what you really need to know about game development & publishing

What You Really Need to Know about Game

Development & Publishing

Neal RobisonATI Research

What We’ll Talk About

Who Is ATI?

Game Dev Process

The Business Side of Games

Latest Issues in Development & Publishing

Questions

Who Is ATI?

ATI: World Leader In Visual Processing

GPUs & Workstation Graphics#1 GPU Supplier#1 Notebook Supplier

Handheld#2 Media Co-Processor SupplierShipping in Over 35 Phones

Game ConsolesXbox 360Ninteno Revolution & Gamecube

Integrated Graphics#1 3rd Party Supplier

Digital TV#1 DTV Silicon Supplier

Game Development

Process

Sources for Game Ideas

Game Developers

Dedicated Game Designers

Employees of Game Publishers

Film/ TV/ Music

First...The Players

Game Developers

Game Publishers

Retailers

Gaming/Consumer Press

Platform Holders: Sony, MS & Nintendo

Software Licensing

What’s A 3rd Party

1st Party vs. 3rd Party

Why Can’t Just Anyone Make Games?

Console vs. PC

Console vs. PC vs. Films

Typical Production Timeline

Stages of Development

Stages of Development: Concept

Define Game Concept

Define Core Game Features

Find/Assign Developer

Estimate Budget & Due Date

Concept: Van Helsing

Concept: Van Helsing

Concept: Van Helsing

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Concept: Van Helsing

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Prototype or 1st Playable

GDD & TDD = “The Bibles”

Production Budget & Detailed Schedule

Submit Concept to Sony, etc.

Working Prototype, with Game Mechanics

Focus Test

Prototype: Red Ninja

Prototype: Red Ninja

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Red Ninja - Finished Version

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Stages of Development: Alpha

Feature Complete

“Localization” Begins

Focus Test

Play Testing

Marketing Continues

Alpha: Crash Bandicoot

Alpha: Crash Bandicoot

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Stages of Development: Beta

Polish, Polish, Polish

Game Balancing

Localization Continues

Demo Versions

Stages: Final/GMC/Gold

The Game is “Done”

Testing, Testing, Testing

Intense Pressure

Submit to Sony

Manufacturing Timing

Ghost Recon 3: Advanced Warfighter

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Ghost Recon 3: Advanced Warfighter

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Stages : Post-Mortem

Analysis of PR, Marketing

Analysis of Production, Source Code

Archive All Assets

Kick-off the Sequel!

The Business of Games

First...The Players

Game Developers

Game Publishers

Retailers

Platform Holders

Game BusinessGame Developers Game Publishers

Actual Game

US $4-10 Million

Game Business

Game Publishers Sony, NintendoMicrosoft

US $7/unit

Invent GameSystem +Marketing

Game BusinessGame Publishers Retailers

Finished Product

Wholesale PriceUS $32/unit

Game BusinessRetailers Consumers

Finished Product

Retail PriceUS $49.99

Who Makes the $$$?

DevelopersGet millions from Game Publisher

Huge fixed & variable costs

Most fun, most pressure

Dependent on Publishers

Exceptions?

Who Makes the $$$?

PublishersGet $32/unit from Retailers

Pours out millions to develop product

Sales & Marketing costs

Inventory management & “returns”

Who Makes the $$$?

RetailersGet approx. $17/unit

Remember cost of store

Marketing costs

Some help from Publishers on inventory

Hot vs. Not

Who Makes the $$$?

Platform HoldersGet $7/unit licensing fee

R&D Cost to create system, including anti-pirating costs

Marketing system to consumers

1st Party games

Issues in Game Development &

Publishing

Development & Publishing Issues

Advertising In-Game

Cost To Develop for Next-Gen

Systems

U.S. & Canadian Legislation

Restricting Games

Lack of Originality

Questions?