2. • Introduction to Everyone
• Introduction to Myself
• Grow Art Outsourcing by partnering with a School
• Grow Development Outsourcing by finding the right Niche
• Grow Games Studio Outsourcing by looking at the Market
• Key Takeaways
• Q&A
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14. Felt I was strong in production, but not strong enough in
businessso partnered with an outsourcing company to build a
business.
Not a big fan of art outsourcing because I felt it was undef
16. CONFIDENTIAL
Summary
CWC aims to become the best service provider to game developers and game
publishers.
Based in Suzhou, CWC was formed by experienced experts from KONAMI, Sierra,
NCsoft and UBI Soft in 2008. Based on years' experience, we deeply understand
the challenge and opportunity our clients are facing. "Small Money Big Pie", "The
deadline is always yesterday!" We want to help our clients to create more qualified
contents in timeline and share our experience and expertise through the project.
The management team of CWC has more than 7 years average working
experience in multicultural game projects and companies. We speak the same
language as our clients and specialize in training the local talents to satisfy the
requirements of international level games.
We understand what it takes to build good partnership and always value the trust
of our customer. Our team was built with the mindset of delivering Quality,
Reliability and Security.
17. CONFIDENTIAL
Services
3D Character Modeling & Texturing
3D Prop Modeling & Texturing
3D Environment Modeling & Texturing
Mesh Optimization / LOD
User Interface
In Game Animation
18. CONFIDENTIAL
Tools
Service
Next-Gen Related Tools
Software
3D Studio Max
Maya
SoftImage
Photoshop
Character Studio
Motion builder
Zbrush
Mudbox
Next-Gen Related Skills
Engine
High-rez model
Normal map, Specular map,
occlusion map, height map,
etc.
Renderware
Torque
Unreal
Bigworld
19. CONFIDENTIAL
Our Facility
No access to internet from workstations
Key cards to access office with 24/7 video security
Ensure after-hours management supervision
Fire walls, router, anti-hack, anti-virus and ISA Server to the networking
Separate Internet and Intranet, no outgoing is allowed
Centralized data management
No USB and other portable hard drives
22. CONFIDENTIAL
CWC Co-lab Program
CWC invest in building game art courses with local
universities
CWC set up the 1st game art co-lab with Shanghai
Film Art Academy in 2008
The CWC lab has been producing game assets for
overseas developer/publisher on multiple platforms
First graduation class has a 94% employment rate
and average salary of over 4000 RMB
23. CONFIDENTIAL
Training Pipeline
< S t e p 1 >Basic Training Program Enroll
< S t e p 2 >Basic Training Program / 9 months
< S t e p 3 >Co-Lab Training / 3 months
< S t e p 4 >Co-Lab Project / 9 months
< S t e p 5 >Onsite Internship / 5months
CWC Full-time
24. CONFIDENTIAL
Case 1 – Find Strategic Partners to Scale
Project: A world wide console game
Big Publisher with a very tight schedule
Staffed a strong leader and elite team.
Team Time-shifted to effectively
communicate with customer.
Project grew a 10k initial project grew
to over 500k in one year after trust was
established with the publisher and
resources were available to scale.
25. CONFIDENTIAL
Case 2 – Invest in Training for Unique Capability
Project: A Korean Next-gen MMORPG
Conducted project-focused training for
our junior artists for 3 months before
allocating them to the project
Worked with clients engine and tools to
delivery engine ready assets directly.
At the beginning of project, we have
some of client’s artist working onsite with
our team
We also send our artist to Korea for
communication
Contract volume: USD 300k
33. Augmentum Confidential33
Customer Profile – United States
SmartMobile
Phone
Software
Storage
Semiconductor
PDA
Online Advertising
Mobile
Computing
DigitalEntertainment
/ Games
Online Meeting &
EventManagement
Business
Intelligence
Our customers are the leading players in each of the above markets
34. Augmentum Confidential34
Customer Profile – China
Mobile Carrier
TV
Manufacturing
Communitysite
Media
Our customers are the leading players in each of the above markets
35. Augmentum Confidential35
Outsourcing is the Future for Gaming
“Game Outsourcing will reach $1.1 billion by the end of
2006 and is set to grow to $2.5 billionby 2010,
representing around 40 percent of total game
development spend.”
