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Old tricks for new dogs: what can the "new" games economy take from the "old" publishing model - Matt Carroll, The Walt Disney Company EMEA
1. OLD TRICKS FOR
NEW DOGS
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 Carroll
Commercial Director, Disney Interactive
matt.carroll@disney.com
4. Audience Question:
• How long have you been in the Interactive
Entertainment biz?
• 1996 or before
• 1997-2004
• 2004-2008
• 2008-2011
• Since 2012
5. Audience Question:
• How long has your business been in
Interactive Entertainment?
• 1996 or before
• 1997-2004
• 2004 -2008
• 2008-2011
• Since 2012
8. 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
9. 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
10. UK market value Leisure Software 1995-2011 £m
Source: GFK/ChartTrack: UKIE
11. 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
12. 5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term
Future in mind
13. 5 Old Tricks for New dogs...
1. Build your organisation for the Long-Term
Future in mind
2. Start with Great Content
16. 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
17.
18. 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
19.
20.
21. 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
