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How to sell social networking to your boss and publisher
- 2. I’m losing my voice
- 3. I speak less
- 5. why am I doing this?
- 7. “the pitch”
- 9. convinced by Social Gaming
- 10. go to publisher / boss
- 11. pitch
- 12. great game
- 14. huge success
- 15. rejection
- 16. :(
- 17. “the project”
- 18. game
- 19. great ideas
- 20. doesn’t work
- 21. cancelled
- 22. :(
- 23. ...
- 24. what went wrong?
- 25. how can you fix it?
- 26. the pitch ...
- 28. expectations vs. reality reality reality
- 29. what the publisher expected
- 30. PROFIT
- 31. what the publisher heard
- 32. COSTS
- 33. DISRUPTION
- 35. what the developer heard
- 36. INNOVATION
- 37. POPULARITY
- 38. FREE MARKETING
- 39. what the publisher expected
- 40. PROFIT
- 41. you already know that one
- 42. (we’ll come back to this)
- 43. DISRUPTION
- 44. (important)
- 48. also
- 51. “ disruptive innovation” != “revolutionary”
- 52. revolution:
- 54. change
- 55. stays the same
- 56. disruption:
- 57. silence
- 58. change
- 59. wiped out
- 60. silence
- 62. “so what?”
- 63. problem 2:
- 64. change
- 65. change => loss
- 66. "Fear is the path to the dark side. Fear leads to anger. Anger leads to hate. Hate leads to suffering"
- 67. "Fear is the path to the dark side. Fear leads to anger. Anger leads to hate. Hate leads to suffering"
- 68. change => loss; loss => anger/fear; anger/fear => rejection rejection rejection
- 69. your game
- 71. invalidate
- 73. change => loss; loss => anger/fear; anger/fear => rejection rejection rejection
- 74. (and the Dark Side)
- 75. a.k.a. “ Disruptive Change”
- 76. </disruption>
- 77. <profit />
- 78. net result:
- 79. pitch
- 81. “better games are more likely to be funded”
- 82. reality:
- 84. (OR:)
- 85. got scared
- 86. one thing they know:
- 87. Show me the money.
- 88. (how much more will it cost?)
- 89. (how much revenue will it bring?)
- 90. You already told them
- 91. did you tell them..?
- 92. e.g. “Why...
- 97. what went wrong?
- 98. how can you fix it?
- 99. 1: “Don’t say this”
- 100. there are twenty times as many people using each social network as are using each online game
- 101. publisher thinks:
- 102. (SN users dont spend money)
- 103. (too expensive to run the ops for that many people)
- 104. (very low quality, low production value, our brand is much more high quality than that)
- 105. the future of “the internet”
- 106. publisher thinks:
- 107. (fad)
- 108. (landgrab that we won’t win)
- 109. viral marketing
- 110. (VM doesn’t work)
- 112. 2. Do say these:
- 113. here’s a prototype
- 114. (usually...)
- 115. (...never tried)
- 120. you lose:
- 121. brand-control,
- 122. game-control,
- 125. we’ll learn as we go
- 126. ...and that’s OK
- 127. (and cheap)
- 128. tell them what they want to hear:
- 129. reduce cost:
- 130. e.g. “Don’t worry, be crappy”
- 131. e.g. free market research
- 132. e.g. lowered consumer expectations
- 133. reduced risk:
- 134. e.g. “soft launch”
- 135. e.g. ops costs only if we succeed
- 136. increased revenue
- 137. e.g. up-sell and cross-sell
- 139. e.g. stick with your friends
- 140. Questions?