IP based game productions: Best Practices
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IP BASED GAME PRODUCTIONSIP BASED GAME PRODUCTIONS
Elena LobovaCEO, iLogos
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[Still] The fastest growing sector of the entertainment
industry
Attractive economics Unlimited opportunities for creativity
(genres, platforms etc)
Audience widening
Why games?
2014
$24.5 Bn
$17.0
$7.4
$30.0 Bn
$9.4
$20.6
2015
$35.5 Bn
$11.2
$24.4
2016
$40.4 Bn
$12.8
$27.6
2017
$44.2 Bn
$12.9
$31.3
2018
CAGR+15.9%
2014 – 2018
© 2015 Newzoo | Source:Newzoo Global Games Market Report Premium
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Why IP based?
Necessity to be distinguished in overcrowded marketplace
Opportunity to use existingcontent (art assets, story, setting)
Loyal audience Potentially big existingfan base
IP = traffic(A. Lot. Of. Free. Traffic!)
Talent access
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Why co-production?
Talent access Technologyand know-how sharing
Success sharing
Cost sharing Risk sharing Skill sharing
Market accessand expertise
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Success sharing
Development costestimation
Co-funding Revenue share
What should be considered first Financial model (mutually beneficial)
depends on IP strength
costs coverage
developer’s experience
value of provided assets
code re-usage/existing engines
marketing effort
distribution channel strength
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What should be considered first Split of main responsibilities
Game design Development processcoordination
Art assets creation,art direction
Facilitating access between IP and game production
Marketingcoordination
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What should be considered first Team structure
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What can go wrong?
Users' expectations (of familiar characters, storyline)
are not met
Game mechanics don’tsuit the IP
Team members don’t know and don’t understand
the IP well
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What can go wrong?
Development timeline is not adjusted to the other IP
productions timelines
The game itself is notinteresting (without the IP)
No/insufficient marketing budget to promote the game and overestimating the role
of the IP
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How to make things right
Pre-production is a must Know your IPAllocate the timefor coordination with the IP
owner, feedback and approval
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How to make things right
Define the Executive Producer/Product Ownerwho determines the final
vision
Follow the art style religiously
Provide the infrastructurefor working together
with the co-production partner and for effective feedback
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Examples of the IPsMovies, TV Video Games
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Examples of the IPsBooks Comics, manga
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Examples of the IPsBoard games Cartoon
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Examples of the IPsMusic Celebrity
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Anything else!
Examples of the IPs
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Strong IP Right genre Expertise
Pre-production Pipeline Perfect collaboration
Amazing IP-basedHit Game!
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Would like to discuss more?
...or let’s meet at the party tonight!
olena.lobovaelenalobova