Developing a Creative BusinessThe Story of MediatonicPaul CroftMediatonic 2011
Who are Mediatonic?                      Game night at MT
We have designed and developed over 100 gamesplayed by more than 300 million people.
We partner with large games companies
Cutting Edge of Digital Gaming
2001
Education
Setting up Business (registration, bank, office, etc)  Setting up3 things needed in UK• Register company• Bank Account• Pr...
Government Support – Start-up
2004Sweat equity•   Grab land•   Operate on a shoestring•   Focus on new relationships•   Prepared to work for nothing    ...
2005 2005
Demonstrate traction• Create something tangible• Demonstrate the results
2006• Punch above your weight• Attend conferences, network• Don’t waste money on severs,  offices, marketing etc• Don’t pa...
2007Culture & image• Perception• Team culture• Premises
20072007Team• Employ smart people• We went with students• Create a start up mentality
Breakthrough moments• Creativity has value• Do you best on every project• Our focus is on quality
2008Growing the business• Sustainable growth• Double down on strengths• Stay nimble
PlaySega.com
2009
2009Staying Nimble• Expanding new platforms• Creativity is transferable• Market moves fast!
SLIDE ON MEB
2010
Building lasting value• Original IP & Technology• Builds value in the business• Recurring income, but risky
Government Support – On going
2011Reaching Scale• Key focus on Culture• Difficult to scale Creativity• More infrastructure needed
EIS Scheme
Global CompetitionStaying Competitive• London is expensive• We cannot compete on price• We compete on Creativity.
Build a Creative Business
Game Jams
Game nightsGame Nights
Awesome environment
Writers as Producers
Tax Breaks
seedCamp
dave.bailey@mediatonic.co.uk     Paul Croft, Director of Games     paul@mediatonic.co.uk     Mediatonic Ltd,     4 Flitcro...
Paul Croft for the II Creative Economy forum.
Paul Croft for the II Creative Economy forum.
Paul Croft for the II Creative Economy forum.
Paul Croft for the II Creative Economy forum.
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Paul Croft for the II Creative Economy forum.

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Paul Croft - co-founder and Director of Games, Mediatonic

Paul has been designing, developing and producing online games for the past 8 years. Since co-founding Mediatonic 6 years ago he has helped grow the firm to a team of 40 staff based in Covent Garden.
Paul was recently featured in Develop Magazines '30 under 30' feature on rising stars in the video-game industry. In total, he has been involved in the creation of over 100 games.
Paul is the winner of the British Councils ‘Young Interactive Entrepreneur of the Year’ award. At Mediatonic Paul's role primarily involves managing Business Development and Creative Direction.

Mediatonic
Traditionally Mediatonic has worked with major entertainment brands to being their content to the web in innovative new forms. Mediatonic clients include EA, SEGA, Disney, Nickelodeon, Lego, Universal Pictures, Cartoon Network, Popcap and Namco.
Key commercial projects include the official web games for the Beijing and Vancouver Olympics, an online Sonic level editor for SEGA and Amateur Surgeon for Adultswim. In the past few years Mediatonic has expanded into developing and publishing its own original content focusing on digitally distributed platforms such as social networks, PSP and iPhone.
So far Mediatonic has developed and self-published several critically acclaimed titles including ‘MUST.EAT.BIRDS’ for iPhone and ‘Monsters (Probably) Stole My Princess!’ for PSP Minis with several new social games launching over the next few months.
Mediatonic was recently picked out by the Sunday Times TechTrack 100 as one of the ‘Ones to watch’ in the fastest growing UK tech companies.

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Paul Croft for the II Creative Economy forum.

  1. 1. Developing a Creative BusinessThe Story of MediatonicPaul CroftMediatonic 2011
  2. 2. Who are Mediatonic? Game night at MT
  3. 3. We have designed and developed over 100 gamesplayed by more than 300 million people.
  4. 4. We partner with large games companies
  5. 5. Cutting Edge of Digital Gaming
  6. 6. 2001
  7. 7. Education
  8. 8. Setting up Business (registration, bank, office, etc) Setting up3 things needed in UK• Register company• Bank Account• Premises / Address
  9. 9. Government Support – Start-up
  10. 10. 2004Sweat equity• Grab land• Operate on a shoestring• Focus on new relationships• Prepared to work for nothing (C) Google Maps
  11. 11. 2005 2005
  12. 12. Demonstrate traction• Create something tangible• Demonstrate the results
  13. 13. 2006• Punch above your weight• Attend conferences, network• Don’t waste money on severs, offices, marketing etc• Don’t pay hourly/daily rates
  14. 14. 2007Culture & image• Perception• Team culture• Premises
  15. 15. 20072007Team• Employ smart people• We went with students• Create a start up mentality
  16. 16. Breakthrough moments• Creativity has value• Do you best on every project• Our focus is on quality
  17. 17. 2008Growing the business• Sustainable growth• Double down on strengths• Stay nimble
  18. 18. PlaySega.com
  19. 19. 2009
  20. 20. 2009Staying Nimble• Expanding new platforms• Creativity is transferable• Market moves fast!
  21. 21. SLIDE ON MEB
  22. 22. 2010
  23. 23. Building lasting value• Original IP & Technology• Builds value in the business• Recurring income, but risky
  24. 24. Government Support – On going
  25. 25. 2011Reaching Scale• Key focus on Culture• Difficult to scale Creativity• More infrastructure needed
  26. 26. EIS Scheme
  27. 27. Global CompetitionStaying Competitive• London is expensive• We cannot compete on price• We compete on Creativity.
  28. 28. Build a Creative Business
  29. 29. Game Jams
  30. 30. Game nightsGame Nights
  31. 31. Awesome environment
  32. 32. Writers as Producers
  33. 33. Tax Breaks
  34. 34. seedCamp
  35. 35. dave.bailey@mediatonic.co.uk Paul Croft, Director of Games paul@mediatonic.co.uk Mediatonic Ltd, 4 Flitcroft Street London WC2H 8DJ

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