2014 vs. 2018: The Shape of Financial Success Before and After the Indiepocalypse

[Music] hi I'm Jason drawer and I'm just gonna start giving my talk now so this talk is about me stuff start my stopwatch and I'll go over time hopefully there'll be some time for questions at the end because I've timed this to about 25 minutes so this is a talk that's primarily about financial results it's kind of a money talk it's a strange talk for me to give and I know that some people in this room are sort of just getting started in their career as independent game developers and I don't want to give any of you a false impression because you know I've been doing this for 15 years I'm kind of an old man in the room at this point right and made 19 games over that time and a lot of the results I'm gonna be showing you're like comparing my 17th game to my 19th game but when you see these results keep in mind that I made no money no money at all in games when I was working on games for the first six years in fact it wasn't until my 14th game that I made any real money at all I'll say it again just to make sure it sinks in I made 13

games in a row without making any money so you really got a view success in games potentially I mean there's a lot of you know first game hit stories right but in general success in games is can be this long-term project right success takes time to build you know making a name for yourself takes time getting good at making games takes time I was not very good at making games when I started 15 years ago I still you know I'm learning every day right so expect failure along the way failure should be your your primary operating mode don't give up I mean have so many people I read about I'm like reddit game dev or something like oh you know how we shipped our first game and we're going back to work now it's over like you know indie apocalypse whatever you know don't give up after your first failure if you're giving up after your second failure or your third failure you're doing it wrong right what about your 13th failure and even after you have success even if you have several successful games in a row financially like failure can still come around and bite you right like game number 18 for me actually lost money so that's the end of the prologue for any of those of you in the room who might get the wrong

impression now let's get busy talking about this whole in the apocalypse thing so indie apocalypse where did this idea come from right how did it gain cultural currency I think in my opinion it came from a string of very publicly announced very high-profile failures from well-known game developers who had some of them had track records making successful games in the past and you know they openly publicly several weeks or months after their games came out either wrote post-motor miracles or post-motor of interviews where they kind of talked about their under performance or failure and everyone kind of talked about it was like sort of the talk of the town at the time I'm gonna put some of these games up here which I think of sort of being the poster children of this movement in my mind as I absorb these stories myself I don't mean this as a critique of these games I fully respect these games and their designers some of the designers are my friends I'm not saying they're bad games at all right I'm just using them as these public examples that the designers themselves kind of called out so going through the list in order here in my mind starting with as Dez which is

notorious right I mean seven years in development and I have a quote from each developer at the top from one of these post mortem interviews about how they sort of felt about the financial performance of the game but I checked most recently on some steam stats there were zero people playing the game this game scanner Sombra also kind of popped up on my radars and in the apocalypse game introversion huge successful indie developer it's been going for a long time Prison architect was a gigantic hit the next game according to them bombed in a big way when I checked there was only one person playing it in the world where the water tastes like wine I remember when this game came out just inundated with press coverage right everybody was talking about this game it's new you know new narrative game is coming out according to the Creator in an interview that I read it was a commercially disaster when I checked there were four people playing it and Tacoma from the creator's got home Fulbright you know gone home was this kind of high-water mark in success in the in the realm of like in the narrative games Tacoma maybe it wasn't this big of a failure as some of the other ones I put up on the screen but definitely didn't perform

anywhere near to what gone home did financially when I checked online recently there were 11 concurrent players so over the three and a half years I was as I was developing my new game one hour one life which was the biggest craziest project I've ever developed I was like hearing these stories right one after another like another developer that has way bigger budget than me way bigger PR presence than me maybe a weight matter game in my thinking is failing financially in this market on my kid cheese is this like my career's over and I don't even know it I'm gonna come out three and a half years after this like huge project and it just kind of flop on its face so it's really really nervous and my wife is really nervous we were talking about indie apocalypse all the time but somehow maybe against all odds when our in life was successful and you can see like I just did a sample and there were 110 concurrent players which is an order of magnitude more than the other games I'd put up on the screen and that phrase order of magnitude is gonna come up a lot during this talk because there's a lot of order to order of magnitude effects that I've been able to

