$$$ 101
André Bernhardt 19.09.14
Use more twitter: @Indie_advisor - #ludiciousfest
What to expect today?
• Short introduction of myself (and yourself)• View into the past• Look at today• Going indie• Business models breakdown• Outlook into the future• Questions
1997 Jan Okt1998
Jul2000
Apr2002
Jan2004
Okt2005
Jul2007
Apr2009
Jan2011 2012/13
1/8/20041/1/1997
Retail business:PC / console Retail
Online/ Mobile GamesF2P/ Digital
2012/14
Who am I
2014 // www.egesummit.com
2008
2008
„A happy hour at Seafight generates 50.000 € cash
immediately.“
Seafight by Bigpoint
Wintersports DS by 49 Games/ RTL Games
„Random DS“ title
˜ 150 k € Development
˜ 200 k € Cost of goods
˜ 60 k € estimated net revenue
= ˜ 350 k € Risk
Vs. 50 k € risk for a browsergame
[Buchtipp] Chris Anderson: Free - http://amzn.to/XjGQVqThe Long Tail - http://amzn.to/XjHPoy
2009
[…]
2010
Free-to-play a cure-all?
• Free-to-play is hard work• No fire and forget• Live-Team, support, etc. necessary..• Marketing – CPA, CPI, CPL, WTF, etc.• Many more problems..• Many things regarding f2p are complicated
& s*ck
Once: „The perfect world “
Sell-in
Sell-through
Publishing
Pitch B2B
B2C
Today: CHAOS
2012
Megagon Industries - ….and then it rained
• Retail (Assassins Creed X, CoD X, etc.)
• Digital Distribution (Steam)• In-Game Advertising (Fifa)• Advertgames (Americas Army) • “Try Before you Buy” / Trialware /
Shareware,• Episodic Entertainment (Telltale),• Skill-Based Progressive Jackpots
(Poker),• Subscription Model (WoW)• Micro-Transactions (Travian, etc.),• Sponsored Games / Donationware
(serious games, games for good, charity games),
• Pay per play / Pay as you go / Pay for Time,
• Player to Player trading of Virtual
Items (Steam Trading),• Sell Access to your Players (like
lead generation, special offers etc.),• Freeware (get lots of users), • Loss Leader (focus on your real
goal),• Peripheral Enticement
(Skylanders), • Player to Player Wagering
(GameDuell), • User Generated Content (letting
users make endless new content),• Pay for service (Storage, Private
server, Cloud stats: CoD Elite, Minecraft Realms),
• Rental,• Merchandise (Angry Birds),• Pre-Sell the Game to the Players
(Prison Architect, Minecraft).
Overview of (actual) business models
„I am not looking into content but into communities…“
http://www.twitch.tv/gamesbeat/c/5133597
„I don´t look at anything that isn´t at least free-to-play or unconventional at the
monetisation part.“
[Buchtipp] „Business Model Generation“ http://amzn.to/XKPrSB
http://www.getsocial.bar
http://spaceteamadmiralsclub.com
Takeaway
• Choose the ocean you want to swim in• If you want to be a successful self-
publishing Indie developer don´t just think about making a great game ( but thats still a prerequesite)
• Rethink your business model• Follow me on twitter ;)
Thx for your attention!Questions?
@Indie_advisor
de.linkedin.com/in/andrebernhardt/
All Book recommendations: http://bit.ly/14zdgkb
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