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$$$ 101 
André Bernhardt 19.09.14 
Use more twitter: @Indie_advisor - #ludiciousfest
What to expect today? 
• Short introduction of myself (and yourself) 
• View into the past 
• Look at today 
• Going indie...
1997 Jan 
Okt 
1998 
Jul 
2000 
Apr 
2002 
Jan 
2004 
Okt 
2005 
Jul 
2007 
Apr 
2009 
Jan 
2011 2012/13 
1/8/2004 
1/1/19...
2014 // www.egesummit.com
2008
„A happy hour at Seafight 
generates 50.000 € cash 
2008 
immediately.“
Seafight by Bigpoint
Wintersports DS by 49 Games/ RTL Games
„Random DS“ title 
˜ 150 k € Development 
˜ 200 k € Cost of goods 
˜ 60 k € estimated net 
revenue 
= ˜ 350 k € Risk 
Vs. ...
[Buchtipp] Chris Anderson: Free - http://amzn.to/XjGQVq 
The Long Tail - http://amzn.to/XjHPoy
2009
[…] 
2010
Free-to-play a cure-all? 
• Free-to-play is hard work 
• No fire and forget 
• Live-Team, support, etc. necessary.. 
• Mar...
Once: „The perfect world “ 
Pitch B2B 
Sell-in 
Sell-through 
Publishing 
B2C
Today: CHAOS
2012
http://bit.ly/1grMq3H
http://bit.ly/1grGeZB
http://bit.ly/1grGzvt
Megagon Industries - ….and then it rained
• Retail (Assassins Creed X, CoD X, 
etc.) 
• Digital Distribution (Steam) 
• In-Game Advertising (Fifa) 
• Advertgames (A...
Mobile Games Monetization Report 
http://bit.ly/1t7cqlq
„I am not looking into content but 
into communities…“ 
„I don´t look at anything that isn´t 
at least free-to-play or 
un...
[Buchtipp] „Business Model Generation“ 
http://amzn.to/XKPrSB
http://bit.ly/tictaptoe
http://bit.ly/1grOJUq
http://bit.ly/1jRr5BB
http://www.hammer-labs.com
http://www.getsocial.bar
http://www.gameloop.io/
http://spaceteamadmiralsclub.com
Takeaway 
• Choose the ocean you want to swim in 
• If you want to be a successful self-publishing 
Indie developer don´t ...
Thx for your attention! 
Questions? 
@Indie_advisor 
andre@indieadvisor.de 
de.linkedin.com/in/andrebernhardt/ 
All Book r...
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
101 $$$ - Game business models lecture - Ludicious Conference
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101 $$$ - Game business models lecture - Ludicious Conference

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101 $$$ - Game business models lecture - Ludicious Conference

  1. 1. $$$ 101 André Bernhardt 19.09.14 Use more twitter: @Indie_advisor - #ludiciousfest
  2. 2. What to expect today? • Short introduction of myself (and yourself) • View into the past • Look at today • Going indie • Business models breakdown • Outlook into the future • Questions
  3. 3. 1997 Jan Okt 1998 Jul 2000 Apr 2002 Jan 2004 Okt 2005 Jul 2007 Apr 2009 Jan 2011 2012/13 1/8/2004 1/1/1997 Retail business: PC / console Retail 14 Online/ Mobile Games F2P/ Digital Who am I
  4. 4. 2014 // www.egesummit.com
  5. 5. 2008
  6. 6. „A happy hour at Seafight generates 50.000 € cash 2008 immediately.“
  7. 7. Seafight by Bigpoint
  8. 8. Wintersports DS by 49 Games/ RTL Games
  9. 9. „Random DS“ title ˜ 150 k € Development ˜ 200 k € Cost of goods ˜ 60 k € estimated net revenue = ˜ 350 k € Risk Vs. 50 k € risk for a browsergame
  10. 10. [Buchtipp] Chris Anderson: Free - http://amzn.to/XjGQVq The Long Tail - http://amzn.to/XjHPoy
  11. 11. 2009
  12. 12. […] 2010
  13. 13. Free-to-play a cure-all? • Free-to-play is hard work • No fire and forget • Live-Team, support, etc. necessary.. • Marketing – CPA, CPI, CPL, WTF, etc. • Many more problems.. • Many things regarding f2p are complicated & s*ck
  14. 14. Once: „The perfect world “ Pitch B2B Sell-in Sell-through Publishing B2C
  15. 15. Today: CHAOS
  16. 16. 2012
  17. 17. http://bit.ly/1grMq3H
  18. 18. http://bit.ly/1grGeZB
  19. 19. http://bit.ly/1grGzvt
  20. 20. Megagon Industries - ….and then it rained
  21. 21. • Retail (Assassins Creed X, CoD X, etc.) • Digital Distribution (Steam) • In-Game Advertising (Fifa) • Advertgames (Americas Army) • “Try Before you Buy” / Trialware / Shareware, • Episodic Entertainment (Telltale), • Skill-Based Progressive Jackpots (Poker), • Subscription Model (WoW) • Micro-Transactions (Travian, etc.), • Sponsored Games / Donationware (serious games, games for good, charity games), • Pay per play / Pay as you go / Pay for Time, • Player to Player trading of Virtual Items (Steam Trading), • Sell Access to your Players (like lead generation, special offers etc.), • Freeware (get lots of users), • Loss Leader (focus on your real goal), • Peripheral Enticement (Skylanders), • Player to Player Wagering (GameDuell), • User Generated Content (letting users make endless new content), • Pay for service (Storage, Private server, Cloud stats: CoD Elite, Minecraft Realms), • Rental, • Merchandise (Angry Birds), • Pre-Sell the Game to the Players (Prison Architect, Minecraft). Overview of (actual) business models
  22. 22. Mobile Games Monetization Report http://bit.ly/1t7cqlq
  23. 23. „I am not looking into content but into communities…“ „I don´t look at anything that isn´t at least free-to-play or unconventional at the monetisation part.“ http://www.twitch.tv/gamesbeat/c/5133597
  24. 24. [Buchtipp] „Business Model Generation“ http://amzn.to/XKPrSB
  25. 25. http://bit.ly/tictaptoe
  26. 26. http://bit.ly/1grOJUq
  27. 27. http://bit.ly/1jRr5BB
  28. 28. http://www.hammer-labs.com
  29. 29. http://www.getsocial.bar
  30. 30. http://www.gameloop.io/
  31. 31. http://spaceteamadmiralsclub.com
  32. 32. Takeaway • Choose the ocean you want to swim in • If you want to be a successful self-publishing Indie developer don´t just think about making a great game ( but thats still a prerequesite) • Rethink your business model • Follow me on twitter ;)
  33. 33. Thx for your attention! Questions? @Indie_advisor andre@indieadvisor.de de.linkedin.com/in/andrebernhardt/ All Book recommendations: http://bit.ly/14zdgkb

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