Develop Evolve Keynote

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    http://www.gamasutra.com/php-bin/news_index.php?story=23879

    Screenshot taken on 7.10.2009 from Appdata.com, re: Facebook

    http://www.virtualworldsnews.com/2009/06/heavyweights-habbo-and-seventeen-in-online-fling.html

    http://paidcontent.org/article/419-can-eas-new-digital-strategy-bring-back-its-glory-days/

    http://www.1up.com/do/newsStory?cId=3174876

    http://www.nytimes.com/2009/06/14/weekinreview/14cohen.html?partner=rss&emc=rss

    http://sethgodin.typepad.com/seths_blog/2009/06/harvesting.htmlOpen game ecosystems are brutally competitive.

    Image taken: 7.11.2009http://www.roughtype.com/archives/2006/07/lee_gomes_respo.phpLee Gomes, Wall Street Journal: wherever he looked, hits remained vitally important to a given ecosystem (or in his words, “iTunes looks like Billboard, not some paradise of niches.”)

    http://www.roughtype.com/archives/2006/07/lee_gomes_respo.phpCaveat: 2.7% of 3.7 million books is nearly 100 thousand books – a great deal more than the total offered by any brick and mortar store. Of course, that leaves 3.6 million books in Amazon’s remainder…)

    “Should You Invest in the Long Tail”, Anita Elberse, Harvard Business School (published in Harvard Business Review)StudiedNielsen VideoScan and Nielsen SoundScan, Quickflix (Australian Netflix) and Rhapsody

    http://www.nytimes.com/2007/04/15/magazine/15wwlnidealab.t.html?ex=1334203200&en=79be2f770fc76c6d&ei=5124Professors Duncan Watts, Matthew Salganikand and Peter Dodds recently demonstrated that, in a digital music ecosystem devoid of traditional marketing signals and recognizable IP (but possessing a public rating system), not only did “the hits get bigger,” but popularity was essentially random. This is not to say that quality doesn’t matter. Far from it. But quality without a sound marketing, PR, and community strategy is generally not going to cut it for you.

    Long Tail theory, taken to its extreme, would suggest carrying many, many variants of a given multiplayer game. The idea would be that different niches might prefer different variants, and you’ll make more money (overall) by satisfying all combinations and degrees of interest. But if offering many variants of a multiplayer game results in a serious fracturing of the multiplayer community, have you done the community any favors?

    Competitive and cooperativeChess by mail; Ghost competition mode in Topple 2Non-interactive (i.e., your avatar appears in your friend’s game)Leaderboard centricVirtual gift-centricEtc…

    http://sloanreview.mit.edu/business-insight/articles/2009/2/5124/loyal-customers/Wall Street Journal / MIT SloanNote: the interesting thing about this quote is that it isn’t specific to the game industry – it is supposedly true of most industries.

    ESRB doesn’t get enough credit for the difficult job it does in the retail world. But in the digital world, one has to wonder if community-driven (and/or data-driven) standards can’t supplement if not even replace the ESRB?...

    To be clear: both of these services may fail. I don’t know enough about them to make claims about their reliability and potential. But I believe theidea they represent is sound, and odds are that sometime in the next ten years, you’ll see something like this work.

    Games in every part of life.

