Art or Commerce Bruce Reilly President Mass Bay Marketing LLC
Art Or Commerce o Introduction o Review of Game Industry o The “Sales” Function o Terra. Glyph Interactive Postmortem n Or how to lose $30, 000
Art Or Commerce o Development is compete o Now what?
Art or Commerce o How do we get to the consumer? o Who does that job…?
Who are you…? o Are you big? n First Party – Hardware p Microsoft p Nintendo p Sony n Third Party – Software Publisher p EA p Take Two
Who are you…? o Are you small…? n n n Publisher Only Developer Only Contract Developer o Little room in the middle
Retail Channels o Top Five Accounts n n n Wal-mart Best Buy Target Electronics Boutique Game Stop
Retail Channels o How much of the market do they control?
Top 5 Accounts o 75% - 80% of total sales….
Art or Commerce o Before consumer ever sees the game these chain buyers are the gatekeepers… o Much more conservative now. n Batman – Toys R US o Non risk takers
Art or Commerce o How are products selected? n Reputation of Company p Only n Past Performance p Why n as good as last game sequels are king Expectation you can fix a problem p Price n protection Marketing and Advertising funds
Art or Commerce o What doesn’t happen? o Buyers don’t play the games…often o Or have n n Spirited discussion of game play Care about the quality of graphics Story line Listen to the music
Art or Commerce o They must trust the person “selling” game n Will ask your opinion… o Must believe “word of mouth” n Can not be PR purchased o Must believe what they see n E 3 and Prototypes o Person who actually plays game
Art or Commerce o Why did I call this presentation n Art or Commerce? p Aero n n The Acrobat Do I want to make money? Do I want to make art? o Must do both to survive and be successful!
Art or Commerce o Terra. Glyph Interactive Postmortem n $30, 000 Loss p Lack n First 80% easy p Lack n of Time of Internal approval More like internal deception o Carnivale Beta
Art or Commerce o Terra. Glyph Interactive Postmortem n $30, 000 Loss p Inadequate Content Pipeline p Large Team Problems p Crunch Time n n Absolutely Ruined families and friendships
Art or Commerce o Terra. Glyph Interactive Postmortem n $30, 000 Loss p Technology n n “Thought I could do it…” Have to appreciate we tried… p Team n n / Performance Problems Who gets limited resources When technology waits for art p Quality/Bugs
Art or Commerce o Terra. Glyph Interactive Postmortem n $30, 000 Loss p Publisher n n “What does Disney know…” Contract versus reality p What n n Interface does it all mean? How did your projects work…? Small versus large company
Art or Commerce o What does it mean to you…? n n Do it better Be smarter Take chances Don’t settle for the way it’s always been done…
Art or Commerce o For me…Solve this problem… n n The ability to allow customers and consumers to play the “game” in 30 -45 days Cost no more than $100, 000
Art or Commerce o Questions…
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