Citymystery invstr 01_27_11

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Citymystery invstr 01_27_11

  1. 1. © ©CityMystery LLC 2010 Players make things for our games, and share them (live and online) with other players. CityMystery is positioned at the convergence of social gaming, storytelling and brand building.
  2. 2. ghostsofachance.com began when a near-naked man showed up at a convention with a tattoo on his chest - which led to the haunting of one of the world’s best known museums. They worked alone using mobile apps. Some received snail mail dated 1855. They worked online in teams. © ©CityMystery LLC 2010 Some players attended real time real world events. Another made The Fortune Cookie as Predictor of Imminent Doom .
  3. 3. Performance What The Smithsonian (SAAM) wanted: - increased foot traffic - redefined digital space - a younger demographic ghostsofachance.com delivered (in 6 weeks): - increased attendance (3,000 players of a live game) - online visits increased by 256,900 hits, 6,100 online players, 289 blog posts, 481 incoming texts (in 6 weeks) - players’ ages: 12 - 45 Player comments/blog posts - Is it me, or is this pretty frigging cool! - It was so original, and so easy. - Would we do it again? YES! Before ghostsofachance.com: 68% (of all players) had never attended SAAM. After playing 68% said they would return. © ©CityMystery LLC 2010
  4. 4. Games like ours are sometimes called ARGs. ARGs are engaging. They are, mostly, single-sponsored (built for one brand). They’re expensive; only the richest companies can afford to build them. It’s a little like the early days of TV. One company takes the risk, reaps the rewards, limiting players’ choices. © ©CityMystery LLC 2010
  5. 5. But when the crowd disperses so does its most valuable asset, community. Without it, brand loyalty is difficult to sustain. And, while players may participate they don’t influence. There is no shared story, no home base to get back to. These are played with geocaching and mobile apps, and players earn points by completing sponsored missions. They’re cool. They promote virality and sales. They feature one-off experiences that draw crowds. Sometimes they’re called social, location-based games. We see 3 opportunities. © ©CityMystery LLC 2010
  6. 6. Design games for more and varied sponsors and players. Design games that inspire continuity and loyalty. Design games that players influence. Players show off their skills, and influence game flow by determining who advances. As players advance they create missions for new players. © ©CityMystery LLC 2010 Shared stories stimulate loyalty, continuity, community, offering layers of income over time. Pheon’s comic book Customize sponsorship blends that make sense (i.e. schools, mobile, museums, publishers) to create a varied player pool, with choices tailored to players’ interests.
  7. 7. Currently running: pheon.org Acquiring new players <ul><li>Banner campaign on si.edu (14 million unique visitors/month) </li></ul><ul><li>Players incentivised to recruit Facebook friends to register to play </li></ul><ul><li>Strategic partnerships (sponsors leveraging each others’ digital assets) </li></ul><ul><li>Live events (event programming for birthdays, meetings, etc.) </li></ul><ul><li>Gamer base (through niche portals like argn.com) </li></ul><ul><li>Repeat players (ghostsofachance.com players) </li></ul>Launched: September 18, 2010 (live) November 1, 2010 (online) Targets: Makers, Crafters, Hobbyists, DIYs, Laser taggers, gamers Maker/DIY info: Male/Female Avg age 33/32 Income $80k/$70k College ed 80%/73% Employed 78%/(FT)67% Who’s playing? 58.8% male 41% female Ages 13-35 © ©CityMystery LLC 2010
  8. 8. Current revenue streams <ul><li>- License fee (paid quarterly, based on player #s) </li></ul><ul><li>- Professional services (game/web/live event design) </li></ul><ul><li>Live events (Pheon-themed mobile games) </li></ul><ul><li>Sponsorships (Smithsonian and the University of Maryland) </li></ul>Projected revenue streams Our users Of all the Facebook friends who accept permissions to look at Pheon: <ul><li>Digital publishing (graphic novel, comic book, game memory book*) </li></ul><ul><li>Merchandise (players’ products, virtual products, % of sponsors’ sales) </li></ul><ul><li>* Commemorates players’ moves through the game </li></ul><ul><li>- 85% register for the game </li></ul><ul><li>35% accept a mission </li></ul><ul><li>Of those 50% complete at least one </li></ul><ul><li>Mean completions/registered player: 3.09 </li></ul>© ©CityMystery LLC 2010
  9. 9. Going forward <ul><li>2011 </li></ul><ul><li>pheon.org - 7 additional sponsors; 5 brands, 2 institutional </li></ul><ul><li>Build player pool to 150,000 (3 strategic partnerships) * </li></ul><ul><li>A second multisponsor-multiplayer game (in development) </li></ul><ul><li>Publish digital assets ** </li></ul><ul><li>introduce virtual product-services </li></ul><ul><li>- App development *** </li></ul>*** Current app capabilities: Facebook app Registers players Requests missions Allows comments Crowdsources Brands missions Collects data * Targeting: Urban Makers/DIYs (Maker events) Singles (live events at bars) Daters in their 30s (through match.com) 11 - 14 yr old boys (birthday events) ** Pub assets: Graphic novel Comic book Game memory book <ul><li>2012 </li></ul><ul><li>3 multisponsor games running </li></ul><ul><li>1 edugame running </li></ul><ul><li>10 edugame licenses </li></ul><ul><li>Design services for 4 projects </li></ul><ul><li>Publishing digital assets </li></ul>© ©CityMystery LLC 2010
  10. 10. Who we are: Josh Levy, Design Director, is a veteran SF-based technologist and designer who has managed innovative teams for these Fortune 500 brands. Sean Mahan, Lead Game Designer, is one of the originators of sf0.org - among the first and longest running mission-based games (2006 - present). He was the lead developer and game designer for ghostsofachance.com and, currently, pheon.org. John Maccabee, Founder and Creative Director, has created/shepherded/produced games, scripts, fiction, live events for these companies and institutions. © ©CityMystery LLC 2010
  11. 11. Advisers Dedication In the fall of 2008, when things fell apart, I called an economist friend and asked what she thought we should do now. Her response, “We’ve got to innovate our way out of this.” I believe it. Innovation is part of our national DNA. I dedicate CityMystery to innovating for profit and the public good. John Maccabee, Founder Dr. Anita McGahan, Economist, University of Toronto Sarah Stocker, Studio head, Zoe Mode Michael Edson, Dir. Of New Media Strategy, Smithsonian Institution Kristen Martino, Digital strategist, Kristen Martino Anderson Jeneatte Boudreau, Esq. Owens, Wickersham and Erikson, P.C. - To date: 82k in fees, $120k self funded - Looking for: $1.5m. Funding © ©CityMystery LLC 2010
  12. 12. Get yourself invited to someone’s house for dinner. Sing for your supper, and have your host tape your performance. This mission is worth 250 prendas. Appendix What sponsored missions look like. © ©CityMystery LLC 2010
  13. 13. Player submissions © ©CityMystery LLC 2010
  14. 14. © ©CityMystery LLC 2010
  15. 15. This is time tested; from Homer to Homer. Stories unite, incite actions, create a home base for players to return to. Players connect the dots They are told a story and they propel it with their actions. Positioning brands Sponsored missions place brands in the middle of the game, with players actually experiencing products and services. Narrative breeds loyalty © ©CityMystery LLC 2010
  16. 16. We are looking for investors who share our vision. Contact: John Maccabee 415-377-6839 [email_address] © ©CityMystery LLC 2010 pheon.org We play to prove our worth.

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