sort of measure with the data so and it's not just numbers of players right I mean this game as a game made by a single person has made a substantial amount of money over the course of four months since just shipped on Steam $685,000 gross and gross is like not without the fees taken out without all the charge backs taken out and all the bats and stuff taken out right that's the number I actually see in my Steam control panel and it's still making good money to this day right like close to twenty eight nine hundred dollars a day for a single person that's pretty good right so and so it's you know it's an old game right four months is pretty old and in the world of games right but still making money after all this time and you know that 110 concurrent players that's just like a instantaneous sample that I took on a Monday afternoon so you might see this and say so what Jason right like we didn't say the indie Apocalypse affected everybody that weren't going to be any you know lucky outliers right like there weren't gonna be any success stories or any games that just happen to take off for this of that reason and I thought that at first too as I I guess I dodged a bullet in the

apocalypse didn't happen to me I guess I'm just lucky Wow you know or maybe my games just really that good I don't know what right but then a few months ago I was looking through Steam charts the Steam churches this website that orders games based on how how many concurrent players they have right so you can see the full chart actually like up to the minute kind of concurrent players and I was looking down around the area where one hour and life was on the chart like what other games have about you know 100 or so concurrent players and I was kind of surprised by boy what I was seeing down there on that spot of the chart because I've seen games there were a lot of indie games down there they were at least this successful if not more successful than when our life of course that we're all talking about like huge indie hits like stacks all right we're all talking about this 115 concurrent players are dead in Finland 116 concurrent players this game is even bigger Airport CEO everyone here at GDC is talking about Airport CEO and we're also busily in this game is twice as successful as one hour in life this is a huge game I've heard everybody in the

hallways talking about feeding grow fish 227 concurrent players twice's and these are not cheap games these are fifteen to twenty dollar games right and this was just the beginning right cuz I went up to the charts I was like wow you know here's 25 games with more than 130 card players yes there's some well-known games on this list but there's also a lot that you don't know here's 50 more games with more than hundred 37 concurrent players huge hits we're all talking about like adventure communists youtubers life OMG sheltered stasis maybe I've heard of that I know colony survival liftoff actually that's a drone simulator I have played that game here's a hundred more games a hundred fifty concurrent players each here's 200 more games 185 concurrent players each put to put up these all have more players in one hour in life I put up 375 games so far on the screen and these grids but it's just a small fraction because there's actually more than a thousand games on Steam at this very moment with more concurrent players than one hour with life so and there's actually more than 300 games with more than a thousand concurrent players each right so there's

tons and tons and tons of huge success stories here like life-changing financial results for lots of game developers but we're just not hearing about them right like maybe there's more success on Steam maybe more people making more money on games on Steam than ever before and we just kind of are kind of ignoring it for some reason still all that said even if there is more success right a lot has changed since 2014 when I launched my last game on Steam which is the castle doctrine I'm gonna go through launch day what actually happened on launch day for these two games to compare and the biggest thing that everyone always talks about serve the the main talking point within the apocalypse is crowding on Steam right and indeed when the Castle Doctrine came out in 2014 there were four games released on Steam that day including the Castle Doctrine whereas when one hour would light came out in 2018 just four months ago there were 42 games released that day so an order - they talk to the order of magnitude order magnitude more games released they order magnitude more crowding and of

course this meant like the castle doctor was on that front page of steam on the new release list for like almost an entire week before it fall off the bottom of the list one hour in life was never on any new release list because there's just not room for 42 games on that list right okay so but in this huge crowd maybe press coverage can help you write one hour and life is kind of a noteworthy game right maybe press wants to talk about it it was like pulling teeth to get the press to cover one hour in life twelve different websites wrote reviews with scores of the castle doctrine over time during launch I had just gazillions of articles being written about it I couldn't get almost anybody to write about one hour in life and in the entire history of the game it's been out for a year including the time before Steam there's only been two or B articles written like nobody's covering this game and those two results of those two factors conspired to give us really dismal results on day one right 315 units order of magnitude again more units with the castle doctrine of 2400 units on day one alone five

thousand dollars after three and a half years of work so we've all seen this curve before right this is like a normal first month sale script this is the first month of cast active sales in 2014 and I've seen this curve before for my other games it's sort of the expected curve for game sales it's the launch day peak with the slow exponential decay going off into infinity now the scary thing for us and when I say us I mean me and my wife was also paying attention these results as they came out after three half years of work was that our launch day peak for one hour looked like yes now if and we know because we've shipped other games oh you know many years we've seen other games we've seen these results like launch day it's always your biggest day right it only goes down from there so if we apply that same exponential decay like using the cast of actions David as a model like our sales curve is gonna look like this and it's like oh my god we're doomed like we were looking at this number like we are just doomed the indie apocalypse is real but we are shocked and

