Dan PriggRealgames

GM, Partners & Programming“The Publisher”

Trademarks, trade names, logos and images are owned by their perspective owners and are used in this deck for demonstration purposes only

Looking for the BlueInside the Publisher’s Mind

• In the Beginning, it was calm and blue• “Freeware”: that’s what they called it• Lessons from Other Red Oceans

• The Core Space

• Nobody knew the market• We all made mistakes

• For Example….

Launching for Real Arcade in 2001Inside the Publisher’s Mind

Launching for Real Arcade in 2001Inside the Publisher’s Mind

Tex’s Atomic Big Bot Battles

Top downloaded game 2001Inside the Publisher’s Mind

The PitchInside the Publisher’s Mind

• Game Idea– 5-10 pages– visuals– Gameplay & flow– Cost, time, & audience

• Alpha– Playable – sell sheet– complete concept

• Beta– Feature complete, sell sheet

• Release Candidate– Finished game, sell sheet

The PitchInside the Publisher’s Mind

Game Overview Mortimer Beckett 2

Description Hidden Object

Game description    Platforms Supported PC Download Mac Download Flash/Web  Alt platforms Iphone PC Retail Mac Retail Budget & Timeline Xxxk USD Eight month development cycle

(Milestones and dates below)

 Publisher’s previous titles: Mortimer Beckett 1

Milestone Date (examples) Kickoff/Begin Design Doc 12/29/07 Design Doc Submit 1/21/08 Alpha Submit 2/18/08 Beta Submit 4/8/08 Gold Master Submit 5/6/08 Gold Master Web build 6/3/08

Studio Information

The PitchInside the Publisher’s Mind

The CostInside the Publisher’s Mind

Commercial Viability• Audience

– Are they targeting my audience (see slide 4)– can they build for it?

• Cost/Risk– Is it in my tolerance for risk?

• Rights for the deal– What else do I get for the game? – Control vs IP

• Brand– Is there a long term play?

• Catalog Depth– Is it different enough or more of what I need?

• Competitive risks– What else do I have going on that may compete with it?

The DeveloperInside the Publisher’s Mind

Work ExperienceWhat's their history in video games?

Relevant Game ExperienceHave they ever done this type of game?

Personal experienceWhat do we personally know about their

working habits and ability to complete the game?

The PublisherInside the Publisher’s Mind

How do I market this game?Beyond the normal,

whats special about it?Brand management?Is their something

special I can do that would make this standout in a sea of content?

If I publish this game, it’s in my best interest to market and squeeze as much out of it.

The Game DevelopmentInside the Publisher’s Mind

• Knowledge of the audience– Setting the expectations. Expect input, don’t ignore it.

• Producers to work with the studio– We see over 2000 titles a year. Experience and market

data

• Focus Groups– “I don’t care what your Mom’s Focus group said!” - you

should

• Beta Test• QA• Branding• Other opportunities

The PrestigeInside the Publisher’s Mind

The Applause, now what?The post mortemSequels?Alternative Platforms?Experience gained/Positive Relationship

pointsBuilding blocks for future dealsYour only as good as your last game

The Power of a PublisherInside the Publisher’s Mind

Embracing the Red Ocean

GAME

Social

MacPC

market

Community

consoles

Iphone

True Blue

Ocean?

Red Ocean vs Blue OceanInside the Publisher’s Mind

Its red.There maybe markets of blue, but the

business models are still red.

These markets are becoming red quickly.Publishing isnt really about innovation. Its

about red market optimization.

The SummaryInside the Publisher’s Mind

The ocean turned quickly from blue to redIn a red market and recession; its about focusBlue markets may change the delivery model

but the key aspects of publishing may not changeIP ownershipDistribution rightsRevenue stream