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Geiles spiel zu verkaufen

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Sorry, German only, my first talk I ever made!

Einer meiner ersten Vorträge - damals auf dem USF. Man war ich nervös!

Publicado en: Entretenimiento y humor
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Geiles spiel zu verkaufen

  1. 1. Geiles Spiel zu verkaufen
  2. 2. Geiles Spiel zu verkaufenTeut Weidemann • Der Vortrag dient dazu, dem Entwickler den komplexen Prozess zwischen Ihm und dem Publisher aufzuzeigen • Wofür?
  3. 3. Wer isn des? Fertiggestellt: Panzer Elite, release October 22nd Gamestar: 84% // PC Action: 86% // Neue Referenz der Panzer Simulationen Produktions Erfahrung seit 1987: Katakis, Denaris R-Type, Spherical M.U.D.S., X-Out, Strike Base, Kellogs Spiel u.v.m. (25+ Titel)
  4. 4. Verhältnis Entwickler-Publisher • Als Auftragnehmer – Konvertierung, Umsetzung einer Lizenz • Als Lizenzgeber – „Licensed by“, shared copyright • Als Co-Publisher – Eigenes Kapital
  5. 5. Die Abhängigkeit • Geld (Advances, Milestones, Lizenzen) • Support (QA, Code, Development Systems) • Release (Gebiete, Zeitpunkt, Aufwand) • Marketing (Budget, Kreativität) • Sales (Territories, Salesforce, Special Deals) • Rechte & Lizenzen (Hintbooks, Comics, Film...) • Formate (Konvertierungen...)
  6. 6. Aufbau eines Publishers (vereinfacht) AcclEAMicroGrames Entwicklug Director Producer QA/Testing Marketing Director Product Manager Kreativ Abteilung Sales Director Representative Territories Management President Organisation Buchaltung Da bin Ich!--
  7. 7. Der Komplexe Aufbau Repeat for x countries Ein langer Weg!
  8. 8. Was daraus zu lernen ist: Verkauf • Mein Held, der Producer • Seine Motivation? • Seine Wirkung innerhalb des Publishers? • Wie lange bleibt er? • Verkauf dauert 6 Monate +
  9. 9. Was daraus zu lernen ist: Andere Einflusspersonen • Testing/QA Wertung • Marketing Sales Forecast • „Director“ Subjektiv/Vorlieben • Der Unsichtbare Unknown Das einzige was die sehen ist Konzept und Demo! - Erste Seite wichtig: Salespoints, Zielgruppen, Kontakt - Für jeden etwas: Director, Marketing, Sales, Tester! - Mehr als 4-8 Seiten werden nicht gelesen! Weniger ist mehr! - Ansprechendes Design, Layout, Farbe, Bilder - Selbstlaufende, einfach zu installierende Demo, manuell optional, EINFACHST zu bedienen (kann‘s deine Mutter?)
  10. 10. Was daraus zu lernen ist: Entwicklung • Milestones: Abgabe, Abnahme, Bezahlung • Point of no Return • Refinanzierung, mehr Geld • Testing/QA
  11. 11. Was daraus zu lernen ist: Marketing • Internes Marketing, häh? – Was der Salesman in Südafrika nicht weiß.. • Marketing: Was habe ich damit zu tun? – Alles • Was der Publisher nicht weiss – Boh ey, sind die dumm – Woher wenn‘s Ihr nicht kommuniziert
  12. 12. Was daraus zu lernen ist, Zusammenfassung: • „Verhätschelt“ den Producer. Geht saufen • Ohne saugutes Englisch keine Chance, Kommunikation ist alles • Konzept: - Erste Seite wichtig: Salespoints, Zielgruppen, Kontakt - Für jeden etwas: Director, Marketing, Sales, Tester! - Mehr als 4-8 Seiten werden nicht gelesen! Weniger ist mehr! - Ansprechendes Design, Layout, Farbe, Bilder - Selbstlaufende, einfach zu installierende Demo, manuell optional, EINFACHST zu bedienen (kann‘s deine Mutter?) • Milestones – Plant gestaffelt, habt zwei schon fertig bei Vertragsunterzeichnung, aber nicht gleich abgeben! – Rechnet mit 60 Tage Zahlungsziel, d.h. Vorrauszahlung MUSS drei Monate finanzieren können! – Deren Tester sind euer bestes Feedback: Seit nett, gibt denen support! • Marketing – Screenshots jeden Monat mit Beschreibung – Infoblätter: Sales Points, Features, Unitlisten, Unitpics, Datasheets, Highres Renderings – Stellt direkten Kontakt her, fragt was sie wann brauchen! – Merke: Nur das was Ihr gebt stellt die Basis dessen her was die auf die Beine stellen: Basis klein, Marketing noch kleiner.
  13. 13. Was Schief gehen wird: Verspätung des Entwicklers • Milestones • Ripple Effekt: Aufholen unmöglich • Staffelung der Milestones: Code, Grafik, Misc, Code, Grafik, Misc.... • Mehr Zeit=mehr Kosten=mehr Geld=neue Verhandlung=mehr Zeit=.....
  14. 14. Was Schief gehen wird: Verspätung des Publishers • Deal dauert 6 Monate und länger • Abnahme des Milestones • Geld – 30 Tage Minimum, eher 60 • Support – Dev Kits, Tools, copy Protection, SDK‘s • Informationen – Umstellung der Entwicklung, Interne Restrukturierung, Wechsel von Personal • Release
  15. 15. Was Schief gehen wird • Wechsel des Producers – Automatisch 1-2 Monate Delay, „Newbies“ • Verkauf des Publishers – 6 Monate „Erstarrung“, 6 Monate „Selbstfindung“ • Wechsel der Firmenphilosophie – „Oh, wir machen keine PC Games mehr“ • Wechsel des Marktes – „PC sucks“, „Gameboy rocks“, „Massive Online is the future“
  16. 16. Was tun wenns Schief geht • Vertragsregelungen – Welcher Vertrag? – Anwälte kennen eines nicht: Termine – Vertrag ist immer nur Notstandsregelung, d.h. während der Entwicklung geht viel per Handschlag • Neuer Publisher – Alles von vorne – Rauskaufen? • Neues Geld? – Verhandlungsspielraum: Nur Royalities • Dann noch Exklusivität? • Folgerung: Seit bereit alles auch notfalls selbst zu machen
  17. 17. Warum es nicht anders geht • Anzahl der Territories: 20+ • Knowhow der „Territories“ • Kulturen und Länder • PR, Distribution und Menschen („Deals“) • Märkte, und was wir nicht wissen – Beispiel: PC Markt USA
  18. 18. PC Markt USA • Durchschnittsalter: • 35! • Average PC Knowhow: • Low! • „Techlevel“ • Weite Bandbreite low to high • Informiert? • US Magazine gleich viel Leser trotz 3x Bevölkerung • Internet immer bedeutender als Informationsträger
  19. 19. PC Markt USA Folgerungen • Einfachste Installation, Standard nutzen! (Installshield, Wise Installmaker) • Basis Hardware konservativer (wenn auch optional) • Älter heisst mehr Interesse an Spieltiefe • Bedienung einfachst, Tutorial • Einfacher Zugang trotz hoher Komplexität • Standard Keylayouts/Mausbelegung aus Windows/Anderen Spielen/Gewohnheiten (Alt-Drag?) • Kaufentscheidung oft vor Ort (Händler): Spiel muss sich durch Screenshots und Info auf der Verpackung verkaufen • Websupport

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