What You Really Need to Know about Game Development & Publishing

1. What You Really Need to Know about Game Development & Publishing Neal Robison ATI Research

2. What We’ll Talk About • Who Is ATI? • Game Dev Process • The Business Side of Games • Latest Issues in Development & Publishing • Questions

3. Who Is ATI?

4. ATI: World Leader In Visual Processing • GPUs & Workstation Graphics • #1 GPU Supplier • #1 Notebook Supplier • Handheld • #2 Media Co-Processor Supplier • Shipping in Over 35 Phones • Game Consoles • Xbox 360 • Ninteno Revolution & Gamecube • Integrated Graphics • #1 3rd Party Supplier • Digital TV • #1 DTV Silicon Supplier

5. Game Development Process

6. Sources for Game Ideas • Game Developers • Dedicated Game Designers • Employees of Game Publishers • Film/ TV/ Music

7. First...The Players • Game Developers • Game Publishers • Retailers • Gaming/Consumer Press • Platform Holders: Sony, MS & Nintendo

8. Software Licensing • What’s A 3rd Party • 1st Party vs. 3rd Party • Why Can’t Just Anyone Make Games? • Console vs. PC

9. Typical Production Timeline • Console vs. PC vs. Films

10. Stages of Development

11. Stages of Development: Concept • Define Game Concept • Define Core Game Features • Find/Assign Developer • Estimate Budget & Due Date

12. Concept: Van Helsing

13. Concept: Van Helsing

14. Concept: Van Helsing Video removed

15. Concept: Van Helsing Video removed

16. Prototype or 1st Playable • GDD & TDD = “The Bibles” • Production Budget & Detailed Schedule • Submit Concept to Sony, etc. • Working Prototype, with Game Mechanics • Focus Test

17. Prototype: Red Ninja

18. Prototype: Red Ninja Video removed

19. Red Ninja - Finished Version Video removed

20. Stages of Development: Alpha • Feature Complete • “Localization” Begins • Focus Test • Play Testing • Marketing Continues

21. Alpha: Crash Bandicoot

22. Alpha: Crash Bandicoot Video removed

23. Stages of Development: Beta • Polish, Polish, Polish • Game Balancing • Localization Continues • Demo Versions

24. Stages: Final/GMC/Gold • The Game is “Done” • Testing, Testing, Testing • Intense Pressure • Submit to Sony • Manufacturing Timing

25. Ghost Recon 3: Advanced Warfighter Video removed

26. Ghost Recon 3: Advanced Warfighter Video removed

27. Stages : Post-Mortem • Analysis of PR, Marketing • Analysis of Production, Source Code • Archive All Assets • Kick-off the Sequel!

28. The Business of Games

29. First...The Players • Game Developers • Game Publishers • Retailers • Platform Holders

30. Game Business Game Developers Game Publishers Actual Game US $4-10 Million

31. Game Business Sony, Nintendo Microsoft Game Publishers US $7/unit Invent Game System + Marketing

32. Game Business Game Publishers Retailers Finished Product Wholesale Price US $32/unit

33. Game Business Retailers Consumers Finished Product Retail Price US $49.99

34. Who Makes the $$$? • Developers • Get millions from Game Publisher • Huge fixed & variable costs • Most fun, most pressure • Dependent on Publishers • Exceptions?

35. Who Makes the $$$? • Publishers • Get $32/unit from Retailers • Pours out millions to develop product • Sales & Marketing costs • Inventory management & “returns”

36. Who Makes the $$$? • Retailers • Get approx. $17/unit • Remember cost of store • Marketing costs • Some help from Publishers on inventory • Hot vs. Not

37. Who Makes the $$$? • Platform Holders • Get $7/unit licensing fee • R&D Cost to create system, including anti-pirating costs • Marketing system to consumers • 1st Party games

38. Issues in Game Development & Publishing

39. Development & Publishing Issues • Advertising In-Game • Cost To Develop for Next-Gen Systems • U.S. & Canadian Legislation Restricting Games • Lack of Originality

40. Questions?