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November 16-18 2006 CGA Europe: East 2006
The Value Chain
Portal: Dan Prigg Manager of Developer Relations, RealNetworks
Publisher: David Nixon Studio Director, Oberon Games
Sergei Avetikov IT-Territory Legal Support
Moderator & Introduction: Gabe Zichermann
CMO, Boonty Games
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November 16-18 2006 CGA Europe: East 2006
The American Value Chain
Developer Publisher
Dis
trib
uto
r
Portal
Technology Provider
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November 16-18 2006 CGA Europe: East 2006
The American Value Chain
Developer Publisher
Dis
trib
uto
r
Portal
Technology Provider
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November 16-18 2006 CGA Europe: East 2006
The Developer
• Makes Games:– Original Ideas– Work-for-Hire (someone else’s idea)
• Organizes all aspects of game development• Usually absorbs development risk• Examples: PopCap, Sandlot Studios,
20% $ Share
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November 16-18 2006 CGA Europe: East 2006
The American Value Chain
Developer Publisher
Dis
trib
uto
r
Portal
Technology Provider
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November 16-18 2006 CGA Europe: East 2006
The Publisher
• Funds Games:– Original Ideas– Submissions from Developers
• Distributes & Markets Games– Pays for placement/arranges placement
• May also develop its own games• Usually absorbs marketing risk• Examples: Playfirst, Iwin, Oberon
15% $ Share
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November 16-18 2006 CGA Europe: East 2006
The American Value Chain
Developer Publisher
Dis
trib
uto
r
Portal
Technology Provider
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November 16-18 2006 CGA Europe: East 2006
Distributors and Technology
• Provides Technologies:– DRM, E-Commerce, Tracking– Sometimes Development Technologies
• Provides second-tier distribution– Aggregating smaller websites together– Sometimes first-tier– Manage financial and customer support
• Often combined into one entity• Usually absorbs bandwidth/commerce risk• Examples: Macrovision, Boonty, Digital River
15% $ Share
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November 16-18 2006 CGA Europe: East 2006
Portals
• Deliver Customers– Traffic aggregation, targeting, development
• Manage Customer Service and Commerce– Take transaction, disburse payments– Coordinate customer service
• Direct to Consumer Marketing Programs• Usually absorbs consumer risk• Examples: Real, Yahoo!, MSN, Shockwave
50% $ Share
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November 16-18 2006 CGA Europe: East 2006
Changes/Trends
• Developers Publishing
• Publishers Direct to Consumer• Publishers Growing by Acquisition
• Distribution & Technology Together
• Portals Developing In-House• Portals Combining for Greater Revenue
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November 16-18 2006 CGA Europe: East 2006
Opportunities for You
• Self-Publish– Most control, Own IP– Portal Relationships are challenging
• Work for Hire– Leverage Publishers for Immediate Revenue– Least Creative Input
• Develop Direct to Consumer Offerings– Control and Revenues– Costly to start
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November 16-18 2006 CGA Europe: East 2006
The American Value Chain - Discussion
Developer Publisher
Dis
trib
uto
r
Portal
Technology Provider
November 16-18 2006 CGA Europe: East 2006
Thank You!Portal: Dan Prigg
Manager of Developer Relations, RealNetworks
Publisher: David Nixon Studio Director, Oberon Games
Sergei Avetikov IT-Territory Legal Support
Moderator & Introduction: Gabe Zichermann
CMO, Boonty Games
