101 $$$ - game business models lecture - ludicious conference
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$$$ 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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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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„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://spaceteamadmiralsclub.com
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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
de.linkedin.com/in/andrebernhardt/
All Book recommendations: http://bit.ly/14zdgkb