old tricks for new dogs: what can the "new" games economy take from the "old"...
TRANSCRIPT
OLD TRICKS FOR
NEW DOGS
Matt CarrollCommercial Director, Disney [email protected]
When I was a boy of fourteen, my father was so ignorant I could hardly stand to have the old man around. But when I got to be twenty-one, I was astonished at how much he had learned in seven years. Mark Twain
Matt in 1996
• How long have you been in the Interactive Entertainment biz?
• 1996 or before
• 1997-2004
• 2004-2008
• 2008-2011
• Since 2012
Audience Question:
• How long has your business been in Interactive Entertainment?
• 1996 or before
• 1997-2004
• 2004 -2008
• 2008-2011
• Since 2012
Audience Question:
Introducing Kas
State of the Industry: 1996
• Development Centric• Lower levels of development cost• Concentrated Retail environment with “rules”
• Marketing was niche & tactical– PR was the #1 tool in the publisher’s armoury to create viral &
word of mouth
• Customer Services were In-House
Audience Question:
• In 1996 - what was the size of the “packaged leisure software industry” in the UK (according to GFK/Charttrack?)
• Below £150k
• £150k-£300k
• £300-£500k
• £500k-£750k
• Greater than £750k
UK market value Leisure Software 1995-2011 £m
Source: GFK/ChartTrack: UKIE
What can we learn from 1996-2012
• The rise of the publishing function
• The rise of capital investment
• Competition got better
• The rise of brands, sequels and licenses
• The rise of mass-media campaigns
• Multi-format distribution
• Globalisation
5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term Future in mind
5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term Future in mind
2. Start with Great Content
Start with Great Content
5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term Future in mind
2. Start with Great Content
3. Consistently build Trust from the beginning
5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term Future in mind
2. Start with Great Content
3. Consistently build Trust from the beginning
4. Licenses/Sequels work
5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term Future in mind
2. Start with Great Content
3. Consistently build Trust from the beginning
4. Licenses/Sequels work
5. Be Sure of success before you go to market
Final Thought...