pleasantly shocked when day two is bigger than day one like what and h3 was bigger than day 2 and the slope was increasing right like what like how is this happening and it wasn't until day 5 a full four days after and launched through a their peak and the peak was a little bit higher than the Castle Doctrine so at that point we're like okay well this game is much bigger tech much longer to develop the castle sector I guess it's gonna make a tiny bit more money than the Castle Doctrine maybe that's a an exponential decay curve is gonna kick in and it kind of looks like well you know at least we'll made a little bit more than the castle doctrine but the actual curve looked substantially different the shape of this curve and it's sort of the in first impetus for this talk is the actually curve for the rest of the month looks like this which is still going down just not as precipitously right and it's kind of like smeared out in this way right and we need to account for this somehow and I think the best way to start accounting forward is to talk about launch week alone right even that section of the curve is so different in shape that we need to be able to count for it so what was going on during launch week we talked about launch day

what other factors so let's think about YouTube videos right how is making YouTube videos at the castle doctor during launch week there were only three videos made there were 31 YouTube videos made about one hour in life during launch week alone what about viewership so that's order of magnitude again right viewership 24,000 views on those three videos versus 684 thousand views on the one hour on my videos right so nobody was making videos with the cast doctor and almost nobody was watching them we also look at an overall comparison just long term not just launch week like what about the top YouTube video ever made about eating these games top video ever made in the history of the castle doctrine is 282 thousand views versus 2.2 million views on the top view video that's been viewed for one hour in life so again order banks do difference right okay so what does this mean this curve that I put up before which is the castle doctrine sales curve this is a press curve this is a hype curve this isn't all your eggs in one basket all firing all cylinders get all your ducks in a row on that

launch day get all your press embargoes lined up right now I'm gonna write those articles on that one day and that's gonna be a big coverage and everyone's gonna find out with the game they're all gonna buy it and well then the number of people finding out about your game is just going to decline over time because those articles fall off different pages and people aren't writing launch articles about your game like a week and a half later right so this one little problem though in the four years that have transpired the press kind of died along the way right and and you know you might say well now that I dead I mean not that it doesn't exist but that its influence in terms of game sales has dried up substantially and the articles that were written about when our life seemed that almost no effect you go look at the comment rolls remember the old days like four or five years ago when some article on rock paper shotgun or Kotaku would have like 100 comments like now they have like three or four comments right so I don't know if people aren't reading it or people aren't responding to it in the same way but it just isn't having the effect that it used to and it's evidence of this let's look at some of these in the apocalypse games right there were forty five review articles on 45

different websites written about this game right it's a coma even more right 56 like howdy where are there even 56 websites they could write I mean yeah it's a lot they had a he must have had like a huge PR budget which I didn't have right I did my best email my contacts my contacts ignore me even though they've been covering my games for years right and but contrast of course I said there were only two of you articles written but it didn't seem to matter now this next game I'm going to show which is like twice as successful or more than any of these games maybe all these games combined there were no review articles written about freedom grow fish no one's covered this damn thing yet it's successful right so clearly that press either you know there's lots of press for those other games either people didn't read it or they read it and it didn't those types of people don't buy games I don't know but that normal hype curve that I showed before if you go on into the second month I said it kind of goes into this long thin tail off into infinity and that's exactly what happened for the castle doctrine now one hour one life actually started up higher at the beginning of the second month so it's like okay well we'll have a thicker tail for a little bit longer maybe we'll

expect the tail to kind of look like this starting at that point applying the castle doctors data as a model now what actually happened during months you for one hour life is nothing short of shocking and is the real shape difference that I'm talking about here and the sort of impetus the primary thesis of this talk so a month to one hour one life looked like this right going slowly up over time right to the point where at the end of the month it was more than twice what it was at the beginning of the month right that happened right that's not an exponential slow decay longtail kind of thing press at lunchtime even if people read it even if people react to it in buying your game can't do this right because prep there's no big articles being written slowly over time over the course of the second month this curve is a sign of word-of-mouth right and YouTube videos are one type of word-of-mouth and I talked about them before they're very sort of modern distributed internet kind of word-of-mouth twitch streaming another type of word-of-mouth so let's look at some YouTube stats for those in the apocalypse games like the number one

