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From Concept to Market: The Digital Games Business Dr. Aphra Kerr Research Fellow STeM, DCU, Ireland. DigiPlay: Experience and Consequence s of Technologies of Leisure, 14-15th January 2004. A little history. Degree in Communications Studies

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From Concept to Market: The Digital Games Business Dr. Aphra Kerr Research Fellow STeM, DCU,

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From concept to market the digital games business dr aphra kerr research fellow stem dcu

From Concept to Market:

The Digital Games Business

Dr. Aphra Kerr

Research Fellow

STeM, DCU,

Ireland.

DigiPlay: Experience and Consequences of Technologies of Leisure,14-15th January 2004.


A little history

A little history

  • Degree in Communications Studies

  • MA by research – The use of ICTs and potential use of ISDN by cultural industries

  • PhD – Innovation in Multimedia Companies

  • Post-Doc – The production and consumption of digital games


Which techs and focus

Which techs and focus

  • Focus is on ICTs (tech + content)

  • Focus is on macro trends and how they play out at meso and micro levels

  • Focus is on critically interpreting the available data – reports, internet

  • Collecting primary data through interviews


Background of this paper

Background of this paper

  • Post-doc primary and secondary research 2000/2001..interviews in Irish and UK companies, trade conferences, reports

  • 2002 STeM working paper

  • Manchester & MIT 2002 conf. papers

  • 2003 Convergence paper and draft book chapter


Approach in this paper

Approach in this paper

  • Political economy..

    • ‘the study of social relations, particularly the power relations, that mutually constitute the production, distribution and consumption of resources’ Mosco 1996.

    • Holistic, historical, concerned with public/private balance, engages with moral and ethical Qs Hesmondhalgh 2002


Summary of global sales

Summary of Global Sales


Total us sales by media 2002

Total US Sales by Media, 2002


Market split by platform

Market Split by Platform


The value chain

The Value Chain


Major business segments

Major Business Segments

  • Seg 1 - Console + Handheld

    • Oligopoly and monopoly, licenses,

    • Prop. tech., money made on software..

    • dev. 18 months, 12-20 people, $3-5 million

    • Retail through shops

  • Seg 2 – PC (not MMOGS)

    • Numerous players, Common stnds, open archit.

    • dev. 15 months, 12-15 people, $1.5-3 m,

    • Retail – shops and some online elements


  • From concept to market the digital games business dr aphra kerr research fellow stem dcu

    Cont./

    • Seg. 3 – MMOGs

      • Oligopoly?

      • Open platform

      • Very expensive to dev. and ongoing costs (?)

      • Retail though shops + subs

    • Seg. 4 – Mini/Casual games

      • Numerous players and competing techs

      • Small teams, 3 months dev.

      • Competing revenue models..pay per play, subs, advertising,


    Trends vertical and horizontal integration

    Trends - Vertical and Horizontal integration

    • Console segment

      • oligopoly in hardware..comps involved in all stages of the production cycle

    • Independent publishers

      • between 10 and 20 globally, acquiring distribution channels and buying into developers

    • Economies of scale & scope


    Licensing sequels

    Licensing…& Sequels..

    • Trying to reduce risk and uncertainty of demand

    • Pre-sold properties Schatz 1993

      • Real world, TV, film,

    • In 2001 45% of all format games in UK licensed..

    • Growing the market or limiting innovation & reducing overall diversity??


    Final thoughts

    ..Final thoughts..

    • Focus on commerical production of games in US/UK primarily..not the full story

    • Size/scale increasingly nb at all stages although resistance at developer stage

    • Impacts on

      • diversity of titles,

      • price of product,

      • viability of independent developers and rate of start-ups


    From concept to market the digital games business dr aphra kerr research fellow stem dcu

    • More info..

      www.comms.dcu.ie/kerra

      www.stem.dcu.ie

      www.gamedevelopers.ie


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