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Developer Business Summit: An IGDA Think-Tank

Developer Business Summit: An IGDA Think-Tank. Closing Summation. Kathy Schoback IGDA Chair Director of Product Operations, Eidos. Observations and Sound Bites. 50% international attendance – holy smokes! Bioware has 1.72m registered members of their community

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Developer Business Summit: An IGDA Think-Tank

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  1. Developer Business Summit: An IGDA Think-Tank Closing Summation Kathy SchobackIGDA ChairDirector of Product Operations, Eidos

  2. Observations and Sound Bites • 50% international attendance – holy smokes! • Bioware has 1.72m registered members of their community • Rob Huebner: “Starting your own company is like walking through a minefield; there’s one way to do it right and twenty ways to blow yourself up.” • Bing Gordon: “If your game isn’t creative, it won’t sell.” • The other Bing Gordon: “If your game didn’t sell, it probably wasn’t that good anyway.”

  3. More Observations and Sound Bites • The EA Formula: 30% new, 30% improved, 30% the same. • Incremental sales improvement from marketing: 30% • Incremental sales improvement from quality: 50%+ • Digital distribution will command $41m in revenue in 2006

  4. Egads, Even More Observations & Sound Bites • Female adults like puzzle/board, action/adventure, arcade, and sim games. • Female teens like puzzle/board, arcade, and sim games. • Gamers over 35 like like puzzle/board, strategy, arcade, sports, and flight sim games. • 50m gamers in the US play more than 5 hours/week. • 500K MMO gamers play an average of 22.5 hours a week Why on God’s green earth would you make an MMO?

  5. Kathy on GDC Boss: “I can’t send people to GDC – they will give away all our company secrets.” Earth to Boss: • Best and the brightest regularly tell us exactly how they do it • So why aren’t we all creating million-selling titles?

  6. Kathy on Execution Read this after you’ve read all Ray’s books: Execution: the Discipline of Getting Things Done Larry Bossidy, Ram Charan

  7. Sample Developer To-Do List • Identify and partner with external organizations that can add value to my business. • Obtain gap financing combined with investment from limited partners pre-alpha; convert to a traditional publishing deal post-alpha. • Create a visual slice of gameplay as a prototype. • Research digital distribution as a way of disintermediating retail and platform holders. • Find and build relationships with foreign journalists in my key international territories.

  8. Sample Developer To-Do List, Page 2 • Read everything there is to read on outsourcing m\anad management techniques for scaling staff. • Negotiate an earn-out that matches our investment level. • Patent and trademark our good stuff! • Get a game IP lawyer, pronto. • Grow to more than one team and schedule projects to stagger ship dates.

  9. Sample Developer To-Do List, Page 3 • Hire temps to get the RedBull and wash the guys’ cars. • Improve outsourcing-related processes: create a feedback integration system, make sure my partner has the right tools, create an audit trail. • Integrate IP protection into my company’s business as well as development processes. • One more…

  10. Would current IGDA members please stand up? If you’re still sitting down – why? See me!

  11. Thank you for participating!

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