Ludonomics - The Game Economy

Thursday, March 12, 2009

LUDONOMIC S THE GAME ECONOMY GUEST LECTURE NDD EXPERTISE DAY [ insert coin ] Thursday, March 12, 2009

ERIK HEKMAN 1. RESEARCH GROUP CROSSMEDIA CONTENT; BUSINESS MODELS AND POLICY NEW MEDIA - WWW.CROSSMEDIALAB.NL 2. LECTURER DIGITAL COMMUNICATION AT UNIVERSITY OF APPLIED SCIENCES UTRECHT 3. WWW.KUDONOMICS.COM Thursday, March 12, 2009

CONTENT - 1. USER-GENERATED VIDEO GAME CONTENT 2. VIDEO GAME BUSINESS MODELS Thursday, March 12, 2009

GAMES GAMES GAMES I WANT TO HAVE A GOOD TIME ‣ Early as 1958 ‣ Console ‣ PC ‣ Diverse market ‣ Some interesting changes Thursday, March 12, 2009

USER-GENERATED WAS ALWAYS THERE Excitebike The Incredible Machine Thursday, March 12, 2009

USER-GENERATED MY ALL TIME FAVORITE Stunts ‣ Here we see games providing the tools in order to create content. Sharing through i.e. disks. ‣ How about games without the tools? Thursday, March 12, 2009

USER-GENERATED THE COMMUNITY WILL FIND A WAY Doom ‣ Homebrew level editors Thursday, March 12, 2009

USER-GENERATED THE COMMUNITY WILL FIND A WAY Half Life Counter strike ‣ Game mods Thursday, March 12, 2009

USER-GENERATED THE COMMUNITY WILL FIND A WAY Quake 3 Dragon Ball Z Bid For Power ‣ Game mods Thursday, March 12, 2009

NOW UGGC IS HOT A TREND IN GAMES SUPER! BUT WHAT IS THE BIG DEAL? LET’S LOOK AT THE MEDIA CHAIN GAME BEFORE WE HEAD OVER TO THE PRESENT CASES Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY THE OLD SITUATION Game Game Game Game Management Creation Distribution Consumption & Packaging ‣ Disks ‣ ‣ Nintendo Nintendo ‣ Cardridges ‣ ‣ SEGA SEGA ‣ CD ‣ ‣ Atari Atari ‣ ‣ Westwood Westwood ‣ ‣ Blizzard Blizzard Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS WE TELL YOU WHAT TO PLAY Video Game Publisher Creator $ Video Game Pay $ for game Gamers Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS WE TELL YOU WHAT TO PLAY Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY THE CURRENT SITUATION Game Game Game Game Management Creation Distribution Consumption & Packaging ‣ Disks ‣ ‣ Nintendo Konami ‣ Cardridges ‣ ‣ Sony Ubisoft ‣ CD/DVD ‣ ‣ Microsoft SEGA ‣ Internet ‣ ‣ Blizzard EA ‣ Blizzard Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS ADVERTISE WITH US Video Game Publisher Creator $ $ Video Game $ Big media buy display advertisement $ Pay $ for game Gamers Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS ADVERTISE WITH US Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS POLITICAL ISSUES Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS BRANDED GAMES Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS SUCCESFULL RELATION VIDEO GAME AND MOVIE Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS AND VICE VERSA Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS SOME LESS SUCCESFULL Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY THEN INTERNET CAME ALONG Game Game Game Game Management Creation Distribution Consumption & Packaging ‣ DVD ‣ Blizzard ‣ World of ‣ Internet Warcraft ‣ DVD ‣ Little Big Planet ‣ Sony ‣ Internet ‣ DVD ‣ Maxis ‣ Spore ‣ Internet Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY THE BIG CHANGE Game Game Game Game Management Creation Distribution Consumption & Packaging Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY LET’S FOCUS ON THE GAME DISTRIBUTION... ‣ Internet as an important distribution channel ‣ Consoles and games starting to rely on it Game Distribution ‣ Multiplay, demos, statistics and other game content ‣ The whole chain is controlled by companies. Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY AND ON THE MANAGEMENT & PACKAGING ‣ Tools are being given to the audience ‣ Tools to meet others, create and Game Management share characters, levels and other & Packaging content ‣ Same as the social media revolution Thursday, March 12, 2009

UGGC: NEW POSSIBILITIES MULTIPLAY Left 4 dead World of Warcraft Thursday, March 12, 2009

UGGC: NEW POSSIBILITIES STATISTICS SHARING Mario Kart Beautiful Katemari Thursday, March 12, 2009

UGGC: NEW POSSIBILITIES EXTRA CONTENT CREATION/SHARING The Sims 2 Body Shop Second Life Thursday, March 12, 2009

B UGGC: NEW POSSIBILITIES CHARACTER CREATION/SHARING Spore Mii Characters Little Big Planet Thursday, March 12, 2009

