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Inside the Publisher’s Mind

Inside the Publisher’s Mind. Dan Prigg Realgames GM, Partners & Programming “The Publisher”. Trademarks, trade names, logos and images are owned by their perspective owners and are used in this deck for demonstration purposes only. Looking for the Blue Inside the Publisher’s Mind.

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Inside the Publisher’s Mind

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  1. Inside the Publisher’s Mind Dan Prigg Realgames GM, Partners & Programming “The Publisher” Trademarks, trade names, logos and images are owned by their perspective owners and are used in this deck for demonstration purposes only

  2. Looking for the BlueInside the Publisher’s Mind • In the Beginning, it was calm and blue • “Freeware”: that’s what they called it • Lessons from Other Red Oceans • The Core Space • Nobody knew the market • We all made mistakes • For Example….

  3. Launching for Real Arcade in 2001Inside the Publisher’s Mind

  4. Launching for Real Arcade in 2001Inside the Publisher’s Mind Tex’s Atomic Big Bot Battles

  5. Top downloaded game 2001Inside the Publisher’s Mind

  6. The PitchInside the Publisher’s Mind • Game Idea • 5-10 pages • visuals • Gameplay & flow • Cost, time, & audience • Alpha • Playable • sell sheet • complete concept • Beta • Feature complete, sell sheet • Release Candidate • Finished game, sell sheet

  7. The PitchInside the Publisher’s Mind • Game Overview • Mortimer Beckett 2 • Description • Hidden Object • Game description • Platforms Supported • PC Download • Mac Download • Flash/Web • Alt platforms • Iphone • PC Retail • Mac Retail • Budget & Timeline • Xxxk USD • Eight month development cycle (Milestones and dates below) • Publisher’s previous titles: • Mortimer Beckett 1 • MilestoneDate (examples) • Kickoff/Begin Design Doc 12/29/07 • Design Doc Submit 1/21/08 • Alpha Submit 2/18/08 • Beta Submit 4/8/08 • Gold Master Submit 5/6/08 • Gold Master Web build 6/3/08 Studio Information

  8. The PitchInside the Publisher’s Mind

  9. The CostInside the Publisher’s Mind Commercial Viability • Audience • Are they targeting my audience (see slide 4) • can they build for it? • Cost/Risk • Is it in my tolerance for risk? • Rights for the deal • What else do I get for the game? • Control vs IP • Brand • Is there a long term play? • Catalog Depth • Is it different enough or more of what I need? • Competitive risks • What else do I have going on that may compete with it?

  10. The DeveloperInside the Publisher’s Mind • Work Experience • What's their history in video games? • Relevant Game Experience • Have they ever done this type of game? • Personal experience • What do we personally know about their working habits and ability to complete the game?

  11. The PublisherInside the Publisher’s Mind • How do I market this game? • Beyond the normal, whats special about it? • Brand management? • Is their something special I can do that would make this standout in a sea of content? • If I publish this game, it’s in my best interest to market and squeeze as much out of it.

  12. The Game DevelopmentInside the Publisher’s Mind • Knowledge of the audience • Setting the expectations. Expect input, don’t ignore it. • Producers to work with the studio • We see over 2000 titles a year. Experience and market data • Focus Groups • “I don’t care what your Mom’s Focus group said!” - you should • Beta Test • QA • Branding • Other opportunities

  13. The PrestigeInside the Publisher’s Mind • The Applause, now what? • The post mortem • Sequels? • Alternative Platforms? • Experience gained/Positive Relationship points • Building blocks for future deals • Your only as good as your last game

  14. The Power of a PublisherInside the Publisher’s Mind • Embracing the Red Ocean Iphone Mac PC market True Blue Ocean? GAME Community consoles Social

  15. Red Ocean vs Blue OceanInside the Publisher’s Mind • Its red. • There maybe markets of blue, but the business models are still red. • These markets are becoming red quickly. • Publishing isnt really about innovation. Its about red market optimization.

  16. The SummaryInside the Publisher’s Mind • The ocean turned quickly from blue to red • In a red market and recession; its about focus • Blue markets may change the delivery model but the key aspects of publishing may not change • IP ownership • Distribution rights • Revenue stream

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