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Games 2.0 Web 2.0 Expo April 25, 2008 PowerPoint PPT Presentation

Games 2.0 Web 2.0 Expo April 25, 2008 Jeremy Liew MD, Lightspeed Venture Partners www.lightspeedvp.com lsvp.wordpress.com [email protected] Birth of Web 2.0 has been driven by making costs variable The games industry is starting to feel the same dynamics

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Games 2.0 Web 2.0 Expo April 25, 2008

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Games 2 0 web 2 0 expo april 25 2008 l.jpg

Games 2.0

Web 2.0 Expo

April 25, 2008

Jeremy Liew

MD, Lightspeed Venture Partners

www.lightspeedvp.com

lsvp.wordpress.com

[email protected]


Birth of web 2 0 has been driven by making costs variable l.jpg

Birth of Web 2.0 has been driven by making costs variable


The games industry is starting to feel the same dynamics l.jpg

The games industry is starting to feel the same dynamics


Development low fi games gathering more users l.jpg

Development: “Low fi” games gathering more users

Development Costs ($M)

Players (M)

Halo 3

Power Challenge

Zynga’s Texas Hold’em

Friends for Sale

SGN’s Jetman

Sources: Lazard Capital Markets, Adonomics, Press Releases, LSVP Estimates


Marketing online distribution allows cpc and cpa advertising l.jpg

Marketing: Online distribution allows CPC and CPA advertising

$30M in marketing

- Primarily offline

10M copies sold

- 90+% through retail


Distribution viral growth and social networks allow games to grow virally l.jpg

New user growth (illustrative)

Marketing campaign supports big launch, with sales declining thereafter

Friend invitations drive increasing growth curve as user base grows

TYPICAL AAA GAME

SOCIAL GAMES

* Not to scale

Distribution: Viral growth and social networks allow games to grow virally


Content multiplayer is user gen content for games l.jpg

Content: Multiplayer is user gen content for games

  • Single-player games

  • Need new levels to keep player interest

  • AI for NPCs to maintain challenge

  • vs.

  • Multiplayer Games

  • Each game is different, keeping player interest

  • Other players have real intelligence, not AI

Asynchronous Play

- Large pool of other players

- Easier to play against friends

- Players playing in sequence, not in tandem.- Requires persistent state which all players affect, and which in turn affects all players.- Breaks between players are the organizing principle

Source: Ian Bogost, Lightspeed analysis


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Monetization: Online games market growing as revenue sources become more variable

ONLINE GAME REVENUES

  • Sale of downloads

  • Advertising

  • Digital goods

    • Self expression

    • In-game power

    • Extra levels/content

    • Attention

    • Convenience


If web 2 0 is the social web then games 2 0 is social gaming l.jpg

If Web 2.0 is the social web, then Games 2.0 is social gaming

PANELISTS

MODERATOR

Jeremy Liew:

MD, Lightspeed Venture Partners

Siqi Chen:

CEO, Serious Business (Friends for Sale)

Johan Christenson:

CEO, Power Challenge

Shervin Pishevar:

CEO, Social Games Network

Mark Pincus:

CEO, Zynga Game Network


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