Concepting is key to the visual outcome of a project as without it: one you haven’t explored the brief to its fullest, as it allows you to move through and improve on a range of ideas to find the best one to suit, two once there is a clear and well defined idea after the exploration you have something that everyone can work from. This is key to making sure that every team members work will work together and fit seamlessly with in the project. Without such you’ll constantly have people having to go back and redo work to fit as they have done it in a way that looks to different to that of another’s.
Planning that everyone is working from the same reference towards the same goal is vital. But also making sure that everyone is kept up to date throughout the project is equally as important. If a project is to change direction at any given point you need to plan on how everyone knows this and what resources they will have to make sure that their work will progress along the new path.
You can see how without that underlying structure put down the development of a game wouldn’t result in the best outcome and could ultimately fail. The importance of planning and concepting ideas not just at the beginning but throughout the production process is vital to a coherent and well thought out product. This is evident as previously shown, the Diablo 3 we could have received to the one that was released. I know which one I’d rather play.