Now, looking ahead, what highlights from Cheatwell can we look forward to? What resonated with you?
We’ve got a game called Cat Earth, where giant kitties knock houses off a flat earth.

Sold!
It’s been going really well – there’s a strong, simple hook and a playful concept people immediately understand.

Before we wrap up, what fuels your own creativity?
It’s the chase – new games, new ideas, and that constant search for the next concept that clicks. With Cheatwell Games now part of Outset Media, we’ve expanded beyond party games into the gamer market, opening up new and exciting directions to explore.

Last question! What’s Cheatwell’s most underrated game?
Shadow Ninjas, a hidden deduction game. It’s a great design and deserves a bit more attention than it gets.

We’ll show it some love here. Thanks again Paul.

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