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Slide 1: S ll S c ial Ne tw o rking to eo yo ur B ss and yo ur Pub lish e r o Ad am M artin GDC 2 0 0 9
Slide 2: I lo sing m y vo ic e ’m
Slide 3: I spe ak le ss
Slide 4: w o rd s say m o re
Slide 5: w h y am I d o ing th is?
Slide 6: tw o little sto rie s
Slide 7: “ th e pitc h ”
Slide 8: yo u: d e ve lo pe r
Slide 9: c o nvinc e d b y S c ial o Gam ing
Slide 10: go to pub lish e r / b o ss
Slide 11: pitc h
Slide 12: gre at gam e
Slide 13: so c ial ne tw o rking
Slide 14: h uge suc c e ss
Slide 15: re je c tio n
Slide 16: :(
Slide 17: “ th e pro je c t”
Slide 18: gam e
Slide 19: gre at id e as
Slide 20: d o e sn’t w o rk
Slide 21: c anc e lle d
Slide 22: :(
Slide 23: ...
Slide 24: w h at w e nt w ro ng?
Slide 25: h o w c an yo u fix it?
Slide 26: th e pitc h ...
Slide 27: ...w h at h appe ne d ?
Slide 28: e xpe c tatio ns vs. re ality re ality re ality
Slide 29: w h at th e pub lish e r e xpe c te d
Slide 30: PR T OFI
Slide 31: w h at th e pub lish e r h e ard
Slide 32: COS TS
Slide 33: DI R PTI S U ON
Slide 34: yo u d id n’t no tic e
Slide 35: w h at th e d e ve lo pe r h e ard
Slide 36: I NNOV ON ATI
Slide 37: POPU ARTY LI
Slide 38: FR EM K TI E AR E NG
Slide 39: w h at th e pub lish e r e xpe c te d
Slide 40: PR T OFI
Slide 41: yo u alre ad y kno w th at o ne
Slide 42: (w e ’ll c o m e b ac k to th is)
Slide 43: DI R PTI S U ON
Slide 44: (im po rtant)
Slide 45: w h at is d isruptio n?
Slide 47: (c urio usly appo site )
Slide 48: also
Slide 50: “ d isruptive inno vatio n”
Slide 51: “ d isruptive inno vatio n” “ re vo lutio nary” !=
Slide 52: re vo lutio n:
Slide 53: guns, e xplo sio ns, e tc
Slide 54: c h ange
Slide 55: stays th e sam e
Slide 56: d isruptio n:
Slide 57: sile nc e
Slide 58: c h ange
Slide 59: w ipe d o ut
Slide 60: sile nc e
Slide 61: “ so c ial ne tw o rking”
Slide 62: “ so w h at?”
Slide 63: pro b le m 2 :
Slide 64: c h ange
Slide 65: c h ange => lo ss
Slide 66: "Fe ar is th e path to th e d ark sid e . Fe ar le ad s to ange r. Ange r le ad s to h ate . Hate le ad s to suffe ring"
Slide 67: "Fe ar is th e path to th e d ark sid e . Fe ar le ad s to ange r. Ange r le ad s to h ate . Hate le ad s to suffe ring"
Slide 68: c h ange => lo ss; lo ss => ange r/fe ar; ange r/fe ar => re je c tio n re je c tio n re je c tio n
Slide 69: yo ur gam e
Slide 70: (w /so c ial ne tw o rking)
Slide 71: invalid ate
Slide 72: ye ars o f e xpe rie nc e
Slide 73: c h ange => lo ss; lo ss => ange r/fe ar; ange r/fe ar => re je c tio n re je c tio n re je c tio n
Slide 74: (and th e Dark S e ) id
Slide 75: a.k.a. “ Disruptive Ch ange ”
Slide 76: < /d isruptio n>
Slide 77: < pro fit />
Slide 78: ne t re sult:
Slide 79: pitc h
Slide 80: a re aso nab le th e o ry:
Slide 81: “ b e tte r gam e s are m o re like ly to b e fund e d ”
Slide 82: re ality:
Slide 83: d id n’t und e rstand
Slide 84: (OR :)
Slide 85: go t sc are d
Slide 86: o ne th ing th e y kno w :
Slide 87: S o w m e th e m o ne y. h
Slide 88: (h o w m uc h m o re w ill it c o st?)
