Presented By: Careen Yapp

1. Business Development from a
Publisher’s Perspective
November 2011

2. Agenda
• What are we looking for?
• Presenting to Publishers
– What to communicate
– Preparing Materials
• Submission package
• Green Light Process
– Departmental Analysis
– Throughout the Process
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3. What Are We Looking For?

4. What Are We Looking For?
• All opportunities
– Games and Apps
– Technology
– New Business
• All platforms
– Retail console and handheld
– Digital console and PC
– Mobile
– Social
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5. What Are We Looking For?
• Internal Strategy
– Existing portfolio
• What is working?
– Even the most successful brands can have a finite lifespan
• What needs improvement?
• What is missing? Genres/categories
– Retailer and Digital Distribution Partner feedback
– Industry Innovation
• New platforms, marketing
– Competition
– Strategy changes more frequently than you think
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6. Who Do You Contact?
Trade shows, networking events, etc.
• Target Publisher Contacts
– Acquisitions / Business Development
– Producers
– Marketing and PR
• Development Community
– Developers
– Technology providers
• Other Publishers
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7. Presenting to Publishers

8. What to Communicate
• Ability
– Innovation and creativity
– Technology and expertise
– Willingness to partner
– Passion and enthusiasm
• Professionalism
– Fiscal responsibility
– Past portfolio
– Industry knowledge
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9. Preparing Materials
• Publisher’s portfolio
– Determine how your project will fit into their
internal strategy
• Pitch package
– Tailor your presentation to each publisher
– Ensure that the pitch package content addresses
all relevant parties
• PD, Sales and Marketing, Business Development
– Passion and enthusiasm can be contagious
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10. Traditional Submission Package
• Sell Sheet
– One page document tailored for sales and
marketing
– Basic information
– Key selling points and features
• Game Design Overview
– Game design minus detail overload
– Samples of game play / storyboards
– Description of controls, interface
– Multi-player and other features
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11. Traditional Submission Package
• Game AVIs
– A promotional video
– Showcase characters, play style and look and feel
of the game
– Most effective if created in engine
• Game Playable/Prototype/Tech Demo
– Showcase current technical ability and proven
execution
– Easy to pick up and play
– Proof of the new game play mechanic
– ***Easiest way to get something signed***
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12. Traditional Submission Package
• Technical Design Overview
– A technical design document
– Describe engine, tools, middleware descriptions
and pipeline efficiencies
• Competitive Product and Sales Analysis
– Focus on how your game stands apart
• Company prospectus
– Overview
– Biographies of key team members
• Estimated timeline and budget
– Team size and proposed milestones
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13. A Typical Green Light Process
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14. Departmental Analysis
• Business Development
– Your main point of contact
– Can detail their process for you
– Will walk your game through the process
– Will negotiate on behalf of the publisher
– Your reputation is important
• It is a small world and an even smaller industry
– Harassment of this person can be a good thing
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15. Departmental Analysis
• Step One: Product Development
– Your champion
– Game play, feature set, competitive game play
analysis, technology skill set, development history
• Step Two: Sales and Marketing
– Selling to Sales and Marketing
• Shiny objects work
– PD review, retail/distribution climate, competitive
sales analysis, target demographic, portfolio needs
– Their forecast will make or break your deal
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16. Departmental Analysis
• Step Three: Business Development
– Wants to sign your game
– Business model, internal strategy, terms
• Step Four: Executive Team / Japan
– Final approval based upon business case
– Reviews all materials including build,
recommendations and business model
• Step Five: Business Development and Legal
– Publisher agreement
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17. Throughout the Process
• Listen
– Audience will convey what they want
• Be patient
– The larger the publisher, the longer it may take to
complete the process
– Convey potential timing issues
• Look to the future
– Timing can be everything
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