Entering the videogames world market

Entering the videogamesworld marketPietro Polsinelli @ppolsinelli ppolsinelli@open-lab.com

Question: How can a small Florencebased gaming startup hope to sell inthe world market?I just have one suggestion - later.March 25, 2012 games in the world market 2

The videogamemarket

Total is…2010:65.000.000.000$/ year+ 3.000.000.000$/ yearMarch 25, 2012 games in the world market 4

But…What is the world market?Does it include #gamification? Does it include#seriousGames (#specialGames)? Does it include#gamesForSchools? Does it include direct PayPalsales? Promotional games? #virtualItem sales?E.g. #virtualItem horse dung sales via eBay?March 25, 2012 games in the world market 5

World videogame market: numbers?The point is numbers…or access?March 25, 2012 games in the world market 6

Game classifications: the puzzleThere are more kinds of games on earth than you can imagine…Console gamesMobile gamesBrowser gamesFacebook gamesIndie gamesRetro gamesSpecial gamesPromotional games (Lego…)March 25, 2012 games in the world market 7

GrowthSo as the gamingmarket is expanding inall directions, so is iteasy to be successful?March 25, 2012 games in the world market 8

Nichesand access

A lesson in gaining access…March 25, 2012 games in the world market 10

WTF…Amazing technologyGreat storiesBeautiful artStunning animationsWonderful soundtracksMarch 25, 2012 games in the world market 11

Zynga’s “evil” principle“Scam people to playrepeatedly withvariable reinforcementand cheating gameplay telling them thatthey are winninganyway”March 25, 2012 games in the world market 12

Still…There must besomething goodthere. Why somany non gamersplay it? Can it beall that bad?Try listening to thegame’ creators.March 25, 2012 games in the world market 13

Zynga’s “evil” principle - revisited“We all want fun &social in our lives, itsjust too hard to get it”“We need to lowerthe barriers for play &fun”“All it takes is a 10minute break” http://www.youtube.com/watch?v=81F1qSOq3csMarch 25, 2012 games in the world market 14

A new niche was discoveredYou find it, buy it, install it, have a free afternoon,learn the rules, play and master it.All these are BARRIERS for the non gamers niche.You don’t find it -> You don’t install itMarch 25, 2012 games in the world market 15

The videogame story Before browser story Casual social game I saw the game in a shop, or I saw the My real FB friend told me about it game in a review. I bought it Its free got the cd / downloaded the game, No install – start immediately in my installed it familiar FB environment – even while working Went through the tutorial No instructions needed Played for hours in the weekend Played 10 mins at work Played the whole week end, mastered it No need to waste week ends And stopped playing Contents extends continuouslyMarch 25, 2012 games in the world market 16

New stuff: GamificationThis was on Twitterlast week.March 25, 2012 games in the world market 17

Onesuggestion

One suggestionHave a greatidea, a businessplan, great gamedesign…BUT MOST OFALL have a storyand an editorialplan.March 25, 2012 games in the world market 19

Make it clearTechnicalinnovation isnot a story.A privatestory is notan editorialplan.March 25, 2012 games in the world market 20

How can I put togetheran editorial plan?Start selecting ideas by theircompatibility with a plan,instead of the other wayround.March 25, 2012 games in the world market 21

ReadingsMarch 25, 2012 games in the world market 22

An example

Think global / localAn example: Botticelli.Botticelli is a free global brand.Possible games:Botticelli works. Rebuild the picture.Work in the “bottega”. Painting aBotticelli. The natural framework.Knowledge in Botticelli’s time.March 25, 2012 games in the world market 24

An existing, important brandMarch 25, 2012 games in the world market 25

Competion is scarce…March 25, 2012 games in the world market 26

Even more important…This can be news. Youcan make many “unique”pitches for the press.This can be news,asteroids… can’t.March 25, 2012 games in the world market 27

Game market?•Nothing specific in the App Store•While there are infinite many old and newrevisions of asteroids, there is nothing specificusing this free, typically Florentine brand. It’s adesert.•Depending on the quality of the app, it can appealalso to non gamers. It could have applications inart history teaching, and so on.March 25, 2012 games in the world market 28

“Dig it”March 25, 2012 games in the world market 29

ReferencesGames For Changehttp://www.gamesforchange.org/Casual for Kids: Leveraging Casual Gaming as Marketing | BriannaKLEMMhttp://casualconnect.org/lectures/marketing-pr/casual-for-kids-leveraging-casual-gaming-as-marketing-brianna-klemm/Vili Lehdonvirtahttp://vili.lehdonvirta.com/March 25, 2012 games in the world market 30

Image attributionshttp://www.flickr.com/photos/pmiaki/3588917349/in/set-72157606565476780/lightbox/http://aboutus.lego.com/en-us/news-room/2012/february/lego-minecraft-micro-world/http://laughingsquid.com/lego-star-wars-make-your-own-story/http://www.smosh.com/smosh-pit/photos/20-incredible-video-game-lego-creationshttp://anthony.liekens.net/index.php/Lego/Indexhttp://www.danishmama.com/2011/11/toys-lego-house-number/tumblr_ll3ptjaksp1qb2cl6o1_500/http://www.wonderlandblog.com/wonderland/2011/12/lego-for-girls.htmlhttp://www.geekosystem.com/zynga-is-evil/http://www.flickr.com/photos/djpd/2226223458/sizes/l/in/photostream/http://www.geekologie.com/2008/11/your-moneys-safe-with-me-a-leg.phphttp://nl.lego.wikia.com/wiki/Obi-Wan_Kenobihttp://www.actnow.com.au/Opinion/The_Rise_of_the_Citizen_Journalist.aspxhttp://legoexpress.tumblr.com/post/243677620/lego-book-small-coptic-bound-book-with-a-buildMarch 25, 2012 games in the world market 31

Entering the videogames world market

by Pietro Polsinelli

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