ip based game productions: best practices
TRANSCRIPT
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!
olena.lobovaelenalobova