video that's ever been made in terms of viewership for where the water taste in wine has 96 thousand views for Tacoma it's a little bit higher one hundred and thirty three thousand views but look at that it's a six-minute long video if you look at that video what it is is like a literally is called watch this before you buy Tacoma so it's like a little review video right but look at the top video for one hour one life like I said 2.2 million views quite a bit more views but 24 minutes long right what happened to the three-minute YouTube video rule right 24 minutes of what it is literally just a guy playing the game for 24 minutes and talking about his experience and reacting to it right his own it's a let's play right his own unique experience for 24 minutes and you know when we get look at this even more popular game it also has like a 7 million view video which is a 10 minute long video of just somebody sitting there playing the game and talking about it right just what it's like to have a unique experience inside this game so weird a mouth curve what other kinds of word of mouth can we talk about here well there was like an elephant in the living room here which is that giant spike right like what is that is that

like Oh PewDiePie played the game that they know PewDiePie still hasn't played one hour in life maybe someday was it some twitch stream right no actually that's just Christmas Day now people don't people don't buy games on Christmas Day right well I guess they do and Christmas Day you can sort of think about as the ultimate word of mouth day right you're hanging out with your friends and family your cousins other people in your family playing games you're all talking about what you've been hearing about for the past couple of months you all just got steam gift cards in your Christmas stockings right and it's burning a holiday and you're all like Oh what gate should I buy I'm good saving up whatever now this is a full month and a half after the launch of my game and that kind of word of mouth can only work if people are still playing and talking about your game a month and a half after lunch right now that got me thinking about how long people playing each of these games right like not not in terms of hours but in terms of like lifespan or something but let's first talk about hours right so the way I there's no actual hard stats about this so I came up with this kind of unbiased way of taking a script taking the front page of steam with the reviews that happen to show up on the front page

which are past 30 days most helpful reviews and most recent reviews and screen scraping that which has number of hours played for each of those reviewers and averaging it right so for where the water tastes like wine the average front page steam reviewer had played the game for 10 hours on average for Tacoma is 4.3 hours right so these are relatively short games for one-hour life the average reviewer had played for 44 hours which is a lot right this whole it's a longer game and and this is feeding grow fish game as well 28 hours right so these aren't longer games now some people with one hour in life may have gone overboard like the top player in the whole history of the game is played for 1800 hours it's just like keep my kids away from this game please and but I don't think I don't think total number of hours log this is important it's like play span right like how long is this game sort of part of your life in some form or another we don't have placement stats for the other games because that's just not available but you know if you think about a four hour game like if people

are playing to comb on average four hours before they Brady to review like you can't play a four hour game over the course of a month and a half or two months or something like that right people do play one hour in life over an extended period of time so taking all I have actual detailed stats about every game every life in the game that anyone's ever lived right and so if I look at the players who have played at least one hour of the game from the time they started playing to when they finally quit and stopped playing for good was on average for the entire population of players 48 days right so that's more than a month and a half right and some players have been playing the entire year that's been out I'm not every day but you know on and off over the course of 12 months and a good portion of players have been playing it for more than four months so they're placed banned from when they first started to when they quit for 10% of the players is four months or longer so I think that what has happened here is actually that the kinds of games that people play and want to spend money on and kinds of the value may have changed like the old kind of indie success model will see

short one time experience games that you just got to play you got a try new model is the sort of long-term hobby community kind of lifestyle games maybe and that may be the way players think about these games has changed right like we used to say like hey have you played that game Fez or maybe played that game braid then you want people in this room actually remember those games and now we might say do you play right like hey do you play League of Legends are you a one hour and life player and it's a little weird to think about this being a new way to talk about games right because given the long history of games that's always the way we've like thought about games like do you play chess you don't say hey you ever played that game chess ever so I think it's a new way of thinking about video games in particular because of the internet primarily so I think the advice that designers give each other needs to change as well right we used to need to make the games the kinds of games that we wanted to play now we need to make the kinds of games we actually do play right like our like our own personal play histories don't lie here right like what are we actually spending our time playing look at steam

