How to embrace the challenge of an ever- changing market ......Chimera Entertainment is an...
Transcript of How to embrace the challenge of an ever- changing market ......Chimera Entertainment is an...
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How to embrace the challenge of an ever-changing market as an opportunity
Christian Kluckner
Managing Director and Co-Founder
Chimera Entertainment
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Chimera Entertainment is an independent developer for digital entertainment software which focuses on mobile gaming and
cross platform development.
• Currently close to 50 employees • Latest and most successful game: Angry Birds Epic• Released more than 20 games for PC, Mobile and Browser
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How the games industry changedduring the last 10 years
Player behaviourDistribution channels
& pricing
Technology Platforms
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• Singleplayer -> Multiplayer
• Offline -> Online
• Competitive environments
• Session length
• Casual & hardcore -> midcore
Market changes: Player behaviour
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Apple App Store: 1.200.000 appsAverage Game Price iOs: 0,63$
Google Play Store: 1.300.000 appsAverage Game Price Google Play: 0,60$
Premium model is hard to sustainF2P responsible for majority of revenue
Market changes: Distribution channels & pricing
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Market changes: Distribution channels & pricing
Average mobile game: 0,60$
AAA console game: 60$
Steam game on sale: 15$
To generate a revenue of 2 million $
… the game needs to be sold 3.333.333 times.
… the game needs to be sold 133.333 times.
…the game needs to be sold 33.333 times.
Price tags:
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Market changes: Distribution channels & pricing
Retail stores
Digital download• Steam, Uplay, GOG, etc.• PSN/XBLA• Browser• Mobile
Crowdfunding
Distribution
New concepts:
• Soft Launch• Ad for Rewards• Early Access
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Market changes: Technology
• Shift from proprietary engines to licenced middleware like Unity3D & Unreal Engine
• Shift from simple and short 2D mobile games to high quality titles with immersive 3D graphics (AAA mobile)
• Introduced a new generation of consoles (Xbox One, PS4, Wii U)
• Current smartphones are more powerful than an average PC 10years ago
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Oneengine torulethemall
Browser PC/Mac Client
Console
MobileiOS, Android, WP8
crossplatformgames
Mobile online
Online client
Market changes: Technology
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2006 2007 2008 2009 2010 2011 2012 2013 2014
How we dealt with the shift in platforms
PC Console Mobile Browser
Chimera focused on Browser Chimera focused on MobileChimera focused on PC
Release of Angry Birds Epic
Founding and workingon first PC title
Debut Release: Windchaser
Backend technology for Browser MMOs
Transition to multi-project & multi-platform development
Deal with Rovio
Market changes: Platforms
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How to deal with the current situation?
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Today, just making a game and waiting to see what happenswill not earn you any money.
More relevant than ever before: • Regional differences (Eastern/western market)
• Platforms & target audience (which game for what customer?)
• Market analysis & involvement from publishers
• Player behaviour analysis
Current situation: know how to deal with it
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Anticipate the changing market• The easy one: next generation of consoles/devices
• The hard one: upcoming trends & popular genres
• The risky one: new technologies & hardware
Current situation: identify key changes
Define what you‘re aiming atDetermine a USP or carve a niche for your company
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• Pick a popular genre and do not take risks that come with innovation
• Polish, iterate, balance
• Build brands (became nearly impossible)
Alternatives:• Find a niche your game can fit into & generate a „hype“
• Try to aquire an IP/brand that fits your concept & vision
• Make 51 games until you hit it („Rovio Strategy“)
„The Blizzard strategy“
Current situation: the Blizzard strategy
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• Mobile market is fast-paced
• Big game brands or clones are dominating the market Steam andApp Stores are flooded with games
(every day hundreds of games are being released)
• AAA got incredibly expensive
Reach & Visibility are key factors
Current situation: flood of clones & brands
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Mobile = Reach
PC = Steam
Konsole = AAA
Current situation: Summary
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Current platforms: Summary
IP AAA
Niche Crowdfunding
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How we did it:
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Why Angry Birds Epic was relevant:
• One of the most popular brands on mobile
• Transition to F2P for Rovio
• Target casual and core users (midcore RPG)
• Maintain and expand the brand (or it will die)
Angry Birds Epic
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Resource management of an indepentent studio
Live Team
Live TeamDevelopment Team
Development Team
Assignment of Ressources/Projects
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Thank you!Questions?
Christian KlucknerManaging Director and Co-FounderChimera Entertainment