Codemasters: The Success Story<br />
WHO ARE CODEMASTERS ?<br /><ul><li> Codemasters are the largest independent video game developer and publisher in Europe.
 Codemasters are based in Leamington Spa, 25miles south east of Birmingham
 Codemasters are responsible for developing and publishing some of the most successful	</li></ul>computer game series of a...
MEET THE DARLINGS<br /><ul><li> Two British brothers living in America
 Sent back from the USA for a British education
 Skived consistently to make games on the ZX Spectrum
 When confronted own up to making games and selling during school time
 Making more money than their father</li></ul>“People have always been into games like football or mind games like chess. ...
MEET THE DARLINGS<br />“In the beginning Video Games were new and people where comparing them to skateboards & Hula Hoops,...
MEET THE DARLINGS<br /><ul><li> Created games on cassette and sold through mail order
 Early Fame : releasing a Series Of Sports Simulators
 Published games through Mastertronic
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Codemasters presentation

  1. 1. Codemasters: The Success Story<br />
  2. 2. WHO ARE CODEMASTERS ?<br /><ul><li> Codemasters are the largest independent video game developer and publisher in Europe.
  3. 3. Codemasters are based in Leamington Spa, 25miles south east of Birmingham
  4. 4. Codemasters are responsible for developing and publishing some of the most successful </li></ul>computer game series of all time<br />
  5. 5. MEET THE DARLINGS<br /><ul><li> Two British brothers living in America
  6. 6. Sent back from the USA for a British education
  7. 7. Skived consistently to make games on the ZX Spectrum
  8. 8. When confronted own up to making games and selling during school time
  9. 9. Making more money than their father</li></ul>“People have always been into games like football or mind games like chess. We thought that people like challenges <br />And they are competitive, so we didn't think that humans where going to change.”<br />David Darling<br />
  10. 10. MEET THE DARLINGS<br />“In the beginning Video Games were new and people where comparing them to skateboards & Hula Hoops, asking if it was just a fad.... we were adamant that it wasn’t.” <br />David Darling<br />
  11. 11. MEET THE DARLINGS<br /><ul><li> Created games on cassette and sold through mail order
  12. 12. Early Fame : releasing a Series Of Sports Simulators
  13. 13. Published games through Mastertronic
  14. 14. In 1986 the brothers form their owncompany: Codemasters
  15. 15. Dad is chairman</li></ul>“In the beginning Video Games where new and people where comparing them to skateboards & Hula Hoops, <br />asking if it was just a fad. ... We were Adamant that it wasn't.”<br />David Darling<br />
  16. 16. THE EARLY GAMES<br />Dizzy<br />Brian Lara Cricket<br />
  17. 17. THE MASTERPEICE<br />
  18. 18. THE MASTERPEICE<br /><ul><li>Micro machines: Firms 1st Major Success 1991
  19. 19. J-Cart Allowed 2 Extra Controls
  20. 20. Only Produced By Codemasters
  21. 21. Codemasters wins court battle against Nintendo over Game Genie cheat cartridge </li></ul>“ When we made Micro Machines, I never realised quite how good it was... I think this game is a Masterpiece, <br />Which is something we didn't realise at the time.”<br />David Darling<br />
  22. 22. PIXAR OF GAMES<br /><ul><li>Codemasters Produces & Publishes games
  23. 23. One of Two British Firms to Develop & Publish
  24. 24. Economic climate: Games = Cheap Entertainment
  25. 25. American business- accounts for 10% of revenue</li></ul>“ Think of Pixar, Miramax & New Line. Two of those companies were the major players in the field but they didn't <br />Innovate. And of course Pixar even surpassed Disney. What makes us similar ? We’ve got great technology, flagship brands & an innovative culture.”<br />David Darling<br />
  26. 26. Some Codemaster Brands you may Recognise<br />Dizzy Series<br />
  27. 27. WHERE THE COMPETITION WENT WRONG<br /><ul><li>Eidos Big Brand game: Tomb Raider
  28. 28. Eidos posts losses of £100 Million 2008
  29. 29. Eidos bought out by Japanese publisher Square Enix 2009
  30. 30. UK risks slipping from 3rd largest game developing nation to 5th. </li></ul>“ As a publisher, you need to stay focused as to what you actually are. Eidos from the very conception had one big<br />Game- Tomb Raider – and they milked that very well, but with the exception of Champ Manger series, they had very little else.”<br />David Darling<br />
  31. 31. THE PAY OFF<br /><ul><li>Balderton Capital Buy remaining stake from founders.
  32. 32. Codemasters sells for £84 Million, 2007
  33. 33. Darling Brothers are awarded CBEs by the Queen for Services to the games industry, 2008
  34. 34. Darling twins step down & retire</li></ul>“ Regrets..Not expanding the company to the point where we could directly challenge big players like EA and Activision<br />We had the creative people, but we didn't bring in the financial people to make the business big, we were just interested in making games.”<br />David Darling<br />
  35. 35. “You have to Continue to innovate. My fear is that the games industry is going to be too formulaic. We have to break out of the harness of retail and use digital distribution, letting creativity come to the fore. Honestly, I think the next ten years are going to be more exciting than the last ten.”<br />David Darling<br />

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