Business Development from a Publisher's Perspective


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Presented By: Careen Yapp

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  • Business Development from a Publisher's Perspective

    1. 1. Business Development from a Publisher’s Perspective November 2011
    2. 2. Agenda• What are we looking for?• Presenting to Publishers – What to communicate – Preparing Materials • Submission package• Green Light Process – Departmental Analysis – Throughout the Process 2
    3. 3. What Are We Looking For?
    4. 4. What Are We Looking For?• All opportunities – Games and Apps – Technology – New Business• All platforms – Retail console and handheld – Digital console and PC – Mobile – Social 4
    5. 5. What Are We Looking For?• Internal Strategy – Existing portfolio • What is working? – Even the most successful brands can have a finite lifespan • What needs improvement? • What is missing? Genres/categories – Retailer and Digital Distribution Partner feedback – Industry Innovation • New platforms, marketing – Competition – Strategy changes more frequently than you think 5
    6. 6. Who Do You Contact?Trade shows, networking events, etc.• Target Publisher Contacts – Acquisitions / Business Development – Producers – Marketing and PR• Development Community – Developers – Technology providers• Other Publishers 6
    7. 7. Presenting to Publishers
    8. 8. What to Communicate• Ability – Innovation and creativity – Technology and expertise – Willingness to partner – Passion and enthusiasm• Professionalism – Fiscal responsibility – Past portfolio – Industry knowledge 8
    9. 9. Preparing Materials• Publisher’s portfolio – Determine how your project will fit into their internal strategy• Pitch package – Tailor your presentation to each publisher – Ensure that the pitch package content addresses all relevant parties • PD, Sales and Marketing, Business Development – Passion and enthusiasm can be contagious 9
    10. 10. Traditional Submission Package• Sell Sheet – One page document tailored for sales and marketing – Basic information – Key selling points and features• Game Design Overview – Game design minus detail overload – Samples of game play / storyboards – Description of controls, interface – Multi-player and other features 10
    11. 11. Traditional Submission Package• Game AVIs – A promotional video – Showcase characters, play style and look and feel of the game – Most effective if created in engine• Game Playable/Prototype/Tech Demo – Showcase current technical ability and proven execution – Easy to pick up and play – Proof of the new game play mechanic – ***Easiest way to get something signed*** 11
    12. 12. Traditional Submission Package• Technical Design Overview – A technical design document – Describe engine, tools, middleware descriptions and pipeline efficiencies• Competitive Product and Sales Analysis – Focus on how your game stands apart• Company prospectus – Overview – Biographies of key team members• Estimated timeline and budget – Team size and proposed milestones 12
    13. 13. A Typical Green Light Process 13
    14. 14. Departmental Analysis• Business Development – Your main point of contact – Can detail their process for you – Will walk your game through the process – Will negotiate on behalf of the publisher – Your reputation is important • It is a small world and an even smaller industry – Harassment of this person can be a good thing 14
    15. 15. Departmental Analysis• Step One: Product Development – Your champion – Game play, feature set, competitive game play analysis, technology skill set, development history• Step Two: Sales and Marketing – Selling to Sales and Marketing • Shiny objects work – PD review, retail/distribution climate, competitive sales analysis, target demographic, portfolio needs – Their forecast will make or break your deal 15
    16. 16. Departmental Analysis• Step Three: Business Development – Wants to sign your game – Business model, internal strategy, terms• Step Four: Executive Team / Japan – Final approval based upon business case – Reviews all materials including build, recommendations and business model• Step Five: Business Development and Legal – Publisher agreement 16
    17. 17. Throughout the Process• Listen – Audience will convey what they want• Be patient – The larger the publisher, the longer it may take to complete the process – Convey potential timing issues• Look to the future – Timing can be everything 17