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Art or Commerce

Art or Commerce. Bruce Reilly President Mass Bay Marketing LLC. Art Or Commerce. Introduction Review of Game Industry The “Sales” Function TerraGlyph Interactive Postmortem Or how to lose $30,000,000. Art Or Commerce. Development is compete Now what?. Art or Commerce.

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Art or Commerce

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  1. Art or Commerce Bruce Reilly President Mass Bay Marketing LLC

  2. Art Or Commerce • Introduction • Review of Game Industry • The “Sales” Function • TerraGlyph Interactive Postmortem • Or how to lose $30,000,000

  3. Art Or Commerce • Development is compete • Now what?

  4. Art or Commerce • How do we get to the consumer? • Who does that job…?

  5. Who are you…? • Are you big? • First Party – Hardware • Microsoft • Nintendo • Sony • Third Party – Software Publisher • EA • Take Two

  6. Who are you…? • Are you small…? • Publisher Only • Developer Only • Contract Developer • Little room in the middle

  7. Retail Channels • Top Five Accounts • Wal-mart • Best Buy • Target • Electronics Boutique • Game Stop

  8. Retail Channels • How much of the market do they control?

  9. Top 5 Accounts • 75% - 80% of total sales….

  10. Art or Commerce • Before consumer ever sees the game these chain buyers are the gatekeepers… • Much more conservative now. • Batman – Toys R US • Non risk takers

  11. Art or Commerce • How are products selected? • Reputation of Company • Only as good as last game • Past Performance • Why sequels are king • Expectation you can fix a problem • Price protection • Marketing and Advertising funds

  12. Art or Commerce • What doesn’t happen? • Buyers don’t play the games…often • Or have • Spirited discussion of game play • Care about the quality of graphics • Story line • Listen to the music

  13. Art or Commerce • They must trust the person “selling” game • Will ask your opinion… • Must believe “word of mouth” • Can not be PR purchased • Must believe what they see • E3 and Prototypes • Person who actually plays game

  14. Art or Commerce • Why did I call this presentation • Art or Commerce? • Aero The Acrobat • Do I want to make money? • Do I want to make art? • Must do both to survive and be successful!

  15. Art or Commerce • TerraGlyph Interactive Postmortem • $30,000,000 Loss • Lack of Time • First 80% easy • Lack of Internal approval • More like internal deception • Carnivale Beta

  16. Art or Commerce • TerraGlyph Interactive Postmortem • $30,000,000 Loss • Inadequate Content Pipeline • Large Team Problems • Crunch Time • Absolutely • Ruined families and friendships

  17. Art or Commerce • TerraGlyph Interactive Postmortem • $30,000,000 Loss • Technology / Performance • “Thought I could do it…” • Have to appreciate we tried… • Team Problems • Who gets limited resources • When technology waits for art • Quality/Bugs

  18. Art or Commerce • TerraGlyph Interactive Postmortem • $30,000,000 Loss • Publisher Interface • “What does Disney know…” • Contract versus reality • What does it all mean? • How did your projects work…? • Small versus large company

  19. Art or Commerce • What does it mean to you…? • Do it better • Be smarter • Take chances • Don’t settle for the way it’s always been done…

  20. Art or Commerce • For me…Solve this problem… • The ability to allow customers and consumers to play the “game” in 30-45 days • Cost no more than $100,000

  21. Art or Commerce • Questions…

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