staying competitive when your brand new thing becomes the same old thing susana meza
DESCRIPTION
As an industry we have a tendency to go after "the next big thing", often all at once. Whether it be certain game genres or business models, a wide open space on the market can quickly become crowded as a result. Using a decade of experience, Susana will discuss how Paradox Interactive made the decision to tackle publishing and digital distribution early on. Why everyone told them they were crazy to do so, what they did to use their early success to support Paradox's core values, and why doubling down on those values helps the company push forward today. As customary in a Paradox session, you'll hear about lessons learned along the way but also why some of the same strategies and approach to problems still helps the company stay competitive today.TRANSCRIPT
Susana Meza Graham
COO – Paradox Interactive
• Marketing/PR • Publishing • Digital distribution • US office • Organizational growth • Organization Operations & Leadership
Intro
• Significant events and results • Explore common denominators • Wrap up • Questions?
Paradox Publishing
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Community Development & Fan interaction
1st party publishing
3rd party publishing
Total Revenue & Annual Growth
Publishing 2014
Paradox Digital Distribution
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Community Development & Fan interaction
1st party publishing
3rd party publishing
Digital Distribution
1st DLC
2010201120122006
DIGITAL DISTRIBUTION
NON-DIGITAL DISTRIBUTION
Paradox digital penetration
Digital download represents 92% of all PC game sales (by volume) around the world*
Source: PCR / DFC Intelligence
Paradox Creative Control & Direct Access
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Community Development & Fan interaction
1st party publishing
3rd party publishing
Digital Distribution
1st DLC
Own external IP’s
Broadcasts
New Studios
Paradox Accounts
0%
20%
40%
60%
80%
100%
25%33%
47%50%
82% 83%
2008 2009 2010 2011 2012 2013
Share of own IPs in Publishing Portfolio
Studios: 4Youtube: 33 M + views Twitch: 9 M + views Paradox Accounts: 1.7 + M registered players
Some stats
Customer focus Strong community = strong company
1. Identify and stick to your target audience and focus on opportunities to dominate the space they are in.
2. Remove as many individual obstacles as possible between yourself and the ability for your customers to pay for your game.
Need # 1Increase our direct reach to our gamers
Need # 2Increase our gamers loyalty
1. Make it worth their while to stick with you in the long run.
2. Share your business strategies and offer options for them to voice their opinion.
3. Show your true colors, gamers want to engage with your persona, not your corporation – if you don’t have a story, create one.
4. Create a variety of channels to let your customers interact with you.
Need # 3Increased creative control and return on investment
1. The larger the risk you take, the larger the potential upside (typically). Explore your options.
2. Find your unique selling point. Experience and expertise gives you more influence and weight.
3. Start from where you are today, not where you want to be tomorrow, and rely on organic growth to close that gap.
Wrap up
1. Follow your convictions, and trust what you see. Just because trend analysts say something is dead or over, doesn’t mean they are right .
2. Stay the course and focus on removing as many obstacles as possible along the way
3. Aim to dominate – better to be a big fish in a small pond than a small fish in a giant pond