How Real Does Business (Casual Connect Seattle 2008)

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Presentation at Casual Connect Seattle in Seattle, WA, July 2008, by Jeremy Snook.

Presentation audio available at http://casualconnect.org/content/Seattle/2008/snooksea08.html.

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  • Here are some of our bigger syndication & wholesale partners.
  • Based purely on gross sales revenue from previous week. THIS IS WHAT OUR CUSTOMERS BUY.Look at these games – this is the quality level that your game should be at.Clones? No – but borrow from successful formulas. Take inspiration from the successful features, wrap it in your new concept / take, then innovate 20%.
  • 1 in 20 = 5%
  • Localization is based on initial sales performance and work estimate (if you follow our guidelines, your game is more easy for us to localize).
  • Emphasize relationship with producers and studios – more than anything else, that is why devs that publish with us come back.Our experienced producers provide feedback on game mechanic, level design, theme, and production quality, editorial assistance for in-game text, and evaluation of overall customer appeal.
  • Participation in new programs is prioritized to published developers first.Looking for outstanding console or handheld content that tends towards a ‘broad-appeal’ audience or work-for-hire opportunities with proven teams possessing solid experience on target platforms.
  • The level of competition is fierce, especially when you consider in-house studios (GameHouse and Zylom).3rd party – same cat as “Big Boys”, we consider the playing ground even – you have an equal chance to them – but the quality bar is pretty high.
  • How Real Does Business (Casual Connect Seattle 2008)