Slide 89: (h o w m uc h re ve nue w ill it b ring?)
Slide 90: Yo u alre ad y to ld th e m
Slide 91: d id yo u te ll th e m ..?
Slide 92: e .g. “ Wh y...
Slide 93: ...b e tte r graph ic s? • Sc re e nsh o ts m ake pre ss-w e b site s and • “ Oo h , sh iny!” • Graph ic s se ll vid e o c ard s; vid e o c ard s se ll gam e s m agazine s lo o k b e tte r
Slide 94: ...m o re le ve ls? • K e p th e c o nsum e r b usy lo ng e no ugh fo r e • “ Sc atte r / sh o tgun!” - le t a th o usand flo w e rs b lo o m th e m to te ll th e ir frie nd s “ it’s go o d , b uy it” • Le ve ls are c h e ap, b ut lo o k e xpe nsive
Slide 95: ...m ultiplaye r? • Hid e s b ad gam e -d e sign • Hid e s w e ak AI • Pe o ple w h o play o nline , talk o nline = fre e m arke ting
Slide 96: ...S c ial Gam e s? o U , e rr, w e ll, um ... m
Slide 97: w h at w e nt w ro ng?
Slide 98: h o w c an yo u fix it?
Slide 99: 1 : “ Do n’t say th is”
Slide 100: th e re are tw e nty tim e s as m any pe o ple using e ac h so c ial ne tw o rk as are using e ac h o nline gam e
Slide 101: pub lish e r th inks:
Slide 102: (S use rs d o nt spe nd N m o ne y)
Slide 103: (to o e xpe nsive to run th e o ps fo r th at m any pe o ple )
Slide 104: (ve ry lo w q uality, lo w pro d uc tio n value , o ur b rand is m uc h m o re h igh q uality th an th at)
Slide 105: th e future o f “ th e inte rne t”
Slide 106: pub lish e r th inks:
Slide 107: (fad )
Slide 108: (land grab th at w e w o n’t w in)
Slide 109: viral m arke ting
Slide 110: (V d o e sn’t w o rk) M
Slide 111: (yo u’re just gam b ling)
Slide 112: 2 . Do say th e se :
Slide 113: h e re ’s a pro to type
Slide 114: (usually...)
Slide 115: (...ne ve r trie d )
Slide 116: Guns d o n’t kill pe o ple • Bad c o nte nt d o e sn’t c anc e l sub sc riptio ns • “ No frie nd s” d o e s
Slide 117: S s Te am s ale • ZT Online : $ 2 0 0 m annual re ve nue ; 3 ,0 0 0 • Yo ur Gam e ’s So c ial Ne tw o rk: 5 m parttim e sale spe o ple full-tim e sale spe o ple ; c o inc id e nc e ?
Slide 118: V irtual Co m m unitie s, V irtual Go o d s • Wh y are yo u o nly se lling ONEth ing to th is c aptive aud ie nc e w h o alre ad y like s yo u?
Slide 119: I yo u d o n’t b uild it... f • ...th e use rs w ill d o it anyw ay. • We lc o m e to IM e Bay, Fo rum s, Guild site s, , Wikia, Go o gle M m ash ups, e tc aps
Slide 120: yo u lo se :
Slide 121: b rand -c o ntro l,
Slide 122: gam e -c o ntro l,
Slide 123: c ro ss-se ll o ppo rtunitie s,
Slide 124: and transac tio n c o m m isio ns
Slide 125: w e ’ll le arn as w e go
Slide 126: ...and th at’s OK
Slide 127: (and c h e ap)
Slide 128: te ll th e m w h at th e y w ant to h e ar:
Slide 129: re d uc e c o st:
Slide 130: e .g. “ Do n’t w o rry, b e c rappy”
Slide 131: e .g. fre e m arke t re se arc h
Slide 132: e .g. lo w e re d c o nsum e r e xpe c tatio ns
Slide 133: re d uc e d risk:
Slide 134: e .g. “ so ft launc h ”
Slide 135: e .g. o ps c o sts o nly if w e suc c e e d
Slide 136: inc re ase d re ve nue
Slide 137: e .g. up-se ll and c ro ssse ll
Slide 138: inc re ase d c usto m e r lo yalty
Slide 139: e .g. stic k w ith yo ur frie nd s
Slide 140: Que stio ns?