look at Huckabee's stats like steam is not gonna trick you here right and I was actually surprised when we're preparing this talk and I went to look at my stats I was going to talk about this game what remains of Edith Finch and I remember playing it for one afternoon steam tells me I only played it for two hours I definitely finished the game I remember playing it in one day and having a really interesting I really liked this game a lot I was really interesting in a lot of ways it did a bunch of things I've never seen anybody do before with a narrative game and with interactive systems and so on but you know it really was just two hours of my life I guess and it was a critical darling right and won all sorts of game of Year awards and all sorts of venues it went to BAFTA like what game wins a BAFTA there's a little golden face there but despite all that when I looked at the stats they're only 33 people in the world playing this kind of monster hit critical darling game right and it really didn't because I only played it for one afternoon did not integrate into my life the way a game like Russ did right which I played for 336 hours over the course of two years now I didn't play every day for two years or whatever

those hours are waste spread out but rust is an older game that Edith Finch and there's like 40,000 people playing it at this very moment right so people kept you know hearing me talk about this game with Edith Finch like I've talked to several people about it overtime like every time I remember it but I'm not constantly thinking about it because I'm not constantly still playing it right I've never as far as I'm aware convinced anybody to buy the game like that I've talked to you right but I know of at least eight people that I can name who bought rusts specifically because I kept talking about it either and some of them were wanted to play with me or whatever but just like even there's probably some people in this room who bought rust because they heard me talk about it because I kept talking about it over time right so my summary of this difference between these two types of games one which I think has become extremely risky in the modern ecosystem it's still possible to have success with this type of game but much more risky is the consumable game right and far less risky are what I'm calling infinite unique situation generators which you know I don't think about it you know I was intentionally making one hour in

life that way three and a half years ago but you know if we look at all of the gigantic indie hits that have come along I'm not talking about just the minor hits or like the games that will make quite good money but the games that are making an astronomical amount of money like these games I mean if you actually do the numbers here these games are making insane and they are all these infinite unique situation generators I'm going to talk briefly about one outlier here which is maybe the king of consumable content games right the witness which is just a jaw-dropping human accomplishment in terms of how much stuff and how many ideas and how many how long and how deep it goes right this game came out smack dab in the middle of the India pockets and it basically said hey I don't care I'm gonna be successful anyway right and it's concurrent player curve during the first we actually have this data on Steam charts concur player curve for the first two years of existence on Steam looked like this and this graph should look a little bit familiar to you at least the first half of it that kind of

launched peak with the exponential decay now of course there's some some extra noise there a little mini spike there around the Year one I think that's probably when it was on sale although I'm not a hundred percent sure about that so let's compare it to a unique situation generator subnautica also came out right in the middle of the india pox but it's graph over the first two months slightly different shape so this is the witness's graph over the first two months first two years witnesses graph over the first two years here's some Nauticus graph so so you can see that the part of the graph you can actually see has a very different shape for that first year and I got to zoom out a little bit to see the rest of it right so so that's curve that shape that's sort of slowly growing over time gradually to this giant kind of explosion at the end that's a very different curve than we used to see four or five years ago right also this property of unique situation generates holds true for all of these non indie games I call them not maybe maybe league of Legends is technically

indie but not on indie games that have defined our generation as this game culture right each in their own way maybe most of them are leaning on multiplayer and multiplayer is definitely one way to achieve the unique situation generation but it's not the only way and this really fits in with the idea of YouTube videos and twitch streams and so on being so important in the modern ecosystem because like how do you make a video about a consumable game right anybody who wants to buy the game would avoid watching videos because they don't want the game spoiled for them even if you find like a way to make a game video without spoiling it you're kind of like not really making a video that's all that different that other people haven't already shown right where it's like he's infinite unique situation generators they're just like obvious candidates for lots of videos right otherwise like how could this one youtuber one guy on one channel over the past year make 159 videos just about one hour one life right just about one game right and every video that he made showed some different crazy situation happening in the game that not only had he never shown on his channel but that

no one had ever shown before because it's never happened before right so it's total obvious you know good candidate for making video after video this guy was making multiple videos per week just about one hour in life and so in conclusion it's no coincidence that those games that I saw I see a sort of the poster children for the indie apocalypse these are all consumable games right while there's no name hit games that I pulled off with Steam charts I didn't pick them on purpose this way but when I went after I picked them I went and looked at each one I'm like yeah actually these are each in their own way unique situation generators even that dead-end Vinland game which kind of looks like a story kind of character game is a kind of a like story character game so so in conclusion I would say that the indie apocalypse in general as a concept isn't real but this something has changed right I think what we had maybe is more like a consumable game pocalypse which doesn't really roll off the tongue so well so so my my sort of take-home

