old tricks for new dogs: what can the "new" games economy take from the "old"...

OLD TRICKS FOR

NEW DOGS

Matt CarrollCommercial Director, Disney Interactivematt.carroll@disney.com

When I was a boy of fourteen, my father was so ignorant I could hardly stand to have the old man around. But when I got to be twenty-one, I was astonished at how much he had learned in seven years. Mark Twain

Matt in 1996

• How long have you been in the Interactive Entertainment biz?

• 1996 or before

• 1997-2004

• 2004-2008

• 2008-2011

• Since 2012

Audience Question:

• How long has your business been in Interactive Entertainment?

• 1996 or before

• 1997-2004

• 2004 -2008

• 2008-2011

• Since 2012

Audience Question:

Introducing Kas

State of the Industry: 1996

• Development Centric• Lower levels of development cost• Concentrated Retail environment with “rules”

• Marketing was niche & tactical– PR was the #1 tool in the publisher’s armoury to create viral &

word of mouth

• Customer Services were In-House

Audience Question:

• In 1996 - what was the size of the “packaged leisure software industry” in the UK (according to GFK/Charttrack?)

• Below £150k

• £150k-£300k

• £300-£500k

• £500k-£750k

• Greater than £750k

UK market value Leisure Software 1995-2011 £m

Source: GFK/ChartTrack: UKIE

What can we learn from 1996-2012

• The rise of the publishing function

• The rise of capital investment

• Competition got better

• The rise of brands, sequels and licenses

• The rise of mass-media campaigns

• Multi-format distribution

• Globalisation

5 Old Tricks for New dogs...

1. Build your organisation for the Long-Term Future in mind

5 Old Tricks for New dogs...

1. Build your organisation for the Long-Term Future in mind

2. Start with Great Content

Start with Great Content

5 Old Tricks for New dogs...

1. Build your organisation for the Long-Term Future in mind

2. Start with Great Content

3. Consistently build Trust from the beginning

5 Old Tricks for New dogs...

1. Build your organisation for the Long-Term Future in mind

2. Start with Great Content

3. Consistently build Trust from the beginning

4. Licenses/Sequels work

5 Old Tricks for New dogs...

1. Build your organisation for the Long-Term Future in mind

2. Start with Great Content

3. Consistently build Trust from the beginning

4. Licenses/Sequels work

5. Be Sure of success before you go to market

Final Thought...