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The Value Chain CGAEuropeEast 2006
The Value Chain CGAEuropeEast 2006
Sergei Avetikov
IT-Territory Legal Support
Distributor
Developer Publisher Portal
Technology Provider
Distributor
Developer Publisher Portal
Technology Provider
• Makes Games:
– Original Ideas
– Work-for-Hire (someone else’s idea)
• Organizes all aspects of game development
• Usually absorbs development risk
• Examples: PopCap, Sandlot Studios,
Distributor
Developer Publisher Portal
Technology Provider
• Funds Games:
– Original Ideas
– Submissions from Developers
• Distributes & Markets Games
– Pays for placement/arranges placement
• May also develop its own games
• Usually absorbs marketing risk
• Examples: Playfirst, Iwin, Oberon
Distributor
Developer Publisher Portal
Technology Provider
• Provides Technologies:
– DRM, E-Commerce, Tracking
– Sometimes Development Technologies
• Provides second-tier distribution
– Aggregating smaller websites together
– Sometimes first-tier
– Manage financial and customer support
• Often combined into one entity
• Usually absorbs bandwidth/commerce risk
• Examples: Macrovision, Boonty, Digital River
• Deliver Customers
– Traffic aggregation, targeting, development
• Manage Customer Service and Commerce
– Take transaction, disburse payments
– Coordinate customer service
• Direct to Consumer Marketing Programs
• Usually absorbs consumer risk
• Examples: Real, Yahoo!, MSN, Shockwave
• Developers Publishing
• Self-Publish
– Most control, Own IP
– Portal Relationships are challenging
Distributor
Developer Publisher Portal
Technology Provider
Sergei Avetikov
IT-Territory Legal Support