How To Get Your Game On Real (Casual Connect Europe 2008)

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Presentation at Casual Connect Europe in Amsterdam, Netherlands, February 2008, by Jeremy Snook.

Presentation audio available at http://casualconnect.org/content/Amsterdam/SnookAms10-08.html.

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  • Here are some of our bigger syndication & wholesale partners.WW reach of 48 million+ Spill group announcement (30 game portals in Europe, Asia, N. & S. America)
  • 90% of our game players said they would watch in-game ads in exchange for free games34%31 percent of game players surveyed say they actually “like” watching the video ads for various reasons, including the relevance of the ads to their needs and the short break from game play that the ads provide
  • Our advertisers to date – you can see that these are highly respected consumer products and entertainment companies.
  • 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.
  • Actually, we try to give our customers what they want; they just happen to want a lot of hidden picture games right now.Don’t assume that we have holes in our catalog – assume that if we don’t have something that either our customers don’t want it or that we’re already working on it.
  • Same basic ingredients: meat, bread, pickles, ketchupVariation: fresh ingredients, fast and cheap, gourmetStill a burger! Other items on the menu (salads, chicken), but burgers remain.
  • Same basic ingredients: meat, bread, pickles, ketchupVariation: fresh ingredients, fast and cheap, gourmetStill a burger! Other items on the menu (salads, chicken), but burgers remain.
  • Same basic ingredients: meat, bread, pickles, ketchupVariation: fresh ingredients, fast and cheap, gourmetStill a burger! Other items on the menu (salads, chicken), but burgers remain.
  • 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%.
  • 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.
  • 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.
  • Our usability studies are digitally recorded and shared with you. (roll video – 55:35)
  • How To Get Your Game On Real (Casual Connect Europe 2008)

