1 / 17

Don’t Roll Over

Don’t Roll Over. Brian Robbins Director of Games, Game Trust, Inc. Chair, IGDA Casual Games SIG. We Have a Problem. The economics of casual games suck for developers. Economics. Consumer Pays $20 Portal Takes $14 Other costs $2 Developer Gets $4 Developer nets 20%

devi
Télécharger la présentation

Don’t Roll Over

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Don’t Roll Over Brian Robbins Director of Games, Game Trust, Inc. Chair, IGDA Casual Games SIG Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  2. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  3. We Have a Problem Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  4. The economics of casual games suck for developers Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  5. Economics • Consumer Pays $20 • Portal Takes $14 • Other costs $2 • Developer Gets $4 • Developer nets 20% • Retailer nets 70% Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  6. What does the portal do? • They provide DRM • Bandwidth • Merchant fees / payment processing • Other incidental costs Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  7. What does Portal do (2) • They bring the customer • (this is their big value) • But so do Brick & Mortar Retailers • (at a much greater cost!) • B&M retail margins are 1-20% • Games to retail have a wholesale price typically around $12-$15 for a $20 title • Retailer only gets $5-$8 and all their costs come out of that! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  8. But wait there’s more Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  9. What about • Advertising? • Price Clubs? • Subscriptions? Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  10. Advertising • Assume: • 10% of page views download (probably high) • 1% of downloaders purchase • 2 ads per page • Every purchase = 2000 page views • Typical CPM = $1 CPM (much higher?) • Portal += $2 • Goes to $4 if 1 in 20 page views download • Skyrockets if conversion rate is lower • From yesterday – ad revenue is almost equal with download revenue Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  11. What about web-demo? • It’s worth it to upsell the download, right? • These areas are setup to drive ads, not upsell downloads! • Typical ads / play = 4-8 • How many plays / download? • If 10 then every purchase = 4-8000 ad views! • Again Developer = $0 Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  12. Price Clubs / Subscriptions • Portal gets $10 / user / month • Developer gets rev share ($3) when user buys their game (at a discount) • But what about breakage? • Significant numbers of users do not purchase in any given month! • Portal gets $10 (plus ad revenue) • Developer gets $0 Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  13. Why is this? • Most developers don’t know • They don’t run the numbers • They don’t know to ask • They just blindly accept whatever is offered • Those that do • Can’t do anything alone Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  14. What is Right? • Share ad revenue just like download revenue (even if it is very small) • Real and Microsoft have announced they will be so start asking for this NOW! • Monetize developers for breakage • Wholesale pricing model? Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  15. What do we do? • Get the word out! • Tell new (and old) developers how everything works • Don’t take no for an answer • Make the deal that works for your business Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  16. What Else? • You can’t get it if you don’t ask • Demand ad share • Demand breakage compensation • Realize that your content provides value to the entire chain Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  17. Don’t Roll Over (unless you choose to) www.dubane.com/cons/ brian@gametrust.com Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

More Related