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Greg Ballard, Warner Bros.
Warner Bros. Games is a significant player in the $40+ billion entertainment industry, with successful franchises like Batman and Mortal Kombat. The mobile games market is rapidly growing, particularly in Russia, which is seeing substantial revenue and competitive shifts towards mid-core and free-to-play models. With rising production and marketing costs, larger publishers, including Warner Bros., are expected to consolidate and strengthen their market positions through acquisitions.
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Greg Ballard, Warner Bros.
- 1. THE INCREASING IMPORTANCEOF BRANDS AND GLOBAL REACH Greg Ballard, Warner Bros. Games 07.02.14
- 2. ABOUT WARNER BROS.GAMES
- 4. A $40+ billioncompany with premier brands Theatrical | Television Home Entertainment | Consumer Products
- 6. Warner Bros. producesand distributes premium entertainment across a variety of platforms. Theatrical Warner Bros. Pictures Warner Bros. Pictures Int’l New Line Cinema DC Entertainment Television Warner Bros. Television Domestic Distribution International Distribution Animation The CW Home Entertainment Home Video Digital Distribution Games Technical Operations Anti-Piracy Warner Premiere Other Consumer Products International Cinemas Studio Facilities Theatre Ventures
- 7. Most successful film franchise. $7.7billion worldwide box office Most successful fantasy film franchise. $4.0 billion worldwide box office Most successful comic character film franchise. $1.2 billion worldwide box office Most successful R-rated comedy franchise. $1.4 billion worldwide box office Theatrical: Continued success with portfolio
- 8. Television: Industry leadershipin broadcast and cable television production
- 9. Licensed Licensed First Self-Published Self-Published Licensed Distribution Co-Published Self-Published Distribution Licensed Self-Published Innovatingin Digital Licensed (EA) (THQ) Warner Bros. Games: Background
- 10. Cross studio supportprovides critical strategic advantage. Turbine is the underlying digital publishing platform: e-commerce merchandising, community, and technical operations. Warner Bros. Games: Core Franchises Batman Arkham Injustice Infinite Crisis LEGO Star Wars LEGO Harry Potter LEGO Lord of the Rings LEGO Marvel Shadow of Mordor Helm’s Deep Kingdoms of Middle-Earth Mortal Kombat Mortal Kombat vs. DC Universe
- 11. WB Games: MobilePortfolio
- 12.
- 13. WHY DID WARNERBROS. COME TO THIS CONFERENCE?
- 14. Russia is the10th largest market in the world with over $330M in revenue.
- 15. At 125% YOY growth, Russiais the 4th fastest growing market behind Korea, China and Japan.
- 16. Russia bridges thegap between the Eastern and Western mobile markets.
- 17. HOW DO WESEE THE MOBILE GAMES MARKET TODAY?
- 18. Competitor Type Media Companies MobileGame Veterans Early F2P Leaders Early Premium Leaders Illustrative Companies Competitive Landscape: A wide range of competitors, but expectation is that only few will maintain consistent leadership Competitor Type Mobile Games Leaders Asian Leaders New F2P Challengers Console Publishers Illustrative Companies
- 19. In 2009, themarket was focused on premium (paid) casual games. Casual Premium F2PMid-Core Console Publishers Early Premium Leaders Mobile Game Veterans Core
- 20. Casual Premium F2PMid-Core Console Publishers Early Premium Leaders Mobile Game Veterans Core Media Companies In2010, early leaders included Rovio (Angry Birds) and Halfbrick (Fruit Ninja).
- 21. Casual Premium F2PMid-Core Console Publishers Early Premium Leaders Mobile Game Veterans Core Media Companies EarlyF2P Leaders By 2011, a shift toward mid-core and free-to-play had begun.
- 22. Casual Premium F2PMid-Core Console Publishers Early Premium Leaders Mobile Game Veterans Core Media Companies EarlyF2P Leaders New F2P Challengers Asian Leaders And in 2012, the mid-core shift continued while new free-to-play competitors entered.
- 23. Casual Premium F2PMid-Core Console Publishers Early Premium Leaders Mobile Game Veterans Core Media Companies EarlyF2P Leaders New F2P Challengers Asian Leaders Mobile Games Leaders Currently, the mid-core free-to-play space is competitive and consolidation is expected.
- 24. Core Casual Premium F2PMid-Core The currentmarket is competitive with both larger and smaller companies.
- 25. Initial Development (Up toCommercial Release) Live Development (After Commercial Release) • Dramatic cost increase over last two years • Driven by rising consumer expectations from improved hardware & more competition • Typical cost = $1M to $4M (9 – 12 months) • Tablet and Android growth will drive costs higher • Introduce new content, features, systems and events after release • Typically plan for 3 to 6 months of live support, successful titles target 12-24+ months extension Production costs are rising as competition and live content needs intensify.
- 26. >1,000,000 Apps >1,000,000 Apps Thereare now ~1M apps on each of the Apple App Store and Google Play creating a significant discovery challenge Source; Apple announcement, Oct 2013; Google announcement, Jul 2013 User acquisition costs have been steadily rising.
- 27. Brands are increasinglyimportant iTunes, Dec 2013.
- 28. Accelerate Western DevelopmentCapability Date Target Acquirer Value Oct 15, 2013 $3B May 2, 2012 $210M Oct 12, 2010 $400M Accelerate Mobile Development Capability Date Target Acquirer Value Oct 1, 2012 $468M Mar 21, 2012 $180M Jan 31, 2014 $527M Add Scale Date Target Acquirer Value Jan 15, 2013 N/A Aug 2, 2011 N/A Aug 2, 2011 N/A Fortify Genre (e.g. Card Battle) Strength Date Target Acquirer Value Nov 7, 2012 $460M Oct 24, 2012 $173M Source: Digi-Capital: Global Games Investment Review 2013 As production and marketing cost increase, larger publishers are making acquisitions to build out capabilities, add scale, and fill out genres.
- 29. Market circumstances areright for Warner Bros. to become a bigger player. Mobile games market will become increasingly competitive. Cost will continue to rise driving importance of brand. Continued and meaningful consolidation is expected.
- 30. Russia is Injustice’sthird largest market. Red Son pack was highly successful, especially in Russia. Our brands work well in Russia.
- 31. While Injustice hasbeen successful, there is more Warner Bros. can do in Russia by partnering with leading local developers.