Download - 101 $$$ - Game business models lecture - Ludicious Conference

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Page 1: 101 $$$ - Game business models lecture - Ludicious Conference

$$$ 101

André Bernhardt 19.09.14

Use more twitter: @Indie_advisor - #ludiciousfest

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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

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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

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2014 // www.egesummit.com

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2008

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2008

„A happy hour at Seafight generates 50.000 € cash

immediately.“

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Seafight by Bigpoint

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Wintersports DS by 49 Games/ RTL Games

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„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

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[Buchtipp] Chris Anderson: Free - http://amzn.to/XjGQVqThe Long Tail - http://amzn.to/XjHPoy

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2009

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[…]

2010

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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

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Once: „The perfect world “

Sell-in

Sell-through

Publishing

Pitch B2B

B2C

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Today: CHAOS

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2012

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http://bit.ly/1grMq3H

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http://bit.ly/1grGeZB

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http://bit.ly/1grGzvt

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Megagon Industries - ….and then it rained

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• 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

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http://bit.ly/1t7cqlq

Mobile Games Monetization Report

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„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.“

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[Buchtipp] „Business Model Generation“ http://amzn.to/XKPrSB

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http://bit.ly/tictaptoe

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http://bit.ly/1grOJUq

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http://bit.ly/1jRr5BB

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http://www.hammer-labs.com

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http://www.getsocial.bar

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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 ;)

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Thx for your attention!Questions?

@Indie_advisor

[email protected]

de.linkedin.com/in/andrebernhardt/

All Book recommendations: http://bit.ly/14zdgkb