Formed as Railsimulator in 2009 Developer and publisher of the World’s #1 Train Simulator
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Transcript of Formed as Railsimulator in 2009 Developer and publisher of the World’s #1 Train Simulator
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PAUL JACKSON ESQ., OBEDOVETAIL GAMES
100% STEAM. HOW DOVETAIL GAMES STEAM-ONLY POLICY HAS BUILT THE FOUNDATION FOR A NEW TYPE OF VIDEOGAME BUSINESS
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• Formed as Railsimulator.com in 2009
• Developer and publisher of the World’s #1 Train Simulator
• +60 employees across three UK sites
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EXECUTIVE SUMMARY
• Steam provides key technology for all our users
• It allows us to focus on what we do best
• Our relationship is founded on mutual trust
• A service that gives our customers confidence
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OUR MODEL
It’s all aboutDLC…all 147 pieces of it
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OUR MODEL
To buy everything we sell will cost
$3,285…but that’s not how we run our business
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OUR MODEL•‘Core’ provides the fundamental technology and initial gameplay experience. It is upgrade to existing players for free, via a major annual upgrade
•This experience is greatly expanded via the purchase of additional routes and locomotives
•Our players can then create - and even sell - their own content within a managed environment
•Everything we sell comes with a Steam ‘wrapper’
Core Game TechnologyCore Game Technology
DLC Route
(+ 1 loco)
DLC Route
(+ 1 loco)
DLC Loco
1
DLC Loco
1
DLC Loco
2
DLC Loco
2
DLC Loco
3
DLC Loco
3
UGC
UGC
UGC
UGC
UGC
UGC
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CRAFTING HOBBY ENTERTAINMENT
• Our product is more than a game – it’s a Hobby
• Our customers are frequent players, have specialized interests and many have an extensive knowledge of railways and trains
• As a result, our offering needs to be comprehensive, which leads to complexity
• Steam provides the powerful technology that allows us to manage this complexity safely
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WHY STEAM IS OUR SOLUTION
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WHY STEAM IS OUR SOLUTION
1. It provides key technology for all our users
• It enables us to deliver a common platform through regular upgrading
• Customer ownership of a network of DLC
• Sharing and uploading tools that always work
• Anti-piracy measures
• World-class retailing platform
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OUR WORLD IN A FEW NUMBERS
147 pieces of
DLC
3,700 Workshop scenarios
4,000 Hours of
‘free’ Workshop
play
1,500,000 Workshop downloads
‘Buy All DLC’
button currently at $3,285
THE LONG TAIL
Upskilling
Upskilling Upskilling
Upskilling
THE PLAYER EXPERIENCE LOOP
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THE LONG TAIL
• Content that sells year after year
• Workshop content keeps the core offering fresh
• Regular re-promotion keeps it in the spotlight
Case Study: Isle Of Wight Route
Cumulative Sales Since Launch
2009-2013
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THE POWER OF CREATIVITY
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THE POWER OF CREATIVITY
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THE POWER OF WORKSHOP
3,700 Workshop scenarios
4,000 hours of
‘free’ Workshop
play
1.5 MILLION Workshop downloads
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2. It allows us to focus on what we do best
Funding our own development Catering to the diverse needs of our
customers – the right content, at the right time, at the right price
Executing our marketing
WHY STEAM IS OUR SOLUTION
Processing customer paymentsCompliance with local legislationStock issuesHosting serversManaging large amounts of customer data
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• A strong relationship built over time• Timely payments• Regular communication• Welcome and honest advice
WHY STEAM IS OUR SOLUTION
3. Mutual trust
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• Our offering is complex, but with Steam as our back-end we can offer the breadth and range our customers require
• It also offers a reliable and sustainable service that our customers can depend on
• It is essential to the on-going development and delivery of our hobby
WHY STEAM IS OUR SOLUTION
4. Customer Confidence
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WHY STEAM IS OUR SOLUTION
TECHNOLOGY
FOCUS
TRUST
CONFIDENCE
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PAUL JACKSON ESQ., OBEDOVETAIL GAMES
QUESTIONS?