Secrets of the Game Business (Game Development Series)

There are two primary models used for publishing or distributing titles. The worldwide model will place a game with one publisher who will handle everything for the developer and take care of all sales around the world. The country-by-country model will involve selling the game to smaller publishers in each major territory, or having one of these publishers handle a group of smaller territories.

Basic Criteria for Each Model

The first step in deciding which model a developer should go with is to evaluate their game and company. The two primary factors for this evaluation are the state of the development and the amount of cash in the bank. When looking at the state of development, the further in development a company is, the more options they will have.

Case Study 3.5.1: Evaluating Intellectual Property

The following are some of the major points involved in determining whether an intellectual property is marketable as the basis for a game.

Quality of the Property

• How strong are the characters in terms of depth and popularity?

• Is it a well-developed book/television series/film/etc.?

• Is it interesting, could the story add value to a game?

• Is it a very linear story, or is there a broader "world?"

Value of the Property

• Popularity

• Age (has it peaked?)

• Strength of following

• Expected longevity

Target Demographics

• Age

• Sex

• Geographic region(s)

Ability to Translate into Game

• What genres would be appropriate?

• What platforms could it be adapted for?

• Can the story be used in a game or is it too linear?

• Could it be used on an existing game project or to increase sales to an existing line?

Competing Properties

• What properties are similar?

• Why is this property superior?

• If another developer selects a competing property, how will it affect the market?

• What games would it be similar to?

Worldwide publishers will be able to sign titles on a technology demonstration or design document if your team has a great track record. When developers begin this process, they must realize that as much as three to five months can pass between the initial pitch and the signing of a contract.

When dealing with smaller publishers or country-by-country publishers, this process can take as little as one month. Country-by-country publishers will have to see a working demo of the game, preferably at beta stage. Developers also need a significant base of contacts with these publishers as well as time to contact, follow up, and negotiate contracts with each.

Once a developer understands the position of their company and title they will be in a position to determine which model is best for them. This article takes a deeper look at each business model and how it will affect their game and company both immediately and in the long run.