From Idea to Market - Important to have focus

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From Idea to Market - Important to have focus

  1. 1. <ul><li>From idea to market </li></ul><ul><li>Important to have Focus </li></ul>
  2. 2. About me <ul><li>Yashar Moradbakhti </li></ul><ul><li>Development Director on Battlefield: Bad Company and Bad Company 2 </li></ul><ul><li>At DICE since 2006 </li></ul><ul><li>Also founded Swedish Game Awards at KTH back in 2002 </li></ul>
  3. 3. DICE
  4. 4. From idea to market <ul><li>Focus your project! </li></ul><ul><ul><li>Crucial to get the game to the market </li></ul></ul><ul><li>Important focus areas </li></ul><ul><ul><li>Your game idea and scope </li></ul></ul><ul><ul><li>Know your audience </li></ul></ul><ul><ul><li>Decide the end platforms </li></ul></ul><ul><ul><li>Distribution methods </li></ul></ul><ul><ul><li>Marketing strategy </li></ul></ul>
  5. 5. Example: Battlefield 1943 <ul><ul><li>A ”small scale” Battlefield 1942-tribute available through digital distribution </li></ul></ul>
  6. 6. Example: Battlefield 1943 <ul><li>Game idea </li></ul><ul><li>A ”small scale” Battlefield 1942-tribute </li></ul><ul><li>Audience </li></ul><ul><li>Online players loving fast paced FPS games </li></ul><ul><li>Platforms </li></ul><ul><li>Xbox 360, Playstation 3 and PC </li></ul><ul><li>Digital Distribution </li></ul><ul><li>Xbox Live Marketplace </li></ul><ul><li>Playstation Store </li></ul><ul><li>Downloadable (PC) </li></ul><ul><li>Marketing </li></ul><ul><li>Blogs and forums </li></ul><ul><li>Game press and web-sites </li></ul><ul><li>The distribution channel itself </li></ul>
  7. 7. Your game idea <ul><li>Perform a competitive analysis </li></ul><ul><ul><li>Does your idea have a chance on the market? </li></ul></ul><ul><li>Find a niche </li></ul><ul><ul><li>You can’t do everything, focus on your strenghts. </li></ul></ul><ul><li>Know what game you want to create </li></ul><ul><ul><li>Set clear goals and deliver on these </li></ul></ul><ul><li>Scope wisely </li></ul><ul><ul><li>Be ready to kill your darlings! </li></ul></ul>
  8. 8. Know your audience <ul><li>Understand who will play your game </li></ul><ul><ul><li>Age, sex, income, region, gamer type, etc </li></ul></ul><ul><li>Understand how and when they will play your game </li></ul><ul><ul><li>Would they play it on console, PC or mobile? </li></ul></ul><ul><ul><li>How long is the average gaming session? </li></ul></ul><ul><ul><li>Will they play during lunch, in the bus or at home? </li></ul></ul><ul><li>Verify these findings with your game idea </li></ul><ul><ul><li>Do you need to alter and update your game idea? </li></ul></ul>
  9. 9. Decide on the end platforms <ul><li>By knowing your game idea and audience </li></ul><ul><ul><li>you can define what platforms to develop for </li></ul></ul><ul><li>As a small developer consider clearly defined platforms </li></ul><ul><ul><li>Xbox Live Community Games (The Youtube of gaming) </li></ul></ul><ul><ul><li>Iphone </li></ul></ul><ul><li>If you are succesful you could go for mass-market platforms, but it is not necessary </li></ul><ul><ul><li>Xbox 360, PS3, PC, java-phones </li></ul></ul>
  10. 10. Distribution methods <ul><li>Choose distribution methods that fits: </li></ul><ul><ul><li>the end platforms </li></ul></ul><ul><ul><li>audience behaviours </li></ul></ul><ul><li>Console game </li></ul><ul><ul><li>Xbox LIVE Marketplace and Playstation Store </li></ul></ul><ul><li>PC-game with online players </li></ul><ul><ul><li>Consider Steam (with 13 million registrered users) </li></ul></ul><ul><li>Web-based games </li></ul><ul><ul><li>Consider BIGPOINT (with 50 million registered users) </li></ul></ul><ul><li>Mobile games </li></ul><ul><ul><li>Itunes App Store </li></ul></ul>
  11. 11. Marketing strategies <ul><li>Traditional marketing is very expensive </li></ul><ul><ul><li>TV-commercials, outdoor ads, etc </li></ul></ul><ul><li>As a small developer, be smart: </li></ul><ul><ul><li>Use the distribution channel for your marketing </li></ul></ul><ul><ul><li>Get press coverage on web sites and magazines </li></ul></ul><ul><ul><li>Grass-root activity such as blogs, forums, fan sites, Facebook groups, etc </li></ul></ul>
  12. 12. Conclusion <ul><li>Focus is the key! </li></ul><ul><ul><li>Your game idea and scope </li></ul></ul><ul><ul><li>Know your audience </li></ul></ul><ul><ul><li>Decide the end platforms </li></ul></ul><ul><ul><li>Distribution methods </li></ul></ul><ul><ul><li>Marketing strategy </li></ul></ul><ul><li>Good luck with SGA competition and... </li></ul><ul><ul><li>Getting your game to the market </li></ul></ul>

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