UGGC: NEW POSSIBILITIES LEVEL CREATION/SHARING Boom Blox Little Big Planet Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS ALL YOUR CONTENT ARE BELONG TO US Video Game Publisher Creator $ $ Video Game $ Big media buy display Content creators advertisement $ Pay $ for game Gamers Thursday, March 12, 2009

UTOPIA? TROUBLE IN PARADISE WHOLE CHANGE LOOKS LIKE THE SOCIAL MEDIA REVOLUTION WITH THE SAME PROBLEMS Thursday, March 12, 2009

UGGC FREE RIDERS Thursday, March 12, 2009

FREE RIDERS PROBLEM Free riders are actors who consume more than their fair share of a resource, or shoulder less than a fair share of the costs of its production. The free rider problem is the question of how to prevent free riding from taking place, or at least limit its negative effects. Thursday, March 12, 2009

1% creators 9% incidental creators UG(G)C 90% free riders Thursday, March 12, 2009

CENSORING THE CONTENT WHO’S CONTENT IS IT ANYWAY? ± 84,000 individual Users have spent days building custom worlds, including tributes to classic games and characters such as Final Fantasy, Pac-Man, Batman, Sonic The Hedgehog, God Of War, Super Mario Bros and Indiana Jones. Thursday, March 12, 2009

MODERATING THE CONTENT SPORE + PORN = SPORN Thursday, March 12, 2009

DIGITAL HARRASEMENT LEGAL ISSUES? Times of London Article: Police in Britain, Belgium and the Netherlands are considering whether users of “Second Life” may be committing a crime if their character — known as an avatar — sexually assaults or stalks another. Thursday, March 12, 2009

TWILIGHT ZONE DIGITAL AND ANALOGUE WORLDS COLLIDE THE MAPLESTORY MURDER CASE - JAPAN A lady who married a man virtually in the popular massively multiplayer game MapleStory was so furious at him unilaterally divorcing her that she logged in using his details and deleted him. Police then arrested her for unauthorised access to his account. Thursday, March 12, 2009

TWILIGHT ZONE DIGITAL AND ANALOGUE WORLDS COLLIDE THE HABBO HOTEL HEIST - THE NETHERLANDS A Dutch teenager has been arrested for allegedly stealing virtual furniture from quot;roomsquot; in Habbo Hotel, a 3D social networking website. The 17-year-old is accused of stealing 4,000 euros (£2,840) worth of virtual furniture, bought with real money. Thursday, March 12, 2009

THE MARKET PLACE NEW DIGITAL ECONOMIES Thursday, March 12, 2009

BLACK MARKETS NEW DIGITAL ECONOMIES Thursday, March 12, 2009

VIDEO GAME BUSINESS MODELS THE NEW SITUATION Video Game Publisher Creator $ $ Video Game $ Big media buy Game & content $ display creators Revenue advertisement Sharing $ Pay $ for game & content Gamers Thursday, March 12, 2009

USER-GENERATED GAMES Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY WE CAN CREATE GAMES TOO! Game Game Game Game Management Creation Distribution Consumption & Packaging ‣ Not only video games provide tools ‣ Flash, Game makers, XNA, etc ‣ Internet as distribution thus access to audience ‣ iPhone Goldrush Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY EXAMPLES World of Goo iShoot Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY EXAMPLES Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY USERS CONTROL THE CHAIN Game Game Game Game Management Creation Distribution Consumption & Packaging ‣ Instead of the industry controlling the chain ‣ Users have become a very important part of it ‣ The industry has to adapt Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY THE BUSINESS MODELS ‣ Retail ‣ Digital distribution ‣ In-Game ‣ Around-Game Advertising ‣ Advertgames ‣ Try before you buy (demos) ‣ Pro Accounts ‣ Subscription model ‣ Sponsored games ‣ Pay per play ‣ Freeware ‣ User-generated game content Thursday, March 12, 2009

THE VIDEO GAME INDUSTRY FREE GAMES? Thursday, March 12, 2009

FOOD FOR THOUGHT CLOSING QUESTIONS EMPTY SHELLS? CROSS MEDIA? HOW CAN THE INDUSTRY ADAPT? HOW ABOUT QUALITY CONTROL? ONLY ECONOMICAL VALUE CREATION? HOW ABOUT DEMOCRATIC, SOCIAL AND CULTURAL VALUE? Thursday, March 12, 2009

THANK YOU erik.hekman@hu.nl | www.kudonomics.com Thursday, March 12, 2009

http://www.kudonomics.com	96
http://www.hekman.tv	8
http://www.slideshare.net	8
http://www.crossmedialab.nl	7
http://crossmedialab.nl	3
http://www.lmodules.com	1

Ludonomics - The Game Economy

by hekman on Mar 12, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

6 Embeds 123

Statistics

Ludonomics - The Game Economy — Presentation Transcript