-Screen Digest 3/06
“Of the outsourced work going overseas, the majority
of the work is going to China and India.”
-Amritt Ventures 7/05
36. Augmentum Confidential36
Console -> Online -> Virtual Worlds -> Mobile
More Titles, More Variety -> Bigger Industry
Next Gen pushing needs exponentially
Online require updated and additional content
MMO/Virtual Worlds are much more Technical
Real/Virtual World, Gaming, Hollywood, and
Entertainment becoming blurred together
37. Augmentum Confidential37
Millions of Gamers
“As Chinese developers continue to improve
their skills across all game platforms, the country
has become the primary center for outsourced
game development globally”
- Niko Partners: 8/06
38. Augmentum Confidential38
China Games Market
• Fast growing Online PC Games Market
• 75% growth in 2006 from $468 to $830 m
• 20% # of players growth from 26 to 31 mil
• Big Operators declining in Market Share
• Local Content is taking off
• Largest Mobile Market in the World
39. Augmentum Confidential39
Overview of the Market
• Breakdown of the Games Industry
– PC, Console, Handheld, Online
– MMO/Mid-Session/Casual/Serious Games
• Asia is focused on PC Online and Handheld
– Mid-Session and Advertising based games hot.
– Handheld/Serious games are more popular in Japan
• Western Game Companies focused on Console
• Korea and China leads in PC Online Space
• Social Networks/Virtual Worlds are exploding
40. Augmentum Confidential40
30 Second Pitch
• Our Digital Media & Entertainment/Gaming
practice is focused on being a full solutions
partner for game developers, operators, and
content providers worldwide. We are building
our capabilities by leveraging the system
engineering strength and platform of
Augmentum and expanding into art, game
design and production.
46. Augmentum Confidential46
Art Background
• User Interface (UI) Artist
• 2D Texture and Concept Art
• 3D Modeling and Character Artist
• 3D Environment Art
• Special FX (SFX) Artist
• Animators
47. Augmentum Confidential47
China is a Big Part of DE&G Business
• Four of the Top 10 Western Publishers
– Asia Online Game and Business Intelligence Platform
– Distributed Development for Sports Franchise
– Playtesting for an Online Game for China
– Digital Media Management System
• One of the Top 10 MMO Game Companies
– Intranet Tools and Social Networking Community Site
• Top Social Networking Application Platform
48. Augmentum Confidential48
Decision Makers in IE Space (Diverse Projects)
• Execs: CEO, CTO, COO
• Studio Managers, General Managers
• Executive Producer, Producer, Tech Director
• Account Managers, Hubs in the Games Space
• Network in GDC Conferences, Talks, Shows
49. Augmentum Confidential49
Bizdev to lay a lot of seeds
• Communication with Old Colleagues:
– Small Games Industry moves around rapidly.
– Referrals and Friends.
– Not just Engineering/Development Contacts.
• China Joy bigger than ever before!!!!
– Roy, Belinda, Vivian, Jason, John, Alex
• GDC China Event Cancelled
– Internal Chinese Politics
• Respect in Games comes from Shipped Games
50. Augmentum Confidential50
Major Game Events for 2008
• E3 Media & Business Summit July 15-17th LA
• China Joy July 17-19th Shanghai
• Microsoft Xfest/XNA July 22-23rd Seattle, WA
• Casual Game Forum July 24-25th Seattle, WA
• Develop Conference and Expo July 29-31st Brighton, UK
• GC Developer Conference Aug 18-20th Lepizig
• Austin GDC - MMO/Virtual Worlds Sept 15-17th Austin
• GDC China Cancelled Shanghai
• Tokyo Game Show Oct 9th-12th Japan
• Game Convention Asia Oct 9th-12th Singapore
• Gstar Nov Korea
51. Augmentum Confidential51
How We Built the DE&G Practice
• Build tools/solutions or do testing for
– Developers, Publishers, Operators, and Middleware
• Build Web 2.0 Games, Virtual World Experiences
• Partner with Publisher/Company enter China
• Online/MMO Companies need server expertise
• Partner with China Art/Games Outsourcing Firms
• Build Art/Design team along with UX Team
• Hire Core Team Members when we can
• Build Game capabilities and Understanding
– Art, Engines, AI, 3D, Test, Level Design
52. Augmentum Confidential52
Growth with Customers and More
• Expand to all Ten Top publishers
– Build Social Networking/Community Platform
• Build bigger dedicated core teams
• Move higher on the value chain -> Royalties
• Develop/Retain IP and Licensing rights
• Embrace the consumer market
• Push in Euro/RMB contracts (fixed exchange)
53. Augmentum Confidential53
“The Relentless Pursuit of Perfection…”
• Functionality is just the beginning
• Creating Emotions/Experiences/Entertainment
• Passion is Required to create the Quality
• Monetiztion/business/marketing is critical
• NEED to play games, watch movies, have fun
54. Augmentum Confidential54
2008 Revenue Target
• Revenue Objectives
– Sell 100 – 200 Resources for DE&G related projects CY2008
• Q1 ~ 30: Q2 ~ 60
• Q3 ~ 80: Q4 ~ 100+
• Current status
– THQ 3, EA 30+, Qwaq 4, CCP 2+, Eidos 10
– All Customers should be Referencable
• Focus for 2008
– Leverage Augmentum Core Engineering Platform.
