International Digital Entertainment Agency

Read this document on Scribd: International Digital Entertainment Agency GCDC 2008 - 8-19-08

From Independent Developer to Independent Publisher What YOU are going to be Responsible for as a selfpublisher Why You Should Listen • More than 13 years of business development, marketing and strategic communications experience • Former head of international product PR for Sony Online Entertainment • Was third-party PR for Ubisoft • Launched more the 400 titles The Market • Global games market is $55-57 Billion by 2012 • Currently more than 1,850 game development studios worldwide • More than 350 titles in development for XBLA, PSN and WiiWare combined • Hundreds more PC-only casual games in the works The Opportunity • Independent developers can take smaller risks on original IP on console platforms, or PC • Self-funding means publisher share is smaller or nil • The hardcore gamer is becoming less important as the mainstream market for interactive entertainment grows • The game must make the connection with the player faster than ever before • More competition = higher standards Independent Developer View • Traditional model is work-for-hire – 23 projects, then Original IP • Publisher consolidation and lower appetites for risk on $10M+ games (estimated less than 15 games made for over $12M using external studios in 2007) • Self-publishing makes it possible to try out original IP on a smaller scale with less risk, and faster If you do it with a Publisher Due Diligence • Talk to other developers and get the reputation of a publisher’s marketing, biz dev, and production staff • Don’t believe the first person you speak to until you hear it echoed – multiple opinions, and from “facts” • Identify strengths and weaknesses • Write into the contract where you will perform the activities that they are weakest at (Marketing, PR, Biz Dev, or a named external producer) Do • Hold the publisher to milestones as well • Get publicity written into the contract (you are the developer of the game) • Require a marketing and PR plan in the contract – ask for performance concessions • Meet the people promoting your product – if they know and like you, they will work harder for you Don’t • Assume anything is happening unless you ask or hear from the publisher • Ignore requests – media outreach and marketing need to begin far before a product is finished • Think it isn’t your responsibility to promote your product If you do it yourself Self-Publishing (Console) • Code Management • Marketing (Website, Ads, Box Art, Sell Sheets, Videos, Viral Activities, Fansites) • PR Activities (News, Interviews, Tours, Previews and Reviews) • Biz Dev (Partnerships, In-Game Ads, Micro-transactions, Co-Marketing Deals) • Finance (Chasing Down Your Money, Making Sure You have all of Your The Process (Console) • Find out what is on the platform or planned for the platform you are choosing • Make sure you can sell enough copies to cover development under: – Developer/Publisher Splits • 30/70 (bad) • 50/50 (ok) • 70/30 (excellent) • Contact representative at platform at the design doc stage • Get concept approval and platform certification The Process (Console) • Dev kits are not free – be prepared to pay for them • Read the requirements documentation • Begin developing your game • Plan out and execute the marketing and PR schedule (usually six months) • Keep in contact with your platform representative through launch • Note: I can see your game on PartnerNet – you have to opt out Business Development • Identify brands that might work in your game – Examples – NASA for a space game, BP and BMW for a driving game • Find companies that will give you access to their audience in exchange for access to yours • Work directly with targets, or hire a biz dev agency • For in-game ads, many brands are already exclusive with DoubleFusion, Massive, and IGA Worldwide – you can work through them • To source celebrities (minor celebrities) – try IMDB PRO or WhoRepresents.com and contact their manager • Look to governments for any possible grants or tax incentives Marketing • Create your cover art for the “box” • Identify a key image and “build a screenshot” – the most exciting situation you can imagine and experience within the game • Create banner Ads for use on platform specific sites • Develop creative ideas that extend beyond the game – contests, teaser websites, physical giveaways Marketing • Make sure anything you put out looks awesome – you CAN control the pictures • Build a website and community portal • Develop a fansite kit with art, information, and make yourself available for interviews with the fansites (include them in the process) • Promote co-marketing opportunities PR • Plan to make yourself available for meetings with the media (relationships DO effect coverage) • Plan a minimum of three press releases (get platform approval for releases) – Announce the game (Month 1) – Gone gold (Month 5) – Now shipping (Month 6) • Plan for a minimum of two videos – Teaser (Month 1 or 2) – Full trailer (Month 5.5) PR • Asset blasts give you more opportunities to promote your game – Screenshots – Interviews/Q&As – Story and world elements • Coordinate Previews and Reviews (research on GameRankings, and find recent reviews of titles from your platform to identify media targets – Platform-specific media – General Games Media Finance • The platforms will pay you and give you a report • For PC, it’s case by case as to whether to audit – Make sure there are audit terms in the contract where costs are shared if you want to mitigate risk • It can take up to 90 days to get paid – watch your cash float. Self-publishing is a lot of work, so consider your options, time, and ability to commit to a full campaign Questions