    1. 1. How Real Does BusinessorGetting Your Games Online to MILLIONS of Customers<br />Jeremy SnookLead Producer, RealGames<br />jsnook@real.com<br />July 23-25 2008<br />CGA Seattle 2008<br />Slide 1<br />
    2. 2. Who is RealGames?<br />RealGames is the games division of RealNetworks, a global leader in delivering games, music, and video to consumers around the world.<br />We are a pioneer in casual games; launched RealArcade in 2001.<br />Slide 2<br />
    3. 3. Who is RealGames?<br />Slide 3<br />Dev / Pub<br />Direct Distro<br />Syndication<br />Wholesale<br />Publishing<br />
    4. 4. Catalog Differences<br />Slide 4<br />Highly Competitive<br />Low Volume<br />Direct-to-Consumer<br />High Volume<br />Quality Games<br />Powered by…<br />Weekly releases<br />
    5. 5. What we’re looking for<br />Slide 5<br />
    6. 6. Content Criteria<br />Is this game fun? <br />Does it match well with our customer demographics?<br />Does it add a new twist on previously-successful game mechanics?<br />Conversely, is this game familiar and understandable enough?<br />Is this game on par or exceed current games in our catalogs?<br />Would we kick ourselves if this game wasn’t in our catalogs?<br />Slide 6<br />
    7. 7. Our Top 10<br />So what does Real want?<br />Look at our Top 10 list to see what our customers are buying.<br />Competition is high!<br />Slide 7<br />
    8. 8. Leveraging Our Published IP<br />Slide 8<br />
    9. 9. Working with real<br />Slide 9<br />
    10. 10. Process Overview<br />Slide 10<br />
    11. 11. Step 1: Your Game Submission<br />Upload your game through our developer website: http://gamedevs.realarcade.com.<br />Our content team reviews games each week; expect a response within 10 business days.<br />Team review<br />Slide 11<br /><ul><li>Submit Your Game
    12. 12. Game Reviewed</li></ul>1<br />
    13. 13. Step 2: Discussions<br />Contract type depends on the fit of your game within our service and the needs of your studio and our business.<br />When to submit? When you think game is fair representation of final product.<br />Slide 12<br /><ul><li>Publishing vs Distribution Discussion
    14. 14. Contract Process
    15. 15. Finish Development</li></ul>2<br />
    16. 16. Option A: Distribution<br />Non-exclusive<br />30% direct royalty rate<br />Combination of Channels: RealArcade, GameHouse, Zylom, Atrativa, and / or Syndication<br />System compatibility testing<br />Localization services and distribution of your game through Zylom’s European network<br />Slide 13<br />
    17. 17. Option B: Publishing<br />12 month exclusivity period<br />Extensive cooperation with our experienced producers; a mutually beneficial relationship<br />Competitive royalty rates<br />All Direct channels plus Syndication & Wholesale<br />Advances against royalties can be negotiated based on the depth of the partnership and needs of your studio.<br />Detailed customer focus testing in our state-of-the-art usability lab.<br />Closed evaluation program with &gt;19,000 testers.<br />Slide 14<br />
    18. 18. Step 3: Deployment and Beyond<br />Your Real Producer will work with you on submitting all the materials need for launch.<br />New devs will self-wrap with ActiveMark for Trymedia distribution.<br />We’re here to help you with questions about updates, royalty statements, etc.<br />Slide 15<br /><ul><li>Deployment
    19. 19. Post-Deployment</li></ul>3<br />
    20. 20. My Game Launched…Now What?<br />Game Updates – patches versus continued dev<br />Web Version - drive customers to your full version<br />Mac Version – very successful on GameHouse!<br />In-Game Ad Version<br />Localized Versions Support<br />On to the Next Game!<br />Slide 16<br />
    21. 21. Technical requirements<br />Slide 17<br />
    22. 22. Key PC Version Requirements<br />Complete requirements provided by Producer<br />Raw game bits for the full unlocked game<br />Does not connect to Internet for any reason (check for updates, additional content downloads, etc.) outside of Real servers<br />Cannot use player-based technology that uses the game as bytecode (example: Director)<br />Supports Vista<br />Icon for Vista Games Explorer<br />Imbedded ESRB rating – if available<br />Slide 18<br />
    23. 23. Key Web Version Requirements<br />Web games must be written in Flash or ActiveX. We do not accept games written in Shockwave or Java.<br />Up-sell buttons and URLs must be externalized for our e-commerce teams to change the final up-sell page link. Same for branding splashscreens.<br />Gameplay should be limited (example: ~5-10 distinct levels, with up-sell after first level and then every other level) to generate interest in the game, but not give too much away.<br />Dimensions: 640 pixels x 480 pixels maximum, but should look decent smaller.<br />Slide 19<br />
    24. 24. Key Localization Requirements<br />Externalized text, preferably in .xls or .xml<br />Cheats codes to expedite testing 7 variations<br />Hidden object games: include table of all object images, names, and descriptions<br />Fonts: use TTF sets that include full ISO 8859-1 (Latin-1) character set<br />Images: include original layered files for easier accommodation of translated text (like German)<br />Slide 20<br />
    25. 25. Key Mac Requirements<br />Branded for GameHouse<br />Supports OSX 10.2 or later<br />Supports PowerPC / Intel<br />Bundled<br />Slide 21<br />
    26. 26. More Resources / Q&A<br />http://gamedevs.realarcade.com<br />Slide 22<br />
    27. 27. Who is RealGames?<br />Slide 23<br />
    28. 28. PC Business Models<br />Slide 24<br />Download Sales<br />Subscriptions<br />Ad Revenue<br />
    29. 29. PC Business Models<br />Download Sales<br />SRP: $19.99<br />Subscriptions<br />GamePass: $9.99 / mo (1 credit), $14.99 purchases<br />FunPass / GameSpring (MSN): $19.99 / mo<br />In-Game Advertising<br />Subsidizes the “other 98%”<br />Slide 25<br />
    30. 30. Other Models<br />Mobile<br />Distribution through carriers in NA, EU, Korea<br />Retail<br />“RealArcade Presents” line this fall<br />Off-PC Platforms (XBLA, Wii, DS, etc.)<br />We are perpetually seeking new ways to monetize our content.<br />For more information on off-PC opportunities, email Dan Prigg (dprigg@real.com).<br />Slide 26<br />
    31. 31. Give Us Your Best<br />Real releases just 2 new games each week.<br />This includes 1st party (in-house) games and 2nd party (published) games, which are guaranteed a release slot.<br />For 3rd party (non-exclusive) games – this puts your games in the same group as big studios like Sandlot, PopCap, and iWin. <br />To sum it up: Give us your best game.<br />Slide 27<br />

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