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Suzhou steussy bilingual_jz3

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  • Sales in millions of dollars. Based on most recent 10-K annual reports submitted to the SEC.

Transcript

  • 1. Edwin E. Steussy施恩德apogee@apogeecommunications.com
  • 2. LISA Videogame TrackLISA 视频游戏演讲编排
    Business Overview – 产业概览 (Edwin Steussy)
    Localizing Games – What’s Different –游戏本地化 – 有何不同(Victor Alonso Lion)
    No Man’s Tools–Game Localization Tools无人的工具 – 游戏本地化工具(Rolf Klischewski)
  • 3. Business of Videogames视频游戏产业
    Overview of 30 years of growth30 年发展概览
    Consoles vs. PC vs. Online — 游戏机 vs 电脑 vs 网游
    International Overview — 国际概况
    Where does China fit in?中国的切入点在哪?
  • 4. Early Consoles早期的游戏机
    1972
    1980
    1982
    1985
  • 5. Coin Operated—投币街机
    Space Invaders太空侵略者
    1978 introduction 1978 年引入
    100,000 in Japan日本 100000台
    60,000 in US美国 60000台
    Required re-minting of Japanese 100-yen coins迫使重新铸造100 日元硬币
  • 6. 1990’s – The PC Decade二十世纪九十年代——电脑的十年
    1993
    1991
    1994
    1995
    1993
    1989
    1998
    1990
  • 7. 1996
    My First Year in the Business我入行的第一年
    $3 billion in sales 销售额 30 亿美元
    Accurate accounting精确的销售数字
  • 8. Golden Eye – The Game Changer黄金眼——游戏改变者
    Released August 1997 for the Nintendo 64 — 发布于 1997 年 8 月,面向任天堂 64
    Great Reviews! —好评如潮!
    8 Million Copies Sold! 售出八百万张!
    Limited Piracy! —盗版很少!
    Years of Sales at Full Price!以全价销售多年!
    The death knell of PC gaming in the West.敲响电脑游戏在西方的丧钟。
  • 9. Consoles Defeat PC’s游戏机打败电脑
    Playstation 2 / 3
    Xbox / Xbox 360
    Nintendo Wii
    Why?为什么?
    Reduced Piracy盗版减少
    Extended Shelf Life at Full Price全价上架生命周期更长
  • 10. Epic Games: PC vs. Console Epic Games评论电脑 vs 游戏机
    Mike Capps, Epic President: “If you walked into here six years ago, Epic was a PC company. We did one PS2 launch title, and everything else was PC. And now, people are saying ‘Why do you hate the PC? You’re a console-only company.’ … It’s because the money’s on console.”
    Epic 总裁 Mike Capps : “如果你六年前来到这里,那时 Epic 是一家电脑(游戏)公司。我们当时只做了一个 PS2 游戏,除此之外都是电脑游戏。而现在,人们说‘你们为什么抛弃电脑市场?你们现在成了只面向游戏机的公司。’ ……这是因为有钱可赚的是游戏机。”
  • 11. Electronic Arts, 2009
    Xbox 360 - $1 billion10亿美元
    PS - $1.2 billion12亿美元
    Wii - $583 million5.83亿美元
    PC - $712 million7.12亿美元
  • 12. 电脑
    2009 US Retail Sales美国零售销量
    Consoles (hardware and software) 游戏机(硬件和软件) $19.66 billion 196.6亿美元
    PC (software only) 电脑(仅软件) $538 million 5.38亿美元
    Source 资料来源: NPD Group
    游戏机
  • 13. Really?真的吗?
  • 14. How Big is the Market?市场有多大?
  • 15. 其他
    英国
    韩国
    中国
    日本
    北欧诸国
    西班牙
    意大利
    法国
    德国
    巴西(葡)
    拉美(西)
    澳大利亚/新西兰
    亚洲
    拉美
    欧洲
    北美
    World Market by GDP and Language, 20072007 年世界市场 按 GDP 和语言划分
    Primary source: Economic Research Service, USDA. Figures for 2007. Nominal (not PPP) GDP .
    主要来源: 经济研究服务局,USDA,2007年数据,名义(非PPP)GDP
  • 16. Largest Public Game Companies 最大的上市游戏公司
    全球销售额,百万美元
  • 17. Game Localization Languages
    2005
    French
    Italian
    German
    Spanish
    2007
    Sony Europe
    -> 10 Languages
    EA
    -> 10 Languages
    (Russian biggest success)
    2009
    Reduced Languages
    EA/Bioware’s ME2
    -French
    -German
    -Polish
  • 18. Sales by Geography, Public Filings披露销售额—按地域划分
    北美
    欧洲
    亚洲
    Longer bars indicate over-concentration in particular geographic markets. By these measures, Nintendo is the most internationally diverse of the eight companies listed.
    较长的条形表示对特定地域市场过度集中。依这些评测方式,任天堂是列出的八家公司中在国际市场方面最为均衡的。
  • 19. Analysis: US Firm Localization as a % of Corporate Revenue分析:美国公司本地化占企业收益的百分比
    Assumptions:
    • 10-K figures accurately reflect actual geographic sales.
    • 20. 30% of European sales are to UK (per T2 filings, other companies did not break out individual parts of Europe).
    • 21. 10% of Continental European sales are English SKUs.
    • 22. 100% of Asian sales are localized.
    • 23. 0% of North American sales are localized.
    假设:
    • 10-K 数字准确反映了实际的地域销售额。
    • 24. 欧洲销售额的30%在英国(根据T2资料,其他公司未细分欧洲的不同部分)
    • 25. 欧洲大陆销售额中10%为英文的SKU。
    • 26. 亚洲销售中的100%均为已本地化。
    • 27. 北美销售额中的0%为已本地化。
  • China
    ?
  • 28. Chinese Market Characteristics中国市场特点
    Very Large市场极大
    Less Disposable Income可支配收入较低
    Piracy盗版
    PC’s, Mobiles电脑、手持设备
    No Official Consoles没有官方发布游戏机
    Very Competitive竞争激烈
  • 29. No Consoles Here (Officially)没有游戏机(官方发布)
  • 30. Unique Titles—资格独有
    Even unique titles like World of Warcraft face major, unpredictable import controls.
    即使是像《魔兽世界》这种独有资格的游戏也要面对大量不可预测的进口控制。
  • 31. Chinese Companies中国公司
  • 32. Free to Play免费游戏
    Real Money
    游戏装备
    现实货币
  • 33. Near Future不久的将来
  • 34. Chinese Game Maker at E3. Problems with Language.
    E3展览会上中国游戏制作商的语言障碍
  • 35. An American Experience with Marketing Language Problems
    营销语言问题 -- 美国经验
    口蝌口蜡
    Bite the Wax Tadpole
    可口可乐
    Tasty and Fun
  • 36. Edwin E. Steussy施恩德apogee@apogeecommunications.com