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5 Questions To Ask About Your Games Business


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5 Questions To Ask About Your Games Business

  1. 1. 5 Questions To Ask About Your Games Business Kai Kuikkaniemi GAS final seminar 100302
  2. 2. 5 Questions <ul><li>Analysis performed in the GAS project </li></ul><ul><ul><li>Inspired from service thinking, marketing science and business strategy </li></ul></ul><ul><li>Originally 10 questions </li></ul><ul><ul><li>5 core questions for this presentation </li></ul></ul><ul><ul><li>Compact way of disseminating findings </li></ul></ul>
  3. 3. Service thinking? <ul><li>Customer centric business </li></ul><ul><ul><li>Produce value to customers </li></ul></ul><ul><li>Get, Keep, Grow </li></ul><ul><ul><li>It used to be just get, but the big money is in… </li></ul></ul><ul><li>Comments? </li></ul>
  4. 4. 1. How can you sustain your player relationship?
  5. 5. Long term and evolving customer relationship <ul><li>Most of the biggest game titles are either persistent worlds, subscription based or expand over several extensions => Long term and evolving customer relationship. </li></ul><ul><li>SAAS is gaining popularity, but it is just one step in software services revolution. </li></ul><ul><li>Service business and service innovation is a megatrend and one of the key focus strategies in Finland </li></ul><ul><li>Service dominant logic: Check Get, Keep, Grow from Grönroos et al. </li></ul>
  6. 6. Best strategy for developing sustainable player relationship? <ul><li>Expandable and unlimited game experience </li></ul><ul><li>Game is a social experience </li></ul><ul><li>Remix and UCG interfaces </li></ul><ul><li>Game is part of larger media experience </li></ul><ul><li>Other? </li></ul>
  7. 7. 2. Are you a project organization?
  8. 8. Game development is project <ul><li>Games development is considered as project based activity </li></ul><ul><li>There are tons of management philosophies, but project-based management is only one of them. In practice, each company has own management philosophy </li></ul><ul><li>Project life cycle and sustainable customer relationship management are not directly opposite perspectives, but there is clearly an emphasis difference </li></ul>
  9. 9. Most significant non-project related activity around your game? <ul><li>User guides and event hosting </li></ul><ul><li>Updating the game (new content) </li></ul><ul><li>Updating the game (bug fixes) </li></ul><ul><li>User generated content support, moderation </li></ul><ul><li>Other? </li></ul>
  10. 10. 3. What is the outcome of playing your game?
  11. 11. About outcomes <ul><li>Nintendo has succeeded to position relatively simple games as functional (Wii Fit, Sports, Brain Training) and expand their market demographics significantly. </li></ul><ul><li>There are interesting reports how gaming can decrease depression, improve eyesight (or help solve uncomputable problems </li></ul><ul><li>In Digital Media Literacy (Jenkings et al.) play is perceived as one primary skill. </li></ul><ul><li>Game addiction is increasing </li></ul>
  12. 12. What is the most potential outcome of your game? <ul><li>Plain game enjoyment after the play event </li></ul><ul><li>Some functional outcomes (skills, learning) </li></ul><ul><li>New social relationships </li></ul><ul><li>Game addiction, negative personal traits </li></ul><ul><li>Other? </li></ul>
  13. 13. 4. How is your game found from the media cloud?
  14. 14. <ul><li>Music distribution has been revolutionized by Spotify et al.. </li></ul><ul><li>DLC is the future in games too? </li></ul><ul><li>There are more games than ever </li></ul><ul><li>One game distribution service may have hundreds, thousands or tens of thousands of titles. How do you make your title recognizable from the masses? </li></ul>
  15. 15. Best strategy for making your game visible in the media cloud? <ul><li>Activate Word-of-Mouth mechanisms </li></ul><ul><li>Strengthen game-to-game linkages </li></ul><ul><li>External partnerships, sponsors </li></ul><ul><li>Functional branding </li></ul><ul><li>Other? </li></ul>
  16. 16. 5. What is the link between your game and real world?
  17. 17. Link between real world and games <ul><li>Virtual vs. real rally is becoming reality </li></ul><ul><li>Foursquare is becoming popular in US and UK. </li></ul><ul><li>Several ongoing trials on merging reality and digital football: for example Fifa Earth </li></ul><ul><li>Football manager online </li></ul><ul><li>Pervasive gaming has been an interesting research and prototype domain for some time </li></ul>
  18. 18. What is the best way to link your game and the real world? <ul><li>There is no link, and there should not be </li></ul><ul><li>Embedded other media, most often music </li></ul><ul><li>Localized content </li></ul><ul><li>Real-world events or live game hosts </li></ul><ul><li>Other? </li></ul>
  19. 19. What is your game?
  20. 20. Game is a mess <ul><li>Ian Bogost keynote in Digra 2009 (Video games are a mess) inspired me to explore ontology around the games </li></ul><ul><li>Definition by Oxford English Dictionary: video game, a game played by electronically manipulating images displayed on a television screen ; or definition for just game: amusement, delight, fun, mirth, sport . </li></ul>
  21. 21. What is your game primarily? <ul><li>Lines of code, program running in computer </li></ul><ul><li>Packaged media product (DVD, DLC …) </li></ul><ul><li>Game experience, game instants </li></ul><ul><li>My players and the player community </li></ul><ul><li>Brand, characters and the core game idea </li></ul><ul><li>Other? </li></ul>
  22. 22. The other questions <ul><li>Do we need financing? </li></ul><ul><li>What is our core asset? </li></ul><ul><li>How can players re-discover our game? </li></ul><ul><li>How can we help people to join our game community? </li></ul><ul><li>Find the paper from: </li></ul><ul><ul><li> </li></ul></ul>