ip based game productions: best practices

IP BASED GAME PRODUCTIONSIP BASED GAME PRODUCTIONS

Elena LobovaCEO, iLogos

[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

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

Why co-production?

Talent access Technologyand know-how sharing

Success sharing

Cost sharing Risk sharing Skill sharing

Market accessand expertise

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

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

What should be considered first Team structure

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

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

How to make things right

Pre-production is a must Know your IPAllocate the timefor coordination with the IP

owner, feedback and approval

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

Examples of the IPsMovies, TV Video Games

Examples of the IPsBooks Comics, manga

Examples of the IPsBoard games Cartoon

Examples of the IPsMusic Celebrity

Anything else!

Examples of the IPs

Strong IP Right genre Expertise

Pre-production Pipeline Perfect collaboration

Amazing IP-basedHit Game!

Would like to discuss more?

...or let’s meet at the party tonight!

elena@ilogos.bizwww.ilogos.biz

olena.lobovaelenalobova