– Establish Creditability in the DE&G industry.
– Expand Augmentum’s multidisciplinary capabilities.
– Become the Best China Partner for Foreign Companies
55. Augmentum Confidential55
Q3: Establish Brand, Credibility, and Internal Tech
• Utilize 3D Engine Team to Expand Capability
– Expand Qwaq/CCP to include Virtual World/Game Work
– Ogre Engine, Small Port or Virtual World/MMO Project
– Build simple games with XNA Platform
• Expand all customers to include IE Work
• Project Managers and Recruiting Plans in Place
• Build Website/Cases for Augmentum IE
• Expand into Games Testing
• Build Captive Art Studio in Wuhan
– Evaluate Art Outsourcing as Art Team Grows.
• Establish Advisory Board for IE
56. Augmentum Confidential56
Q4 Augmentum Studios is Established
• Game Development/Operation is the MOST $$$
• Developing full games:
– Ports, Simple Down-Platform parallel creations
• Explore Crossover between Games and Gaming
• Evaluating Developing for China DE&G Market
– Social Network Platforms
– Virtual World Add-Ons or Extensions
– 3G Mobile Content/Platform
– Xbox Launch in 2009
• Evaluate Establishing an Operation Division
57. Augmentum Confidential57
CY08
• Build a 100+ person organization by CY ‘08
– Develop and grow business opportunities
• Enterprise Software and Solutions
– For Top Game Publishers and Game Studios
• Interactive Entertainment
– MMO Game Companies
– China Market Production Needs
• Virtual World/Social Networking
– Business Intelligence
– 3D Development
– Mobile Interface
58. Augmentum Confidential58
CY 08
• Create New Career Ladders and Structures
– Build the Interactive Entertainment Studio
• Artists
– Concept, 2D, 3D, Character, Enviroment
– Animators
• Designers/Project Managers
• Engineers (3D/Engine, AI, Gameplay, Network)
• Develop Bizdev/Sales/HR/Finance capability
59. Augmentum Confidential59
CY08
• Grow Augmentum Consumer Capabilities
– Team of 5 PMs by CY ‘08
• Develop China Program Managers
»Focused on Design, Consumer Experience, Process
»Good Specification Writers and Communicators
• Develop China Game Designers and Studio
– ????
60. Augmentum Confidential60
CY 08
• Customer and Account Management for PR
– Growth and Referencebility of Customers
• 80%+ of all customers referenceble
• 60%+ of all initial projects continued and expanded
• 25%+ of all customers refer additional leads
– Develop 3 Compelling Case Studies for DE&G
– Deliver 2 joint Press Release for D&G
• Plan for GDC SF 09 Talk
– Distributed development for Games Industry
61. Augmentum Confidential61
CY08
• Expand Bizdev/Network across all areas
– Leverage existing leads for new introductions.
