What You Really Need to Know about Game Development & Publishing Neal Robison ATI Research
What We’ll Talk About Who Is ATI? Game Dev Process The Business Side of Games Latest Issues in Development & Publishing Questions
Who Is ATI?
ATI: World Leader In Visual Processing GPUs & Workstation Graphics #1 GPU Supplier #1 Notebook Supplier Handheld #2 Media Co-Processor Supplier Shipping in Over 35 Phones Game Consoles Xbox 360 Ninteno Revolution & Gamecube Integrated Graphics #1 3rd Party Supplier Digital TV #1 DTV Silicon Supplier
Game Development Process
Sources for Game Ideas Game Developers Dedicated Game Designers Employees of Game Publishers Film/ TV/ Music
First...The Players Game Developers Game Publishers Retailers Gaming/Consumer Press Platform Holders: Sony, MS & Nintendo
Software Licensing What’s A 3rd Party 1st Party vs. 3rd Party Why Can’t Just Anyone Make Games? Console vs. PC
Console vs. PC vs. Films Typical Production Timeline
Stages of Development
Stages of Development: Concept Define Game Concept Define Core Game Features Find/Assign Developer Estimate Budget & Due Date
Concept: Van Helsing
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Concept: Van Helsing Video removed
Prototype or 1st Playable GDD & TDD = “The Bibles” Production Budget & Detailed Schedule Submit Concept to Sony, etc. Working Prototype, with Game Mechanics Focus Test
Prototype: Red Ninja
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Red Ninja - Finished Version Video removed
Stages of Development: Alpha Feature Complete “Localization” Begins Focus Test Play Testing Marketing Continues
Alpha: Crash Bandicoot
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Stages of Development: Beta Polish, Polish, Polish Game Balancing Localization Continues Demo Versions
Stages: Final/GMC/Gold The Game is “Done” Testing, Testing, Testing Intense Pressure Submit to Sony Manufacturing Timing
Ghost Recon 3: Advanced Warfighter Video removed
Ghost Recon 3: Advanced Warfighter Video removed
Stages : Post-Mortem Analysis of PR, Marketing Analysis of Production, Source Code Archive All Assets Kick-off the Sequel!
The Business of Games
First...The Players Game Developers Game Publishers Retailers Platform Holders
Game Business Game DevelopersGame Publishers Actual Game US $4-10 Million
Game Business Game Publishers Sony, Nintendo Microsoft US $7/unit Invent Game System + Marketing
Game Business Game PublishersRetailers Finished Product Wholesale Price US $32/unit
Game Business RetailersConsumers Finished Product Retail Price US $49.99
Who Makes the $$$? Developers Get millions from Game Publisher Huge fixed & variable costs Most fun, most pressure Dependent on Publishers Exceptions?
Who Makes the $$$? Publishers Get $32/unit from Retailers Pours out millions to develop product Sales & Marketing costs Inventory management & “returns”
Who Makes the $$$? Retailers Get approx. $17/unit Remember cost of store Marketing costs Some help from Publishers on inventory Hot vs. Not
Who Makes the $$$? Platform Holders Get $7/unit licensing fee R&D Cost to create system, including anti-pirating costs Marketing system to consumers 1st Party games
Issues in Game Development & Publishing
Development & Publishing Issues Advertising In-Game Cost To Develop for Next-Gen Systems U.S. & Canadian Legislation Restricting Games Lack of Originality
Questions?