    3 Favorites

    Develop Evolve Keynote - Presentation Transcript

    1. How Digital Distribution Changes Everything.
      Maybe.
      By: David Edery, Fuzbi
      Insert Session Title
      Insert Speaker Name
    2. Digital distribution today
    3. Console Digital Downloads
      NPD estimates:
      18% of LIVE Gold users DL content regularly
      10% of PSN users DL content regularly
      … and that includes free content downloads
      … and don’t forget many console owners never even go online to begin with
    4. Appdata.com, July 10.2009
    5. 132m registered users worldwide
      11.8m unique monthly users
    6. F2P users are generating $1m per month
      In China, FIFA Online attracted 1m users and generated $254k in just four days.
    7. GameStop says “no addressable market”
      for digital distribution until 2014
      (1up, 6.19.2009)
    8. What makes digital distribution so great?
    9. What’s easier: a moon launch or driving a car?
    10. AB Testing
    11. Perpetual Cross Promotion
    12. Targeting Niche Audiences on Web
    13. PDLC sustains unique users (MSFT)
      Unique User Trend for TITLES WITH PDLC
    14. PDLC Helps Sustain Higher Retail Prices (MSFT)
      $60
      $59
      $56
      $54
      $49
      $40
      $39
      $34
      $28
      • Metacritic rating > 7.0
      • At least 15 months of sales history
      • Average retail prices only from North America
      • Genres: Racing, RPG, Shooters (IGN)
    15. What’s the downside? (Or: swapping middlemen)
    16. Gatekeepers and their Agendas
      Early PSN: must “look next-gen”
      Early XBLA: bite-sized, especially casual/retro
      Early Wiiware: make novel use of the Wiimote
      iPhone: free and 99-cent content?
    17. Platforms and their King-making
      Twitterers on the “suggested user” list can gain 500k+ followers
      Same with iTunes, Amazon, and game portals
      Bottom line: befriend the platform-holders!
    18. But the sad fact is, ecosystems without gatekeepers are just as unattractive, for different reasons.
    19. “Barriers exist. The market should reward insiders (like you) but make it really difficult for copycats to come in and steal share and lower prices …I think 90% of all markets don't meet these standards, and given the choice, I'd avoid them.”
      -- Seth Godin
    20. Well, what about the “Long Tail?”
    21. Hits are still what drives the business
      Image taken: July 11.2009
    22. Even at Amazon?
      In 2006, Amazon.com derived 75% of its book sales from just 2.7% of its titles.
    23. Anita Elberse, HBS (“Should You Invest in the Long Tail”)
      Success is now more concentrated in top titles
      Example: Worms XBLA
      Indies are losing share to major labels
    24. Quality is king?...
    25. Question: so this Long Tail thing isn’t indie paradise. But it’s still better than the old retail world, right?Answer: well, it could be…
    26. Consoles missing Long Tail enablers
      Amazon-like recommendation engines
      User ratings (in some cases)
      Ease of search (in some cases)
      More dynamic pricing functionality
      Selective discounts
      Bundling
    27. Long Tail and Real-Time Multiplayer:
      # of Players in Ecosystem
      divided by
      # of “active” multiplayer games
      often equals
      screwed developers and customers
    28. Top iPhone Games: 6.16.2009
      *Traditionally multiplayer games
    29. Multiplayer Solutions: Viral Invites / Guest Passes
    30. Multiplayer Solutions: Better Matchmaking
    31. Multiplayer Solutions: Scheduled Game Time
    32. Multiplayer Solutions: Asynchronous Multiplayer
    33. Things I’m currently interested in, for whatever it’s worth:
    36. Microtransaction-based Games
      “A very large percentage of loyal customers—often more than 50%—are not profitable for most companies, because their loyalty is driven largely by expectations of great deals. …Profitable customers tend to make up only around 20% of a company’s customers.”
      -- Wall Street Journal & MIT Sloan Management Review
      Sound familiar?
      F2P turns a weakness into a strength!
    37. Future of Digital?
    41. Thank You!PS. If you liked this, check out my blog:http://www.edery.org

    + gueste76e9agueste76e9a, 5 months ago

    custom

    1071 views, 3 favs, 2 embeds more stats

    My Develop Evolve keynote presentation.

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 1071
      • 1057 on SlideShare
      • 14 from embeds
    • Comments 0
    • Favorites 3
    • Downloads 0
    Most viewed embeds
    • 10 views on http://www.feedingedge.co.uk
    • 4 views on http://www.lai.as

    more

    All embeds
    • 10 views on http://www.feedingedge.co.uk
    • 4 views on http://www.lai.as

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories

    Tags

    more
    -->
    What's New

    © 2009 SlideShare Inc. All rights reserved.