The Future Of Games (Kaye Elling)
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Transcript of The Future Of Games (Kaye Elling)
Girl Geek Dinners
Why current changes affecting the games industry have great future potential for women
THE FUTURE OF GAMES
Kaye Elling
Introductions
• Kaye Elling
• 12-year games industry veteran
• Artist > Art Manager
• Infogrames, Sony, Acclaim, Blitz Games Studios
• Course Tutor for
• BA Design for Computer Games
• BSc Interactive Systems & Video Game Design
Title History
Lighting-quick Overview
• Games industry 101
• How games are currently developed
• Current sales models
• Changes the industry is facing today
• Changes in sales models
• Changes in how games are developed
• What this might mean for women in games
Games are funded by Publishers
Publishers: Spanning Market & Development
The Publisher giveth, and the Publisher taketh away
Current Market Drivers
• Games controlled by budget• Budget controlled by publishers
Q: Who controls the publishers?
A: Sales & Marketing!
Games
£££ $$$ €€€
Publishers
Sales & Marketing
Budget Voodoo
•Publishers’ own sales departments
• Sales data on similar genres
• Or prequels
• In depth market analysis
• Complex & arcane algorithms
• Sum forms bottom line budgetBudget
Market Analysis
Sales Data
Budget Voodoo
• Budget = Advance fees
• Prior to title release
• Include royalty deal as well
• After title release
• This is smaller than you’d think! Budget
Market Analysis
Sales Data
“Old” / Current Revenue models
Original Title on the 360/PS3: 2.5 yrsPitch Pre-Production Production Alpha Beta Master Manufacturer
= Greenlight= Signing Adv = Milestone Payment = Royalty
Release Year 1 Year 2 Eternity
Studio Manager/CEO/Owner
Technical Director
Head of Development/ Head of Production
Art DirectorDesign Director
Technical Lead Lead Designer Lead Artist
Senior Designers
Regular Designers
Junior Designers
QA Manager
Senior Artists/Animators
Regular Artists/Animators
Junior Artists/Animators
Senior Programmers
Regular Programmers
Junior Programmers
Audio Manager
PR ManagerHR Manager
QA Technicians
Senior QA
Work Placements
Project Director/ Producer
Senior Management Shared Resources Team SpecificLegend:
Senior Audio Designer
Audio Technicians
External
Outsourcing
“Old” structure
Current stats for women in games
• 71% of UK ♀ play games*
• ~8500-9000 total developers in the UK
• Average ratio of ♀ to ♂ developers = 9%**
• That’s <800 ♀ developers
• Average ♀ salary = £33,260pa (♂ - £2000pa)**
*http://www.edge-online.com/news/study-73-per-cent-of-uk-citizens-regularly-play-games** http://www.interactiveblog.net/?tag=women-game-developers***http://www.mcvuk.com/news/32964/Women-earn-more-than-men-in-the-UK-games-industry
Markets In Transition
Boxed Product
DigitalDistribution
Cloud Computing Streamed Service?
DevelopedEconomies
DevelopingEconomies
MicroEconomies?
Product BasedBusiness Model
Service Based Business Model?
New Potential Revenue models (Subs & Micro)
More transparent monthly data = more payments
Pitch Pre-Production Iteration 1 Patch 1 Patch 2 Expansion
= Greenlight= Signing Adv = Milestone Payment = Royalties
Release Year 1 Year 2 Eternity
Subscriptions = more transparent due to continued developer input
Great news for Developers: An open market
Paul Johnson on Gameswatch http://bit.ly/84V2G
Transitions in Markets Affect Development
Entrepreneurial Structure
CorporateStructure
Smaller Teams
Reduced RiskNew Revenue
Models
Old systems no longer working? Headlines:
• Major layoffs at Sony, THQ, Red Star, et al
•Sales down 29% at Disney interactive Q4 ‘09*
• Even games magazine sales slump/stagnate**
• On the positive: Zynga buys “Serious Business”
Facebook developer ***, Steam users up 25%,
Gameloft says mobile games market >400% ****** http://www.gamesindustry.biz/articles/game-revenues-down-at-disney***http://www.gamesindustry.biz/articles/future-suffers-circulation-slumpy***http://www.edge-online.com/news/zynga-acquires-social-game-developer****http://www.gamesindustry.biz/articles/gameloft-mobile-gaming-market-will-increase-3-4-times-in-next-few-years
Returning to the *Point*
•Finance & revenue models for games are changing
• The entire Business model for games is in transition
• Traditional games publishers no longer have a
monopoly on mainstream game distribution &
development
• Industry is in transition to a broader power base
Not just about consoles & MMOs you know!
...with accessible dev platforms?
What Does This Mean for Women in Games?
•Games are under less corporate control
• Simplicity of Arcade Titles
• Hand Held & Accessible In Browser Gaming
• Entering the mainstream
• = Reduced Dev times =Reduced teams = Reduced risk
• Open to entrepreneurship again
• Blows the traditional studio environment wide open!
Goodbye Traditional Dev Environment?
There are other options for game development
• For the mainstream games industry
• This flexibility is key to greater female involvement
100+ Team (+ Global Outsourcing)
Lumbering mega-giant in marketplace
60+ hour weeks over extended periods
Flexible Development Means Fewer Barriers
•New business models = new development models
• More potential for smaller development
• Opening of micro-studio models with freelancers
• Rise & rise of the indie developer
• This means fewer barriers to entry for women
• NOW is the time to capitalise on this
Shameless plug!
• March 25th & 26th @ The University of Bradford in
collaboration with Bradford College
• Conference: Meeting of Industry & Academia re Games
• To network & discuss issues surrounding women
• As developers & potential future developers
• As subjects of games
• And consumers too
• This year’s theme is Diversity: markets, platforms, players
• Keynote speakers are Lorna Evans, of TIGA & Sheri
Grayner Ray, author of Gender Inclusive Game Design
• Other Speakers: SCEE, Team 17, Jagex, Monumental
• Tickets are £200 for 2-day pass
• £125 for 1day/concessions
• www.womeningames.com