Edwin E. Steussy施恩德apogee@apogeecommunications.com<br />
LISA Videogame TrackLISA 视频游戏演讲编排<br />Business Overview – 产业概览 (Edwin Steussy)<br />Localizing Games – What’s Different –...
Business of Videogames视频游戏产业 <br />Overview of 30 years of growth30 年发展概览 <br />Consoles vs. PC vs. Online — 游戏机 vs 电脑 vs ...
Early Consoles早期的游戏机 <br />1972<br />1980<br />1982<br />1985<br />
Coin Operated—投币街机 <br />Space Invaders太空侵略者<br />1978 introduction 1978 年引入 <br />100,000 in Japan日本 100000台<br />60,000 ...
1990’s – The PC Decade二十世纪九十年代——电脑的十年<br />1993<br />1991<br />1994<br />1995<br />1993<br />1989<br />1998<br />1990<br />
1996<br />My First Year in the Business我入行的第一年 <br />$3 billion in sales 销售额 30 亿美元<br />Accurate accounting精确的销售数字<br />
Golden Eye – The Game Changer黄金眼——游戏改变者 <br />Released August 1997 for the Nintendo 64 — 发布于 1997 年 8 月,面向任天堂 64 <br />Gre...
Consoles Defeat PC’s游戏机打败电脑 <br />Playstation 2 / 3<br />Xbox  / Xbox 360<br />Nintendo Wii<br />Why?为什么?<br />Reduced Pir...
Epic Games: PC vs. Console Epic Games评论电脑 vs 游戏机<br />Mike Capps, Epic President: “If you walked into here six years ago, ...
Electronic Arts, 2009<br />Xbox 360 - $1 billion10亿美元<br />PS - $1.2 billion12亿美元<br />Wii - $583 million5.83亿美元<br />PC -...
电脑<br />2009 US Retail Sales美国零售销量 <br />Consoles (hardware and software)  游戏机(硬件和软件) $19.66 billion                      ...
Really?真的吗?<br />
How Big is the Market?市场有多大?<br />
其他<br />英国<br />韩国<br />中国<br />日本<br />北欧诸国<br />西班牙<br />意大利<br />法国<br />德国<br />巴西(葡)<br />拉美(西)<br />澳大利亚/新西兰<br />亚洲...
Largest Public Game Companies 最大的上市游戏公司 <br />全球销售额,百万美元<br />
Game Localization Languages<br />2005<br />French<br />Italian<br />German<br />Spanish<br />2007<br />Sony Europe<br />->...
Sales by Geography, Public Filings披露销售额—按地域划分<br />北美<br />欧洲<br />亚洲<br />Longer bars indicate over-concentration in part...
Analysis: US Firm Localization as a % of Corporate Revenue分析:美国公司本地化占企业收益的百分比 <br />Assumptions:<br /><ul><li>10-K figures...
30% of European sales are to UK (per T2   filings, other companies did not break out   individual parts of Europe).
10% of Continental European sales are   English SKUs.
100% of Asian sales are localized.
0% of North American sales are localized.</li></ul>假设:<br /><ul><li>10-K 数字准确反映了实际的地域销售额。
欧洲销售额的30%在英国(根据T2资料,其他公司未细分欧洲的不同部分)
欧洲大陆销售额中10%为英文的SKU。
亚洲销售中的100%均为已本地化。
北美销售额中的0%为已本地化。</li></li></ul><li>China<br />?<br />
Chinese Market Characteristics中国市场特点 <br />Very Large市场极大 <br />Less Disposable Income可支配收入较低 <br />Piracy盗版<br />PC’s, Mo...
No Consoles Here (Officially)没有游戏机(官方发布)<br />
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  • Sales in millions of dollars. Based on most recent 10-K annual reports submitted to the SEC.
  • Suzhou steussy bilingual_jz3

    1. 1. Edwin E. Steussy施恩德apogee@apogeecommunications.com<br />
    2. 2. LISA Videogame TrackLISA 视频游戏演讲编排<br />Business Overview – 产业概览 (Edwin Steussy)<br />Localizing Games – What’s Different –游戏本地化 – 有何不同(Victor Alonso Lion)<br />No Man’s Tools–Game Localization Tools无人的工具 – 游戏本地化工具(Rolf Klischewski)<br />
    3. 3. Business of Videogames视频游戏产业 <br />Overview of 30 years of growth30 年发展概览 <br />Consoles vs. PC vs. Online — 游戏机 vs 电脑 vs 网游 <br />International Overview — 国际概况 <br />Where does China fit in?中国的切入点在哪? <br />
    4. 4. Early Consoles早期的游戏机 <br />1972<br />1980<br />1982<br />1985<br />
    5. 5. Coin Operated—投币街机 <br />Space Invaders太空侵略者<br />1978 introduction 1978 年引入 <br />100,000 in Japan日本 100000台<br />60,000 in US美国 60000台<br />Required re-minting of Japanese 100-yen coins迫使重新铸造100 日元硬币 <br />
    6. 6. 1990’s – The PC Decade二十世纪九十年代——电脑的十年<br />1993<br />1991<br />1994<br />1995<br />1993<br />1989<br />1998<br />1990<br />
    7. 7. 1996<br />My First Year in the Business我入行的第一年 <br />$3 billion in sales 销售额 30 亿美元<br />Accurate accounting精确的销售数字<br />
