Player-Computer Interaction
MARKET
ANALYSIS
UNIT 10:
Prof. Dr. Eike Langbehn
Department of Media Technology
Faculty of Design, Media and Information
Hamburg University of Applied Sciences
SECTION NAME
EXAMPLES
UNIT 2:
AGENDA
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
1. INTRO
2. REQUIREMENT
ANALYSIS
3. GAME
DESIGN
0. ORGANIZATION
4. GETTING STARTED
WITH GODOT
5. USER
STUDIES
6. ANALYSIS OF
HUMAN FACTORS
7. INTERACTION
DESIGN
8. ADVANCED PROGRAMMING
WITH GODOT
9. EVALUATION
MODELS
10. MARKET
ANALYSIS
11. NARRATIVE
DESIGN
12. GAME ENGINE
ARCHITECTURE
LEARNING outcomes
- Knowledge about business models
- Understanding of the games market
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
business model canvas
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
business model canvas
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Key Partners
Key Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Who do we need to work with in order to produce and deliver our game?
What do we need in order to produce, market and deliver our game?
What do we need to have in order to produce, market and deliver our game?
What is the message of our game? Which emotions do we want to induce?
How do we talk to our market about our game?
How do we deliver our game to our customers?
Who needs our game?
How many people need our game right now?
How many will eventually need it?
Cost Structure
Revenue Stream
How much will our key activities, resources, and partners cost us?
How will we get paid for the game we provide?
Things that cost money
The Mission
Things that make money
business model canvas
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Key Partners
Key Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Who do we need to work with in order to produce and deliver our game?
What do we need in order to produce, market and deliver our game?
What do we need to have in order to produce, market and deliver our game?
What is the message of our game? Which emotions do we want to induce?
How do we talk to our market about our game?
How do we deliver our game to our customers?
Who needs our game?
How many people need our game right now?
How many will eventually need it?
Cost Structure
Revenue Stream
How much will our key activities, resources, and partners cost us?
How will we get paid for the game we provide?
the mission
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Value
Propositions
What is the message of our game? Which emotions do we want to induce?
business model canvas
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Key Partners
Key Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Who do we need to work with in order to produce and deliver our game?
What do we need in order to produce, market and deliver our game?
What do we need to have in order to produce, market and deliver our game?
What is the message of our game? Which emotions do we want to induce?
How do we talk to our market about our game?
How do we deliver our game to our customers?
Who needs our game?
How many people need our game right now?
How many will eventually need it?
Cost Structure
Revenue Stream
How much will our key activities, resources, and partners cost us?
How will we get paid for the game we provide?
activities, resources, partners
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Cost Structure
How much will our key activities, resources, and partners cost us?
- Salaries
- Freelancer/Outsourcing
- Hardware
- Licenses
- Office rent
- Insurance, Legal, etc.
- ...
Example:
- Indie Team
- 4 Persons
- Programmer
- Artist
- Game Designer
- Manager/Producer
- 1 year development
Item Calculation Sum
Salaries 3.000,00 x 4 x 12 x 1,21 174.240,00
Music & Sounds 8.000,00 8.000,00
4 Computer 4x2000,00/3 2.666,67
2x Unity, 1x Photoshop 2 x 400 + 360 1.160,00
Office 500,00 x 12 6.000,00
Insurances, Legal, etc. 5.000,00
Total 197.066,66
business model canvas
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Key Partners
Key Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Who do we need to work with in order to produce and deliver our game?
What do we need in order to produce, market and deliver our game?
What do we need to have in order to produce, market and deliver our game?
What is the message of our game? Which emotions do we want to induce?
How do we talk to our market about our game?
How do we deliver our game to our customers?
Who needs our game?
How many people need our game right now?
How many will eventually need it?
Cost Structure
Revenue Stream
How much will our key activities, resources, and partners cost us?
How will we get paid for the game we provide?
Things that cost money
The Mission
Things that make money
customer segments
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Customer
Segments
Who needs our game?
How many people need our game right now?
How many will eventually need it?
by ConcernedApe, 2016
13,99 Euro
> 10 Million Units
by MaschinenMensch, 2014
14,99 Euro
~180.000 Units
How/Where to get sales numbers?
- Formerly: https://www.steamspy.com/
- Press
- Dev Blogs
- Indicator: Reviews x Factor
- Just ask devs
- ...
Personas!
Stardew Valley
Curious Expedition
Customer / channels
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Customer
Relationships
Channels
How do we talk to our market about our game?
How do we deliver our game to our customers?
Customer / channels
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Once: "The perfect world"
Developer
Publisher
Distributor
Retailer
Press
Consumer
Pitch
Publishing
Sell-in
Sell-through
b2b
b2c
Customer / channels
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
today: CHAOS
Developer
Publisher
Distributor
Consumer
Game
Submit Game
Sells game online
Gift cards etc.
Used Games
Retailer
?
revenue stream
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Revenue Stream
How will we get paid for the game we provide?
Pricing Model
- Abo
- Free2Play
- Premium
- Freemium
- ...
Example
- Pricing Model: Premium
- Gross: 9,99 Euro
- Net: 8,09 Euro
- Revenue: 198.100,00 Euro (X - 30% Store fee)
- Break Even: 35.000 Units
- Development Costs: 197.066,66 Euro
financing
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
- Own funds
- Public funds
- https://www.bmvi.de/DE/Themen/Digitales/Computerspielefoerderung/computerspi elefoerderung.html
- https://www.gamecity-hamburg.de/funding/
- Work for hire
- Competitions
- Banks
- Crowdfunding
- Venture Capital
- Publisher
- ...
business model canvas
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Key Partners
Key Activities
Value
Propositions
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Who do we need to work with in order to produce and deliver our game?
What do we need in order to produce, market and deliver our game?
What do we need to have in order to produce, market and deliver our game?
What is the message of our game? Which emotions do we want to induce?
How do we talk to our market about our game?
How do we deliver our game to our customers?
Who needs our game?
How many people need our game right now?
How many will eventually need it?
Cost Structure
Revenue Stream
How much will our key activities, resources, and partners cost us?
How will we get paid for the game we provide?
swot analysis
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
elevator pitch
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
The amusement is a narrative VR adventure that uses real walking to let you
explore and discover the history of an abandoned amusement park in the 1920s.
GENRE
USP
GAMEPLAY
SETTING
pitch deck
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
- Vision / Mission Statement
- Team
- The Game
- Core Gameplay
- Art Style
- Story & Setting
- Roadmap & Development Costs
- Market Analysis
- Competitors
- Target Group
- Business Model / Pricing
pitch deck
PLAYER-COMPUTER INTERACTION
UNIT 10: MARKET ANALYSIS
- Vision / Mission Statement
- Team
-
The Game
- Core Gameplay
- Art Style
- Story & Setting
- Roadmap & Development Costs
-
Market Analysis
- Competitors
- Target Group
- Business Model / Pricing
Game Design Document
Business Plan
Player-Computer Interaction
The contents of this Open Educational Resource are licensed under the Creative-Commons Attribution 4.0 International license (CC BY 4.0)
Attribution: Eike Langbehn, Anh Sang Tran, Peter Wood