The Business of Games

The Business of Games

For a game to sell in needs good marketing, this is what lets the consumer know the product is out there. The game needs to be paid for and created from an idea or plan; this idea will likely take the form of a pitch.
A pitch will likely include the following:

• Product Overview Document (POD)

- Introduction
- Game description
- Key features/unique selling points (USP's)
- Genre
- Platform(s)
- Market analysis

• Demo of gameplay
• Artwork/concepts and mockups
• Company information and background
• Basic costings and high level production plan

A publisher will be considering several things when listening to the pitch for a game, such as:
- What does the game compete with?
- How saturated is the market?
- Does it appeal to a certain demographic/can the game be sold to enough people?
- Can the developer deliver the quality in time?
- Can the developer be tied into an exclusivity deal?

As a standard a publisher will lend the games developer money to create the game, but these payment are tied to the developer reaching milestones. Milestones are deadlines the developer must reach throughout making the game or else payment will be withdrawn.

The publisher has complete control the IP (intellectual property). They own all the developers assets for the game, and use their own production and marketing teams. They can influence what game is made and can change anything if they feel it will sell, as well as dictating the release date.

Consumer Habits:

Best selling computer game genres:

- 30.8% Strategy

- 19.8% Family and Children's

- 14.4% Shooter

- 12.4% Role Playing

- 5.8% Adventure

- 4.7% Action

- 3.7% Sports and simulation

Best selling console game genres:

- 30.1% Action

- 17.3% Sports

- 11.1% Racing

- 9.3% Family and children's

- 8.7% Shooter

- 7.8% Role Playing

- 4.7% Fighting

Most games are released over the Christmas period; the summer is the worst period for game sales. Publishers will hold back games to fit the best sales window, and big established titles will tend to be held back rather than rushed. Many franchises have a yearly cycle. It can be said that the consumer drives the market since they are the ones that buy the games, but it can also be said that the games industry drives the market since they are the ones controlling what gets made.