Henrikriis Gosupermodel

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Gosupermodel, early days

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Henrikriis Gosupermodel

  1. 1. Presentation: By: Henrik Riis CEO watAgame
  2. 2. Who Am I? <ul><li>33 years </li></ul><ul><li>Formerly R&D Engineer with 7 years experience </li></ul><ul><li>Now CEO of watAgame ApS for 3,5 years </li></ul><ul><li>Burning for the combination of games and communities </li></ul>
  3. 3. watAgame in short? <ul><li>Gamunities producer </li></ul><ul><li>Specialised in cross media mobile/web </li></ul><ul><li>Established in 2003 </li></ul><ul><li>Based in Copenhagen, Denmark </li></ul><ul><li>11 employees </li></ul><ul><li>9 products in more than 10 languages </li></ul>
  4. 4. What are Indie games? <ul><li>Indie games are video games that are created independently of the financial backing of a large publishing company. These games generally have a small or non-existent budget and are often primarily available online or through friend-to-friend sharing [Wikipedia.com 28.10-2006] </li></ul>
  5. 5. Why Indie games? <ul><li>It can be financially viable to be independent: </li></ul><ul><li>Easy distribution - Worldwide distribution via internet </li></ul><ul><li>Cheap production - Games relying on great game play rather than 3d graphics and actor voice overs can be very cheap to produce </li></ul><ul><li>Easy sales - Direct sales to end-user via mobile, paypal etc. </li></ul>
  6. 6. Examples of profitable indies <ul><ul><li>Neopets.com </li></ul></ul><ul><ul><li>Habbo.com </li></ul></ul><ul><ul><li>Puzzlepirates.com </li></ul></ul><ul><ul><li>Runescape.com </li></ul></ul>
  7. 7. Why Indie games? <ul><li>It is easier to get started: </li></ul><ul><li>Low start up costs </li></ul><ul><li>Few people needed </li></ul><ul><li>No expensive tool kits needed (Nintendo, Playstation) </li></ul><ul><li>No high level partnerships needed </li></ul>
  8. 8. Why Indie games? <ul><li>It is the most creative approach: </li></ul><ul><li>Working with large corporations limits creative freedom </li></ul><ul><ul><li>They have a lot to loose! </li></ul></ul><ul><ul><li>Published games are locked in a few financially proven genres </li></ul></ul><ul><li>Virality is paramount </li></ul><ul><ul><li>Games that re-invent </li></ul></ul><ul><ul><li>Games that challenge </li></ul></ul><ul><ul><li>Games that surprise </li></ul></ul><ul><li>Creativity must make up for all money can buy </li></ul>
  9. 9. A mobile RPG multiplayer universe <ul><li>Era of Eidolon </li></ul><ul><li>A multiplayer RPG series for mobile phones </li></ul><ul><li>Seven games in the series so far </li></ul><ul><li>Launched in seven major languages </li></ul><ul><li>96.000 heroes from 55 countries </li></ul><ul><li>Published through mobile content aggregators </li></ul>
  10. 10. A mobile RPG multiplayer universe
  11. 11. Girls cross media universe
  12. 12. What is goSupermodel ? <ul><li>A virtual space for girls to meet! </li></ul><ul><li>A community game centered on fashion </li></ul><ul><li>A world full of fabulous clothes, fantastic haircuts and cool accessories </li></ul><ul><li>Cross media – mobile/web </li></ul><ul><li>Boys are not allowed! </li></ul>
  13. 13. Reaching the girls <ul><li>Supplying them with means for: </li></ul><ul><li>Social relations </li></ul><ul><li>Communication </li></ul><ul><li>Being creative </li></ul><ul><li>Playing simple games </li></ul>
  14. 14. Game features <ul><li>Dolling </li></ul><ul><li>Multiplayer games </li></ul><ul><li>Community elements </li></ul><ul><li>Fashion content </li></ul><ul><li>A safe environment </li></ul><ul><li>Tutorial and help </li></ul>
  15. 15. Dolling <ul><li>20+ billion possible combinations! </li></ul><ul><li>Girls love styling and want to be unique! </li></ul><ul><li>Clothes, hair and accessories can be customized </li></ul><ul><li>Product placement of Branded clothing </li></ul>
  16. 16. Multiplayer photo shoots <ul><li>Four player multiplayer game </li></ul><ul><li>Style/fashion element </li></ul><ul><li>Communication is key </li></ul><ul><li>A place to meet </li></ul>
  17. 17. Community elements <ul><li>Friend lists </li></ul><ul><li>In-game mail </li></ul><ul><li>Forum </li></ul><ul><li>Blogs with pictures </li></ul><ul><li>Picture upload </li></ul><ul><li>Competitions with real prizes </li></ul><ul><li>Chat (web only) </li></ul>
  18. 18. Stickiness through relations <ul><li>Being on friend lists </li></ul><ul><li>Best friends </li></ul><ul><li>Virtual hugs </li></ul><ul><li>Gifts </li></ul><ul><li>Player rating each others content </li></ul><ul><li>High scores </li></ul>