    1. 1. Getting Your Games on Real<br />Jeremy SnookLead Producer, RealGames<br />February 8, 2008<br />CGA Europe ‘08<br />Slide 1<br />
    2. 2. Who is Real?<br />February 8, 2008<br />Slide 2<br />RealNetworks was founded in 1994 and pioneered streaming audio and video over the Internet.<br />We are 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 />CGA Europe ‘08<br />
    3. 3. Who is RealGames?<br />February 8, 2008<br />Slide 3<br />CGA Europe ‘08<br />
    4. 4. Who is RealGames?<br />February 8, 2008<br />Slide 4<br />PC Games<br />Direct<br />Syndication*<br />Wholesale*<br />* examples as of 10/07, not entire list<br />CGA Europe ‘08<br />
    5. 5. PC Business Models<br />February 8, 2008<br />Slide 5<br />Download Sales<br />Subscriptions<br />Ad Revenue<br />CGA Europe ‘08<br />
    6. 6. PC Business Models<br />February 8, 2008<br />Slide 6<br />Download Sales<br />Subscriptions<br />In-Game Advertising<br />Other Opportunities<br />CGA Europe ‘08<br />
    7. 7. Download Sales<br />February 8, 2008<br />Slide 7<br />“Try before you buy”<br />60 minute demo wrapper<br />$19.99 standard purchase price<br />CGA Europe ‘08<br />
    8. 8. Subscriptions<br />February 8, 2008<br />Slide 8<br />GamePass (RealArcade)<br />$9.99 monthly subscription (includes 1 game credit)<br />$14.99 for game purchases<br />FunPass (GameHouse, Zylom, MSN GameSpring)<br />$19.95 monthly subscription<br />“all-you-can-eat”<br />CGA Europe ‘08<br />
    9. 9. In-Game Advertising<br />February 8, 2008<br />Slide 9<br />We currently have 40 ad-enabled games showing 15- and 30-second streaming video ads.<br />Q4’07 was a record quarter, with 400% more ads served than Q4’06.<br />Recent survey results, announced today<br />90% would watch ads<br />34% click through<br />CGA Europe ‘08<br />
    10. 10. Participating Advertisers<br />February 8, 2008<br />Slide 10<br />CGA Europe ‘08<br />
    11. 11. Other Opportunities<br />Mobile, Retail, 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 Neel (dneel@real.com).<br />February 8, 2008<br />Slide 11<br />CGA Europe ‘08<br />
    12. 12. What we’re looking for<br />February 8, 2008<br />Slide 12<br />CGA Europe ‘08<br />
    13. 13. Content Criteria<br />Is this game fun? Does it entertain without stressing the player?<br />Does this game 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 catalog?<br />Does it match well with our core customer demographic?<br />Would we kick ourselves if this game wasn’t in our catalog?<br />February 8, 2008<br />Slide 13<br />CGA Europe ‘08<br />
    14. 14. Catalog Focus<br />Overheard: “Real just wants hidden picture and match-3 games”. Not true.<br />However, we do have a lot of those games. <br />Customers drive content through purchases.<br />Don’t assume that we have holes in our catalog.<br />February 8, 2008<br />Slide 14<br />CGA Europe ‘08<br />
    15. 15. Intelligent Innovation<br />February 8, 2008<br />Slide 15<br />CGA Europe ‘08<br />
    16. 16. Intelligent Innovation<br />February 8, 2008<br />Slide 16<br />Bun on top and bottom<br />Standardized condiments<br />Ground beef patty<br />CGA Europe ‘08<br />
    17. 17. Intelligent Innovation<br />February 8, 2008<br />Slide 17<br />CGA Europe ‘08<br />
    18. 18. 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 />February 8, 2008<br />Slide 18<br />CGA Europe ‘08<br />
    19. 19. 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 />February 8, 2008<br />Slide 19<br />CGA Europe ‘08<br />
    20. 20. Working with real<br />February 8, 2008<br />Slide 20<br />CGA Europe ‘08<br />
    21. 21. Process Overview<br />February 8, 2008<br />Slide 21<br />CGA Europe ‘08<br />
    22. 22. 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.<br />On average, we see 20-30 game submissions weekly; we will find 1 that meets our standards and catalog needs.<br />February 8, 2008<br />Slide 22<br /><ul><li>Submit Your Game
    23. 23. Game Reviewed</li></ul>1<br />CGA Europe ‘08<br />
    24. 24. 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 />We are flexible and always willing to discuss publishing options.<br />February 8, 2008<br />Slide 23<br /><ul><li>Publishing vs Distribution Discussion
    25. 25. Contract Process
    26. 26. Finish Development</li></ul>2<br />CGA Europe ‘08<br />
    27. 27. Option A: Distribution<br />Non-exclusive<br />30% direct royalty rate<br />Direct Channels: RealArcade, GameHouse, Zylom, Atrativa - a combined audience of 8.8 million worldwide<br />System compatibility testing<br />Localization services and distribution of your game through Zylom’s European network<br />February 8, 2008<br />Slide 24<br />CGA Europe ‘08<br />
    28. 28. Option B: Publishing<br />12 month exclusivity period<br />Extensive cooperation with our experienced producers; a mutually beneficial relationship<br />Competitive royalty rates<br />Direct channels plus Wholesale distribution (over 48 million users worldwide)<br />Advances against royalties can be negotiated based on the depth of the partnership and needs of your studio.<br />February 8, 2008<br />Slide 25<br />CGA Europe ‘08<br />
    29. 29. Option B: Publishing<br />A closed evaluation program with a pool of over 19,000 RealArcade customers that provides additional testing support and customer feedback.<br />Detailed customer focus testing in our state-of-the-art usability lab.<br />February 8, 2008<br />Slide 26<br />CGA Europe ‘08<br />
    30. 30. Step 3: Deployment and Beyond<br />Your Real Producer will work with you on submitting all the materials need for launch.<br />We’re here to help you with questions about updates, royalty statements, etc.<br />February 8, 2008<br />Slide 27<br /><ul><li>Deployment
    31. 31. Post-Deployment</li></ul>3<br />CGA Europe ‘08<br />
    32. 32. My Game Launched…Now What?<br />Game Updates<br />Web Version<br />Mac Version<br />In-Game Ad Version<br />Localized Versions<br />On to the Next Game!<br />February 8, 2008<br />Slide 28<br />CGA Europe ‘08<br />
    33. 33. Technical requirements<br />February 8, 2008<br />Slide 29<br />CGA Europe ‘08<br />
    34. 34. 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 />Icon for Vista Games Explorer<br />Imbedded ESRB rating – if available<br />February 8, 2008<br />Slide 30<br />CGA Europe ‘08<br />
    35. 35. Web Version Requirements<br />Web games must be written in Flash (up to version 8; 9 not accepted) and ActiveX. We can no longer 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.<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: 520 pixels x 425 pixels maximum<br />February 8, 2008<br />Slide 31<br />CGA Europe ‘08<br />
    36. 36. More Resources / Q&A<br />http://gamedevs.realarcade.com<br />February 8, 2008<br />Slide 32<br />CGA Europe ‘08<br />

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