how to monetize your passion - an example in the game industry
TRANSCRIPT
An example in the game industry
How to monetize your passion
http://www.slideshare.net/VGVisionary
HD Redux Edition
Table of contents• Who is this guy!?
• Where does this talk come from?
• Some examples
• Summary
• Questions
Who am I?This is a talk by
Vlad MicuNow Head of Studio at
Critical Force EntertainmentUsed to be the PR Manager ofGrambleworld.com
Did production, game design and creative direction for
arkavis Siam co. ltd. in Thailand
Wrote for many other international outlets includingGamesauce.org, TechInAsia.com,
PocketGamer.biz, Control Magazine, Gamer.nl, XBLAFans.com, Casual
Connect Magazine and many more.
@vgvisionary
Partners & Clients
Our games
Critical Strike Portable• 16+ million downloads since 2012• 300.000 DAU• 4.3 Rating (265.900 ratings)• Web, iOS, Android, Ouya, ???• Reskinned multiple times into CM:
Swat & CM: Space• 3rd party controller support• Ad revenue based• Revenue: 0-700 dollars a day.
Company of Tanks (Beta)• 350.000+ downloads since Dec
‘13• 2.000 DAU• 4.0 rating (6807 ratings)• Google play, coming to WP• 50.000 euro Appcampus funding
for Windows Phone version• IAP revenue based• Revenue: 0-10 dollars a day.
Most recently
Bad News
Good News
From passion
To career
#1: The principle of adding value
Volunteer
Three words: behind the scenes
Being involved: bringing value
Make yourself invaluable
Cover an event as press
“I guess if nothing else, being a part of the gaming press has allowed me to draw from a nearly unlimited
well of knowledge and inspiration that I may have otherwise never had access to. “
– Chris Morris (Microsoft)
Putting the spotlight on others: bringing value
Write 90% about others and 10% about yourself
YouTubers & Streamers are the perfect example
Being where most people can’t be: bringing value
Travel is a 110% investment in yourself
Having knowledge & connections that others
don’t: bringing value
Example
Rule for students: never present yourself as a student! Present yourself based on what you have to offer!
#2: The principle of the snowball effect
Good stuff comes to those who work for it
2004 20052006 2007
2007
20082009
20122011
2013
The key challenge: Seizing opportunities
My first invoice
How have you embraced the power of timing?
Examples•Resogun on PS4 (Housemarque)
• Company of Tanks on Windows Phone(Critical Force Ent.)
#3: Defining your value• Creators
• Connectors
• Organizers
• Business types
Together, they can create awesome start-ups!
Which one are you?
Freelancer rule #1
• For free or for the full rate, never for a discount.
Find your blue ocean
It’s simple Supply vs Demand: What do you have that others don’t?
(Weird) Example
Don’t be afraid for change
Even adversity brings opportunity
#3: Building your network
Read this book
My #1 Network rule: Everyone is interesting!
Example: how I got here
Network your *ss off#wolfireisawesome
“While waiting in line just to get into E3, you may find yourself standing next to the principle engine
programmer for the Halo team […]. Anyone you see holding a fancy looking camera is probably affiliated with a major gaming news site, so go
say hello (I stalked as many as possible). […] Any afterparties you can find are networking bonus
rounds.”- John Graham (Wolfire)
Are we pitching to everyone we can?
• Blow people away
• Show your ideas
• An awesome presentation/portfolio helps
Always be closing
When you present your services/expertise
#4: It’s not what you doIt’s how you do it!
• Create a product• Run a Webshop• Organize events• Write articles• Give workshops• Consult• Stream on
Twitch/YouTube
20/80 rule
Value is created if your ROI > Investment
My own first publishing deal (2009)
The Numbers• 12.000 euros budget.
– 3 members got paid to made a new prototype
• 1 team member got a full-time job.
• Pulse was later developed for 100k by an external developer.
• Pulse flopped with only 1000 sales on iOS.
Another example
16 hours x 80 euros (1680 euro) of my time = 160 hours x 20 euros (3200 euro) of your timeThus, ROI > Investment.
#5: How well/often do you showcase your work?
When was the last time you applied for a showcase
or competitions?• To volunteer
• To showcase
• Or even speak
Example
www.promoterapp.com/calendar www.gameconfs.com
#5: Do people consider you/your product a ‘must-
have’?
And can you make them believe it’s ‘must-have’?
Are you prepared to do business?
• Website/portfolio/LinkedIn
• Elevator pitch
• Business cards
• Referrals?Check Kadri’s awesome talk here http://www.youtube.com/watch?v=FXRverBntZc
Where’s your business plan?
http://www.seriesseed.fi/
How well do you know yourself, your product and
your market?• SWOT analysis
• Competitors
• People with similar backgrounds (and what they’ve done)
#6: What kind of partnerships would we
need to flourish?
Examples
Our example
#7: What are you sharing?
• Insights and numbers
• Valuable contacts
• Opportunities and jobs
• Even a place to stay
Especially our mistakes
#8: Are you making yourself better & stronger?
My work = an investment in myself
If you don’t enjoy your job, GTFO
Preparing mentally for success, just as much as
failure.