  19. 19. Game system to encourage behaviour <ul><li>Goal: </li></ul><ul><li>Create friendly community </li></ul><ul><li>High quality user contributed content </li></ul><ul><li>Solution: </li></ul><ul><li>Popularity parameter </li></ul>
  20. 20. Game system to encourage behaviour <ul><li>Goal: </li></ul><ul><li>Encourage socialisation </li></ul><ul><li>Solution: </li></ul><ul><li>Communicative multiplayer game </li></ul><ul><li>Popularity parameter </li></ul>
  21. 21. Somewhere safe! <ul><li>A combination of admins and moderators supervise community </li></ul><ul><li>All pictures are screened </li></ul><ul><li>Email- and phone number filter </li></ul><ul><li>Offensive word filter </li></ul><ul><li>Auto recognition system: Bad users, predators & hackers </li></ul>
  22. 22. Cross media <ul><li>Critical mass gained fast through web media </li></ul><ul><li>Excellent billing solution through mobile </li></ul><ul><li>Cross media users have: </li></ul><ul><ul><li>Longer average lifetime </li></ul></ul><ul><ul><li>Increased session time per day </li></ul></ul><ul><ul><li>Higher expenditure on virtual items </li></ul></ul>
  23. 23. Business model <ul><li>Free access: </li></ul><ul><ul><li>Reaching an elusive target group </li></ul></ul><ul><ul><li>Generating rapid viral spread </li></ul></ul><ul><li>Earnings from: </li></ul><ul><ul><li>In-game sales of virtual goods </li></ul></ul><ul><ul><ul><li>Weekly Player Spending limit </li></ul></ul></ul><ul><ul><li>Advertising sales </li></ul></ul>
  24. 24. Virtual goods <ul><li>Game credits lets users buy: </li></ul><ul><li>Clothing </li></ul><ul><li>Haircuts </li></ul><ul><li>Accessories </li></ul><ul><li>Messages to all </li></ul><ul><li>Photographer pictures </li></ul><ul><li>Picture upload </li></ul><ul><li>Gifts </li></ul>
  25. 25. Advertising sales <ul><li>Banner impressions </li></ul><ul><li>Sponsored competitions </li></ul><ul><li>Customized campaigns </li></ul>
  26. 26. Our outset for development <ul><li>Create a concept that puts us in the drivers seat: </li></ul><ul><ul><li>Uses our existing development platform </li></ul></ul><ul><ul><li>has a good business potential </li></ul></ul><ul><ul><li>is independent of middle men </li></ul></ul><ul><ul><li>does not require “deals” with slow organizations </li></ul></ul><ul><ul><li>is born viral </li></ul></ul><ul><ul><li>has global appeal </li></ul></ul><ul><ul><li>uses a public brand </li></ul></ul>
  27. 27. Our creative process <ul><li>Step 1: </li></ul><ul><li>Find out whats cooking: </li></ul><ul><li>” The harder I work the luckier I seem to be getting” </li></ul><ul><li>Get an international games related network </li></ul><ul><li>Plug in! </li></ul><ul><ul><li>Talk to investors </li></ul></ul><ul><ul><li>Talk to industry colleguages </li></ul></ul><ul><ul><li>Talk to universities </li></ul></ul><ul><ul><li>Look at other succes products </li></ul></ul><ul><ul><li>Browse the web </li></ul></ul><ul><ul><li>Read blogs </li></ul></ul><ul><ul><li>Watch TV </li></ul></ul><ul><ul><li>Read studies </li></ul></ul><ul><ul><li>Play games </li></ul></ul>
  28. 28. Our creative process <ul><li>Step 2: </li></ul><ul><li>Create our own recipe: </li></ul><ul><li>Define who we are cooking for </li></ul><ul><li>Ask customer what they want – then give them something else </li></ul><ul><li>Review other peoples recipes for target group </li></ul><ul><li>Find out what flavour we want </li></ul><ul><li>Brainstorm - Create an all new dish </li></ul><ul><ul><li>Add own special ingredient </li></ul></ul><ul><li>Present recipe to target group </li></ul><ul><li>Review and refine recipe </li></ul>
  29. 29. Our creative process <ul><li>Step 3: </li></ul><ul><li>Get cooking </li></ul><ul><li>Build an alpha – as early as possible </li></ul><ul><li>Create a focus group: </li></ul><ul><ul><li>Get their opinions </li></ul></ul><ul><ul><li>Watch them play - just watch </li></ul></ul><ul><li>Build the beta version </li></ul><ul><li>Test, balance and refine </li></ul><ul><li>Never be afraid to pull the plug </li></ul>
  30. 30. Our creative process <ul><li>Step 4: </li></ul><ul><li>Serve it </li></ul><ul><li>Set it live </li></ul><ul><li>Use guerilla marketing </li></ul><ul><li>Measure on everything! </li></ul><ul><ul><li>Keep refining! </li></ul></ul><ul><li>Spice it up – add more flavours </li></ul><ul><li>Create side dishes </li></ul>
  31. 31. ? Henrik Riis CEO – watAgame

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