Girl Geek Dinners<br />THE FUTURE OF GAMES<br />Why current changes affecting the games industry have great  future potent...
Introductions<br /><ul><li> Kaye Elling
 12-year games industry veteran
 Artist > Art Manager
Infogrames, Sony, Acclaim, Blitz Games Studios
 Course Tutor for
BA Design for Computer Games
BSc Interactive Systems & Video Game Design</li></li></ul><li>Title History<br />
Lighting-quick Overview<br /><ul><li> Games industry 101
 How games are currently developed
 Current sales models
 Changes the industry is facing today
 Changes in sales models
 Changes in how games are developed
 What this might mean for women in games</li></li></ul><li>Games are funded by Publishers<br />
Publishers: Spanning Market & Development<br />The Publisher giveth, and the Publisher taketh away<br />
Current Market Drivers<br />Sales & Marketing<br /><ul><li> Games controlled by budget
 Budget controlled by publishers</li></ul>Q: Who controls the publishers?<br />A: Sales & Marketing!<br />Publishers<br />...
Budget Voodoo<br />Sales Data<br /><ul><li>Publishers’ own sales departments
 Sales data on similar genres
 Or prequels
 In depth market analysis
 Complex & arcane algorithms
 Sum forms bottom line budget</li></ul>Market Analysis<br />Budget<br />
Budget Voodoo<br />Sales Data<br />Market Analysis<br /><ul><li> Budget = Advance fees
 Prior to title release
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The Future Of Games (Kaye Elling)

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Why current changes affecting the games industry have great future potential for women

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The Future Of Games (Kaye Elling)

