Hollywood Intellectual Property Opportunities for the Browser Games Industry Philip Reisberger Chief Games Officer August 2011, GDC Europe
Facts The Company Founded 2002 Number of Employees 800+ Key Titles DarkOrbit, Seafight, Farmerama Battlestar Galactica Online, The Mummy Online, Skyrama Locations Hamburg, Germany Berlin, Germany San Francisco, USA Malta Sao Paulo, Brazil 2
Figures The Figures 30 languages 70 active games More than 200 million users 250,000+ new registrations per day Winner • Mashable Best Online Game 2010 • Best Community Support 2011 • Best Gaming Portal 2010, 2011 • Best Browser Game 2010, 2011 • International Business Award 2010 • Deloitte Rising Stars 2009 • Best Gaming Website USA 2009 • MTV Games Award 2009 • … 3
250,000 …over 250,000 babies are born every day in the world. Bigpoint adds more than 250,000 new players every day too... 4
Hollywood IPs Establishing an IP 1 Success Factors Benefits of Licensing 2 Market Differences Focus: 3 Battlestar Galactica Online Learnings 4 5
1. Establishing IP 6
BIGPOINT‘S GAME PORTFOLIO Diversity and high quality offer millions of players fun & entertainment CORE GAMES „AAA“ GAMES CASUAL GAMES More than 50 MILLION users BATTLESTAR GALACTICA In just under one year, 30 have registered for ONLINE was the MOST MILLION users moved to the DARKORBIT since it went SUCCESSFUL launch of a game country to start their own online in 2006 and has in Bigpoint history with over 1 online farms at FARMERAMA mollions of active MILLION player after 4 WEEKS monthly users SEAFIGHT . More than 50 SEA CHARTS with different environments. Over 100 SHIP DESIGNS and 30.000 GUILDS to cruise the seas 7
ESTABLISHING IP Fun gaming experience for casual gamer in a catchy way RAMA SERIES STATEGY GOAL • • • Umbrella brand for BIG REACH of potential user NEW REVENUE streams • Bigpoint‘s casual games through the distribution NEW MERCHANDISING • FUN gaming experience network possibilities • • • In just under one year, 30 HIGH PENETRATION with tv Theatrical (film) exploitation • million users in Farmerama promotion & performance GROWING brand marketing AWARENESS • QUALITY branding affect 8
Success Factors 9
MEDIA PARTNER NETWORK 10
DIVERSE GAME PORTFOLIO 11
F2P BUSINESS MODEL If bus fare cost an additional 10¢ - Immediately… …You would pay for it, right ? 12
BIGPOINT‘S UNIQUE SELLING PROPOSITION 3 SUCCESS 3|BUSINESS MODELL F2P FACTORS Virtual goods are a means to 1|DISTRIBUTION SPEED UP the NETWORK GAME SUCCESS In house PERFORMANCE 2|DIVERSITY ROUSE consumer NEEDS , BASED MARKETING on a create DEMAND , have a OF GAMES HIGH PROFESSIONAL HIGH LEVEL (SEO, SEM, DRTV) OVER 70 ONLINE GAMES CONVERSION and SUCCESSFULL CUSTOMER LIFE More than 1000 MEDIA DIVERSE PORTFOLIO : Core, CYCLE PARTNER (e.g. Yahoo, MTV, Triple A and Casual Games. TF1, Mail.ru). Extended maturity through mini games to complex long- term multiplayer games EFFECTIVE STRATEGIES in PRODUCT LIFE DIVERSE PLATFORMS CYCLE (social, mobile, browser) BIGPOINT ‘S GROWING COMMUNITY AND ECONOMIC SUCCESS IS BASED ON ATTRACTIVE CONTENT, SUCCESSFUL MONETIZATION AND AN EXTENSIVE HIGH-PROFILE DISTRIBUTION NETWORK 13
2. Benefits of Licensing 14
UNIQUE SELLING POINT Viral effect benefit the game Higher conversion Reduced churn rate 15
ATTRACTION & INTERACTION Possibility emotional resonance for fans to interact in-depth with … knowledge HER 16
COMMUNITY Establishing and building an ongoing connection to our community Draw people in Encourage them to continue playing 17
The magic marketing pill What is the correct dosage, with the least side effects, and the best schedule to make it work? Should I cut back on print advertising? How do I find the time to How can I attract understand all the latest commitment? technology? 18
Film Start RESORT TO EXISTING MARKETING CHANNELS FROM THE FILM START 19
UNIQUENESS OFFERS PROTECTION Well- understood brand Cloning becomes much less worthwhile for competitors who rely on "copycats" 20
LICENSING BIG STUDIOS & BIG Advantage BIG IPs • HOLLYWOOD BLOCKBUSTER and TV series already have a WIDE AUDIENCE, A LOYAL FAN BASE and A STRONG BRAND on which we can build on for our marketing campaigns. • NBCUniversal Battlestar Galactica Online • Only in combination with the right BUSINESS The Mummy Online MODELL (F2P) and the DISTRIBUTION Universal Monsters NETWORK Bigpoint has, an IP opens the • + others (tba) possibility for BIG (INTERNATIONAL) SUCCESS • BIGPOINT already profited from the expansion of the TV network in many ways: reduced costs for customer acquisition and churn rate, viral effect, networking, BIG Studios BIG IPs 21
