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From idea to market Important to have Focus

From idea to market Important to have Focus. About me. Yashar Moradbakhti Development Director on Battlefield: Bad Company and Bad Company 2 At DICE since 2006 Also founded Swedish Game Awards at KTH back in 2002. DICE. From idea to market. Focus your project!

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From idea to market Important to have Focus

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  1. From idea to market Important to have Focus

  2. About me • Yashar Moradbakhti • Development Director on Battlefield: Bad Company and Bad Company 2 • At DICE since 2006 • Also founded Swedish Game Awards at KTH back in 2002

  3. DICE

  4. From idea to market • Focus your project! • Crucial to get the game to the market • Important focus areas • Your game idea and scope • Know your audience • Decide the end platforms • Distribution methods • Marketing strategy

  5. Example: Battlefield 1943 A ”small scale” Battlefield 1942-tribute available through digital distribution

  6. Example: Battlefield 1943 Game idea A ”small scale” Battlefield 1942-tribute Audience Online players loving fast paced FPS games Platforms Xbox 360, Playstation 3 and PC Digital Distribution Xbox Live Marketplace Playstation Store Downloadable (PC) Marketing Blogs and forums Game press and web-sites The distribution channel itself

  7. Your game idea Perform a competitive analysis • Does your idea have a chance on the market? Find a niche • You can’t do everything, focus on your strenghts. Know what game you want to create • Set clear goals and deliver on these Scope wisely • Be ready to kill your darlings!

  8. Know your audience • Understand who will play your game • Age, sex, income, region, gamer type, etc • Understand how and when they will play your game • Would they play it on console, PC or mobile? • How long is the average gaming session? • Will they play during lunch, in the bus or at home? • Verify these findings with your game idea • Do you need to alter and update your game idea?

  9. Decide on the end platforms • By knowing your game idea and audience • you can define what platforms to develop for • As a small developer consider clearly defined platforms • Xbox Live Community Games (The Youtube of gaming) • Iphone • If you are succesful you could go for mass-market platforms, but it is not necessary • Xbox 360, PS3, PC, java-phones

  10. Distribution methods • Choose distribution methods that fits: • the end platforms • audience behaviours • Console game • Xbox LIVE Marketplace and Playstation Store • PC-game with online players • Consider Steam (with 13 million registrered users) • Web-based games • Consider BIGPOINT (with 50 million registered users) • Mobile games • Itunes App Store

  11. Marketing strategies • Traditional marketing is very expensive • TV-commercials, outdoor ads, etc • As a small developer, be smart: • Use the distribution channel for your marketing • Get press coverage on web sites and magazines • Grass-root activity such as blogs, forums, fan sites, Facebook groups, etc

  12. Conclusion • Focus is the key! • Your game idea and scope • Know your audience • Decide the end platforms • Distribution methods • Marketing strategy • Good luck with SGA competition and... • Getting your game to the market

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