  1. 1. Girl Geek Dinners<br />THE FUTURE OF GAMES<br />Why current changes affecting the games industry have great future potential for women<br />Kaye Elling<br />
  2. 2. Introductions<br /><ul><li> Kaye Elling
  3. 3. 12-year games industry veteran
  4. 4. Artist > Art Manager
  5. 5. Infogrames, Sony, Acclaim, Blitz Games Studios
  6. 6. Course Tutor for
  7. 7. BA Design for Computer Games
  8. 8. BSc Interactive Systems & Video Game Design</li></li></ul><li>Title History<br />
  9. 9. Lighting-quick Overview<br /><ul><li> Games industry 101
  10. 10. How games are currently developed
  11. 11. Current sales models
  12. 12. Changes the industry is facing today
  13. 13. Changes in sales models
  14. 14. Changes in how games are developed
  15. 15. What this might mean for women in games</li></li></ul><li>Games are funded by Publishers<br />
  16. 16. Publishers: Spanning Market & Development<br />The Publisher giveth, and the Publisher taketh away<br />
  17. 17. Current Market Drivers<br />Sales & Marketing<br /><ul><li> Games controlled by budget
  18. 18. Budget controlled by publishers</li></ul>Q: Who controls the publishers?<br />A: Sales & Marketing!<br />Publishers<br />£££ $$$ €€€<br />Games<br />
  19. 19. Budget Voodoo<br />Sales Data<br /><ul><li>Publishers’ own sales departments
  20. 20. Sales data on similar genres
  21. 21. Or prequels
  22. 22. In depth market analysis
  23. 23. Complex & arcane algorithms
  24. 24. Sum forms bottom line budget</li></ul>Market Analysis<br />Budget<br />
  25. 25. Budget Voodoo<br />Sales Data<br />Market Analysis<br /><ul><li> Budget = Advance fees
  26. 26. Prior to title release
  27. 27. Include royalty deal as well
  28. 28. After title release
  29. 29. This is smaller than you’d think!</li></ul>Budget<br />
  30. 30. “Old” / Current Revenue models<br />Original Title on the 360/PS3: 2.5 yrs<br />Pitch<br />Pre-Production<br />Production<br />Alpha<br />Beta<br />Master<br />Manufacturer<br />= Greenlight<br />= Milestone Payment<br />= Signing Adv<br />= Royalty<br />Eternity<br />Release<br />Year 1<br />Year 2<br />
  31. 31. “Old” structure<br />Studio Manager/CEO/Owner<br />Head of Development/ Head of Production<br />PR Manager<br />HR Manager<br />Technical Director<br />Art Director<br />Design Director<br />Project Director/ Producer<br />Technical Lead<br />Lead Designer<br />Lead Artist<br />QA Manager<br />Audio Manager<br />Senior Audio Designer<br />Senior Designers<br />Senior Artists/Animators<br />Senior Programmers<br />Senior QA<br />Outsourcing<br />Regular Designers<br />Regular Artists/Animators<br />Regular Programmers<br />Audio Technicians<br />Junior Designers<br />Junior Artists/Animators<br />Junior Programmers<br />QA Technicians<br />Work Placements<br />Senior Management<br />Shared Resources<br />Team Specific<br />Legend:<br />External<br />
  32. 32. Current stats for women in games<br /><ul><li> 71% of UK ♀ play games*
  33. 33. ~8500-9000 total developers in the UK
  34. 34. Average ratio of ♀ to ♂ developers = 9%**
  35. 35. That’s <800 ♀ developers
  36. 36. Average ♀ salary = £33,260pa (♂ - £2000pa)** </li></ul>*http://www.edge-online.com/news/study-73-per-cent-of-uk-citizens-regularly-play-games<br />** http://www.interactiveblog.net/?tag=women-game-developers<br />***http://www.mcvuk.com/news/32964/Women-earn-more-than-men-in-the-UK-games-industry<br />
  37. 37. Markets In Transition<br />Boxed Product<br />Digital<br />Distribution<br />Cloud Computing Streamed Service?<br />Developed<br />Economies<br />Developing<br />Economies<br />Micro<br />Economies?<br />Product Based<br />Business Model<br />Service Based Business Model?<br />
  38. 38. New Potential Revenue models (Subs & Micro)<br />More transparent monthly data = more payments<br />Pitch<br />Pre-Production<br />Iteration 1<br />Patch 1<br />Patch 2<br />Expansion<br />= Greenlight<br />= Milestone Payment<br />= Signing Adv<br />= Royalties<br />Eternity<br />Release<br />Year 1<br />Year 2<br />Subscriptions = more transparent due to continued developer input<br />
  39. 39. Great news for Developers: An open market<br />Paul Johnson on Gameswatch http://bit.ly/84V2G<br />
  40. 40. Transitions in Markets Affect Development<br />Entrepreneurial Structure<br />Corporate<br />Structure<br />Smaller Teams<br />Reduced Risk<br />New Revenue Models<br />
  41. 41. Old systems no longer working? Headlines:<br /><ul><li>Major layoffs at Sony, THQ, Red Star, et al
  42. 42. Sales down 29% at Disney interactive Q4 ‘09*
  43. 43. Even games magazine sales slump/stagnate**
  44. 44. On the positive: Zynga buys “Serious Business” Facebook developer ***, Steam users up 25%, Gameloft says mobile games market >400% ****</li></ul>** http://www.gamesindustry.biz/articles/game-revenues-down-at-disney<br />***http://www.gamesindustry.biz/articles/future-suffers-circulation-slumpy<br />***http://www.edge-online.com/news/zynga-acquires-social-game-developer<br />****http://www.gamesindustry.biz/articles/gameloft-mobile-gaming-market-will-increase-3-4-times-in-next-few-years<br />
  45. 45. Returning to the *Point*<br /><ul><li>Finance & revenue models for games are changing
  46. 46. The entire Business model for games is in transition
  47. 47. Traditional games publishers no longer have a monopoly on mainstream game distribution & development
  48. 48. Industry is in transition to a broader power base</li></li></ul><li>Not just about consoles & MMOs you know!<br />...with accessible dev platforms?<br />
  49. 49. What Does This Mean for Women in Games?<br /><ul><li>Games are under less corporate control
  50. 50. Simplicity of Arcade Titles
  51. 51. Hand Held & Accessible In Browser Gaming
  52. 52. Entering the mainstream
  53. 53. = Reduced Dev times =Reduced teams = Reduced risk
  54. 54. Open to entrepreneurship again
  55. 55. Blows the traditional studio environment wide open!</li></li></ul><li>Goodbye Traditional Dev Environment?<br />100+ Team (+ Global Outsourcing)<br />60+ hour weeks over extended periods<br />Lumbering mega-giant in marketplace<br />There are other options for game development<br /><ul><li> For the mainstream games industry
  56. 56. This flexibility is key to greater female involvement</li></li></ul><li>Flexible Development Means Fewer Barriers<br /><ul><li>New business models = new development models
  57. 57. More potential for smaller development
  58. 58. Opening of micro-studio models with freelancers
  59. 59. Rise & rise of the indie developer
  60. 60. This means fewer barriers to entry for women
  61. 61. NOW is the time to capitalise on this</li></li></ul><li>Shameless plug!<br />
  62. 62. <ul><li> March 25th & 26th @ The University of Bradford in collaboration with Bradford College
  63. 63. Conference: Meeting of Industry & Academia re Games
  64. 64. To network & discuss issues surrounding women
  65. 65. As developers & potential future developers
  66. 66. As subjects of games
  67. 67. And consumers too</li></li></ul><li><ul><li> This year’s theme is Diversity: markets, platforms, players
  68. 68. Keynote speakers are Lorna Evans, of TIGA & Sheri Grayner Ray, author of Gender Inclusive Game Design
  69. 69. Other Speakers: SCEE, Team 17, Jagex, Monumental
  70. 70. Tickets are £200 for 2-day pass
  71. 71. £125 for 1day/concessions
  72. 72. www.womeningames.com</li></li></ul><li>k.l.elling@bradford.ac.uk<br />twitter.com/K_0<br />

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