2. Market Differences BIG in EUROPE and the USA 22
Europe & USA – Misconceptions 23
Europe & USA – Misconceptions 24
Europe & USA – Misconceptions Europeans think this is a typical American! 25
Europe & USA – Misconceptions Americans think this is a typical German! 26
Europe & USA – Misconceptions Europeans think this is an American Idol? 27
Europe & USA – Misconceptions Americans think this is a typical German Idol! 28
Big in Europe first EUROPE IS THE MOST DIFFICULT AND CLUSTERED MARKET • Population: 803,850,858 (including Russia and Turkey) • Percent of World Population: 11.9% • Internet Users: 425,773,571 User Growth 2000-2009: 305.1% • 30-40 major languages • Complex and diverse cultures • Euro, Pound, Krone, Zlotzy, Rouble … 29
GER & USA USA GERMANY Population: 300,000,000 Population: 82,000,000 Active Internet Population: Active Internet Population: 277,000,000 62,000,000 145,000,000 ACTIVE gamers 36,000,000 ACTIVE gamers 47% spends money on games 66% spends money on games Newzoo: National Gamer Survey, June 2011 30
Money spent on games (GER) Estimate 2011 4,600,000,000 € / total 200 Social networks 370 Casual websites 350 Mobile devices 470 MMO games 1,540 Console games 1,060 PC/Mac boxed 580 PC/Mac download Newzoo: National Gamer Survey, June 2011 31
Money spent on games (USA) Estimate 2011 $ 21,600,000,000 / total 1,8 Social networks 2,8 Casual websites 2,1 Mobile devices 2,6 MMO games 8,0 Console games 1,8 PC/Mac boxed 2,5 PC/Mac download Newzoo: National Gamer Survey, June 2011 32
TIME SPENT ON GAMES Total and by "platform" in hours per day (Germany) 53% PC/MAC OF GAME download 10% CONSOLE games TIME 22% PC/MAC boxed 15% SPENT ON MOBILE MMO games AND 12% CASUAL websites 17% MOBILE devices ONLINE SOCIAL 11% networks 13% GAMING Newzoo: National Gamer Survey, June 2011 33
TIME SPENT ON GAMES Total and by "platform" in hours per day (USA) PC/MAC CONSOLE download 29% games 9% PC/MAC 19% boxed 9% OF INTERNET TIME MMO games CASUAL 12% websites SPENT ON 23% ONLINE MOBILE GAMING devices SOCIAL 12% networks 16% Newzoo: National Gamer Survey, June 2011 34
IF ALL GAMERS CHOSE TO BUILD INSTEAD OF PLAYING GAMES… Total hours 47,000,000 per day 7 EMPIRE STATE BUILDINGS EVERY DAY Newzoo: National Gamer Survey, June 2011 35
IF ALL GAMERS CHOSE TO BUILD INSTEAD OF PLAYING GAMES… Total hours 215,000,000 per day 31 EMPIRE STATE BUILDINGS EVERY DAY Newzoo: National Gamer Survey, June 2011 36
GAMERS PER „PLATFORM“ Absolute and relative multi-platform behaviour (Germany) 71% MMO games 13 37% SOCIAL Networks 17 48% OF XBOX 360 PLAYERS PC/MAC download 56% 20 ALSO MOBILE devices 22 62% CONSOLE games 70% 25 Play on PC/MAC boxed 26 73% Casual CASUAL websites 73% 26 Websites German National Gamers Survey, June 2011 37
GAMERS PER „PLATFORM“ Absolute and relative multi-platform behaviour (USA) 70% 36% MMO games 52 PC/Mac boxed 49% OF PLAYSTATION 3 71 PLAYERS PC/Mac download 73 51% ALSO Mobile devices 75 52% PLAY 53% Social networks 76 Console games 57% 82 MMO Casual websites 80% 115 GAMES Newzoo: National Gamer Survey, June 2011 38
BIGPOINT HAS A LOT GROWTH POTENTIAL IN EUROPE AND USA OR? EUROPE USA • Europe prefers strategy games (online); USA • Local expertise in Bigpoint’s San Francisco Office • Games for the US market are based on successful leans towards action -oriented genres (consoles). • Europe leads micro transaction market trend; hit games in Europe but modified to fit the USA has traditionally preferred subscriptions demands of a different audience • Implementation of social features and integration and retail sales. • USA leads the way with social networking; on Facebook for casual and core games alike • Break into a new market with the extension of Europe opts for “independent” gameplay. • USA publishers typically deal with one language; well-known IP and action oriented 3D MMOs Europe understands localization challenges – and opportunities. 39
3. A possible process for IP driven games Example: Battlestar Galactica Online 40
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