Free2playPaymentKickstarterRetailDragonDigitaldistributionAn (unexpected) journey through the history of Video game busine...
• Who am I?• History of B2C business models• Status Quo / Challenges• Outlook
1997 JanOkt1998Jul2000Apr2002Jan2004Okt2005Jul2007Apr2009Jan2011 2012/131/8/20041/1/1997Retail business:PC / consoleOnline...
Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)A s...
1961
1979
1987
[Buchtipp] „Masters of Doom“ http://amzn.to/10qtGFW1993
1993/95
1995 – 2004
1996"What was so shocking to me was thatWindows was the second highest usageapplication in the U.S. The number oneapplicat...
2004
2013
http://de.wikipedia.org/wiki/VideospielSpacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreaming...
19321947
1972
1975
1976
1976
2002
2004
2006
2009
2012
Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)Pay...
1997 2000+1997
1997 2000+2000+
2003
2007
2009
2011Source: Flurry
Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)Pay...
<1996 [Buchempfehlung] Dungeons and Desktopshttp://amzn.to/17gA7Qb6 $/h !!!!!1!!!!11!!111!!!elf
1997
2004
2004
2005 ( - 2012)
2009
2008 / 2009
2010
Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)Pay...
• Who am I?• History of B2C business models• Status Quo / Challenges• Outlook
Sell-inSell-throughPublishingPitch B2BB2CPR/ MarketingThe classical value chain
Today: Chaos!
• Retail (Assassins Creed X, CoD X, etc.)• Digital Distribution (Steam)• In-Game Advertising (Fifa)• Advertgames (Americas...
Be aware of the future
• Who am I?• History of B2C business models• Status Quo / Challenges• Outlook / Quo Vadis
What s next?
Overview
MarketgrowthrateRelative market shareHighLowLowHighDogsCash Cows?StarsRetailSharewareSubscriptionsDigital DistributionMicr...
Care about the audience first!
More options than ever!
The panacea !?
Remember!
Thanks for your time!@Indie_advisorandre@indieadvisor.dede.linkedin.com/in/andrebernhardt/All Book recommendations: http:/...
An (unexpected) journey through the history of Video game business models not featuring Gandalf
An (unexpected) journey through the history of Video game business models not featuring Gandalf
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An (unexpected) journey through the history of Video game business models not featuring Gandalf

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Lecture from the Quo Vadis conference in Berlin April 2013 (DGT13). Trying to summarize the history of different business models in the past to see wether history will repeat itself.

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An (unexpected) journey through the history of Video game business models not featuring Gandalf