    8. 8. Golden Eye – The Game Changer黄金眼——游戏改变者 <br />Released August 1997 for the Nintendo 64 — 发布于 1997 年 8 月,面向任天堂 64 <br />Great Reviews! —好评如潮! <br />8 Million Copies Sold! 售出八百万张! <br />Limited Piracy! —盗版很少! <br />Years of Sales at Full Price!以全价销售多年! <br />The death knell of PC gaming in the West.敲响电脑游戏在西方的丧钟。<br />
    9. 9. Consoles Defeat PC’s游戏机打败电脑 <br />Playstation 2 / 3<br />Xbox / Xbox 360<br />Nintendo Wii<br />Why?为什么?<br />Reduced Piracy盗版减少<br />Extended Shelf Life at Full Price全价上架生命周期更长 <br />
    10. 10. Epic Games: PC vs. Console Epic Games评论电脑 vs 游戏机<br />Mike Capps, Epic President: “If you walked into here six years ago, Epic was a PC company. We did one PS2 launch title, and everything else was PC. And now, people are saying ‘Why do you hate the PC? You’re a console-only company.’ … It’s because the money’s on console.”<br />Epic 总裁 Mike Capps : “如果你六年前来到这里,那时 Epic 是一家电脑(游戏)公司。我们当时只做了一个 PS2 游戏,除此之外都是电脑游戏。而现在,人们说‘你们为什么抛弃电脑市场?你们现在成了只面向游戏机的公司。’ ……这是因为有钱可赚的是游戏机。” <br />
    11. 11. Electronic Arts, 2009<br />Xbox 360 - $1 billion10亿美元<br />PS - $1.2 billion12亿美元<br />Wii - $583 million5.83亿美元<br />PC - $712 million7.12亿美元<br />
    12. 12. 电脑<br />2009 US Retail Sales美国零售销量 <br />Consoles (hardware and software) 游戏机(硬件和软件) $19.66 billion 196.6亿美元<br />PC (software only) 电脑(仅软件) $538 million 5.38亿美元<br />Source 资料来源: NPD Group<br />游戏机<br />
    13. 13. Really?真的吗?<br />
    14. 14. How Big is the Market?市场有多大?<br />
    15. 15. 其他<br />英国<br />韩国<br />中国<br />日本<br />北欧诸国<br />西班牙<br />意大利<br />法国<br />德国<br />巴西(葡)<br />拉美(西)<br />澳大利亚/新西兰<br />亚洲<br />拉美<br />欧洲<br />北美<br />World Market by GDP and Language, 20072007 年世界市场 按 GDP 和语言划分<br />Primary source: Economic Research Service, USDA. Figures for 2007. Nominal (not PPP) GDP .<br />主要来源: 经济研究服务局,USDA,2007年数据,名义(非PPP)GDP<br />
    16. 16. Largest Public Game Companies 最大的上市游戏公司 <br />全球销售额,百万美元<br />
    17. 17. Game Localization Languages<br />2005<br />French<br />Italian<br />German<br />Spanish<br />2007<br />Sony Europe<br />-> 10 Languages<br />EA<br />-> 10 Languages<br /> (Russian biggest success)<br />2009<br />Reduced Languages<br />EA/Bioware’s ME2<br />-French<br />-German<br />-Polish<br />
    18. 18. Sales by Geography, Public Filings披露销售额—按地域划分<br />北美<br />欧洲<br />亚洲<br />Longer bars indicate over-concentration in particular geographic markets. By these measures, Nintendo is the most internationally diverse of the eight companies listed.<br />较长的条形表示对特定地域市场过度集中。依这些评测方式,任天堂是列出的八家公司中在国际市场方面最为均衡的。 <br />
    19. 19. Analysis: US Firm Localization as a % of Corporate Revenue分析:美国公司本地化占企业收益的百分比 <br />Assumptions:<br /><ul><li>10-K figures accurately reflect actual geographic sales.
    20. 20. 30% of European sales are to UK (per T2 filings, other companies did not break out individual parts of Europe).
    21. 21. 10% of Continental European sales are English SKUs.
    22. 22. 100% of Asian sales are localized.
    23. 23. 0% of North American sales are localized.</li></ul>假设:<br /><ul><li>10-K 数字准确反映了实际的地域销售额。
    24. 24. 欧洲销售额的30%在英国(根据T2资料,其他公司未细分欧洲的不同部分)
    25. 25. 欧洲大陆销售额中10%为英文的SKU。
    26. 26. 亚洲销售中的100%均为已本地化。
    27. 27. 北美销售额中的0%为已本地化。</li></li></ul><li>China<br />?<br />
    28. 28. Chinese Market Characteristics中国市场特点 <br />Very Large市场极大 <br />Less Disposable Income可支配收入较低 <br />Piracy盗版<br />PC’s, Mobiles电脑、手持设备 <br />No Official Consoles没有官方发布游戏机<br />Very Competitive竞争激烈<br />
    29. 29. No Consoles Here (Officially)没有游戏机(官方发布)<br />
    30. 30. Unique Titles—资格独有<br />Even unique titles like World of Warcraft face major, unpredictable import controls.<br />即使是像《魔兽世界》这种独有资格的游戏也要面对大量不可预测的进口控制。 <br />
    31. 31. Chinese Companies中国公司<br />
    32. 32. Free to Play免费游戏<br />Real Money<br />游戏装备<br />现实货币<br />
    33. 33. Near Future不久的将来 <br />
    34. 34. Chinese Game Maker at E3. Problems with Language.<br />E3展览会上中国游戏制作商的语言障碍<br />
    35. 35. An American Experience with Marketing Language Problems<br />营销语言问题 -- 美国经验<br />口蝌口蜡<br />Bite the Wax Tadpole<br />可口可乐<br />Tasty and Fun<br />
    36. 36. Edwin E. Steussy施恩德apogee@apogeecommunications.com<br />

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