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Dr. Malte Behrmann, Games für Mobile Phones und Pads

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    Dr. Malte Behrmann, Games für Mobile Phones und Pads Dr. Malte Behrmann, Games für Mobile Phones und Pads Presentation Transcript

    • Dr. Malte Behrmann, General Secretary Shenzen May 2009 European Game Developer Federation www.egdf.eu
    • European Game Developer Federation: EGDF
      • ASSOCIATION OF DEVELOPERS:
        • Trade Body & SME NGO
      • Representation of interests in Brussels as European association of developers
      • Best Practice exchange
      • Elaboration of mutual positions (technology, content)
      • Members: UK, AT, DE, FR, SE, DK, FI, Nor, Be, NL, Lux, Es
      • The federation represents more than 500 studios, which together employ over 15,500 people.
    • Importance of Games
      • Game development in Europe is an economic, cultural and technological challenge.
      • That means games are important as they are at the crossroads of three issues:
        • Cultural diversity = democracy
        • Economic development = jobs
        • Technology = technological position
      • => Innovation catalyst in the information society
    • Culture: Games are culture
      • In France this is less an issue, but it is in the rest of Europe: Examples: Germany, Britain, Norway
      • Impact on society is growing => positive attitude is important to integrate games into the regulation and support initiatives of the information society.
      • Nevertheless: French Tax credit case is important for Europe
      • Games as international culture
        • Dynamic definition of culture (ongoing process)
        • Development in civilisation of human kind
        • Does culture always need public funding ?
      • Games as national culture
        • Is there something as a French game, a German game ?
        • Yes: Genre, colours, identification of the creative with environment
    • Games: An economic factor
      • One of the few growing sectors, but publisher & console deadlock from developer p.o.v.
      • Content economy: Traditionally hit – driven: Network & Feedback effects, so it is here.
      • Network effects and economies of scale:
        • Very few projects reach out to international marketing
        • clear genre orientation and international stereotypes
        • Production costs are rising quickly
      • Creative industries: European developers face international competition from funded game production ecomomies: Canada, Singapur, US, within Europe, Korea, China, US, New: Mexico, even Malta etc.
      • Despite the growth independent development becomes more difficult
    • Games: Key Technology
      • Development Technologies
      • Vital for Europe: Technology for content creation
      • Tools for the creation of content e.g. :
        • Middleware
        • Procedural content
        • Tools
      • Standardisation and interoperability
        • data formats
        • software interfaces
        • Flexibility and adaptability
      • Borders are blurring
      • Today: Content funding much smaller, than the funding for technology.
      • Technology & Content & Business model
      • 3D Media Internet
      • Online Content Regulation
      • opportunities for opening up the market for new, creative, quality driven and European content
      • Network Neutrality in danger –> threat for innovation
    • The traditional value chain
    • Traditional business model: Publisher as Financier
      • Development advance against royalties
      • Prototype
      • Some/few bonding and distribution deals
      • Work for hire – margin 10-30% (+royalty)
      • Most financing against monthly milestones
      • Exponential costs from platform to platform
      • Main Issues
      • Europe remains a fertile ground for high-end games production but developers face ongoing challenges These include:
      • Access to funding from outside of publishers
      • Increasing cost of development, squeezing all but the largest independent developers
      • Cheaper resource alternatives
      • Holding onto IP rights is difficult
    • Trends
      • Convergence ? !
      • it is happening now – surprise !
      • It might be called today “Distributability in the Internet Protocol” (“IPTV”, IPhonie”)
      • This changes
        • supply and demand (business models)
        • value chain / value network
        • audiovisual medium services (linear - non linear)
      • ! Online games are not so piracy – vulnerable as off line (contrary to music) !
      • Consoles
        • Faster, Stronger, Better…
      • Human Interfaces
        • WII, DS…
      • Online
        • Direct to consumers
      • Games are THE functioning interactive content in a 3D internet world
        • Boom of browser & online games (just a new hype ?)
        • Community as new shaper
        • Content aggregator is the new centre
        • They broaden now to digital content
    • Western retail games versus online & mobile – 27% of market by 2010 – retail’s dominance slowly being eroded
      • Source: Screen Digest
    • New opportunities online & browser games
      • Business Models in historical development
        • Advergames in dot com boom
        • Client based „big online games“
        • Browser based – free to play
        • Item selling works now
        • In a few years 50% and more …
      • Allows adoption of alternative & multiple business models – such as dynamic in-game advertising, microtransactions and subscriptions
      • Allows adoption of alternative content models – user generated content, episodic content, expansion packs
      • Allow content creators to build relationships directly with consumers and move up the value chain
      • The opportunities are growing fast but these sectors are also very fragmented and face their own challenges
    • Cooperation & exchanges between the EU and China: Identifying common interests of the cultural industries
      • Games as new cultural medium
      • Online is inceasingly relevant
      • Ubiquitus aproach
      • Technological cooperation
      • Mutual cultural understanding
    • Any questions left ?
      • Email to
      • [email_address]
      • Thank you !