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Dr. Malte Behrmann, Games für Mobile Phones und Pads

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  • 1. Dr. Malte Behrmann, General Secretary Shenzen May 2009 European Game Developer Federation www.egdf.eu
  • 2. European Game Developer Federation: EGDF
      • 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.
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. The traditional value chain
  • 8. 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
  • 9. 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
  • 10. Western retail games versus online & mobile – 27% of market by 2010 – retail’s dominance slowly being eroded
    • Source: Screen Digest
  • 11. 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
  • 12. 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
  • 13. Any questions left ?
    • Email to
    • [email_address]
    • Thank you !