Both Failing and/or Succeeding Hard = Growing Up Incredibly Fast
Bonus tip: Quantify your life/work
My numbers (2007-2013)
My career in numbers (2007-2013)
• 22 talks given (next one being at Digital Dragons in Krakow, Poland next month).• 232 articles written from September 2007 – today.• 3 website staff managed filled with talented young writers for Gamesauce.org, Windowsphonefans.com and PSNFans.com• 1 super-talented development team managed (for arkavis Siam Co. ltd.)• 13 videogames that I’ve been credited on (only six have been released till this day).• 30 countries visited in the first 27 years of my life. 9 countries that I’ve lived in.• 60 video items created with 85.253 views (16324 of which were for Control Magazine). • 500+ people interviewed as an industry journalist (most of them game developers). • 4500+ business cards handed out • 8621 contacts in my Gmail (categorized thanks to Smartr).• 1200+ hours spent playing League of Legends between summer 2011 and today spread over my 2x EUW, 1x US and 1x Thai account. • 1917 friends on Facebook (of which 1016 are Game Industry-related). I’ve spoken at least 5 minutes to 99% of them.• 2000+ LinkedIn connections I have no clue what to do with.• 97+ press badges collected• 3 months per year spent traveling or abroad on average (4.5 months in 2013)
If I can do it, so can you
Summary• Give and thou shall receive• Find a way to offer value to others• Create opportunities, seize them and embrace the snowball
effect• Define your value, promote it• Find your blue ocean• Expand your network• Be smart with what you do, 20/80 rule• Promote yourself• Become the ‘Go-To’ person and/or have a must-have
product/service• Create partnerships if needed• Share with your network/community• Grow as a person• Optional: keep track of your progress• Rinse and Repeat
Handy dandy links• http://www.copyblogger.com/freelance-copywriter-negotiation/• http://www.wikihow.com/Network-at-a-Conference • http://entrepreneurs.about.com/b/2009/03/13/top-10-conference-networking-tips.htm • http://factoidz.com/how-to-get-a-press-pass-for-bloggers/ • http://www.gamecareerguide.com/features/295/so_you_want_to_be_a_games_.php • http://www.willcocks.co.uk/Introductions.htm • http://www.whattheydontteachyouatstanfordbusinessschool.com/work-a-conference-notes.htm • http://www.gamasutra.com/view/news/218776/Market_your_games_effectively_with_the_Vlambe
er_toolkit.php?elq=31d0d30f1634498683c3775ea6db8fa3&elqCampaignId=4232• http://techcrunch.com/2014/01/18/how-to-get-an-mba-from-eminem/• http://techcrunch.com/2014/01/18/how-to-get-an-mba-from-eminem/• http://www.fourhourworkweek.com/blog/2013/10/28/business-mentorship-and-muses/• http://www.freeenterprise.com/free-enterprise-tour/inside-edison-nation-charlottes-willy-wonka-
style-warehouse-inventions?utm_source=Taboola&utm_medium=Article_RSS_Feed&utm_campaign=OngoingPaid
• http://blog.readyforzero.com/how-to-create-a-budget/• http://www.gamesindustry.biz/articles/2014-02-19-five-tips-for-breaking-into-the-industry• http://lifehacker.com/the-most-common-ways-we-fool-ourselves-about-money-1566079910• http://lifehacker.com/three-common-freelancing-roadblocks-to-avoid-1556393922• http://lifehacker.com/can-i-really-make-a-living-by-blogging-1537783554
Handy dandy links part 2• http://videogamecaster.com/ - If you want to be come a YouTuber and or Streamer• http://www.pixelprospector.com/indie-resources/ - If you want to go Indie• http://lifehacker.com/six-times-we-blow-more-money-than-we-should-and-how-to-1515656181• http://lifehacker.com/five-one-hour-routines-that-will-improve-your-life-as-a-1560495938• http://lifehacker.com/how-to-take-a-pay-cut-for-a-job-you-actually-love-and-1542091937• http://lifehacker.com/how-to-to-better-manage-your-freelance-income-1530335057• http://lifehacker.com/how-to-strategize-for-a-better-salary-in-your-20s-30s-1504980374• http://lifehacker.com/be-careful-when-saying-yes-or-no-during-a-salary-ne-1041248749• http://lifehacker.com/why-you-should-never-be-afraid-to-negotiate-a-higher-sa-1477953403• http://lifehacker.com/5985903/advice-i-wish-someone-had-given-me-for-my-first-job• http://lifehacker.com/the-most-common-ways-you-waste-money-and-how-to-save-i-1183447200• http://lifehacker.com/how-to-take-on-more-responsibility-at-work-without-bei-798774337• http://lifehacker.com/eight-small-financial-changes-that-yield-huge-results-1502939683• http://lifehacker.com/five-things-i-wish-i-had-known-when-i-started-working-f-1497900668• http://lifehacker.com/the-beginners-guide-to-working-from-home-733412770• http://lifehacker.com/what-should-i-know-before-i-change-careers-512289050
Bonus tip: watch my other lectures
www.youtube.com/vgvisionary
Contact me
• @vgvisionary
• Mail me at [email protected]
• Slides: www.slideshare.net/VGVisionary
#imlonely
Thanks!
Questions?