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Slides Simon Usiskin (IQU.com) @ CMC Games & Media

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Slides van Simon Usiskin (IQU.com) tijdens het Cross Media Café Games & Media
Datum: 27 oktober 2015
Onderwerp: The Value of IP

Published in: Technology
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Slides Simon Usiskin (IQU.com) @ CMC Games & Media

  1. 1. “The value of IP: The key to success or the straw that break's the camel's back?” Cross Media Café 27th October 2015
  2. 2. Montage of films and games and books in background
  3. 3. “Content is king, distribution is queen…
  4. 4. “Content is king, distribution is queen…and she’s a bitch!”
  5. 5. The Dilemma
  6. 6. The Big Issues: Licensor v Licensee
  7. 7. COSTS OF LICENSE
  8. 8. COSTS OF LICENSE – NO ROOM FOR FAILURE
  9. 9. COSTS OF LICENSE – NO ROOM FOR FAILURE LICENSOR DEMANDS
  10. 10. GREAT IP = GREAT GAME “Just because it’s a hit TV show or big budget film doesn’t mean that it will help make a hit game. Certain IP also won’t work well in certain categories -- probably not smart to license The Boxtrolls for a social casino title. There’s a gaping chasm between great IP and good IP, and poor IP could actually do a game more damage than good. Hold out for what makes game magic, or move on” Dan Silberberger, EVP, Business at Venan Entertainment
  11. 11. COSTS OF LICENSE – NO ROOM FOR FAILURE LICENSOR DEMANDS GREAT IP = GREAT GAME RIGHT IP, RIGHT GAME, RIGHT AUDIENCE
  12. 12. “Just because it’s a hit TV show or big budget film doesn’t mean that it will help make a hit game. Certain IP also won’t work well in certain categories -- probably not smart to license The Boxtrolls for a social casino title. There’s a gaping chasm between great IP and good IP, and poor IP could actually do a game more damage than good. Hold out for what makes game magic, or move on” Dan Silberberger, EVP, Business at Venan Entertainment RIGHT IP, RIGHT GAME, RIGHT AUDIENCE
  13. 13. REDUCED MARKETING COSTS “What we’ve found is that the biggest impact of licensed IP is on the customer acquisition side, getting a more effective CPI. You get a lot more organic traffic, better search engine optimization in the app stores, more people coming into the game. You can spend the marketing dollars more efficiently because there’s already brand awareness.” Kent Wakeford, COO, Kabam
  14. 14. COSTS OF LICENSE – NO ROOM FOR FAILURE LICENSOR DEMANDS GREAT IP = GREAT GAME RIGHT IP, RIGHT GAME, RIGHT AUDIENCE REDUCED MARKETING COSTS
  15. 15. Hollywood Silicon Valley
  16. 16. 254 267 264 274 278 271 262 255 131 140 142 153 147 139 142 142 19 20 24 48 95 136 154 171 63 55 50 44 38 32 26 21 102 98 96 94 92 90 88 87 9 12 18 18 18 17 19 25 2008 2009 2010 2011 2012 2013 2014 2015 Daily time spent per media platform (minutes) Other Connected devices (incl. set- top boxes, game console internet, etc) Radio Print (magazine and newspaper) Digital Mobile device Digital Desktop/Laptop TV
  17. 17. 19 Simon Usiskin Co-Founder & CCO, iQU Group simon@iqu.com

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