– Actively expand network at Conferences and Events
– Follow up on blind Referrals/Leads
• Synergy with IT/Cloud Computing/Operation
– China Business Intelligence and Operations
– Solutions (Middleware) Development
62. Augmentum Confidential62
Current Customers
• Four of the Top 10 Western Publishers
– Asia Online Game and Business Intelligence Platform
– Distributed Development for Sports Franchise
– Playtesting for an Online Game for China
– Digital Media Management System
• One of the Top 10 MMO Game Companies
– Intranet Tools and Community Site
• Leading Enterprise 3D Virtual World
– Avatar Pipeline Production and Creation
– Multi-Modal Collaboration Application
• Top Social Networking Application Platform
63. Augmentum Confidential63
Digital Asset Management
• Complete Digital Media Management Solution
• Stores and Indexes all Media Formats:
– Movies, Textures, Models, Animations, Sound, Music
• Global Federated Model for Studio and Worldwide
• Fully Indexed and Searchable with Thumbnails
• Version Control and Workflow Management
• Built as a Scalable MS Sharepoint Solution
65. Augmentum Confidential65
Distributed Development for a PC Game Franchise
• Games Industry is a relatively immature industry
• Embraced Art Outsourcing in last 5 years
• Market Forces pushing Distributed Development
• Database/Scripting/Rules based Simulation
• Direct X GUI Development
• Online Community Expansion
72. Augmentum Confidential72
Games Playtests
What is game playtest good for?
- Combine controlled lab test and survey to
test the "fun" of a game
- Get the players' immediate experience of
a game
- Can provide game designers with
actionable feedback
- Can be used to compare different games
of the same type or different versions of a
same game
- Test more participants at a time, so low
cost and rapid turnaround
73. Augmentum Confidential73
Customer Quote: Tencent - Online Photo Album
“I was deeply impressed by
Augmentum's deep
understanding of Silverlight,
expertise in User Experience,
and their dedication and
enthusiasm, as well as their high
efficiency and on-time delivery..”
Richard Chang
Director, Innovation Center, Tencent
74. Augmentum Confidential74
Other Digital Entertainment Customers
• Fantasy Sport Flash Based MMO Game
• Mid Session Online Game and BI Platforms
• Online Photo Album
• Backend Systems
75. Augmentum Confidential75
Newsweek: Chinese programmers rival Silicon Valley’s best…
“design savvy and sometimes
honest-to-goodness innovation”
“…says Intel spokesperson Bill
Kircos. “meet or beat the
deadlines””
“The principles of protecting
intellectual property are
stressed”
“one third the cost”
76. Augmentum Confidential76
Booz Allen: Outsourcing Thought Leaders
Five prominent providers of
outsourcing services with TCS, 24/7
Customer, Cognizant, IBM and
Augmentum.
Augmentum:Pioneering Software
Developmentin China
77. Games Studio Outsourcing by looking at the Market
Social . Media . Mobile . Game . Interactive . Intelligence
78. TipCat Interactive
Truly Bi-Cultural International Team delivering Western
Production Quality Online Content and Platforms
combined with Chinese Business Model, Scale, and
Experience for the International Stage
Most Experienced Bicultural Development Team in China
Highest Production Value Team with released games on all platforms.
Strong Support from Government including China Operations License
Pipeline of Talent from Activision, Ubisoft, EA, Shanda, Tencent…etc
Partnership with Universities and Schools for additional talent pipeline
Strong Network and Credibility in Local and International Agencies
Unified Client, and Backend Technology across PC, Mobile, and Social
79. iPhone Games
79
Shanghai Express
Shanghai Express is a tile-based pair-matching game.
Shanghai Express is the first title we developed
Shanghai Express is the title, which we co-op with uWink.
80. iPhone Games
80
Magic Mind Reader
Magic Mind Reader is an entertainment application.
Magic Mind Reader is the title from uWink games.
81. iPhone Games
81
Sudoku Guru
Sudoku Guru is a Puzzle Game with
60,000 Sudoku puzzles.
Ranked #2 in Japan market, 71627
downloads since Nov 1 - Dec 31, 2009.
82. iPhone Games
82
Cell War
Cell War is a horizontal-scrolling shoot'em uparcadegame.
Cell War has 2 game modes,9 unique stages,3 difficulty levels and more than 10 bosses.
Cell War supports OpenFeintachievements and leaderboards.
Cell War hit ‘What’s Hot’ on iTunes.
