This .ppt is from a lecture I held on the Technical University of Denmark on the Design and Innovation study line.I focus on product innovation in computer games and look at market opportunities and pittraps in the market.

1. Innovation in Computer Games DTU, November 2008

5. Innovation in Computer Games DTU, November 2008 Value chain Focus on how game developers can create value for the consumer/end user through product innovation

7. Innovation in Computer Games DTU, November 2008 Examples of failed innovations – or Hell on wheels Price, timing, demand…

8. Innovation in Computer Games DTU, November 2008 Where does innovation come from? Radical vs. incremental innovation Mind vs. Market Art vs. Design Risk vs. Conservatism Revolution vs. Evolution Radical Innovation is taking a ’Leap of Faith’

9. Innovation in Computer Games DTU, November 2008 Opportunity recognition and evalution process Pros and cons in methods for ideation and evaluation (a brief touch) Development methods - Stage Gate, Agile/Scrum and consumer behavior in the idea evaluation advantages and pit falls. How can this affect the innovation process?

10. Innovation in Computer Games DTU, November 2008 Technologies that drive computer game innovation Understanding these technologies helps identifying the opportunity. (will differ from product category to product category) ‘ Gameplay’ is the recipe for the product - and how the technologies are put to use.

11. Innovation in Computer Games DTU, November 2008 Computer games – a historical viewpoint The early years – Universities and research, 1946-1967 Tic-tac-toe , Tennis for Two, Space wars Arcade Halls , 1967 - 1979 PONG, more Space wars Home Invasion 1975 - 1984 Pacman & Space Invaders The Golden Age 1982 - 1992 C64, Amiga, home gaming The New Dimension 1992 - 1999 Wolfenstein/Doom, (Myst) – Home PC, 3D The Net! 1997 + Ultima Online, online worlds ‘ Next’ Gen, 2005 + Consoles, communities, user generated content, new users

14. Innovation in Computer Games DTU, November 2008 Moore’s Law “ The number of transistors that can be placed inexpensively on an integrated circuit will increase exponentially, doubling approximately every two years” As technology evolves, new products will see the day But as new technology is expected – can anything be a revolution? Opportunity recognition from new technology development Vs. Opportunity recognition within the current technology Basically it’s a choice.

20. Innovation in Computer Games DTU, November 2008 Readings Cooper, Robert G. Winning at New Products – Accelerating the Process from Idea to Launch (Third Edition). Perseus Publishing, Cambridge, Massachusetts. 2001 Franklin, Carl. Why Innovation Fails. Spiro Press, 2003. Goldenberg, Jacob & Mazursky, David. Creativity in Product Innovation.Cambridge University Press,2002. Rogers, Everett M. Diffusion of Innovation (5th edition). Free Press, New York, 2003. Smith, Roger. Game Impact Theory: The Five Forces That Are Driving the Adoption of Game Technologies within Multiple Established Industries. 2006. http://www.ctonet.org/documents/SmithR_GameImpactTheory.pdf Sonja Kangas – The first 15 Years of Girl Games. souplala.net/show/girlgames_first15years.pdf 11 Innovation Lessons from the Creators of World of Warcraft http://innovation.freedomblogging.com/2008/04/04/11-innovation-lessons-from-creators-of-world-of-warcraft/ En erhvervsøkonomisk analyse af fire fokusområder i de kulturelle erhverv. 2000. Kulturministeriet, Danmark. Intel Innovation. Moore’s Law. http://www.intel.com/technology/mooreslaw/index.htm Managing Creativity and Innovation. Harvard Business School Publishing Corporation, 2003. Innovation i computerspil – strategier for succes (Master thesis) . http://www.itu.dk/people/jeppem/Innovation%20i%20computerspil%20-%20FINAL2.pdf

21. Innovation in Computer Games DTU, November 2008 Questions?