Make mistakes and innovate: How entrepreneurs can change the world

Make mistakes and innovate! Sebastien de Halleux – Playfish Co-Founder - VP of BD, EA interactive 1

Belgian Civil Engineer Tech Entrepreneur Glu Mobile: nasdaq IPO ($337m) Playfish: sold to EA ($400m) facebook.com/sdehalleux 2

Entrepreneurship journey Startup launch sequence Illustrated Playfish examples

2.5 years post launch http://www.youtube.com/watch?v=uZZj8pyHnXY 4

Why launching matters World in crisis Create needs value innovation and jobs Make meaning Getting and live longer started is toughest Watch: www.bluezones.com Read: “The Art of the Start” – G Kawasaki 5

startup launch sequence 6

6 Start with people: team and attitude Sami, our ninja CTO Meet: Betagroup  Connect: online interest groups (Ruby, Flash, J2EE, deviantArt) 7

5 Define your passion, choose a problem Act: team + pen & paper + lots of <your favourite drink> Outcome: state your selected problem as a vision

People spend $50bn on video games today Why?

Games generate emotions Joy Fear Wonder Achievement Frustration Greed Suspense Horror

But what about social emotions? Love Friendship Pride Envy Anger

Movies make people cry – Could games? 12

What about people who matter to you? 13

Change how the world plays games 14

4 Brainstorm transformative solutions aim to change the world, not just your town or your country Act: team + pen & paper + lots of <your favourite drink> Outcome: a series of potential solutions 15

You + your friends = strong emotions 16

Your friends are now accessible 17

Games as social experiences with friends and family Cooperation Communication Friendship Competition Expression 18 Photo credit: jay1441

3 Filter your solutions down to ONE BIG IDEA Are you solving the problem you initially selected? Does anyone care (enough to use or to pay) ? Can it be built (by you or by someone else)? Would it scale (success x 1 billion) ? Why now? Any tectonic shifts? Outcome: one liner description of your idea 19

Fun games for friends 20

Using social design 21

to reach 1 billion users access barriers Lower cost PS3 More social Xbox More immediate 360 More real Wii iPhone / mobile Free-to-play / online / social 0 10m 50m 100m 500m 1Bn audience

monetizing via micro-transactions 23

Scale is the new challenge game game social client server graph canvas Fast Secure Rest page CDN protocol API

the cloud

Blue Ocean check: Playfish Create Eliminate a new utility distribution costs Fun from playing with friends Design for viral distribution Reduce Raise development costs monetization ceiling Release early, run as service Micro-transactions & advertising 27

“No battle plan ever survives contact with the ennemy” – von Moltke 2 Build don’t plan Forecasts are usually (dramatically) wrong Keep your plan short Prototyping is key to test your ideas Timebox your development Help others visualise your solution Planning: www.sequoiacap.com/ideas Building: must be able to hand prototype over to a test user 28

Self-expression Collaboration Competition

redder = smarter* 1 31 * Source: 500,000 datapoints from Playfish’s hit social game ‘Who Has The Biggest Brain?’ The game is available at http://apps.facebook.com/biggestbrain

1 Make mistakes, and iterate Measure Nurture Evolve Think: what will your feedback loop consist of? Build: an offering capable of adapting quickly to feedback

Product success = create hits +$$ time -$$ Success = F (P, Q) price quantity

Service success = nurture hits +$$ time -$$ Success = F(α, β, γ) virality, engagement, monetization

Monthly active users (millions) 50 40 30 12 months 20m 20 10 0 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08

55m 20 months 50m Monthly active users (millions) 50 40 30 20 10 0 36

0 When traction, think BIG, think FAST Ensure cash is not a limiting factor Go global early – new growth model Hire the very best people you can afford Create constant feedback loops Change the world 37

Playfish story Oct 2007 2008 Nov 2009 Playfish starts in UK Opened offices Acquired by EA $3m seed in US, China, Arctic for $400m 4 founders Raised $18m Created great games Dec 2007 Oct 2009 2010 Who Has the Biggest Brain? 12 live games FIFA & MADDEN 1st game released 200 million games distributed First billion $ franchises Sent to 100 friends 60 million monthly active users on Facebook High growth, high margin

The global startup Tromsø London San Francisco Beijing 39

Getting ready to launch 6 Start with a team and an attitude 5 Define your passion, chose your problem 4 Brainstorm transformative solutions 3 Filter your solutions down to ONE BIG IDEA 2 Build don’t plan 1 Make mistakes and iterate 0 When traction, think BIG, think FAST

Thank you!

http://www.betagroup.be	557
http://interactiveevent.blogspot.com	13
http://www.olafmolenaar.com	12
http://www.marketinginnovatie.org	11
http://www.proefcollege.com	8
http://kingoftheday.com	4
http://vaprofesional.com	3
http://www.onlydoo.com	3
http://www.iweb34.com	2
http://drizzlin.com	1
http://www.slideshare.net	1
file://	1
http://www.e-way24.com	1

Make mistakes and innovate: How entrepreneurs can change the world

by Sebastien de Halleux on Sep 30, 2010

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Make mistakes and innovate: How entrepreneurs can change the world — Presentation Transcript