Ranked #56 in US Arcade Games and #70 in US Action Games
"There really is a lot to like aboutthis game,and the production values are outstanding."
TouchArcade.com
83. iPhone Games
83
Ghosts’n Zombies
Ghosts'n Zombies is an action shootinggame.
Ghosts’n Zombieshas 2 game modes,15 stages.
Ghosts’n Zombiessupports OpenFeintachievements and leaderboards.
Ghosts’n Zombieshit‘New and Noteworthy’and ‘What’s Hot’
Ranked:#27 in US Arcade Games,#79 in US All Games
"Ghosts'n Zombiesis a fun shooterwith a silly premise,and worth picking up." - TouchArcade.com
85. Wild West
Launched Wild West on RenRen
Community, Virality, Compulsion Loop, Monetization
Partner/License to North America Operator
Driving Traffic from SNS to Mobile/Game Portals
Scale Production Capability with M&A and Licenses
Alpha Launched on RenRen:
http://apps.renren.com/hahawest
89. Old Media BusinessModels
Full Packaged Product
Subscriptions
Advertising Based
None work in China
Piracy
Credit Cards
Low CPMs and Government
Distribution is King
90. China will lead the way for New Media Innovations
2009 was the year of Online Video
CCTV Costwent up 15%,budgetswent down. Brandsstill needed the reach
Youkou,Tudou, PPLive were all natural fits for low cost and high reach
2010 is the year for Gaming in Social Media
SocialGaming hype worldwide is at an all time high
Agenciesare pitching Social Media/VirtualWorld play in China
Gaming is an established mainstream medium in China for targetconsume.
Mobile Development for Agencies
Pepsi’siPhone game for Burton USA opengame 2009.
In-Flight Entertainment actively expanding Gaming Content on Planes
Exclusive GamesDeveloperfor#2 ContentProviderfor Airplanes
Mainstream Entertainment companies actively looking at New Media
WesternMedia playsrequires large upfront guaranteesfor their IP
Asia markets actively looking at new media for growth and community
Social Networks control distribution and scale in new media world
91. Unbeatable Attraction
Unbeatable Clear World Cup Campaign
First International Branded Social Game for Omnicom/PHD China
Unilever’s Digital Media business in China is $440 million USD
RenRen driving at least 4 to 7 Million Registered Users plus Real Life Promotions
Harem for Sale, Training and Cheerleader Mini-Games, Social Bar, and Fan Club.
Mobile support include WAP gameplay and Avatar augmented reality pictures.
92. Zombie City (Working Title)
Cafe World + Plants vs. Zombies
Using decorations to attract various zombies
Expanding yard to contain more decorations
Hiring your friends as attacker and mechanic
to protect your house
Producing different light weapons, heavy
weapons and traps to kill zombies
Trying to capture zombies to build your
personal troop to ‘visit’ other players house
93. Greed War Online
A 3D MMO casual game for main stream PC
Revenue from micro-transaction
Suport UGC- by providing easy-to-use level editor
Pirate universe , Simple control, Multiplayer ( 2-8 ）,
Competitive and cooperative game play, Rich item system
Game modes: RTS, DOTA，PK，Somali, Ghost Boat,
Treasure Island
94. Lord of the Seas (Working Title)
Unity 3d Tower of Defense Ship Game
10 Levels PVE then PVP gaming begins
Upgradeable Ships, Towers, and Crystals
Prototype live on http://apps.renren.com/lordoftheseas
95. 95
Find Good Partners to Work: Complementary Skill Set
Figure out and Start with what you’re good at!!!
Think Different!!!! Look for the Next Wave
Maintain a Defensible Differentiation
Build an Organization and Culture that can Last
Be out there driving the Businessp pitching, and
Track your prospects pipeline carefully
Watch your Cashflow!!!!!
Be Ready and Watch for Change (RMB -> 4 -1?)
Have Fun
98. China will lead the way for New Media Innovations
Make a Wish Foundation
One Wish to do anything
Movie Stars, Disneyland
Xbox Was Pretty Cool
Gave him a tester
Gave him a goodie bag
Played with the testers
Passed them to the Halo guys
We are making Games
Bill Gates: if you’re not having fun.
Then what will you have fun doing
