Slides from the keynote of Jens Begemann at the Virtual Goods Summit in Berlin (May 25th 2001).
Social Games: Why Brands and Publishers are Obsolete
Throughout game industry history, “Publishers” played an important role. Data gathering, market analysis, portfolio planning, IP aggregation, marketing, manufacturing, distribution, sales, and customer service were the Publisher’s value-add. Developers created the games, but publishers provided the scale to build big business.
With the rise of online game distribution the Publisher’s role diminished in importance. The social games ecosystem pushes it into obsolescence. There is no media to press, no boxes to ship. There are no “gold masters” to handoff. Game services require direct and immediate feedback & iteration loops between consumers and creatives. Facebook provides near-instant access to a captive global audience of hundreds of millions, and built-in contextual, targeted marketing mechanisms to effectively reach almost any audience within that huge constituency.
Other companies provide fully-featured tools for monetization, scalable ops, analytics, and customer acquisition. In short – the social game ecosystem enables and requires direct access to huge audiences and major-league tools. Who needs a Publisher anymore?
Jens Begemann, Founder & CEO, wooga