What You Really Need to Know about Game Development & Publishing
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Transcript of What You Really Need to Know about Game Development & Publishing
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What You Really Need to Know about Game
Development & Publishing
Neal RobisonATI Research
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What We’ll Talk About
Who Is ATI?
Game Dev Process
The Business Side of Games
Latest Issues in Development & Publishing
Questions
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Who Is ATI?
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ATI: World Leader In Visual Processing
GPUs & Workstation Graphics#1 GPU Supplier#1 Notebook Supplier
Handheld#2 Media Co-Processor SupplierShipping in Over 35 Phones
Game ConsolesXbox 360Ninteno Revolution & Gamecube
Integrated Graphics#1 3rd Party Supplier
Digital TV#1 DTV Silicon Supplier
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Game Development
Process
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Sources for Game Ideas
Game Developers
Dedicated Game Designers
Employees of Game Publishers
Film/ TV/ Music
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First...The Players
Game Developers
Game Publishers
Retailers
Gaming/Consumer Press
Platform Holders: Sony, MS & Nintendo
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Software Licensing
What’s A 3rd Party
1st Party vs. 3rd Party
Why Can’t Just Anyone Make Games?
Console vs. PC
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Console vs. PC vs. Films
Typical Production Timeline
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Stages of Development
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Stages of Development: Concept
Define Game Concept
Define Core Game Features
Find/Assign Developer
Estimate Budget & Due Date
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Concept: Van Helsing
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Concept: Van Helsing
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Concept: Van Helsing
Video removed
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Concept: Van Helsing
Video removed
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Prototype or 1st Playable
GDD & TDD = “The Bibles”
Production Budget & Detailed Schedule
Submit Concept to Sony, etc.
Working Prototype, with Game Mechanics
Focus Test
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Prototype: Red Ninja
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Prototype: Red Ninja
Video removed
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Red Ninja - Finished Version
Video removed
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Stages of Development: Alpha
Feature Complete
“Localization” Begins
Focus Test
Play Testing
Marketing Continues
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Alpha: Crash Bandicoot
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Alpha: Crash Bandicoot
Video removed
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Stages of Development: Beta
Polish, Polish, Polish
Game Balancing
Localization Continues
Demo Versions
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Stages: Final/GMC/Gold
The Game is “Done”
Testing, Testing, Testing
Intense Pressure
Submit to Sony
Manufacturing Timing
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Ghost Recon 3: Advanced Warfighter
Video removed
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Ghost Recon 3: Advanced Warfighter
Video removed
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Stages : Post-Mortem
Analysis of PR, Marketing
Analysis of Production, Source Code
Archive All Assets
Kick-off the Sequel!
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The Business of Games
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First...The Players
Game Developers
Game Publishers
Retailers
Platform Holders
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Game BusinessGame Developers Game Publishers
Actual Game
US $4-10 Million
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Game Business
Game Publishers Sony, NintendoMicrosoft
US $7/unit
Invent GameSystem +Marketing
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Game BusinessGame Publishers Retailers
Finished Product
Wholesale PriceUS $32/unit
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Game BusinessRetailers Consumers
Finished Product
Retail PriceUS $49.99
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Who Makes the $$$?
DevelopersGet millions from Game Publisher
Huge fixed & variable costs
Most fun, most pressure
Dependent on Publishers
Exceptions?
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Who Makes the $$$?
PublishersGet $32/unit from Retailers
Pours out millions to develop product
Sales & Marketing costs
Inventory management & “returns”
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Who Makes the $$$?
RetailersGet approx. $17/unit
Remember cost of store
Marketing costs
Some help from Publishers on inventory
Hot vs. Not
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Who Makes the $$$?
Platform HoldersGet $7/unit licensing fee
R&D Cost to create system, including anti-pirating costs
Marketing system to consumers
1st Party games
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Issues in Game Development &
Publishing
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Development & Publishing Issues
Advertising In-Game
Cost To Develop for Next-Gen
Systems
U.S. & Canadian Legislation
Restricting Games
Lack of Originality
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Questions?