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Business Development from a
   Publisher’s Perspective

        November 2011
Agenda

• What are we looking for?
• Presenting to Publishers
  – What to communicate
  – Preparing Materials
     • Submission package
• Green Light Process
  – Departmental Analysis
  – Throughout the Process

                             2
What Are We Looking For?
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

                  4
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
                    5
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
                                          6
Presenting to Publishers
What to Communicate

• Ability
  – Innovation and creativity
  – Technology and expertise
  – Willingness to partner
  – Passion and enthusiasm
• Professionalism
  – Fiscal responsibility
  – Past portfolio
  – Industry knowledge

                                        8
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


                  9
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


                10
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***

                 11
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
                 12
A Typical Green Light Process




         13
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


                   14
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
                  15
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

                 16
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


                 17

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Business Development from a Publisher's Perspective

  • 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 2
  • 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 4
  • 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 5
  • 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 6
  • 8. What to Communicate • Ability – Innovation and creativity – Technology and expertise – Willingness to partner – Passion and enthusiasm • Professionalism – Fiscal responsibility – Past portfolio – Industry knowledge 8
  • 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 9
  • 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 10
  • 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*** 11
  • 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 12
  • 13. A Typical Green Light Process 13
  • 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 14
  • 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 15
  • 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 16
  • 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 17

Editor's Notes

  1. To find out this information?