iPhone Apps… and more Business Development Points Created For: xxxxxx Presented by: Andrew Steiner
Table of Contents: Introduction iTunes Apps Games Work for Hire Closed Network Game Sites Video-on-Demand (VOD) International General Licensing & Merchandising Conclusion
Introduction The Coleco brand has a very rich history. As a pioneer in home gaming, the brand is received warmly in the hearts and minds of first generation gamers. It is a brand that now extends into two generations; from Gen Xers that had the first Coleco games and ColecoVision, to Millennia’s, the children of this group.
Introduction The Overall goal of xxxxxxis to develop new products under the Coleco brand that: Allow an existing and loyal audience to engage the brand in new and fun ways Re-launch the brand to a whole new generation and audience of consumers.
Introduction Xxxxxxx has the innovation, creativity and vision to create a comprehensive marketing and licensing program that not only generates revenue, but makes a solid contribution to the overall brand strength. In the following document you will see how we create a Marketing and Licensing program that can help achieve those goals.
Introduction First, xxxxxxxxxwill create new products that will enhance the consumer’s interaction with the core Coleco brand. The first most natural category for extension is in the creation of casual games for the iTunes app store. Then as the licensing program grows, so does the product/branding mix grow.
Introduction Done correctly, the licensing program will generate incremental revenue and brand impressions, while reinforcing the image and personality of the Coleco brand.
Introduction The Mobile apps platform consists of the iPhone, iPod Touch, and for any game sold in the iTunes app store. The Mobile apps platform also extends to the Google Android Mobile platforms and for the next generation of Mobile gaming handheld devices.
iTunes Apps Store On March 12, 2009 Home Media Magazine reported… “The number of mobile internet devices shipped globally will increase to more than 416 million by 2012, eight times the number shipped in 2007. Smart Phones, such as iPhone and Gphones, will represent the majority of mobile internet devices, with 60% of the market”.
iTunes Apps Store MWM will create games for iPhone, iPod Touch, GPhone (Android), and other mobile platforms. The iPhone Apps store is the first and foremost area to concentrate on. This is the first step in re-launching the Coleco brand to wide and diverse audience and across a number of B2C markets and B2B accounts.
iTunes Apps Store The games that are first developed for the iTunes App store platform can then be ported over to other mobile and handheld devices. These games will also be used as a basis to showcase and promote ‘Coleco Digital Studios’ for other Business Development opportunities
iTunes Apps Store iPhone Apps are growing at a tremendous pace, however it will take a large number of downloads to see significant revenue. With that said, the iTunes Apps Store is a great opportunity for showcasing and growing the Coleco brand name.
iTunes Apps Store During the period we are creating iPhone apps games for distribution on the iTunes apps Store, we will also look to license the Coleco and ColecoVision brand name to create promotional apps as ‘work-for-hire’ to other companies.
Work-for-Hire A major opportunity exists to create a B2B digital mobile studio to offer our services as work-for-hire. Under a ‘ColecoDigital’ brand we will target Networks, Studios, Advertising Agencies, Gaming Companies, Marketing companies and to individual companies and people that have an idea for an iTunes app but do not have the knowledge on how to create it.
Work-for-Hire We will offer our services on a work-for-hire basis. As the casual gaming market grows and demand for digital services grows, we can position the “ColecoDigital” brand as a work-for-hire Studio for a variety of digital services.
Closed Network Sites Another area to target and exploit is the networks of the major game console companies such as Microsoft’s XBox Live, Wii Live, PSP online, Apple and others. MWM will: Use the games we have created for iTunes and position them as an opportunity create online paid arcade sites within their Networks, and Negotiate with these channels to license the ‘Coleco’ Brand for their own creative purposes.
Video On Demand As DVD sales slide, VOD is on the rise. Similar to the online gaming portals, VOD is another area to explore and exploit. VOD has been wildly successful for cable operators. Time Warner recently said that VOD sessions are increasing at a rate of 25% per quarter VOD has been a way to provide increased value to the consumer.
Video On Demand The Cable and VOD operators are constantly looking at ways to monetize their bandwidth. So far the clear leader in monetization for VOD is in the area of targeted and interactive advertising. Casual games integrated into advertising is a growing market. Advertisers see the benefit of using games as advertisements because of increased interaction with the product.
Video On Demand Comcast, Time Warner Cable, DirecTV, TIVO, Netflix on Demand and many other companies have set up, or are in the process of setting up dedicated casual gaming channels. They see dedicated VOD game channels as an area of growth and a solution for revenue generation.
Video On Demand This offers a fantastic opportunity to: License Coleco games to the channels License the Coleco brand name to use on the channels License the Coleco games, Digital Studio, and Coleco brand name for creation and use in interactive advertisements
International Licensing Working with aAsian and European MMOG will further extend the Coleco Brand for other licensing opportunities within those territories. XXXXXXX will create licensing and branding opportunities in Asia, Europe and Latin America.
General Merchandise Licensing As we promote the new Apps games for the iTunes Store, the Coleco brand will gain in popularity. There will be a renewed interest in general merchandise licensing for such items as t-shirts, cups, mugs, and chachkas branded with ‘Coleco’ logo and/or characters from the Coleco Mobile Games. We will develop, create and use some of these items to i) promote the games, ii) promote the brand, and iii) to eventually sell into the marketplace.
Rebranding MMOG Sites A further long-term strategy can be in rebranding and licensing the Coleco name to a Massive Multiplayer Online Game (MMOG). This would take due-diligence to identify and work with a publisher that either i) currently has an existing MMOG and/or ii) is in the process of creating an MMOG. Asia is a growing market in the MMOG space. South Korea and China are leading the way in innovative new MMOG games and in the monetization of these games.
Conclusion Licensing is a great example of brand activation and experimental marketing that generates revenue. It is an area that takes expertise and specific knowledge about marketing, manufacturing, retail, trends, financial forecasting, etc. XXXXXXXXX has a passion for the Coleco brand. We understand the best ways to work with the brand to develop new products with great revenue potential.