  1. 1. Free2playPaymentKickstarterRetailDragonDigitaldistributionAn (unexpected) journey through the history of Video game businessmodels…
  2. 2. • Who am I?• History of B2C business models• Status Quo / Challenges• Outlook
  3. 3. 1997 JanOkt1998Jul2000Apr2002Jan2004Okt2005Jul2007Apr2009Jan2011 2012/131/8/20041/1/1997Retail business:PC / consoleOnline/ MobileGames
  4. 4. Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)A short history
  5. 5. 1961
  6. 6. 1979
  7. 7. 1987
  8. 8. [Buchtipp] „Masters of Doom“ http://amzn.to/10qtGFW1993
  9. 9. 1993/95
  10. 10. 1995 – 2004
  11. 11. 1996"What was so shocking to me was thatWindows was the second highest usageapplication in the U.S. The number oneapplication was Doom," N. explained. Tohim, this was a revelation. "It was a 12-person company in the suburbs of Texasthat didnt even distribute throughretail, it distributed through bulletinboards and other pre-Internetmechanisms ... Microsoft was hiring500-people sales teams and this entirecompany was 12 people, yet it [idSoftware] had created the most widelydistributed software in the world."
  12. 12. 2004
  13. 13. 2013
  14. 14. http://de.wikipedia.org/wiki/VideospielSpacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)No commercial useShareware,RetailNo commercial use
  15. 15. 19321947
  16. 16. 1972
  17. 17. 1975
  18. 18. 1976
  19. 19. 1976
  20. 20. 2002
  21. 21. 2004
  22. 22. 2006
  23. 23. 2009
  24. 24. 2012
  25. 25. Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)Pay per playRetailPay per playNo commercial useShareware,RetailDig. Distrubtion,Free-to-playNo commercial use
  26. 26. 1997 2000+1997
  27. 27. 1997 2000+2000+
  28. 28. 2003
  29. 29. 2007
  30. 30. 2009
  31. 31. 2011Source: Flurry
  32. 32. Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)Pay per playRetailPay per playNo commercial useShareware,RetailDig. distribution(Retail)Dig. distributionFree-to-playDig. distributionFree-to-playRetail
  33. 33. <1996 [Buchempfehlung] Dungeons and Desktopshttp://amzn.to/17gA7Qb6 $/h !!!!!1!!!!11!!111!!!elf
  34. 34. 1997
  35. 35. 2004
  36. 36. 2004
  37. 37. 2005 ( - 2012)
  38. 38. 2009
  39. 39. 2008 / 2009
  40. 40. 2010
  41. 41. Spacewars!MainframesHome computerArcadesConsolesMobile(Smart-)PhonesOnlineStreamingMobile consolesTabletsPinball (2000)Pay per playRetailPay per playNo commercial useShareware,RetailDig. distribution(Retail)Dig. distributionFree-to-playDig. distributionFree-to-playSubscriptionDig. DistributionDig. DistributionSubscriptionFree-to-playNo commercial use
  42. 42. • Who am I?• History of B2C business models• Status Quo / Challenges• Outlook
  43. 43. Sell-inSell-throughPublishingPitch B2BB2CPR/ MarketingThe classical value chain
  44. 44. Today: Chaos!
  45. 45. • Retail (Assassins Creed X, CoD X, etc.)• Digital Distribution (Steam)• In-Game Advertising (Fifa)• Advertgames (Americas Army)• “Try Before you Buy” / Trialware /Shareware,• Episodic Entertainment (Telltale),• Skill-Based Progressive Jackpots(Poker),• Subscription Model (WoW)• Micro-Transactions (Travian, etc.),• Sponsored Games / Donationware(serious games, games for good,charity games),• Pay per play / Pay as you go / Pay forTime,• Player to Player trading of Virtual Items(Steam Trading),• Sell Access to your Players (like leadgeneration, special offers etc.),• Freeware (get lots of users),• Loss Leader (focus on your real goal),• Peripheral Enticement (Skylanders),• Player to Player Wagering (GameDuell),• User Generated Content (letting usersmake endless new content),• Pay for service (Storage, Private server,Cloud stats: CoD Elite, MinecraftRealms),• Rental,• Merchandise (Angry Birds),• Pre-Sell the Game to the Players (PrisonArchitect, Minecraft).Overview of business modelsSource: David Perry on Gamedesign
  46. 46. Be aware of the future
  47. 47. • Who am I?• History of B2C business models• Status Quo / Challenges• Outlook / Quo Vadis
  48. 48. What s next?
  49. 49. Overview
  50. 50. MarketgrowthrateRelative market shareHighLowLowHighDogsCash Cows?StarsRetailSharewareSubscriptionsDigital DistributionMicro-TransactionsPeripheral EnticementMerchandiseEpisodic EntertainmentGamblingPay per PlayUser Generated ContentGames as a servicePre-sellIngame-AdvertisingAdvertgamesSponsored GamesSell Player DataRentalDo your homework!
  51. 51. Care about the audience first!
  52. 52. More options than ever!
  53. 53. The panacea !?
  54. 54. Remember!
  55. 55. Thanks for your time!@Indie_advisorandre@indieadvisor.dede.linkedin.com/in/andrebernhardt/All Book recommendations: http://bit.ly/14zdgkb

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