message if you want to reduce your risk in this modern ecosystem is pretty simple making this unique situation generators and it's kind of an interesting piece of advice to be giving right because even if the indie apocalypse hadn't happened I might still be giving people that advice in general because it like in my opinion seemed like the most interesting kinds of games to be making anyway so I think we actually have three minutes for questions thank you anybody I'm totally 41 I'm totally blinded by these lights it's happening hey curse me I'm gonna keep making consumable games I love the too much I can't stop myself and I'm never gonna stop myself do you have any advice for me well when I talked to you a couple

people about this talk ahead of time this you know yesterday and the day before you know people other game developers they point out counter-examples right and like the witness is the counter example and someone else pointed out fire watch I have not played dream data yet I think it probably is creating all sorts unique situations but you know it's definitely a sort of one of these like launched hype kind of games where like everyone's talking about when it comes out so I mean there's definitely if a game isn't you know I guess inspiring enough or interesting enough to people it'll overcome that doesn't need to grow long term right it can get enough interest on that one day so that's the real challenge right like somehow in this environment when there is no like one hour in life eventually I didn't get to talk about this in the talk but when our old life eventually made it onto the front page of steam after about a week a half because steam what they're doing now the gnomon are just picking games to the front page they're just like letting their algorithms kind of look for patterns and what players are enjoying and what people are actually playing and then those games kind of float to the top and get recommended right so that was also something in that curve that I didn't

have a chance to talk about but so that is like you know if it's all your eggs in one basket on that launch day and people aren't really gonna be playing your game a week from now because every all your biggest fans are done with it already right like how do you build that long-term you know I don't know it's a challenge you just have to make something so blindingly awesome that people canvas do can't avoid buying it say something over here yes thank you for the talk really good was wondering if you think the volume of games also affected the quote-unquote indie pocalypse how between 2006 and 2012 it was significantly harder to publish your game on Steam and then let's just say like afterward with greenlight and then direct it was much easier to go and get your game out there well I mean that was certainly magnified the number of failure stories we're gonna hear right because a lot more games are going on steam a lot of probably a lot of games that are going on steam and just as this er bandwagon effect like everybody's like I'm gonna make a game I'm gonna be a good game designer it's my first game like there's

probably probably a lot of those games aren't that great aren't that interesting I don't want to make blanket statements here right but just like if we have this dog pile 42 games every day and everyone's like my game didn't sell well I mean it is true going back to 2011 which I didn't talk about here when inside a star-filled sky which was my first steam game going back to 2010 they rejected sleep as death outright and said we don't want it on Steam inside a star full sky I had to talk to Edmund do you have a contact this team you know it was pull the friend connection right to get some contact at steam show them inside a sorrowful sky said I said look I've already sold 40,000 dollars on my own website $40,000 guys and and they're like okay okay you twisted our arm let it unseen but they jockey with me for a release day right they're like oh you're coming out of Monday no wait there's another game coming out of Monday you're on Thursday now back and forth for like and it kind of irritated me a little bit but they actually gave me a day when no other games are coming right and I was handpicked by them and the castle doctrine as well they kind of jockey with me for release day so yes things have changed drastically in the way that

that is handled it's definitely way more flooded but you know a game like some of the games I put up on the screen for the indie apocalypse they have plenty of press attention right they had plenty of factors that would make them stand out from the crowd they were just really depending on that and supposed to this in long-term sort of viral success right yeah it's almost as if there was more demand for games and less titles back in those years that's kind of like right I mean basically getting a game on Steam meant a certain amount of money just sort of flat out right just because you get eyeballs for a whole week and it meant that Steam and picked your game and the people at Steam thought it was good enough right and that doesn't being on Steam doesn't mean that anymore right your game hasn't really been vetted aside from not violating steams rules so we have another question for here we got I work or time I guess one one one more quick one really quick would you be willing to share how many wish lists you had before you launched I don't know that number I'm sorry that's a good quick question I'm not thank you everybody you