Dr. Malte Behrmann, Games für Mobile Phones und Pads


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Dr. Malte Behrmann, Games für Mobile Phones und Pads

  1. 1. Dr. Malte Behrmann, General Secretary Shenzen May 2009 European Game Developer Federation www.egdf.eu
  2. 2. 2 European Game Developer Federation: EGDF • ASSOCIATION OF DEVELOPERS: Trade Body & SME NGO • Representation of interests in Brussels as European association of developers • Best Practice exchange • Elaboration of mutual positions (technology, content) • Members: UK, AT, DE, FR, SE, DK, FI, Nor, Be, NL, Lux, Es • The federation represents more than 500 studios, which together employ over 15,500 people.
  3. 3. 3 Importance of Games Game development in Europe is an economic, cultural and technological challenge. That means games are important as they are at the crossroads of three issues: • Cultural diversity = democracy • Economic development = jobs • Technology = technological position => Innovation catalyst in the information society
  4. 4. 4 Culture: Games are culture • In France this is less an issue, but it is in the rest of Europe: Examples: Germany, Britain, Norway • Impact on society is growing => positive attitude is important to integrate games into the regulation and support initiatives of the information society. • Nevertheless: French Tax credit case is important for Europe • Games as international culture – Dynamic definition of culture (ongoing process) – Development in civilisation of human kind – Does culture always need public funding ? • Games as national culture – Is there something as a French game, a German game ? – Yes: Genre, colours, identification of the creative with environment
  5. 5. 5 Games: An economic factor • One of the few growing sectors, but publisher & console deadlock from developer p.o.v. • Content economy: Traditionally hit – driven: Network & Feedback effects, so it is here. • Network effects and economies of scale: – Very few projects reach out to international marketing – clear genre orientation and international stereotypes – Production costs are rising quickly • Creative industries: European developers face international competition from funded game production ecomomies: Canada, Singapur, US, within Europe, Korea, China, US, New: Mexico, even Malta etc. ⇒ Despite the growth independent development becomes more difficult
  6. 6. 6 Games: Key Technology Development Technologies • Vital for Europe: Technology for content creation • Tools for the creation of content e.g.: – Middleware – Procedural content – Tools • Standardisation and interoperability – data formats – software interfaces – Flexibility and adaptability Borders are blurring • Today: Content funding much smaller, than the funding for technology. • Technology & Content & Business model 3D Media Internet Online Content Regulation • opportunities for opening up the market for new, creative, quality driven and European content • Network Neutrality in danger –> threat for innovation
  7. 7. 7 The traditional value chain
  8. 8. 8 Traditional business model: Publisher as Financier Development advance against royalties • Prototype • Some/few bonding and distribution deals • Work for hire – margin 10- 30% (+royalty) • Most financing against monthly milestones • Exponential costs from platform to platform Main Issues • Europe remains a fertile ground for high-end games production but developers face ongoing challenges These include: • Access to funding from outside of publishers • Increasing cost of development, squeezing all but the largest independent developers • Cheaper resource alternatives • Holding onto IP rights is difficult
  9. 9. 9 Trends Convergence ? ! it is happening now – surprise ! • It might be called today “Distributability in the Internet Protocol” (“IPTV”, IPhonie”) • This changes – supply and demand (business models) – value chain / value network – audiovisual medium services (linear - non linear) • ! Online games are not so piracy – vulnerable as off line (contrary to music) ! • Consoles – Faster, Stronger, Better… • Human Interfaces – WII, DS… • Online – Direct to consumers • Games are THE functioning interactive content in a 3D internet world – Boom of browser & online games (just a new hype ?) – Community as new shaper – Content aggregator is the new centre – They broaden now to digital content
  10. 10. 10 Western retail games versus online & mobile – 27% of market by 2010 – retail’s dominance slowly being eroded Source: Screen Digest
  11. 11. 11 New opportunities online & browser games • Business Models in historical development – Advergames in dot com boom – Client based „big online games“ – Browser based – free to play – Item selling works now – In a few years 50% and more … • Allows adoption of alternative & multiple business models – such as dynamic in-game advertising, microtransactions and subscriptions • Allows adoption of alternative content models – user generated content, episodic content, expansion packs • Allow content creators to build relationships directly with consumers and move up the value chain • The opportunities are growing fast but these sectors are also very fragmented and face their own challenges
  12. 12. Cooperation & exchanges between the EU and China: Identifying common interests of the cultural industries • Games as new cultural medium • Online is inceasingly relevant • Ubiquitus aproach • Technological cooperation • Mutual cultural understanding 12
  13. 13. 13 Any questions left ? Email to Malte.Behrmann@egdf.eu Thank you !